Avery Dennison | 37Avery Dennison hosts sustainability seminarWith circular economy legislation about to hit the label supply chain, Avery Dennison held a well-timed seminar on how converters should respond. Andy Thomas-Emans reportsJames Wigzell, sustainability lead Mikaela Harding, Avery Dennison Stuart Foster, CEO of industry-wide at Avery Dennison UK and Ireland UK and Ireland marketing lead advocacy body Recoup “Data is going to be key going forward, for example, when measuring the carbon footprint of a label or the recyclability Margaret Bates, managing director Cerise Cooper from Again of On Pack Recycling Label (OPRL) explains the CleanCell conceptof a container”very Dennison recently hosted an used to get requests “can we put this exclude sustainability. Cost reductions information-packed seminar on on our package” where the claims were can be achieved while obtaining a more the challenges and opportunities unfounded. Now the advertising authority sustainable outcome. ‘You can offer thinner Apresented by the current debates around in the UK has cracked down hard. So, data is products or make containers recyclable, sustainability, with UK and EU legislation going to be key going forward, for example, which is a huge beneft for brand owners. now forcing the supply chain to address when measuring the carbon footprint of a Challenges can become opportunities.’ these issues as a matter of urgency. label or the recyclability of a container.’ He next addressed the compostable James Wigzell, sustainability lead at Legislation such as deposit schemes and packaging dilemma.Avery Dennison UK and Ireland, kicked producer responsibility means brands will ‘The problem is that compostables proceedings off by looking at consumer have to use materials that make the pack require industrial and not home perceptions of packaging, particularly the or container recoverable, or they will be composting. But the consumer perception ‘war on plastics’. charged. In extreme cases, the pack could is they can degrade it in their garden or ‘This has meant that compostable and be removed from the market. throw it out the car window. In the UK biodegradable are often at the top of ‘For example, multi-laminate cartons we are not set up for compostables and companies’ sustainability lists, or they want will have to change. But wet wipes are a even where we are, how would the waste recyclable packaging that cuts down on good example of where labels have made processor know if a label is defnitely (virgin) plastics,’ says Wigzell. a plastic pack work. Wet wipe packs are compostable? It is a real challenge ‘But we need to take the debate away single-use products but are now easy to and diffcult to recommend in the UK. from ‘bad plastics’ and explain that there recycle. Reclosure labels have allowed the Of course, there is a lot of investment are still vast opportunities for more elimination of injection-molded lids and a in getting a complete product that is functional plastic labels, like the reclosure move to fexible packs using less material. compostable and this situation could be label on a pack of ham which ensures it The reclosure label can be either PP or PE different in other European countries.’stays fresh and cuts down on food waste. to match the fexible packaging material, Or labels that can make a bottle recyclable allowing the label and pack to be recycled Sustainability certifcationwhere it is not currently. How can we take together. All this happened over two to To create a level playing feld on the consumer on that journey?’ three years and demonstrates how this has sustainability, it will be necessary for The new legislation will compel brands been turned into a labeling opportunity.’ brands’ claims to be checked by an to properly validate sustainability claims, Wigzell pointed out that the independent body and then issue a says Wigzell. ‘Three or four years ago we cost-of-living crisis does not need to certifcation that consumers can trust. Jul - Sep 2023