I love product innovation from major companies because it helps doing green easy. As much as I love small company innovation, until those products get major distribution, its hard to have a huge world impact.

So when Coca Cola introduced a new bottle this week that combines petroleum with plant-based products, it was a major breakthrough. The new bottle will be easier to recycle, which is a big issue with typical PET bottles. It takes a ton of energy to reuse the plastic in our soda and water bottles. Just as importantly, with 38 billion water bottle ending up in a landfill, these new bottles will break down faster if they aren’t recycled properly.

Some, like the advocacy group Corporate Accountability International, don’t want to give Coke credit for making this step because they aren’t doing enough. But I say, let’s give a big shout out to making this step. And then ask Coke, what’s next.