Greg Hrinya, Editor10.14.21
Prior to the Covid-19 pandemic, sustainability was arguably the hottest topic in the label and package printing industry. The charge came from all corners, as consumers and brands have begun demanding more environmentally-friendly products, and converters and suppliers have gone to great lengths to acquiesce.
With the supply chain challenges caused by the pandemic, sustainability lost some of its steam. Many converters and suppliers alike have still made it a priority, however, the industry will need to make up for lost time.
“When the pandemic first started in the spring of 2020, there was a definite pause in interest in sustainability such as using green products, diversion of non-recyclables from the landfill and so on,” explains Calvin Frost, chairman, Channeled Resources Group. “Also, there was no interest in investment in capital equipment that would assist in landfill diversion. There was a definite slowdown in interest in sustainability. Since the first quarter of 2021, we have seen renewed interest in creating sustainable goals and solutions, albeit much slower than pre-pandemic.”
“The pandemic has posed many challenges, some of which have emphasized the need to take an even more proactive approach to how we manage our resources due to the increased pressures of decreased supply of raw materials,” says Ashley Drew, sustainability manager, Americas, UPM Raflatac. “Looking to the future, we see these challenges as opportunities to continue to innovate and drive sustainability to create resilience for our business and our customers.”
In its latest AWAreness Report: Global Pressure Sensitive Label Market, AWA Alexander Watson Associates writes, “The overwhelming issue of concern within the pressure sensitive label industry today is how to deal with release liner by-product. The growth prospects for pressure sensitive labels will therefore become increasingly influenced by environmental concerns, legislation, and industry guidelines/codes of practice, and end users’ and retailers’ increasing requirements to meet sustainability agendas.”
AWA Alexander Watson Associates conducts an annual survey of the release liner industry, where it targets several key topics to better understand ongoing issues concerning sustainability and the industry’s options for waste reduction, reuse and elimination. In AWA’s 2021 Annual Release Liner Survey, respondents indicated that sustainability is important and initiatives are now increasingly in place to assist in achieving sustainability within the pressure sensitive label industry. The survey also shows, however, that there is still room for wider action on recycling release liner waste.
According to AWA, more than 80% of respondents to the firm’s survey rate sustainability issues mostly on the “important side” of the scale, but just over 30% give those same ratings when evaluating whether the issue of release liner recycling is affecting their business. Of those surveyed, 42% indicated their company is currently involved in a program for the recycling/reuse of spent release liner.
“This is an improvement over previous editions of the AWA Release Liner Survey,” notes AWA. “The research shows that sustainability is a topic that many believe is or will be important in their business over the next five years, but release liner waste management is not something that affects them yet.”
Additionally, AWA writes, “In general, North American legislation is regarded as less advanced than the EU regulations, but there are regulations in place at national and state levels governing the types of materials, emissions, recycling, etc. – although there is evidence that these initiatives are often state-led rather than federal.”
Large brands, such as Unilever, PepsiCo, and Coca-Cola, are leading the charge for sustainability by making recycling commitments for 2025 and beyond. According to Kim Hensley, senior marketing manager, Mactac, international organizations – like the Forest Stewardship Council (FSC) – have made major strides in the forestry sector by helping to create standards for wood-based products (like recyclable labelstock) that come from sustainably managed forests.
“Taking a bolder stance, big brands are rolling out mainstream initiatives that speak to growing environmental and sustainability concerns worldwide,” says Hensley. “From shifting packaging designs to adopting company mandates, brands are no longer sitting by the wayside when it comes to showcasing their commitment to global issues.”
AWA’s research corroborates this stance, as well. “It is interesting to note the more immediate and public impact of retailers on policies and strategies, such as that exemplified in the Walmart ambition to reduce volumes of packaging materials by a stated percentage over a given time frame,” notes AWA. “(This is accomplished with) the introduction of packaging ‘scorecards’; by the promotion of sustainability; and by the expressed intentions of some retailers to develop low- or zero-carbon footprints. Retailers want to be seen as leaders in environmental protection without necessarily sacrificing cost, convenience and innovation. They will switch, rather than expend effort defending packaging or other materials that are perceived to have health, safety or environmental issues.”
