Brita and Preserve Announce Filter Recycling Program for Canadians

    TORONTO, April 14 /CNW/ - Beginning this spring, Canadians can bring
renewed life to their used Brita(R) pitcher filters through a new recycling
program offered by Brita and Preserve. Used pitcher filter casings will be
turned into new, recyclable household items such as toothbrushes, cups and
cutting boards by Preserve.
    Starting today, Canadians can mail their used Brita pitcher filters to
Brita for recycling. Brita has partnered with Preserve, the leading maker of
100 per cent recycled household consumer goods, which will recycle the
collected filters through its Gimme 5 recycling and reuse program. Preserve
offers an environmentally-friendly recycling infrastructure for No. 5
polypropylene plastic, a primary material in Brita pitcher filters.
Instructions on how to return filters are available at
    Preserve will use the filters in its line of eco-friendly, 100 per cent
recycled and recyclable personal care, tableware and kitchen products.
Preserve products made in part from Brita filters will be available at leading
retailers, including Whole Foods Markets, The Big Carrot, Clean Calgary and
Home, allowing consumers to purchase new sustainable products they
helped create.
    "Brita is pleased to partner with Preserve to offer a Brita filter
recycling solution that is a win for Canadians, the environment and our
company," said Tim Pellerin, Director of Marketing, Brita Canada. "This
initiative is one of many ways Brita is actively making its consumer product
offerings more sustainable and creating positive impacts in the area of waste

    Each Filter Recycled

    Preserve will recycle 100 per cent of each Brita plastic pitcher filter
casing collected. The No. 5 polypropylene plastic from the casing will be used
by Preserve in their line of products. The filter ingredients - activated
carbon for creating great-tasting water and ion-exchange resin that reduces
mercury, copper, cadmium and zinc that might be found in tap water - will be
regenerated for alternative use or converted into energy. (Substances reduced
may not be in all users' water.)
    "The Brita filter recycling program gives Brita pitcher filters new life
as Preserve products," stated John Lively, Director of Environment and
Material Science for Preserve. "We calculated that the benefits of keeping
Brita filters out of landfills outweigh the impact of shipping them for
recycling through this program."

    Filter to Reduce Bottled Water Waste and Enjoy Great-tasting Water

    Brita's filter recycling program builds on the success of its
FilterForGood campaign. Those who take the FilterForGood pledge to switch to a
reusable bottle filled with filtered Brita water are taking action to help
protect the Earth by making a small lifestyle change. One Brita pitcher filter
can effectively replace as many as 300 standard 500mL water bottles. Using a
reusable bottle allows you to enjoy great tasting tap water at home and on the
go - without so much waste. Now Brita users can make another positive impact
by recycling Brita pitcher filters. For more information visit:

    About The Brita Products Company

    For over 40 years, Brita has been among the leading experts in the field
of water filtration. The family business, founded in 1966, has become two
global companies which manufacture water filtration products for household and
professional applications. For more information, contact 1-800-387-6940 or
visit or

    About Preserve

    Preserve is the leading producer of performance-driven and stylish 100%
recycled household products: the Preserve toothbrush, razor, tableware, and
the award-winning Preserve Kitchen line. The company is powered by the
recycling efforts of individuals and companies via its Preserve Gimme 5
program. This program accepts No. 5 plastics that many municipalities do not
currently recycle - such as yogurt cups and other common household containers.
This year, Preserve will keep one million pounds of No. 5 plastic out of
landfills-transforming it into new Preserve products. All recycling and
manufacturing is done in the USA. Founded in 1996, Preserve empowers people to
make everyday choices that are better for the earth while offering real
solutions without compromise. Preserve is committed to expanding its business
in Canada and Preserve products can currently be found at a variety of
Canadian retailers including: The Big Carrot, Whole Foods Market,, Clean Calgary, Kiso Organics, and Pistachio. For more
information, visit

For further information:

For further information: about the recycling program, please contact:
Natasha Alleyne-Martin, Edelman, (416) 979-1120 x289,; Noor Marzook, Edelman, (416) 979-1120

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