Hidde Reinhard (NL)
Hidde Reinhard works as Brand Ambassador Events for the brands Heineken®, Desperados, and Lagunitas. In practice, this means creating and implementing innovative (custom) brand activations at festivals in The Netherlands. Since this year Hidde has been involved in developing and implementing Heineken’s sustainability strategy at festivals. Heineken strives for circularity, for instance with the use of plastic cups at festivals.
The new purpose strategy of Heineken The Netherlands is defined end 2018 and set the ambition to make the Heineken® brand fully circular by 2030. This includes packaging, promotional and point of sale material. Reducing plastic packaging en stimulate the use of recycled plastic for our packaging is one of our priorities for the next 3 years. That’s why Heineken (The Netherlands) participate since the end of 2018 in the Plastic Promise. Heineken doesn’t realize it on its own but works together with festival organizers and other parties on sustainable solutions.
Beginning 2019 Heineken The Netherlands expand his commitment to plastic reduction and recycling by signing the Plastic Pact. With the Plastic Pact Heineken, The Netherlands works at reducing the impact of their total plastic portfolio.