“Sustainability is more important than ever before,” states Michelle Yuan, sustainability marketing project manager, Avery Dennison Label and Packaging Materials. “Brands’ commitments on sustainability have accelerated as consumers demand action. Brand focus on sustainability is also driven by investors and the potential for regulation on sustainability disclosure. As a result, converters are also seeing this. Converters are now being asked more frequently to support these requests for sustainability disclosure, data and transparency on their sustainability practices.”
According to Dennis Sweet, vice president, NWTL, Commercial, Rycoline and Distributors at Sun Chemical, it’s not only about the products converters create – it’s about how they create them. “Converters are turning to a number of operational initiatives, such as lowering energy usage, CO2 emissions and waste, to improve their overall carbon footprint. At Sun Chemical, we’re engaging with converters to deliver high-quality, sustainable products that drive eco-efficiency in their processes, as well as in their final packaging products to promote a circular economy and lower environmental impact.”
Creating a more sustainable world takes everyone, not just brands and label printers, though. “The impact that consumers have on sustainability initiatives cannot be overstated,” states Sweet. “The products our customers require will increasingly include sustainability characteristics to meet consumer and brand owner demands. It’s our duty as an organization to protect the health and vitality of the planet, and we’ll never stop looking for new ways to improve our own sustainability efforts.”
Even though there are still areas for improvement, the industry has taken numerous steps to become more sustainable. The pandemic certainly shifted attention away from green practices, but there are reasons to be optimistic for the future.
“I think the industry has made great strides in prioritizing the environment, whether it is committing to the reduction of greenhouse gases at their facilities or introducing new sustainable products to aid in making labels and containers easier to recycle,” remarks Dan Riendeau, strategic business unit manager, Packaging, FLEXcon. “The work the APR is doing, in terms of standards and guidance, is having a positive impact in terms of shifting the industry onto a more sustainable trajectory. As each company continues to make a conscious effort to prioritize environmentally friendly practices, the better off the industry will be.”
Climbing the mountain
There are a number of obstacles to overcome when adopting sustainable practices. According to Channeled Resources’ Frost, the biggest hurdle in dealing with recycling and sustainability in our industry is developing logistical and packaging solutions. Cost, of course, is a factor, too.
“Thirty years ago, I would have argued education was the biggest problem,” says Frost. “But now, we get it. The throwaway society in which we grew up doesn’t work. The hurdle has morphed from education to logistics and packaging. Sadly, every converter has a different situation – one size doesn’t fit all. Landfill avoidance requires creativity and flexibility. It may require a capital investment.
“And, honestly, cost is where the rubber hits the road,” he continues. “You are either committed to changing habits or not. This starts at the top. Management has to make recycling and sustainability a core focus. You can’t assign this to a person who doesn’t have the authority to make changes that will improve a company’s carbon footprint. That’s not fair, and you’ll never achieve improvement.”
Hensley notes that the cost of using sustainable packaging is understandably higher than conventional packaging, which is typically due to less established supply chains, manufacturing processes, and lower volumes compared to conventional packaging.
“Plus, customers can also be very resistant to change, and brands understandably don’t want to give them any reason to try a competitive product instead,” adds Hensley.
The wide variety of materials utilized in this industry also pose a challenge. There are so many layers involved with recyclability, which has created the predicament in which we currently find ourselves.
“The biggest hurdle with recycling is the patchwork and decentralized recycling infrastructure, in addition to the numerous combinations of packaging substrates, labels and inks used,” comments Avery Dennison’s Yuan. “The diversity in packaging makes it very difficult since not all packaging types can be recycled using the same method. Recycling infrastructure capability varies widely from region to region. In addition to that, economics of recycling and regulation also vary. Recyclability will be impacted by all of these components, making it difficult to scale up solutions.”
When it comes to recycling and sustainability in our industry, the complexity around plastic recycling is a significant hurdle, too. According to FLEXcon, there are misconceptions about plastic recycling, such as the belief that paper labels are preferable to film labels when, in reality, paper labels are detrimental to the process because they can contaminate the plastic recycle stream.
“Converters must understand the nuances of plastic recycling – the anticipated recycle path of the packages and how they differ for the various types of plastics,” says FLEXcon’s Riendeau. “Understanding the available solutions and how they work with the equipment they have is also essential. The more converters understand the complexities of plastic recycling and the capabilities of the various sustainable materials, the better position they will be in to lead in this space, offering options to brands that meet their needs and, in turn, the demands of consumers.”
