Brand Marketing

Ford Is Teaming Up With Jose Cuervo to Make Car Parts From Agave

A shot of sustainability

By Christine Birkner

July 19, 2016

Environmentally conscious auto manufacturing just got a shot in the arm—or rather, a shot of tequila. Ford and Jose Cuervo are teaming up to turn agave plant byproduct from tequila into plastic cup holders, fuse boxes and wiring for Ford cars and trucks.

Christine Birkner
@ChristineBirkne christine.birkner@adweek.com Christine Birkner is a Chicago-based freelance writer who covers marketing and advertising.
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