In partnership with brands such as Heineken and Coca-Cola, The Town adopts sustainable practices, such as recycling and donating materials.
The For a Better World initiative, which was born from theRock in Riobecame a consistent purpose within Rock World, the company behind this event and the São Paulo version of it, The Town, the largest music, culture and art festival in São Paulo. The commitment to holding inspiring, sustainable events that contribute to building a better world leaves a positive legacy.
Oriented towards Dreaming and Making It Happen, the first edition of The Town, which took place in September 2023 at the Interlagos Circuit, location of the new Music City, joined this movement to promote sustainable changes. Among the various measures of the festival, one of the highlights was the partnership withHeineken, Red Bull,Coca Cola eBraskem, being one of the first major events in Brazil to reuse materials, in addition to promoting conscious consumption and correct disposal. As a result of the mega-operation, 472 thousand reusable cups were sold in the five days of the event and 10 tons of waste were no longer produced, as well as 93.39% of the waste generated at the festival is out of landfills.
It is necessary to think about alternative solutions and also about a more efficient and circular disposal of waste. This is important for increasing the life cycle of products before they are effectively discarded completely. Therefore, in our management, we work with attention and care in the separation and appropriate destination of what is generated. Organics go to compost, recyclables return to the chain and are reincorporated, wood and co-processed materials (used oils, plastics and paints) become energy and only what really has no added value goes to landfill, comments Roberta Medina, vice-president Executive at Rock World.
During the five days of the festival, 85 tons of waste were recycled and could be converted into income for collectors in a cooperative. In addition to the donation of 38 tons of materials, such as tarpaulins, grass and carpets and 2.4 thousand liters of oil converted into soap, avoiding the contamination of 2.4 billion liters of water.
At the end, the executive also highlights the continuous efforts with environmental causes during the production of Rock in Rio.
At Rock in Rio 2022 we diverted 74.32% of waste. This shows our commitment to evolving every year in building a better world, adds Roberta Medina.
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