Beverage giant joins forces with govt, UNDP, WWF to save resource

Ten years ago, Jinjing tea farm in Hunan province faced closure due to fierce competition. Zhang Wen, vice-president of Jinjing Hunan Tea Co, then decided that ecology and the environment would be the key to the development of the tea farm.

By working with Coca-Cola China and the World Wide Fund for Nature (WWF), the tea farm rebuilt its rain collection and water ecology recycling system and has established an artificial wetland to purify water. Now Jinjing's tea products have obtained organic permits, and are sold in domestic and overseas markets including Malaysia.

The tea farm's journey is a reflection of how the collaboration between private sector, the government and social organizations has reinforced water conservation efforts in the country, with soft drink giant Coca-Cola achieving its 100 percent water recycling target in China six years earlier than it originally expected.

The beverage giant's global water conservation strategy since 2004 is known as Reduce, Recyle and Replenish.

In 10 years, Coca-Cola China and its partners have contributed to nearly 20 water reservation and protection projects. By the end of 2006, the company had recycled 25.2 billion liters of water in China. The figure is 157 percent of the total water volume used for production of the beverage in China.

In cooperation with the China International Center for Economic and Technical Exchanges, the Ministry of Commerce, the United Nations Development Program and the World Wide Fund for Nature, the beverage producer has launched the "Empty Bottle" initiative to call for public to care for every drop of the water they consume on June 5.

"Coca-Cola China has combined its business with efforts to achieve local prosperity and protection of the environment," said Zhang Jiantao, vice-president of Coca-Cola in China and South Korea.

"We call for the participation of the public. Only when everyone cares and acts on it, can we build better shared value and promote sustainable development."

Zhao Zhongyi, deputy director general of the China International Center for Economic and Technical Exchanges at the Ministry of Commerce, said the "golden triangle" partnership initiated by the Coca-Cola China has made significant progress in improving water governance in China by joining with government departments, businesses and social organizations.

Meeting clean water demand in China's rural areas and providing safe drinking water are the major goals of the UNDP in its efforts to promote water resource conservation in China, said Carsten Germer, UNDP representative and assistant country director in China.

The UNDP hopes to enhance future cooperation with partners and introduce its successful experiences in China to other countries with similar needs, creating a new model of technical assistance for South-South cooperation, said Germer.

wangzhuoqiong@chinadaily.com.cn