Our vision of the world of the beverage dispensing systems and beyond.

The United States have also finally conceded that recycling is no longer enough. Eight million tonnes of plastic end up in our oceans every year, and according to the WWF, 33,000 plastic bottles pollute the Mediterranean Sea every minute. These statistics cast doubt over recycling as anything more than just a placebo, or a rather limited solution to a very big problem. Reliable sources such as the Guardian (data published in 2017) and British Petroleum ("2017 Statistical Review of World Energy") confirm that plastic pollution is caused in large part by the plastic bottle's entire life cycle, i.e., by the process of extracting raw materials, the production of the plastic itself, the transportation of bottled water and the disposal of the bottle.

By reconstructing the production chain, we are able to calculate how many fossil raw materials each bottle consumes. Producing a one-litre plastic bottle consumes about 10% of its weight in oil, 80 grams of coal and 42 litres of natural gas. When turning these numbers into CO2, the carbon footprint of a one-litre plastic bottle amounts to around 0.7%. The impact recycling has on the environment is not enough to reverse the degradation of our ecosystem. It's time to buck the trend.

Celli is a "Beyond the Bottle Company". We firmly believe that our planet's future relies on the beverage industry getting rid of single-use plastics by using dispensing systems that are increasingly technological, connected and focused on eco-friendly consumers. This means no more recycling plastic, in fact, no more plastic at all, thanks to a virtuous and technologically advanced re-use strategy that relies on refills. In order to achieve our goals, we have chosen three core values as the building blocks of our development strategy: Sustainability, a Human-Centred approach and Digitisation. These core values have led us to create digitised, interactive, smart products that greatly expand and enrich the consumer experience while also allowing us to offer our clients important information about their businesses by collecting consumption data. Consumers are ready for this evolution. Changing the consumption model today might really make a difference. Come on, we can do this together. The future is beyond the bottle.