Amcor joins Digital Watermarks Initiative to improve packaging recycling

The initiative brings together over 85 companies

HolyGrail 2.0 is a pilot project facilitated by the European Brands Association

Packaging major Amcor earlier this month announced its membership of the Digital Watermarks Initiative ‘HolyGrail 2.0’, which brings together over 85 companies and organizations across the packaging value chain, including key customers and industry peers.

HolyGrail 2.0 is a pilot project facilitated by AIM, the European Brands Association, with the objective to prove the viability of digital watermarking technologies for accurate sorting and, consequently, higher-quality recycling. It builds on initial research by Amcor’s partner, the Ellen MacArthur Foundation, into innovations to improve post-consumer recycling.

“This initiative is a clear example of how innovative technology and participation from stakeholders across the full value chain has the potential to improve recycling globally and protect the environment,” said Peter Konieczny, Amcor’s chief commercial officer.

Amcor has pledged to making all its packaging recyclable or reusable by 2025. “As part of that commitment, HolyGrail 2.0 and other pilot projects are important in ensuring that recyclable packaging developed in the industry is retained in the value chain and can be reused for future products and kept out of the natural environment,” it said.

Alongside its partnership activities, Amcor said it is committed to developing more sustainable products for its customers and consumers. The company is leveraging its scale and drawing on R&D, with more than US$ 100 million (approximately Rs 735 crore) annual investment and hundreds of professionals working to create new responsible packaging solutions, it said.

Late last month, Amcor announced it has joined the US Plastics Pact, a collaborative, solutions-driven initiative to create a path forward to a circular economy for plastics in the United States by 2025.

The US Plastics Pact is focused on four goals intended to drive significant systems change by unifying diverse cross-sector approaches, setting a national strategy, and creating scalable solutions. The first North American Pact of its kind, the US Plastics Pact is a collaboration led by The Recycling Partnership, World Wildlife Fund (WWF), and Ellen MacArthur Foundation.


The Covid-19 pandemic led to the country-wide lockdown on 25 March 2020. It will be two years tomorrow as I write this. What have we learned in this time? Maybe the meaning of resilience since small companies like us have had to rely on our resources and the forbearance of our employees as we have struggled to produce our trade platforms.

The print and packaging industries have been fortunate, although the commercial printing industry is still to recover. We have learned more about the digital transformation that affects commercial printing and packaging. Ultimately digital will help print grow in a country where we are still far behind in our paper and print consumption and where digital is a leapfrog technology that will only increase the demand for print in the foreseeable future.

Web analytics show that we now have readership in North America and Europe amongst the 90 countries where our five platforms reach. Our traffic which more than doubled in 2020, has at times gone up by another 50% in 2021. And advertising which had fallen to pieces in 2020 and 2021, has started its return since January 2022.

As the economy approaches real growth with unevenness and shortages a given, we are looking forward to the PrintPack India exhibition in Greater Noida. We are again appointed to produce the Show Daily on all five days of the show from 26 to 30 May 2022.

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