As part of its ongoing efforts to help establish a circular economy, Avery Dennison today announced the launch of AD Circular, a comprehensive program providing recycling of used paper and filmic label liners in countries across Europe.
Through the program, companies can simply use an online web application to schedule a pickup of used label liners by Avery Dennison to one of its recycling partners. The web app also provides useful data in the form of regularly updated analytics and certificates on the amount of recycled liner material, the amount of CO2 emissions they’ve avoided as a result, and more.
Collection and transport of used liners through AD Circular will comply with EU regulations, and the costs will be comparable to existing waste disposal services.
“Companies in Europe consumed some 470 kilotons of label liners in 2019, yet just over a third were recycled,” noted Burak Sahbaz, senior director marketing & sustainability, citing statistics from AWA, a label industry consulting firm. “Landfilling or incinerating that many liners, and using all that material only once, is not environmentally sustainable, and runs contrary to consumer expectations and the spirit of European regulations establishing a circular economy. By working in collaboration with recyclers, our peer companies, and the brands that use our materials, we believe AD Circular is a big step forward in reducing and eventually eliminating label waste.”
AD Circular will launch in eight countries during the first half of 2021, including France, Spain, Belgium, Poland, Denmark, Sweden, Germany, and the United Kingdom. The program will then launch in other European countries in the latter half of the year. Mr. Sahbaz said the program’s ultimate goal is by 2025 to recycle 75% of the label waste Avery Dennnison brings to the European market. Recycling 1 kilogram of liner avoids the emission of 2.28 kilograms of carbon dioxide, he noted.
Material made from recycled liners will be used in new packaging materials and other qualitative products. Avery Dennison’s vision is to eventually facilitate liner-to-liner recycling.
A step toward circularity—and greater industry collaboration
AD Circular is Avery Dennison’s latest effort to offer products and services that help establish a circular economy—an economy that, through the widespread adoption of recycling and the use of recycled content, eliminates one-time use of raw materials and instead keeps extracted materials circulating, thereby reducing pollution and waste, curtailing consumption of natural resources, and stemming greenhouse gas emissions.
“As a company, we’re not content to simply reduce our own impact,” said Mr. Sahbaz. “We’re looking at regenerative practices—ways that we can apply what we do well to make whole systems better, from the label industry to communities to the environment. We’re proud to not only be making innovative contributions to the circular economy, but, as a founding member of the Circular Economy for Labels (CELAB) consortium, to also be organizing collaboration among other companies to bring that economy to life faster. AD Circular is an example of how, working together, we can meet the challenge of reducing label waste.”
“Brand blind” recycling, cost parity, and ease of use
AD Circular improves upon existing liner-recycling services, processing liners regardless of who made them or where they were purchased.
“The goal isn’t only to get our own materials out of the waste stream,” said Mr. Sahbaz. “Our vision is to solve this problem for the labelling industry, period, by setting up a thriving, wide-reaching, recycling system that one day will provide complete liner-to-liner recycling”.
Providing the service at comparable costs as existing waste disposal schemes is key to AD Circular, he said. So is ease of use.
“Companies, like consumers, recycle when it’s easy and affordable. So we’ve made it as easy and cost-effective as possible. Companies use our web-based app to schedule a pickup whenever they’re ready, and we will handle everything else—pickup, transport, recycling, and all the paperwork and regulatory compliance.” As a value-added service, the app also tracks the amount of liners each user recycles, CO2 emissions avoided as a result, and more, said Mr. Sahbaz. Users can use the data to measure progress against their sustainability goals and inform their sustainability reporting and communications.
Avery Dennison Corporation (NYSE:AVY) has joined with other leaders in the pressure sensitive label (PSL) industry to form the Circular Economy for Labels (CELAB) consortium. The consortium aims to offer solutions and provide education throughout the industry to enable matrix and release liner recycling.
Avery Dennison officially opens $65 million expansion in Luxembourg
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Avery Dennison opens Intelligent Label Solutions Lab in India
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A collaboration of Avery Dennison with Italian design agency Smith Lumen and Italian printer Rotas Italia has resulted in an award-winning design project in wine & spirits. Converters, designers and brand owners are now being invited to receive their own copy of the ‘Black & White’ envelope, with its set of inspiring wine and spirits labels that follow a common design theme.
Avery Dennison Corporation (NYSE:AVY) today announced that it named Jeroen Diderich to the role of vice president and general manager for Materials Group Europe, Middle East, and Africa (EMEA), effective January 1, 2017. Jeroen will replace Angelo Depietri, who will be retiring at the end of the year.
Avery Dennison to strengthen pressure-sensitive manufacturing footprint in Europe with $65 million Luxembourg investment
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Avery Dennison (NYSE:AVY) today announced it had completed the acquisition of the European business of Mactac from Platinum Equity, a California-based private equity firm, for the purchase price of €200 million including assumed debt.
Avery Dennison Materials Group (NYSE:AVY) recognized ten pressure-sensitive industry suppliers during the company’s third annual supplier recognition ceremony held on May 24 in Shanghai, China. Winners were selected based on their performance in areas such as sustainability, innovation, service, overall value and quality.
Avery Dennison has brought its sustainability vision to life at its new EU headquarters and Research & Development center in Oegstgeest, the Netherlands. The long-term leased building acts as the European hub for the global Avery Dennison (NYSE:AVY) Materials Group business - a leader in labelling, packaging, and graphics solutions.
Avery Dennison Performance Tapes has increased its Kunshan, China manufacturing capabilities with the installation of a new custom-built coater and enlarged the plant’s size by 3,500 sq. meters (37,674 sq. ft.). Avery Dennison will begin taking orders for products manufactured on the coater October 1, 2015.
OGX, WS Packaging Group, Inc. and Avery Dennison collaborate to reduce environmental impact of labels
Vogue International, the makers of OGX hair care products collaborated with WS Packaging Group, Inc. and Avery Dennison to reduce the environmental impacts of pressure-sensitive labels on packaging. The life-cycle evaluation helped guide the packaging team at Vogue and WS Packaging Group, Inc. their key converting partner, in their decision to transition the labels for its leading products to Avery Dennison’s Global MDO film.
- Bianka Cramblit
- Company News
- Created 17 Feb 2021
- Modified 17 Feb 2021
- Hits 139