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Limiting the amount of label-liners making it to landfill, Avery Dennison has launched AD Circular, a programme providing recycling of used paper and filmic label liners in countries across Europe.
Through the programme, companies can 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 have 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,” said Burak Sahbaz, senior director marketing and sustainability, citing statistics from AWA – Alexander Watson Associates, a specialist label industry consulting firm, and not the American Wrestling Association.
“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 programme will then launch in other European countries in the latter half of the year.
Mr Sahbaz continued: “The programme’s ultimate goal is by 2025 to recycle 75% of the label waste Avery Dennnison brings to the European market. Recycling 1kg of liner avoids the emission of 2.28kg of carbon dioxide.”
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.