Marketing and Comms
Kellogg Is Latest Company To Adopt GreenBlue's How2Recycle Label

This week, GreenBlue announced the successful completion of the soft launch phase of its How2Recycle labeling system, and the addition of The Kellogg Company to the 11 other brands already using the label.

The How2Recycle label is the only labeling system for packaging that 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 recyclability of their packaging.

Ampac, Aveda, Best Buy, Clorox, Costco Wholesale, General Mills, Microsoft, Minute Maid, Sealed Air, Seventh Generation and REI have been using the How2Recycle label since its November launch. Consumers can expect to see it on a variety of familiar Kellogg and Kashi brand products beginning in 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.”

Full implementation of the label is now underway, and companies interested in participating are encouraged to contact GreenBlue. The Sustainable Packaging Coalition’s (SPC) 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 has led the development of the How2Recycle label with GreenBlue Project Associate Danielle Peacock. “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.”

Katherine O’Dea, GreenBlue’s Senior Fellow and Director of Advisory Services, is a guest editor for Sustainable Brands’ upcoming Issue in Focus on Innovations in Packaging Design.

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