ATLANTA -- Coca-Cola continues its sustainability efforts with the development of 100 percent recyclable merchandise display racks for convenience stores and grocery stores. The new racks are being tested in a few markets with a national roll out slated for late 2011.

The freestanding GIVE IT BACK racks are made of 100 percent recyclable corrugated cardboard. According to the company, the units are the first step in building toward a comprehensive, closed-loop retail equipment program where Coca-Cola creates recyclable in-store merchandise racks and then recovers, reuses and/or recycles the racks.

"Coca-Cola recovered 400 million pounds of cans and bottles in the United States in 2010, yet we want to do more," said Gary Wygant, vice president, business development, Coca-Cola Recycling. "By creating a 100 percent recyclable merchandise display rack, Coca-Cola is asking grocery and convenience stores to join our sustainability efforts by returning or recycling our racks, just like we ask consumers to return or recycle our product packaging."

The corrugated merchandise racks are just the first in a line-up of recyclable displays that Coca-Cola has on its radar. For example, the company also has plans for a rack made of entirely of recycled PET plastic.

The company's efforts will improve the likelihood that Coca-Cola displays will not find their way to landfills. Coca-Cola is diverting, on average, more than 90 percent of its waste at its primary U.S. manufacturing facilities.

"Sustainability is core to our business, so we want to demonstrate this commitment to our customers and consumers at every level," said Bruce Karas, director, sustainability and environment, Coca-Cola Refreshments. "These new racks are a great example of how we can find innovative ways to make our equipment both sustainable and part of the shopping experience. With the GIVE IT BACK rack, we're helping people feel good about their purchasing decisions as we work towards our overall sustainability goals."