A disgusting 80% of it ends up in the ocean and it's about time we all started taking responsibility for our own plastic use. A brewing company and an ad agency have come together with an innovative idea to take their first step towards cleaner oceans.
It's not an unfamiliar pairing, brewers and ad agencies often make headlines with their excellent marketing teams, but this time they're trying to make the world a better place.
Did you know that a whopping 40% of the earth's total ocean mass is actually covered by plastic? That's billions of pounds of of non biodegradable detritus, clogging up our beautiful seas. With marine life ingesting this toxic and indigestible rubbish, we're seeing the horrible results with a million birds and 100,000 mammals and sea turtles dying of plastic consumption every year.
One of the worst offenders are the plastic rings which hold cans together, as consumers just throw these seemingly worthless bits of plastic in the bin and don't think about where it'll end up. Try walking down any high street and I guarantee you'll stumble across one of these familiar circular devils on the floor.
One Florida brewer has decided to take responsibility for their own part in this real life nightmare and in partnership with We Believers ad agency have created edible six pack rings, which are designed to nourish and not knock off our sea life.
Created from beer brewing by-products like barley and wheat, these new can rings are completely safe for both humans and fish to eat. And if it doesn't get eaten, it doesn't matter because they're also 100% biodegradable and compostable.
Just think how many cans are bought with plastic rings attached, now just imagine if they were all edible and compostable! That would be a huge reduction in sea waste each year.