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Sign upMarking plastic packaging with digital watermarks to enable automatic sorting in recycle centres
HolyGrail 2.0 aims to improve post-consumer recycling using digital watermarks, with the aim of moving closer to a circular economy.
HolyGrail has been a full-value chain pre-competitive collaboration project (29 members - see picture) investigating how tagging of packaging can have a drastic impact on more accurate sorting and high-quality recycling. The key precepts behind the project are that, once packaging is designed for circularity and the collection challenge (which includes putting right collection system in place and consumer participation) are solved, high quality sorting is a crucial step to improving current recycling rates and ensuring better recyclate enters the packaging stream. Digital watermarks are basically “imperceptible codes” applied to artwork/design of a package or directly into the mold. No special ink nor special printing equipment is required to implement. The "barcode of recycling" has been worked within the New Plastics Economy from the Ellen MacArthur foundation and is now entering a second phase (HolyGrail 2.0), focussing on more brand owners and retailers to implement Digital Watermarks in their packaging. This will allow waste manufacturers to invest in add-on modules (linked to existing sorters) that can read these codes, allowing them to sort/recycle much better than today. Currently over 170 cross-value chain members have shown interest to participate, and the project will be chartered under an EU association that has created a Platform to further develop and run a National test market. Once packaging is designed for circularity, the collection challenge and consumer participation are solved, high quality sorting is indeed crucial to increase current poor recycling rates. By improved sorting, quality and quantities of recycled materials will be drastically increased, thereby helping the transition to a Circular Economy as more and better recyclate can enter the marketplace. HolyGrail has mainly been established to bring innovation in the field of sorting technologies. One of the investigated technologies (Digital Watermarks) has great potential to also bring disruption into other fields, such as consumer engagement and retail, enabled by the creation of "smart/intelligent" packaging.
Europe
Ukraine, Slovakia, Svalbard and Jan Mayen, Sweden, Russia, Romania, Poland, Norway, Republic of Moldova, Latvia, Lithuania, Jersey, Iceland, Isle of Man, Ireland, Hungary, Guernsey, United Kingdom, Faroe Islands, Finland, Estonia, Denmark, Czechia, Belarus, Bulgaria, Åland, Kosovo, Vatican City, San Marino, Slovenia, Serbia, Portugal, Netherlands, Malta, Republic of Macedonia, Montenegro, Monaco, Luxembourg, Liechtenstein, Italy, Croatia, Greece, Gibraltar, France, Spain, Germany, Switzerland, Belgium, Bosnia and Herzegovina, Austria, Albania, Andorra,
North america
United States, El Salvador, Saint Pierre and Miquelon, Panama, Nicaragua, Mexico, Honduras, Guatemala, Greenland, Costa Rica, Canada, Belize, Bermuda,
HolyGrail 2.0: ground-breaking recycling project enters its next stage with cross-industry backing
HolyGrail, led by Procter and Gamble’s Gian De Belder, will be put into practice on a much greater scale and scope. This will include the launch of an industrial pilot with the aim of proving the viability of digital watermarks technologies for more accurate sorting of packaging.
Packaging Europe
08.09.20
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New recyclable box announced for 'iconic' Ferrero Rocher range
Ferrero Rocher chocolate range will have a recyclable box. Company says new design will use 40% less plastic for its 16-piece box. New 16- and 30-piece boxes will have at least a 30% lower carbon footprint.
Packaging Europe
14.09.21
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Digital watermarks for smart packaging recycling
Digital watermarks are imperceptible codes, the size of a postage stamp, covering the surface of a consumer goods packaging. They can carry a wide range of attributes such as manufacturer, SKU, type of plastics used and composition for multilayer objects, and food vs. non-food usage.
Labels and Labeling
08.09.20
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Multi-Color Corporation & Digimarc Collaborate on Food Traceability Solution and Recycling Initiative with Orkla
PRNewswire
30.03.21
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Essity Joins European Initiative To Improve Plastic Recycling
Essity is part of the Digital Watermarks Initiative HolyGrail 2.0. The initiative is a large-scale pilot project driven by AIM - European Brands Association and powered by the Alliance to End Plastic Waste. Digital watermarks are invisible codes the size of a postage stamp.
