Companies that opt into the new program can use an online web application to schedule a collection of used label liners by Avery Dennison to one of its recycling partners.

The online app will also provide data such as updated analytics and certificates on the amount of recycled liner material, as well as the amount of CO2 emissions they’ve avoided as a result.

Collection and transport of used liners through AD Circular will comply with EU regulations, while Avery Dennison says any costs will be comparable to existing waste disposal services.

Material made from recycled liners will be used in new packaging materials and other qualitative products.

Burak Sahbaz, senior director marketing and sustainability at Avery Dennison, comments: “As a company, we’re not content to simply reduce our own impact, we’re looking at regenerative practices, ways that we can apply what we do well to make whole systems better, from the label industry to communities to the environment.

“We’re proud to not only be making innovative contributions to the circular economy, but, as a founding member of the Circular Economy for Labels consortium, to also be organising collaboration among other companies to bring that economy to life faster.

“AD Circular is an example of how, working together, we can meet the challenge of reducing label waste.”

AD Circular will launch in eight countries during the first half of 2021, including France, Spain, Belgium, Poland, Denmark, Sweden, Germany and the UK.

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