STRATEGIES
Alliance recognises HolyGrail 2.0 ’ s digital watermarking technology as a strategic long-term choice towards the digitalisation of plastic usage , providing traceability of packaging from put-on-market to receivedat-a-recycling-facility , and enabling high-precision sorting ,” shares Tickner .
“ The technology could revolutionise a vital part of the waste management chain , demonstrating the potential to vastly improve sorting accuracy , with recent semi-industrial trials showing a 99 % detection rate and a 93 % to 95 % purity of sorted materials . With this level of accuracy , the initiative is capable of significantly improving the quality of input materials for recycling into high value applications and ultimately , increasing recycling rates .
“ Far from an incremental development , digital watermarking not only enables advanced sortation for higher recycling but also could provide traceability for the purposes of digital product passports , Extended Producer Responsibility ( EPR ) fee formulations , as well as consumer information and retail check-out . This can go beyond fast-moving consumer goods ( FMCG ) packaging . For example , imagine replacing pharmaceutical leaflets , electronic equipment installation instructions , or user manuals with a quick scan of a smartphone camera .”
The HolyGrail initiative is driven by AIM – the European Brands Association – and a broad spectrum of leading companies representing the full value chain including Procter & Gamble ( P & G ), Henkel , PepsiCo , Veolia and Pellenc ST .
“ Leading and participating in HolyGrail is an effort from P & G to help advance sustainable solutions for industry ,” says Gian De Belder , Technical Director , R & D Sustainable Packaging , P & G .
“ It has been a multi-year effort to create an industry-wide approach addressing a key barrier to recycling success – effective sortation . P & G is seeking scaled solutions that address key consumer sustainability challenges and which ensure our products are irresistibly sustainable .”
The technology is being piloted currently in France as the team works to prove the value creation potential towards the stakeholders .
140 April 2024