Many recycling challenges exist on a regional basis. According to UPM Raflatac, the United States and many countries in South America lack a proper recycling infrastructure, which inhibits uniformity and education on what can be recycled and how to properly recycle. Landfilling is also cheap in many states, making it an attractive waste disposal option.
In some cases, getting on the same page can bog down efforts to go green. “Some of the biggest hurdles are related to goals alignment and infrastructure,” explains Shane Bertsch, vice president of strategic planning and innovation for INX International Ink Co. “For example, recycling, reuse and recovery must be considered along with a brand’s goals and its use of renewable and other non-renewable materials. We view a future where circular economy principles have effectively aligned both corporate goals and resource recovery infrastructure.”
The behavior of labels and shrink sleeves on PET plastic bottles in today’s recycling processes continues to be another challenge. The ability to recycle PET plastic bottles has been an area of focus for Sun Chemical. In addition, Sun Chemical notes that for floatable label formats, inks must adhere to the labels throughout the wash step without compromising the separation of the labels from the PET bottles by floatation. Sun Chemical also offers inks and coatings that comply with these requirements in the APR guidance documents. Another key challenge in the disruption of the global supply chain due to Covid-19 is the container shortage and rising oil prices. Sustainable products, along with more conventional products, have also been affected by these widespread issues that are facing the entire industry today.
While many suppliers and converters are placing a premium on environmentally-friendly practices, there are still countless ones who have yet to make a move. (For reference, see Calvin Frost’s September column on EPR. And while most features in our magazine offer a rosy outlook on the future, this one is still shrouded in some skepticism.)
“As much as I would like to say the future is bright for recycling and sustainability, the cynic in me says, ‘It ain’t gonna happen unless we are forced to do it,’” says Frost. “EPR is a benign tool that will force packaging by-product back to the original producer. The producer is going to pay for keeping ‘stuff’ out of the landfill. This will ultimately trickle down to making elemental changes in chemistry, which creates friendlier products. It will create logistic and packaging solutions that will impact everyone’s business. Recycling and sustainability will be the buzzwords of EPR. In my view, this can’t happen soon enough.”
Where do I start?
For those who are looking to make sustainability a priority in their business, it’s not too late. Alon Bar-Shany, while with HP, used to say, “The best time to plant a tree was 10 years ago. The next best time is now.” While it would’ve been optimal if many of these sustainable practices were in place decades ago, it’s not too late to start today.
First and foremost, companies must reduce their material usage and focus on resource optimization, says Robert Taylor, director of sustainability, UPM Raflatac. “Then they must choose products using recycled content, thus enhancing recycling and waste minimization.”
“One important area that converters can create a sustainable impact is ensuring release liner and other waste products are recycled when possible, including matrix waste where chemical recycling is opening up new opportunities,” adds UPM Raflatac’s Drew.
According to Avery Dennison’s Yuan, there are plenty of viable options to get the process started. This begins by analyzing your product portfolio and thinking about where there are opportunities to reduce material use – such as moving to thinner labels – swap out existing products with more sustainable options, like products with renewable, recycled content, or to support recyclability, she says. Yuan adds that Avery Dennison prides itself in being a resource to help customers on their sustainability journey.
“Look at your own operations to better understand where you are using the most materials, energy and water,” she says. “Use that data to establish operational sustainability targets and goals. It also allows you to find cost savings opportunities such as with energy audits, energy efficiency retrofits, etc. Beyond this, it is also important to understand where your company’s core competencies are and what are the most important topics to your stakeholders. This is often done through materiality assessments.”
Thinner products use less energy for manufacturing and less raw materials, reducing freight, reducing packaging waste and increasing productivity. Thinner products in general allow companies in all markets to reduce their overall environmental impact while maintaining quality.
“With these benefits in mind, the label and packaging industry is moving to implement ultra-thin facestocks and liners,” says Mactac’s Hensley. “Moving from the 2.6 mil white polypropylene that has been the standard for years – now lower gauge versions, such as 2.4 mil and 1.6 mil, are taking over to improve economics and sustainability. The standard 2.0 mil clear polypropylene, often used for ‘no-label look’ applications, is moving to 1.6 mil.”
