Community Updates

Avery Dennison Helps Coca-Cola European Partners to Drive Recycling Efforts in the UK

Avery Dennison has collaborated with partners throughout the supply chain namely Viridor and PET UK, to help Coca-Cola European Partners (CCEP) reduce waste, costs, and the carbon footprint of Smartwater production in the United Kingdom.

According to Joe Franses, Director of Corporate Responsibility and Sustainability at Coca-Cola European Partners, “This example shows how we can turn the crisis of resources into a business opportunity through close collaboration across the value chain. Businesses which can be truly innovative with the products and services they provide, optimising the resources they use and encouraging consumers to do the same, have the potential to transform our economy.”

Published 8 years ago | About a 2 minute read

Xander van der Vlies, Sustainability Director for Avery Dennison Materials Group Europe, said that CCEP wanted to further improve Smartwater production in line with its focus on recycling, sustainability and creating a circular economy, “Avery Dennison was a natural choice of partner for this project, given our ambitious year-on-year sustainability goals, and the various initiatives we promote around the reduction of waste created in the self-adhesive label value chain. We have close relationships both with PET UK and with CCEP’s waste management company Viridor, and together we have been able to establish a strategy that saves on waste and emissions while at the same time giving CCEP concrete business benefits and cost reductions.”

More than 50 million bottles of Smartwater were produced in 2015. The PET liners used (carrying the self-adhesive labels before dispensing) generated more than 40 tons of waste in that year, costing around $10,600 in disposal/handling costs. Under the new recycling scheme, PET UK shreds and extrudes the waste PET liner and then produces a material suitable for making new items such as PET staple fiber, strapping or thermoformable sheets. There will also be significant savings in CO2 emissions – around 180-200 tons in 2016.

Circularity by Design: How to Influence Sustainable Consumer Behaviors

Join us Thursday, December 5, at 1pm ET for a free webinar on making circular behaviors the easy choice! Nudge & behavioral design expert Sille Krukow will explore the power of Consumer Behavior Design to drive circular decision-making and encourage behaviors including recycling and using take-back services. She will share key insights on consumer psychology, behavior design related to in-store and on-pack experiences, and how small changes in the environment can help make it easy for consumers to choose circularity.

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Van der Vlies noted that creating awareness on PET recycling will continue, “Since we launched this initiative with PET UK in 2014, we have signed up many wine, spirits, beer, and beverage brands. Avery Dennison has set an ambitious sustainability goal for 2025 of eliminating 70% of liner waste from the industry value chain.”