The Molson Coors Brewing Company has become the fiftieth firm to sign up to the standardised on-pack recycling label that was launched seven months ago by the British Retail Consortium. Over this time participants have put the label on 50,000 different product lines.
The universal recycling logo is designed to increase recycling rates by telling customers how likely it is that a particular piece of packaging can be recycled where they live.
Recent signatories include Pepsi, London 2012 and Yeo Valley. More than 85 per cent of grocery retail by turnover has signed up and a large proportion of non-food retailers have too.
Environment Minister Dan Norris said: Retailers and the food and packaging industry are essential in encouraging people to recycle and reduce waste. It is great to see the on-pack recycling label being taken forward so enthusiastically by retailers, and food producers which will help people in recycling their packaging. I hope many more businesses follow their example.
The on-pack recycling label has three categories depending on how likely it is that a customers local authority will accept specific packaging materials for recycling: widely recycled, check local recycling and not currently recycled (see MRW story).
BRC director general Stephen Robertson said the scheme has the power to make a real difference. He explained: Customer confusion is the biggest barrier to improving recycling rates. Replacing a potentially confusing array of symbols and messages with a single logo will help customers recycle more of what can already be recycled.
He urged all businesses that use packaging to join the scheme as the on-pack label moves to becoming an industry standard.
WRAP chief executive Liz Goodwin added: I applaud the leadership that these fifty companies have shown and encourage others to follow. Consumer confusion is a major barrier to the UK increasing its recycling rates and the retail sector needs to collectively adopt this voluntary scheme to enable all of us to recycle more often.
The signatories to the on-pack label include:
* ABF UK Grocery;
* Aldi UK;
* John Lewis;
* Sainsburys; and