I think a lot of companies like ours are willing to make this transition to more sustainable packaging and are anxious to make the right choices.
It's important to build a partnership between governments, municipalities and businesses to raise consumer awareness. We've done a lot on our end and we are still doing it.
I have specific examples. In British Columbia and Quebec, we have key partnerships, whether it's with Recycle BC or RECYC-QUÉBEC, where we have supported the launch of tools. One such tool that comes to mind is called “Ça va où?”. It was launched by RECYC-QUÉBEC a few years ago in conjunction with our launch of recyclable K-Cup pods.
We visited grocery stores to give hands-on demonstrations of the right things to do, the steps needed to be able to put the pod in the blue bin. We took the opportunity to invite consumers to download the RECYC-QUÉBEC app so they could really understand the steps in preparing our various containers and packaging for recycling.
More and more, companies need to follow suit in this way. On our end, it's been done through in-store presentations, but also through a lot of consumer outreach online, via videos that we post on social media, and via TV advertising. We've placed a lot of ads in various newspapers.
So the important thing is to have an all-out approach to communications. We've seen the best results in the country when we've worked hand-in-hand with organizations, such as RECYC-QUÉBEC and Éco Entreprises Québec, or Recycle BC and other organizations, such as the Recycling Council of Ontario.
To sum up, consumer awareness must become a high priority not only for governments, but also for businesses, which have a special relationship with their consumers. We're in a unique position that allows us to reach our consumers and deliver those key messages.