How2Recycle Label Completes Successful Soft Launch and Welcomes The Kellogg Company
Kellogg’s Joins Leading Brands in Implementing the Sustainable Packaging Coalition’s Recycling Label as Project Enters New Phase
CHARLOTTESVILLE,
VA, March 20, 2013 – The Sustainable Packaging Coalition (SPC), a
project of sustainability nonprofit GreenBlue, today announced the
successful completion of the
soft launch phase of its How2Recycle recycling labeling system. In
addition, major brand name Kellogg’s will be joining the 11 other
leading companies already taking advantage of the How2Recycle Label,
including Ampac, Best Buy, Clorox, Costco Wholesale, Esteé
Lauder Companies Aveda Brand, General Mills, Microsoft, Minute Maid,
Sealed Air, Seventh Generation, and REI. A photo gallery of the packages
currently carrying the label is available
here.
The How2Recycle
Label is the only labeling system for packaging that communicates
recyclability across all material types and gives explicit directions to
consumers to influence
their recycling behavior, and specifies when a package component is not
recyclable. Research completed prior to and during the soft launch
phase of the project has confirmed that the Label is understood by
consumers, leads consumers to action, elicits positive
impressions of products and companies, and meets Federal Trade
Commission (FTC) requirements. In addition, the Label has proven to be a
valuable tool for companies wishing to understand the specific
recyclability of their packaging. In short, the Label is
fulfilling the project’s goal of improving both the quality and
quantity of package recycling. The complete
Soft Launch Report is available
for download free of charge.
In addition,
GreenBlue is delighted to welcome The Kellogg Company to the How2Recycle
Label program, and the public can expect to see the Label on a variety
of familiar Kellogg’s
and Kashi brand products this upcoming April.
“At Kellogg, we
have a long-standing commitment to sustainability, and the How2Recycle
Label on our products honors that legacy,” said Melissa
Craig of The Kellogg Company. “We continually look for ways to educate
consumers on the recyclability of our packaging materials. Consumers
need clear, concise communication when it comes to recycling, so
materials that can be reclaimed don’t accidentally
end up in landfills. This label helps ensure all packaging components
are recycled, as intended, to further reduce the environmental impact of
our products and promote conservation.”
Of note is
Kellogg’s use of the How2Recycle “Store Drop-off” version of the Label
for certain plastic bags, wraps, and other films acceptable at many
retail locations for recycling
with plastic carry-out bags. The familiar cereal “bag in box” format
will carry this label as it applies to the inside bag liner. The SPC has
partnered with the Flexible Film Recycling Group of the American
Chemistry Council to increase use of this label and
awareness regarding film plastic recycling. The paperboard box remains
recyclable to the majority of the public either at curbside or municipal
drop-off locations.
Kellogg’s
paperboard formats also carry the Recycled Paperboard Alliance’s (RPA)
“100% recycled paperboard” symbol, making the important connection
between the act of recycling
and the critically important issue of buying products made from
recycled materials. Paul Schutes, Executive Director of the RPA,
commented, “The How2Recycle Label will lead to greater consumer
understanding about the recyclability of fiber based packaging,
leading to more fiber being collected, which is important to the 100%
recycled paperboard industry.”
Full implementation
of the label is now underway, and companies interested in participating
are encouraged to contact GreenBlue soon, as it often takes
considerable lead-time to
integrate the Label into a company’s packaging process. The SPC’s goal
is for the Label to appear on the majority of consumer product packaging
by 2016.
“This long-term
project of the SPC is poised to make a significant impact,” says
GreenBlue Senior Manager Anne Bedarf, who with GreenBlue Project
Associate Danielle Peacock has
led the development of the How2Recycle Label. “With the revision of the
FTC’s Green Guides, attention again has turned to accurate and
transparent recyclability messaging, and the SPC’s How2Recycle Label is
quickly becoming the industry standard. We designed
the business model with a tiered structure to encourage participation
by businesses of all sizes, and we look forward to working with a
diverse group of forward-thinking companies and stakeholders as we enter
the next phase.”
Companies interested in using the Label on their products can go to
http://www.how2recycle.info/
About GreenBlue and the Sustainable Packaging Coalition
GreenBlue®
is a nonprofit that equips business with the science and resources to
make products more sustainable. GreenBlue currently works in three
program areas:
chemicals, packaging, and forest products, as well as working
one-on-one with companies through GreenBlue Advisory Services. The
Sustainable Packaging Coalition®, a project of GreenBlue, is an industry
working group of approximately 200 companies and other
organizations from across the packaging supply chain. Through strong
member support, a science-based approach, and supply chain
collaborations, the SPC endeavors to build packaging systems that
encourage economic prosperity and a sustainable flow of materials.
Contact
Ruthann Carr
Communications and Events Coordinator
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