From an ink perspective, converters can reduce waste and excess ink inventory using an ink dispenser. For example, Sun Chemical’s MX12 dispenser is an offering from the Sun Chemical Dispenser Program that allows printers to mix only what they need while also maintaining color-matching consistency with no color variations, gain repeatability and .001 lb (.0005 kg) accuracy.
“Converters with energy curing systems can reduce energy consumption by converting from standard mercury-vapor lamps to UV LED alternatives,” comments Nikola Juhasz, technical director of sustainability at Sun Chemical. “Sun Chemical has developed high-quality UV LED curable inks known as SolarWave, which enable environmental improvements within industrial processes, including lower energy consumption and minimized energy costs, longer lamp lifetimes, and no ozone generation. The inks maintain the full performance attributes of conventional UV flexo inks on-press and in-application.”
“Printers can help their brand owner or retailer customers achieve their own sustainable packaging goals by utilizing inks that are bio-renewable, recyclable and/or compostable,” adds Sweet. “Doing so can help brands and converters ensure a circular and sustainable end-of-life solution for their products. Sun Chemical has a variety of inks and coatings that offer these attributes, and we’re focused on delivering solutions that allow minimizing packaging weight and complexities.”
Label and package printing companies must analyze every aspect of their workflow, especially where recyclables and non-recyclables are generated. The converter also needs to find an expert in their region who can help them with an appropriate solution. For those interested, TLMI has a directory of providers on its website. Converters need to look to local experts for help and direction.
“The two streams must be segregated, isolated from each other,” says Frost. “A local recycler can provide solutions for recyclables. That stream is simple. The non-recyclables stream, matrix and flexible packaging by-product, needs to be directed in an entirely different direction.”
Channeled Resources has instituted multiple in-house policies and gone outside to create partnerships to better promote sustainability. The company has created a closed loop business model, where it processes only non-recyclable substrates that are coated, treated, and/or laminated papers and films, hence traditionally non-recyclable. It also has a commercial silicone coater with coating capability in the US and in Canada, and serves as a blank label manufacturer. Plus, Channeled Resources offers contract converting (clean room) capabilities.
“We have developed a partnership with Convergen Energy in Green Bay, WI, which allows us to approach landfill-free status at both of our processing facilities,” says Channeled Resource’s Frost. “The partnership with Convergen requires us to develop additional non-recyclable feedstocks for them. This means we are having daily conversations with converters throughout North America about measures needed to achieve landfill diversion. We do not charge for this service as it is part of our agreement with Convergen. We are committed to reduce the industry’s carbon footprint by diversion of matrix and flexible packaging by-product from the landfill to Convergen Energy.”
“Sustainability will continue to be a top concern and will only grow in importance,” notes Avery Dennison’s Yuan. “From a recycling and end-of-use perspective, we expect investments in the recycling infrastructure both for mechanical and chemical recycling. We expect to see mechanical processes enhanced with use of analytics, and tracking-and-tracing technologies. These technologies can be leveraged to improve sorting at the recycler, as well as ensuring material gets into the recycling stream in the first place with end users.
“The focus on climate change, sustainability and emissions will also continue to intensify,” she adds. “As brands look for ways to meet their emissions targets and the recent wave of carbon neutral targets, they will want to better understand the carbon footprint of their products and their supply chain.”
There’s a product for that
Avery Dennison has targeted 2030 as the date in which 100% of its products contain recycled or renewable conten. The company’s core philosophies include the reduction of material usage, improved bottle-to-bottle recyclability, and increased recycled content in end products, all while sourcing responsibly.
To help promote these core values, Avery Dennison recently unveiled its Sustainable ADvantage, a new flagship products and solutions portfolio. “While many products and solutions within the portfolio have been readily available, bringing them together under one identifiable umbrella will give customers confidence in meeting their own sustainability goals,” says Avery Dennison’s Yuan. “By creating a clear standard, Sustainable ADvantage will enable companies across global industries to use fewer natural resources, cut carbon emissions, reduce waste, and build toward a low-carbon, circular economy.”
Today, FLEXcon has two distinct product lines to help enable the recyclability of PET and HDPE containers. FLEXcon OptiFLEX EcoFOCUS for PET with wash-off adhesive offers sustainability and performance for primary labeling and sustainable packaging.It’s available in white, clear and silver BOPP films with one of its most popular printable topcoats combined with the company’s new V-52RE wash-off adhesive to maximize the recyclability of PET containers.
