Amcor joins Digital Watermarks Initiative to improve packaging recycling

The initiative brings together over 85 companies

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Amcor
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.

 

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