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Flexo Sustainable : Summer 2014
be collected, separated and reclaimed through established recycling programs available to a substantial percentage of communities." She cited statistics for the year 2012 in support of the claim: • 1.7 billion pounds of polyethylene terephthalate (PET) contain- ers were collected for recycling in the U.S., up from 1.6 billion pounds in 2011 • e overall PET recycling rate rose to 30.8 percent in 2012, up from 29.3 percent in 2011 • e increase in the PET recycling rate is clear evidence of contin- ued strong, domestic end market demand for RPET Darrell Hughes, vice president and general manager of Avery Denni- son Materials Group North America, commented, "We understand that industry transforming innovations begin with a view of the entire value chain---from responsible sourcing to end of life analysis." Allud- ing to how the product was developed, he said, "We worked closely with stakeholders, including raw material suppliers and reclaimers, to solve a very real challenge: improving the recyclability of PET con- tainers. We are proud to be o ering the industry a solution that will allow more high quality recycled PET to enter the supply stream." PRINTERS' PERSPECTIVES Following review of Avery Dennison's application, Excellence in Sus- tainability Award judges took notice. Lori Ashford of robbie fantastic exibles in Lenexa, KS stated, "I liked how they visited recyclers to better understand the di culties and nd a way to improve the situa- tion. e innovation bene ts the entire industry." For her part, Dolores Corcoran of e Lauterbach Group in Sussex, WI, observed, "Avery Dennison Corp. won hands down for product end of life cycle recycling initiatives. Its product and determination set it apart." CRITICAL CONCEPT, AMBITIOUS GOALS Avery Dennison reported that, "Development of this portfolio ad- heres to Association of Postconsumer Plastic Recyclers (APR) Design for Recyclability Guidelines for Plastic Bottle Recycling, which is a key program to eliminate the obstacles to plastic recycling." e National Association for PET Container Resources reviewed testing data and product information, then decreed, "NAPCOR applauds Avery Dennison and its customers for addressing a critical impediment to the e cient recycling of PET containers. e increased popularity of pressure sensitive labels makes it imperative that they be successfully removed from PET packaging as part of the standard reclamation process... we hope other label manufacturers and brand owners follow the lead." While proud of their award wining technology, Avery Dennison ex- ecutives are not resting on the laurels. Kula maintained, "We are also setting ambitious goals for our three most important materials: paper, plastic lms and the chemicals used in labels and adhesives. We are implementing our responsible paper sourcing policy with the ultimate goal of achieving full certi cation. We also intend to explore bio based alternatives to petroleum based resins and chemicals. "We believe we can help bring the packaging industry toward wide- spread use of these more sustainable materials and at the same time, reduce our costs." Noting that today, "Measurable environmental ben- e ts can be attained immediately by everyone in the bottle to bottle value chain," she stated, "We are continuously nding ways to ful ll our vision---to provide materials, products and solutions that enhance brands and make the world more intelligent---that also enhance the world we live in. "As we've moved toward our 2015 milestones, we've discovered just how much more we can do. As a manufacturer and supplier, we see up and down the value stream and measure the impact of our prod- ucts and solutions in comprehensive terms," Kula concluded. "As an industry leader, we are in a position to bring together a full range of stakeholders to work on solutions that make entire industries more sustainable. In fact, we believe it's our responsibility." " Kula said, "Avery Dennison believes that there is no sustainability without recycling and sustainable materials management. It is not enough for a product or package to be theoretically recyclable; it must be collected, separated and reclaimed through established recycling programs available to a substantial percentage of communities." SUMMER 2014 | Sustainable FLEXO 9
Earth Day 2014