The Madeira Beer Company is running a campaign to collect glass bottles of its products in exchange for a financial benefit.
The Rali Vinho da Madeira is an event which mobilizes the public, many go to the mountains and consume ECM products. João Rodrigues, Marketing Director of the company made an appeal to sensitize people to return them, "the company pays for these bottles. It is a way for us to contribute so that there is a smaller impact in our mountains, there is less waste and that the people get benefited with this, because when they return the bottles they will have a value that will be discounted, they can deliver it in any supermarket or grocery store". Besides the environmental pollution issues, there are also safety issues at stake, since glass, with high temperatures, may be a source of fire.
This campaign is part of the RVM guidelines, which wants a more sustainable rally, with a great concern for the preservation of the environment.