A new initiative has been launched to help guide people on how and where their packaging can be recycled in their local area.
Launched by software solution firm, Provenance, in partnership with Valpak and WRAP, the Recycle Router will be accessible via an on-pack QR code.
Once scanned, users will be directed to a site which will help them find out what is recyclable and where.
It comes following a survey by SaveOnEnergy which revealed that two thirds of Brits don’t know what the most widely used product packaging symbols represent.
Further to this, the UK Government is aiming to tackle the confusion via its impending extended producer responsibility (EPR) legislation.
Due to come into force in 2023, it will mandate that all packaging must be clearly and consistently labelled to inform consumers on whether or not the pack can be recycled.
The firms said that the Recycle Router will help businesses get ahead of the impending legislation, whilst also speaking to shoppers’ growing eco-related concerns.
They added that, by delivering location-specific recycling instructions for mixed and/or unique packaging materials, brands that choose to deploy the system can now aid shoppers to do their bit for the environment more easily.
Jessi Baker, CEO and founder of Provenance, commented, “Brands making genuine and significant investments in positive social and environmental impact, including sustainable packaging, are unable to cut through the noise of unfounded and inconsistent impact claims.
“Recycle Router allows brands to differentiate themselves at the point of purchase by claiming credit for genuine recyclability while empowering shoppers with clear, localised guidance on packaging disposal options.”
Valpak CEO, Steve Gough, added,“As a strategic partner to leading brands and retailers and a champion of robust recycling and waste programs, we’re thrilled to partner with an organisation like Provenance working at the forefront of sustainability and technology. We’ve heard from brands who want to take greater ownership of their products’ post-purchase impact. With Provenance, we’re excited to be enabling this by solving regional inconsistencies and easing shopper confusion with actionable instructions.”
Allison McNamara, Founder, MARA Beauty which is utilising the system, said, “One of our top priorities is making sure your MARA doesn’t end up in a landfill, but recycling isn’t always as simple as dropping your bottle into a blue bin. I love that now you can type in your postal code and see exactly how to recycle your components specifically in your area – brilliant!”
Mikala Alexandra Wilson Skov, co-founder at sustainable dog dining company Marleybones which is also using the system, added, “At Marleybones, we’re committed to reducing waste through recycling. But when shoppers are confused about how and where to actually recycle products in their area, brands don’t fully realise the benefits of choosing recyclable materials. With the Recycle Router’s shopper-friendly, location-specific instructions, we’re now further empowering shoppers to close the loop.”