FLEXcon OptiFLEX EcoFOCUS for HDPE includes white and clear conformable polyethylene (PE) films with V-127RE adhesive to ensure excellent performance and recyclability of HDPE containers.
“Both solutions meet or exceed Critical Guidance Protocols of the Association of Plastic Recyclers (APR) for their respective resin types and are ideal for food and beverage, health and beauty, and household chemical labeling applications,” says FLEXcon’s Riendeau.
“Recycling and sustainability initiatives are here to stay,” he adds. “As more and more companies put a priority on sustainability, more products and services will need to deliver on those initiatives, especially given the new standards being developed around package recyclability.”
Meanwhile, INX International has engineered several key products to meet sustainability demands. INXhrc natural-based inks have replaced petrochemical derived ingredients with those that are clean, renewable and sustainable, all without sacrificing performance.
“It’s important to note brand owners and printers benefit from the reduced regulatory risk, plus the measurable and reportable CO2 savings associated with these inks,” says INX’s Bertsch. “INXhrc RC is designed specifically for rigid containers and provides the same high renewable content. And our Genesis washable inks are deinked from shrinkable cPET films and floatable with roll-fed OPP. This allows new clear bottles to be produced from the circular reuse of recovered material.”
All of Mactac’s main paper suppliers source 100% from sustainable forests and have SFI (Sustainable Forestry Initiative) certification, as well as offer FSC grades. Mactac offers thin paper liners like the 1.6 mil Bloom hi.mpact, which reduces environmental impact and provides up to 15% more labels per roll. The company also provides recycling-compatible adhesives, such as ST95 and 640AT, that are repulpable, which when applied to paper, allow paper to be recycled without the adhesive clogging the screens during the recycling process.
“We also offer polypropylene labelstocks that meet the highest recyclability standards in PET bottle labeling,” says Mactac’s Hensley. “Our polypropylene labelstocks with PUREfloat adhesive are recognized by The Association of Plastic Recyclers and meet critical guidance recognition. PUREfloat will float off PET clamshells, bottles and other containers during the washing process for recycling – leaving no adhesive residue behind.”
Sun Chemical has developed a range of recycling-friendly inks for different films and label formats that comply with recyclability protocols published by the Association of Plastic Recyclers. A wide variety of the company’s sustainable inks, coatings and adhesives exist in the SunEco portfolio. SunVisto AquaGreen bio-renewable inks offer printing inks with high levels of bio-renewable content, which can deliver substantial reductions in CO2 emissions. Additionally, SunVisto AquaGreen inks do not compromise end-use or on-press performance.
UPM Raflatac offers a full portfolio of sustainable solutions for both paper and film labeling. Some examples of these products include the Carbon Trust-verified UPM Raflatac RAFNXT+ range. “Labeling with RAFNXT+ reduces your carbon footprint when compared to standard paper laminates,” states Anna Hunt, marketing and communications manager, Americas, UPM Raflatac. “Another paper solution is UPM Raflatac LabelLoop. LabelLoop products are constructed with facestocks made with Post-consumer Waste (PCW) that contain recycled label release liner. For film labeling, we’re the first supplier to offer a 100% wood-based film called UPM Raflatac Forest Film.”
In order to promote sustainability in the label and package printing industry, more than 50 member companies have joined a new consortium, CELAB. Membership is open to all companies in the self-adhesive label supply chain who commit to CELAB’s objectives and are willing to help support its work.
L&NW recently sat down with Kyle Rhodes, president of CELAB North America and Elkem Silicones Americas’ marketing manager, release coatings and PSAs, to learn more about the organization.
L&NW: How did CELAB get started, and what is the mission?
Kyle Rhodes: In 2020, we launched CELAB (Circular Economy for Labels) as an industry consortium to build a platform for recycling solutions within the labeling and self-adhesive industry. The goal of the 50+ companies that have started and joined CELAB is to enhance and promote the recycling of both the release liner and the matrix. The release liner typically uses excellent quality virgin fiber, which is highly desirable to put back into the paper recycling streams. This collection of companies includes large label manufacturers, converters, paper manufacturers, recyclers, adhesive suppliers, liner manufacturers, and silicone manufacturers, so there is a wealth of knowledge and experience to draw upon.
