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One of the most pressing challenges in achieving a circular economy for packaging is to improve the sorting of post-consumer waste by accurately identifying recyclable packaging, resulting in more efficient and higher-quality recycling. ‘The current low EU recycling rates are mainly related to lack of infrastructure/collection schemes and consumer participation, next to inefficient sorting,’ says Gian De Belder, technical director of packaging sustainability at Procter & Gamble. ‘We want to bring the solution for the latter.’ ‘Effective sorting of waste is a barrier to wider recycling of packaging materials in Europe,’ agrees Silviu Popovici, CEO of PepsiCo Europe. ‘This industry-wide challenge can only be resolved by working together for a system-wide solution.’

Rheinland pfalzUnited statesCity ofUnited kingdomLarry loganPepsico europeSilviu popoviciMichelle gibbonsEuropean brands associationEllen macarthur foundationProcter gambleGian de belderNew plastics economyDigimarc barcodeGlobal trade item numberEuropean brands