The Sustainable Packaging Coalition and the How2Recycle Label Danielle Peacock MassRecycle Recycling & Organics Conference March 27, 2012
GreenBlue is a nonprofit that equips business with the science and the resources to make products more sustainable. Background Programs 501(c)(3) not for profit Chemicals Founded in 2002 Forest Products Charlottesville, VA Sustainable Packaging Coalition Advisory Services
The Sustainable Packaging Coalition An industry working group dedicated to creating a robust environmental vision for packaging!!consisting of over 200 member companies, educationalinstitutions, and government agencies involved with the packaging supply chain.
Applying life-cycle thinking through Design to make packaging more Sustainable
Definition of Sustainable Packaging Is beneficial, safe & healthy Is manufactured using clean for individuals and production technologies and communities throughout its best practices; life cycle; Is made from materials Meets market criteria for healthy in all probable end of performance and cost; life scenarios; Is sourced, manufactured, Is physically designed to transported, and recycled optimize materials and using renewable energy; energy; Optimizes the use of Is effectively recovered and renewable or recycled utilized in biological and/or source materials; industrial closed loop cycles.
Goals• Create a clear, well-understood, and harmonized recycling-focused label.• Improve recyclability claims through a nationally relevant data set on access to recycling.• Provide incentive for industry to participate in a pre- competitive initiative that follows Federal Trade Commission Green Guides.
OPRL in the United Kingdom • Used by more than 100 companies on over 60,000 product lines • Companies pay £700 annually to use the label • Retailers say it has improved understanding of recyclabilitywww.onpackrecyclinglabel.org.uk
Federal Trade Commission (FTC)• Consultation on design and consumer testing (do not provide formal “approvals”)• Consumer test focus based on FTC feedback• Three label types connect to FTC’s definitions
Widely Recycled Limited Recycling Not Yet RecycledFTC: Substantial FTC: SignificantMajority Percentage UK: 15-65% 2013: 20-70% 2014: 20-75% FTC: Less than a Significant Percentage
Access to Recycling DataPrimary Filter: • American Forest & Paper• Current surveys Association (R.W. Beck—12/10) • American BeverageSecondary Filter: Association (R.W. Beck—2009)• “exceptions list” for • American Chemistry known problems or Council (Moore Recycling— contaminates complete 4/11; films 4/12)
Government Participation• U.S. EPA and local government working group – Led to “Empty & Replace Cap” message – Will continue to consult for feedback• Labeling system content on select local and state government websites – New York City Department of Sanitations Waste Prevention, Reuse and Recycling Bureau – StopWaste.Org of Alameda County, CA – North Carolina Department of Environment and Natural Resources
Consumer Testing Conclusions• Simple design is best• Consumers do not confuse the label with recycled content• RICs are misunderstood and do not help consumers recycle• 68% of consumers said “not yet recycled” has no impact on their purchasing decision• The mobius loop and chasing arrow symbols are helpful for consumers• The website address conveys the intent of the label: www.how2recycle.info• Consumers understand how to check locally.• The label stimulates interest in learning more about recycling. The How2Recycle.info is the top destination for more information.
Next Steps• Phase 1: Pilot – Packaging in the market on a rolling basis – Assess consumer feedback & behavior – Continue to work with local governments – Business model development / Partnerships – Potential for Canadian label• Access to recycling data industry-wide stand-alone project• Phase 2: 2013 Implementation