L&NW: What are the biggest hurdles when dealing with recycling and sustainability in our industry?
KR: One of the biggest hurdles is connecting waste generators, at either the converter level, label applicator level or brand owner level with existing recycling streams of paper mills that are equipped and comfortable taking in material with silicone release coatings on them. Recyclers and paper mills vary based on the desired end product being made, and they will set criteria on what is and is not acceptable on a contaminant level. Some of these recycling streams consider silicone, or silicone and adhesive, as a contaminant, and could reject an entire shipment of paper if small amounts of release liner are present.
Other mills and recyclers see the value of these high-quality fibers found in Super Calendered Kraft, glassine, CCK, or any of the other paper types typically found in label and tape applications, and can adjust the process to allow them to handle removal if needed. CELAB North America and CELAB Europe are working on creating easy to use websites that will allow companies that are starting on the path of recycling to connect them with recycling networks that are able to work with
siliconized liner.
Another hurdle that we see is the desire to adopt a recycling plan but not knowing how and where to start. Our goal as a consortium is to encourage and promote recycling around the world, through education, networking and science. We are developing tools, case studies, white papers, sharing of experiences, and applying our industry knowledge to address some of the obstacles that companies face today.
L&NW: How do companies get involved in CELAB?
KR: CELABglobal.org is a great place to start. It offers resources, information, and details on becoming a member. We are also closely aligned with TLMI, which is an organization dedicated to supporting the label industry, and has members that are focused on sustainability and recycling. CELAB companies are engaged in collaborative projects to explore and expand the technology around these topics, which will help their own company and their customers, to ultimately be better stewards of our environment.
L&NW: What is the communication process like for companies in CELAB?
KR: Our workstreams are split into different specialties, led by dedicated individuals that volunteer their time to focus on technical issues, establishing the recycling network and communication back to the industry. It is a unique experience to have competitors, customers and vendors all sitting at the same table, engaging and volunteering their time, as it is the right thing to do for the industry. If a topic is identified to be explored further, volunteering companies will work together to answer a question and bring it back to the community.
L&NW: What kind of interest in sustainability are you and your members seeing from converters?
KR: As a group, we are recognizing a much higher level of interest in recycling, sustainability and environmental stewardship around the world. We are seeing interest from the brand owners and large retail chains. We are seeing interest all the way to the consumer level that people are more conscious about the decisions they are making and the impact on the environment. Legislation around the world is evolving to look at cradle to grave management. Label companies have reached out around the globe, interested in starting chapters in various locations in Asia and South America.
With the supply chain challenges caused by the pandemic, sustainability lost some of its steam. Many converters and suppliers alike have still made it a priority, however, the industry will need to make up for lost time.
“When the pandemic first started in the spring of 2020, there was a definite pause in interest in sustainability such as using green products, diversion of non-recyclables from the landfill and so on,” explains Calvin Frost, chairman, Channeled Resources Group. “Also, there was no interest in investment in capital equipment that would assist in landfill diversion. There was a definite slowdown in interest in sustainability. Since the first quarter of 2021, we have seen renewed interest in creating sustainable goals and solutions, albeit much slower than pre-pandemic.”
“The pandemic has posed many challenges, some of which have emphasized the need to take an even more proactive approach to how we manage our resources due to the increased pressures of decreased supply of raw materials,” says Ashley Drew, sustainability manager, Americas, UPM Raflatac. “Looking to the future, we see these challenges as opportunities to continue to innovate and drive sustainability to create resilience for our business and our customers.”
In its latest AWAreness Report: Global Pressure Sensitive Label Market, AWA Alexander Watson Associates writes, “The overwhelming issue of concern within the pressure sensitive label industry today is how to deal with release liner by-product. The growth prospects for pressure sensitive labels will therefore become increasingly influenced by environmental concerns, legislation, and industry guidelines/codes of practice, and end users’ and retailers’ increasing requirements to meet sustainability agendas.”
AWA Alexander Watson Associates conducts an annual survey of the release liner industry, where it targets several key topics to better understand ongoing issues concerning sustainability and the industry’s options for waste reduction, reuse and elimination. In AWA’s 2021 Annual Release Liner Survey, respondents indicated that sustainability is important and initiatives are now increasingly in place to assist in achieving sustainability within the pressure sensitive label industry. The survey also shows, however, that there is still room for wider action on recycling release liner waste.
