Also last fall, The Recycling Partnership joined the American Beverage Association (ABA), The Coca-Cola Company, Keurig Dr Pepper, and PepsiCo, along with World Wildlife Fund (WWF) and Closed Loop Partners in launching the Every Bottle Back initiative. At TPC, Katherine Lugar, President & CEO of ABA, outlined the mission behind the new program: "Our goal is for every bottle to become a new bottle, and not end up in oceans, rivers, beaches and landfills. And that means we are using less new plastic."