The Sustainable Packaging Coalition (SPC) is working to create a harmonized How2Recycle label to clearly indicate whether packaging materials are widely recycled, have limited recycling, or are not yet recycled. The SPC conducted consumer testing which found that a simple label design with mobility loop and chasing arrows is best understood. A pilot program is launching with several companies to test the label on packaging and gather feedback. The goal is to roll out a national How2Recycle labeling system to help consumers recycle correctly and incentivize improved packaging design.

1. The Sustainable Packaging Coalition
and the How2Recycle Label
Danielle Peacock
MassRecycle Recycling & Organics Conference
March 27, 2012

2. GreenBlue is a nonprofit that equips business with the
science and the resources to make products
more sustainable.
Background Programs
501(c)(3) not for profit Chemicals
Founded in 2002 Forest Products
Charlottesville, VA Sustainable Packaging Coalition
Advisory Services

3. The Sustainable Packaging Coalition
An industry working group dedicated
to creating a robust environmental vision
for packaging!
!consisting of over 200 member companies, educational
institutions, and government agencies involved with the
packaging supply chain.

4. Applying life-cycle thinking through Design
to make packaging more Sustainable

5. SPC Resources
LCA Software
Education
Meetings
Reports

6. Definition of Sustainable Packaging
Is beneficial, safe & healthy
for individuals and
communities throughout its
life cycle;
Meets market criteria for
performance and cost;
Is sourced, manufactured,
transported, and recycled
using renewable energy;
Optimizes the use of
renewable or recycled
source materials;
Is manufactured using clean
production technologies and
best practices;
Is made from materials
healthy in all probable end of
life scenarios;
Is physically designed to
optimize materials and
energy;
Is effectively recovered and
utilized in biological and/or
industrial closed loop cycles.

7. THE HOW2RECYCLE LABEL:
BACKGROUND

8. Inconsistent Labels and
Consumer Confusion

9. Federal Trade Commission
“Green Guides”

10. Goals
• Create a clear, well-understood, and harmonized
recycling-focused label.
• Improve recyclability claims through a nationally relevant
data set on access to recycling.
• Provide incentive for industry to participate in a pre-
competitive initiative that follows Federal Trade
Commission Green Guides.

11. OPRL in the United Kingdom
• Used by more than 100
companies on over 60,000
product lines
• Companies pay £700 annually
to use the label
• Retailers say it has improved
understanding of recyclability
www.onpackrecyclinglabel.org.uk

12. LABEL DESIGN

13. Current Label Components

14. Caps On Message

15. Labels on Packaging

16. Flexible Polyethylene Labels
Standard Bag and Film Labels
Educational
Sealed Air

17. OUTREACH AND
CONSUMER TESTING

18. Federal Trade Commission (FTC)
• Consultation on design and consumer testing (do
not provide formal “approvals”)
• Consumer test focus based on FTC feedback
• Three label types connect to FTC’s definitions

19. FTC: Substantial
Majority
FTC: Significant
Percentage
UK: 15-65%
2013: 20-70%
2014: 20-75%
Widely Recycled Limited Recycling Not Yet Recycled
FTC: Less than a
Significant Percentage

20. Access to Recycling Data
• American Forest & Paper
Association
(R.W. Beck—12/10)
• American Beverage
Association
(R.W. Beck—2009)
• American Chemistry
Council (Moore Recycling—
complete 4/11; films 4/12)
Primary Filter:
• Current surveys
Secondary Filter:
• “exceptions list” for
known problems or
contaminates

21. Government Participation
• U.S. EPA and local government working group
– Led to “Empty & Replace Cap” message
– Will continue to consult for feedback
• Labeling system content on select local and state
government websites
– New York City Department of Sanitation's Waste
Prevention, Reuse and Recycling Bureau
– StopWaste.Org of Alameda County, CA
– North Carolina Department of Environment and Natural
Resources

22. Consumer Testing Conclusions
• Simple design is best
• Consumers do not confuse the label with recycled content
• RICs are misunderstood and do not help consumers recycle
• 68% of consumers said “not yet recycled” has no impact on their purchasing
decision
• The mobius loop and chasing arrow symbols are helpful for consumers
• The website address conveys the intent of the label: www.how2recycle.info
• Consumers understand how to check locally.
• The label stimulates interest in learning more about recycling. The
How2Recycle.info is the top destination for more information.

23. PILOT

24. Pilot Participants
• More pending
• Non-SPC accepted
• Goal of 10 companies and
25 packages

25. How2Recycle.info
• Provide background
information
• Recognize partners and
endorsements
• Check locally resources
• Generate Feedback

26. Facebook Page
Facebook.com/How2Recycle

27. Next Steps
• Phase 1: Pilot
– Packaging in the market on a rolling basis
– Assess consumer feedback & behavior
– Continue to work with local governments
– Business model development / Partnerships
– Potential for Canadian label
• Access to recycling data industry-wide
stand-alone project
• Phase 2: 2013 Implementation

28. Thank you!
Danielle Peacock
Project Associate, GreenBlue
Danielle.Peacock@GreenBlue.org
434-817-1424, ext. 327
www.greenblue.org
www.sustainablepackaging.org
www.how2recycle.info