Packaging sustainability is a key concept for this year's Olympic games. Coca-Cola is aiming for all of its PET bottled soft drinks to be recycled at the Olympic Games this year, in an effort to increase awareness of sustainable packaging. Rosemarie Downey, head of packaging research at Euromonitor, states that this is one of several initiatives by companies surrounding the games. The London Organizing Committee for the Olympic Games, has stated that all non-recyclable Olympic packages must be either combustible or incinerated for energy generation, as part of an effort to send no waste to landfills during the games.