News: Brita Takes It Back!

For those of you who have been following the Take Back the Filter campaign -- and hoping that Brita would eventually start a recycling program for their filters here in the U.S. -- yesterday was a big day.

The company has announced that it will now recycle 100% of its filters. (Did you celebrate with an extra glass of filtered water?)

Can you guess what the filters are going to be recycled into?

Brita (which is owned by Clorox) will be recycling its filters into Preserve products (i.e., toothbrushes, reusable food containers, cutting boards, etc.)

Preserve will recycle 100% of the Brita filter through its Gimme 5 recycling and reuse program. Get it? Gimme 5 ...No. 5 polypropylene plastic...

Soon, you'll be able to drop your used filters off at select Whole Foods locations -- we're hearing January 2009 -- or drop them in the mail.

Here are all the details (PDF).

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