Jim Velky is the Senior Director of Sustainability at The Coca-Cola Company. Since 2012, Jim has held various roles throughout The Coca-Cola Company spanning from sustainability, supply chain, operations, program management and procurement. In his current role, he aims to achieve The Coca-Cola Company’s vision of a World Without Waste, a Sustainability Strategy which includes goals around robust collection targets, increasing the use of recycled content and reducing virgin plastic packaging. Jim has been in the recycling industry for 30 years, starting his career on the East Coast designing and developing reverse vending machines to launch in deposit legislation states. He then moved to California to direct the rollout and launch of automated recycling centers in California’s CRV legislation. Prior to joining The Coca-Cola Company, Jim oversaw automated sustainability programs for Waste Management and RecycleBank. Jim is also currently a Board Member of Plastics Recycling Coalition of California (PRCC) and an Advisor for American Beverage Association (ABA), overseeing the Every Bottle Back (EBB) program.