Our Initiatives
Nebraska's beverage companies have a long history of working to strengthen the communities where our consumers, members, and employees work and live. From working to reduce sugar from beverages in the American diet, driving sustainable solutions to preserve the environment and protecting consumer choice, when we work together we can have a great impact on communities across the state.
Balance Calories Initiative
Nebraska's beverage companies are offering more beverage choices with less sugar or no sugar at all - including smaller portions of your favorites. Today, nearly 60% of beverages sold have zero sugar.
We are also making it easier to find the beverage that's right for you with clear calorie labels on every bottle, can, and pack.
Every Bottle Back
Our plastic bottles are made to be remade. We are carefully designing them to be 100% recyclable - even the caps. Our goal is for every bottle to become a new bottle, and not end up in oceans, rivers, beaches, and landfills.
As a member of the American Beverage Association, we are also working with the World Wildlife Fund to measure and track progress toward reducing our plastic footprint, and The Recycling Partnership and Closed Loop Partners to invest $100 million to modernize and improve community recycling in communities where we can have the greatest impact.
Protecting Consumer Choice
We believe our customers make the best decisions for themselves and their families. We oppose efforts to tax or insert government regulation on items like soft drinks in America's grocery carts. Taxes and regulations that harm consumers and businesses are not the solution to addressing health challenges and budget deficits.