The Carton Council of Canada is working to build a sustainable recycling supply chain for cartons by engaging key stakeholders along the recycling chain. Their four-step strategy involves (1) identifying North American mill partners to purchase recycled cartons, (2) providing support to improve sorting of cartons at MRFs, (3) promoting carton recycling to municipalities and consumers, and (4) launching education campaigns to increase consumer awareness of carton recycling. The goal is to increase carton recycling rates across Canada through industry leadership and collaboration along the entire recycling supply chain.

1. Beyond Producer Responsibility
How the Carton Council is Building a Sustainable
Recycling Supply Chain
Elisabeth Comere, PAC Conference,
Ottawa - September 30, 2012

2. Optimization Guided by Life Cycle
 Reduction at
the source
 Recyclability
 Eco-Design

3. Trends in Environment Legislation
Resources Products Waste
“Bio-based “Sustainable “Circular
economy” production & economy”
Resource availability consumption” Extended producer
and efficiency Eco-design responsibility (EPR)
Climate change Product stewardship
and consumer
information

4. Our Reality
Growing demand for more
sustainable products/packaging
Retailers set green supply chain
requirements Strong
emphasis on
Food industry set ambitious
Recycling in-
environment targets
home & away
Packaging industry improve from home
green profile
Internal
JRQ/09-19-12

5. Our Vision

6. Our Strategy
Our ability to leverage the recycling supply chain
Cities Sorters Brokers Mills

7. Guiding Principles
• Industry leadership to design and
manage recycling systems
• Shared responsibility among
affected stakeholders
• Transparent and fair allocation of
costs
• Foster innovation and continuous
improvement
• Leverage administrative
efficiencies through cooperation with
other industry stewardship programs

8. Carton Industry Alignment
• The Carton Council of Canada -
Leading carton manufacturing
companies in Canada
• Member companies manufacture and
market processing & packaging
systems that are convenient, safe and
environmentally sound.

9. Canadian Goals
Sorting into separate grades Ensure robust North American
end-markets for cartons
Drive consumer awareness Stakeholder engagement

10. Carton Council Focus Areas
Recycling Growing Stakeholder
Policy Recycling Engagement

11. Growing Recycling: Key to Success
Growing
Recycling

12. What is Needed
Consumers
Awareness –
Collectors
must know cartons
are recyclable & how Assurance –
Sorters
& why to do so proof that markets
want & will recycle Assurance –
Markets
Access –
Canadians able to cartons proof that markets
conveniently recycle Assistance - want & will recycle Assurance -
their used cartons at technical & cartons pricing sufficient to
home & on-the-go promotional support Assistance - encourage
to establish carton technical & collection/sorting;
recycling programs potentially financial sufficient carton
to build business volume to justify
case to sort cartons buying
Assistance –
technical &
potentially financial

13. Building Sustainable Markets
Markets
Step 1
 Identify suitable North American mill partners
 Negotiate agreements with partners to buy
cartons at prices that drive collection & sorting
 Develop broker ties to move supply to markets

14. In 2008…

15. Engaging with Fibre Mills in North America
Grupo Empresarial
Transforma
Great Lakes Tissue
Company

16. End Markets Success: From 1 to 9
Recyclers since 2009
Great Lakes
Tissue

17. Continue to Build on Campaign
Success
Cartons are now an ISRI traded commodity
(PSI #52) & pricing is strong and stable

18. Carton Value Steady
$800
6% decrease
$700
$600
$500
$400
PET (mixed)
$300 Polycoat Containers
$200
Flat
$100
$0
2011 2011 2011 2011 2012 2012 2012 2012 2012 2012 2012 2012
Sept Oct Nov Dec Jan Feb Mar Apr May June July Aug
Source: StewardEdge monthly price sheet (figures in $/tonne)

19. Ship More Volumes from MRFs
Sorters
Step 2
 Ensure MRFs separate cartons into own grade
 Provide technical support to improve efficiency at
MRFs
 Link marketing managers with brokers and end-
markets

20. Grow our fact base on MRF Capacity
• Participated in a study to
measure and observe the flow
of all composite paper
packaging materials in 8 MRFs
in Ontario
• Visits currently underway to
help develop a regional carton
recycling strategy

21. Capture More in the Blue Box
Collectors
Step 3
 Provide communications content support to
municipal recycling coordinators
 Improve convenience to recycle cartons

22. Promotion and Education Campaigns

23. Drive Consumer Awareness
Consumers
Step 4
 Make carton recycling more convenient away-
from-home
 Share our story through social media:
www.recyclecartons.ca; LinkedIn

24. Promoting Consumer Awareness
Engaging Municipalities & Stakeholders
• Tool-kit Templates
» Ads, posters, and more
• FAQs for Communities,
Haulers and MRFs
• Social Media Support
• Video Footage
• Technical Assistance
• New Website
www.recyclecartons.ca
• Collaboration
Opportunities

25. Projects in the Pipeline
• Deploy promotion and
education municipal toolkit to
improve awareness for carton
recycling Education &
• Launch elementary school Outreach
recycling education campaign
in Montreal
• Promote away-from-home- MRF
recycling through support for Capacity
CBCRA
Grow supply
• Engage in thought leadership
through Tetra Pak participation
in PAC-Next