ROWSE Honey is to switch from black lids to gold as part of its commitment to reach 100% recyclable packaging.
The brand explained that black plastic is particularly difficult to recycle, due to carbon black pigments which cannot be sorted using Near Infra-Red (NIR) technology – leading to it often ending in landfill or incinerated.
It comes alongside Rowse’s announcement of its plan to phase in the use of recycled plastic in its bottles. An initial target of 30% recycled plastic across all its honey SKUs in 2021 has been set.
Kirstie Jamieson, marking director at Rowse’s parent company, Valeo Foods UK, said, “Reducing packaging and waste and limiting our environmental footprint is a key part of our sustainability strategy and highly complementary with our commitment to promoting biodiversity and protecting the bees who make our 100% pure and natural honey.
“As part of our wider sustainability plan, and as members of WRAP’s Plastic Pact, we are rolling out a range of new initiatives and are delighted to be in a position to offer consumers 100% recyclable packaging this year and the introduction of recycled plastic.”
