Patrick Stewart Signs on to Help End Global Trash Crisis

Patrick Stewart
Tommy Garcia/CBS

Patrick Stewart has signed up as a mission ambassador with Cana Technology.

Cana’s mission is to change the way the world produces and consumes goods. It is starting with attempting to decarbonise and declutter the beverage industry.

“The [U.S.] $2.5 trillion global beverage and bottling industrial complex revolves around the centralised production and distribution of a product that’s mostly water, using an archaic system that generates trillions of tonnes of trash,” the company said.

It noted the beverage industry was a leading contributor to carbon emissions and the most obvious culprit in the deepening global trash crisis.

Cana’s first product, the Cana One, has been likened to the “Star Trek” replicator. The company said the product is a “molecular beverage printer” which will be able to ‘print’ thousands of beverages – from soft drinks and iced coffee to wine and cocktails – using various flavour compounds, thus eliminating the need for plastic, aluminium, glass and other containers, plus all of the associated shipping.

Stewart is currently starring in the third and final “Star Trek: Picard” season in his iconic role of Captain Jean-Luc Picard.

He noted the innovation was like science fiction entering reality.

“I look forward to partnering with Cana on their groundbreaking new initiatives, many of which remind me of advancements in technology that for some may have only been conceivable in the world of science fiction,” he said.

“It has been fascinating and encouraging to learn more from Cana about recent scientific breakthroughs that have made their vision for a sustainable future a reality, and I am delighted to join them in this endeavour.”

The company will begin shipping customised carts directly to people’s homes or offices in beta later this year.

It has also developed a software interface which will enable consumers and creators to ‘invent’ their own beverages which could then be marketed with a unique name and personalised video. Beverage creators would then be entitled to a cut of any revenue generated by sales of their branded beverage.

“Eventually, Cana One will personalise your drink based on the season, time of day, your likes and dislikes, and even nutritional needs,” the company said.