CleanLink
08.12.21
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Supermarket rollout begins for CurvCode digital watermarking technology
Bond Seafood’s tray for fish was developed by MULTIVAC. It is reportedly made of recycled PET and features the CurvCode watermark. The new packaging will be used for Bond Seafood products like smoked mackerel and herring fillets at Jumbo Supermarkets.
Packaging Europe
07.12.21
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Packaging Project Combines Thin Walls, Recycled Content and High Speeds
The Thin Wall Integra project combined the technical acumen of Arburg France, Collomb, Pagès Group, Verstraete, Koch-Technik and Borealis. The result? Fully automated molding of a thin-walled IML-decorated container in a 5-sec cycle.
Plastics Technology
25.01.22
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Amcor joins Digital Watermarks Initiative to improve packaging recycling
Amcor has pledged to make all its packaging recyclable or reusable by 2025. The company is leveraging its scale and drawing on R&D, with more than US$ 100 million (approximately Rs 735 crore) annual investment.
Packaging South Asia
15.09.20
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Procter & Gamble Plans To Go 100% Recyclable By 2030
CleanTechnica
16.08.20
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HolyGrail 2.0 launched
AIM, the European Brands Association, has launched HolyGrail 2.0 with Mondi and other partners across the value chain. The initiative aims to prove the viability of digital watermarking for sorting waste at scale.
RECYCLING magazine
08.09.20
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Digimarc at Center of Pan-European Development of Digital Watermarking for Improved Plastic Sortation and Recycling
PRNewswire
08.09.20
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Digital Watermarks for Recycling Plastic Packaging: Who, What, Why, and Where?
Digital watermarks are an enabling technology for permitting automated sortation of plastic packaging by recycling facilities using a hidden mark. The technology has so much utility and potential for recycling it’s referred to as Holy Grail 2.0. PepsiCo, Mondelēz, and Nestlé, as well as industry associations such as AIM, the European Brands Association.
Packaging Digest
09.11.20
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Paccor looks to boost recycle rates with digital barcode technology
Paccor said 50% of plastic ends up in the residual waste by mistake, which is burned without being sorted. The company said this is the first time it is possible to differentiate between food and non-food packaging.
DairyReporter.com
03.11.20
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BASF Joins Digital Watermark Initiative HolyGrail 2.0 - Covering the Printing Inks, Coatings and Allied Industries - Ink World
BASF joins forces with AIM to develop new technology to help reduce plastic waste. Aims to make it easier to sort, label, label and label plastic.
Ink World Magazine
05.06.21
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P&G announces commitment to net zero emissions by 2040
P&G has announced its Climate Transition Action Plan to achieve net zero greenhouse gas (GHG) emissions across its supply chain by 2040. The company cites scientific research published by the Intergovernmental Panel on Climate Change (IPCC) as a clear call for ‘decisive action’ to address the climate crisis.
Packaging Europe
24.09.21
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Digimarc to serve as principal technology for HolyGrail 2.0 initiative
Digimarc platform selected as principal technology of ‘HolyGrail 2.0’ Cross-value chain initiative to evaluate whether a new digital technology can improve sorting and higher-quality recycling rates for packaging.
Packaging Gateway
09.09.20
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European Brands Association's HolyGrail 2.0 tests viability of digital watermarking technologies
The European Brands Association (AIM), Brussels, has launched HolyGrail 2.0. The pilot project is aimed at proving the viability of digital watermarking technologies for accurately sorting recyclables. More than 85 companies and organizations from the packaging value chain have signed up.
Recycling Today
08.09.20
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Leading Consumer Brands Ariel, Pantene and Fairy Accelerate Journey to Deliver P&G's Ambition 2030
Business Wire
16.02.20
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Procter & Gamble - P&G
P&G was founded over 180 years ago as a soap and candle company.
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