In branding, sometimes the best partnerships are also the most unexpected.
Ford and Jose Cuervo are teaming up on a corporate social responsibility campaign to turn agave plant byproduct into vehicle accessories.
The tequila distilling process creates excess agave. The durable plant can be turned into plastic cup holders, fuse boxes and other car parts that were formerly made from petroleum-based plastics.
Here’s an overview of the project:
"There are about 400 pounds of plastic on a typical car,” Ford senior technical leader Debbie Mielewski said in a statement. "Our job is to find the right place for a green composite like this to help our impact on the planet. It's work that I'm really proud of, and it could have a broad impact across numerous industries."
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Jose Cuervo is shipping its used agave fibers from Mexico to Ford’s Dearborn, Michigan manufacturing plant. There, the agave is being turned into plastic and tested for its durability and heat resistance.
A Jose Cuervo rep weighed in:
Jose Cuervo is proud to be working with Ford to further develop our agave sustainability plan. … This collaboration brings two great companies together to develop innovative, earth-conscious materials.
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