The 1st stage of the McDonald’s sustainability roadshow kicks off in Rome

The 1st stage of the McDonald’s sustainability roadshow kicks off in Rome
The 1st stage of the McDonald’s sustainability roadshow kicks off in Rome

ROME (ITALPRESS) – The first McDonald’s restaurant inaugurated in Italy, in 1986 in Piazza di Spagna in Rome, today becomes the initial stage of the Sustainability Roadshow, a project that establishes McDonald’s commitment to the circular economy.
The initiative stems from an agreement between McDonald’s Italia, Comieco and Seda International Packaging Group with the aim of outlining the common ecological transition path, decreasing the impact of the use of disposable packaging in the fast food sector, favoring renewable raw materials , recyclable and recycled like paper upstream, and ensuring proper separate collection and waste management downstream. An objective that can also be reached thanks to the contribution of FISE Assoambiente and Utilitalia which are daily engaged in the collection and management of urban waste.
McDonald’s restaurants, which by the end of 2021 will be equipped to achieve 100% packaging recycling, represent a place of education and awareness of the correct waste sorting behavior for millions of consumers a day. McDonald’s today presents the new packaging entirely in certified and recyclable paper, the crowning of a commitment to the progressive elimination of single-use plastic in packaging which has led to a saving of 1000 tons of plastic per year.
This is accompanied by the implementation of new areas for the valorisation of waste in the dining room and in the dehors which facilitate correct separate collection through small daily gestures. These new areas for waste sorting will be supported by a communication campaign on the points of sale aimed at consumers. With this very purpose, McDonald’s also announces its collaboration with Frank Matano, an exceptional character and face of Italian comedy. Always attentive to environmental issues, Matano, through its social channels, will contribute to highlighting the campaign to raise awareness among citizens towards more aware and attentive behaviors to the planet.
“The ecological transition is a process that involves every single citizen and is built by promoting positive behaviors on the part of companies and citizens, enhancing partnerships between the public and private sectors. Companies can play a fundamental role in investments in innovation that allow them to face the environmental challenge with new solutions accessible to all. The project presented today by McDonald’s, Seda and Comieco represents a concrete example – said Vannia Gava, Undersecretary for Ecological Transition on the sidelines of the event in the McDonald’s restaurant in Piazza di Spagna in Rome ”.
“This initiative makes us really proud and adds an important step in our path of attention to environmental sustainability. McDonald’s, as a meeting place for millions of Italians, can play a key role in the ecological transition and help educate, raise awareness and speed up this process, starting with the correct management of waste by consumers “, says Dario Baroni, CEO of McDonald’s Italy.
“Today we are laying the foundations for an important step forward in the implementation of the values ​​and principles of a true circular economy. Recycling 100% of the paper packaging used in restaurants not only favors a better environmental impact, but above all it has a great social value because it is based on the involvement of the consumer who becomes an active protagonist of the circular economy and therefore an even more responsible citizen – comments Antonio D’Amato, president of Seda International Packaging Group -. From the point of view of sustainability, this project also allows us to demonstrate the environmental superiority of disposable paper tableware, which would be better defined as ‘use and recycle’. In fact, as demonstrated by the most authoritative scientific study conducted in Europe by Ramboll and certified by the German TUV, reusable tableware emits CO2 and fine particles 3 times higher than disposable and recycled paper packaging and involves three times the consumption of drinking water. which reaches up to 300 times more if 100% of the packaging is recycled “.
“In 2020, the recycling rate of paper and cardboard packaging exceeded 87%, reaching the EU objectives for 2030 in advance – declares Carlo Montalbetti, Comieco general manager -. An important result that was not influenced by the pandemic but rather was strengthened by the new ways of buying and consuming that have established themselves: e-commerce has grown by 30% while food delivery by 20%. This has led to a significant increase in packaging, especially in paper and cardboard, present in our homes and cellulosic packaging has become even more protagonist of the collection, representing over 40% of the domestic flow. The agreement signed with McDonald’s and Seda International Packaging Group demonstrates that even in the field of informal catering it is possible to build efficient and sustainable paths to recover and recycle, through separate collection, a fiber such as precious cellulose for the recycling industry. and synonymous with sustainability “.
“The waste sector – highlighted the president of FISE Assoambiente, Chicco Testa – no longer represents only an essential public service for the management of urban waste, but has also become a real constant source of supply of (secondary) materials and energy production. To ensure the transition towards a real circular economy, it is now crucial to promote an integrated management system, which gives companies the opportunity to develop a path of organizational and technological innovation, having as a reference the needs of future generations and a modern waste management cycle. that meets the objectives set at European level “. “The actions implemented by McDonald’s are very important and are fully supported by Utilitalia, because a correct closure of the waste cycle is possible only thanks to the commitment of all – states the vice president of Utilitalia, Filippo Brandolini – A job that it presupposes an adequate organization of services, but cannot ignore the presence of recycling plants, especially for the treatment of organic waste, as well as for the treatment of non-recyclable fractions “.
“Separate collection and plants are not two elements that are alternative to each other, on the contrary: the territories that record the highest percentages of separate collection and recycling are precisely those in which there is the greatest number of plants. According to our estimates – he concludes – to meet the European targets by 2035 which establish to reach 65% of effective recycling and to resort to landfill no more than 10%, the additional Italian plant requirements are 5.7 million tons “.

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