According to AWA, more than 80% of respondents to the firm’s survey rate sustainability issues mostly on the “important side” of the scale, but just over 30% give those same ratings when evaluating whether the issue of release liner recycling is affecting their business. Of those surveyed, 42% indicated their company is currently involved in a program for the recycling/reuse of spent release liner.
“This is an improvement over previous editions of the AWA Release Liner Survey,” notes AWA. “The research shows that sustainability is a topic that many believe is or will be important in their business over the next five years, but release liner waste management is not something that affects them yet.”
Additionally, AWA writes, “In general, North American legislation is regarded as less advanced than the EU regulations, but there are regulations in place at national and state levels governing the types of materials, emissions, recycling, etc. – although there is evidence that these initiatives are often state-led rather than federal.”
Large brands, such as Unilever, PepsiCo, and Coca-Cola, are leading the charge for sustainability by making recycling commitments for 2025 and beyond. According to Kim Hensley, senior marketing manager, Mactac, international organizations – like the Forest Stewardship Council (FSC) – have made major strides in the forestry sector by helping to create standards for wood-based products (like recyclable labelstock) that come from sustainably managed forests.
“Taking a bolder stance, big brands are rolling out mainstream initiatives that speak to growing environmental and sustainability concerns worldwide,” says Hensley. “From shifting packaging designs to adopting company mandates, brands are no longer sitting by the wayside when it comes to showcasing their commitment to global issues.”
AWA’s research corroborates this stance, as well. “It is interesting to note the more immediate and public impact of retailers on policies and strategies, such as that exemplified in the Walmart ambition to reduce volumes of packaging materials by a stated percentage over a given time frame,” notes AWA. “(This is accomplished with) the introduction of packaging ‘scorecards’; by the promotion of sustainability; and by the expressed intentions of some retailers to develop low- or zero-carbon footprints. Retailers want to be seen as leaders in environmental protection without necessarily sacrificing cost, convenience and innovation. They will switch, rather than expend effort defending packaging or other materials that are perceived to have health, safety or environmental issues.”
“Sustainability is more important than ever before,” states Michelle Yuan, sustainability marketing project manager, Avery Dennison Label and Packaging Materials. “Brands’ commitments on sustainability have accelerated as consumers demand action. Brand focus on sustainability is also driven by investors and the potential for regulation on sustainability disclosure. As a result, converters are also seeing this. Converters are now being asked more frequently to support these requests for sustainability disclosure, data and transparency on their sustainability practices.”
According to Dennis Sweet, vice president, NWTL, Commercial, Rycoline and Distributors at Sun Chemical, it’s not only about the products converters create – it’s about how they create them. “Converters are turning to a number of operational initiatives, such as lowering energy usage, CO2 emissions and waste, to improve their overall carbon footprint. At Sun Chemical, we’re engaging with converters to deliver high-quality, sustainable products that drive eco-efficiency in their processes, as well as in their final packaging products to promote a circular economy and lower environmental impact.”
Creating a more sustainable world takes everyone, not just brands and label printers, though. “The impact that consumers have on sustainability initiatives cannot be overstated,” states Sweet. “The products our customers require will increasingly include sustainability characteristics to meet consumer and brand owner demands. It’s our duty as an organization to protect the health and vitality of the planet, and we’ll never stop looking for new ways to improve our own sustainability efforts.”
Even though there are still areas for improvement, the industry has taken numerous steps to become more sustainable. The pandemic certainly shifted attention away from green practices, but there are reasons to be optimistic for the future.
“I think the industry has made great strides in prioritizing the environment, whether it is committing to the reduction of greenhouse gases at their facilities or introducing new sustainable products to aid in making labels and containers easier to recycle,” remarks Dan Riendeau, strategic business unit manager, Packaging, FLEXcon. “The work the APR is doing, in terms of standards and guidance, is having a positive impact in terms of shifting the industry onto a more sustainable trajectory. As each company continues to make a conscious effort to prioritize environmentally friendly practices, the better off the industry will be.”
Climbing the mountain
There are a number of obstacles to overcome when adopting sustainable practices. According to Channeled Resources’ Frost, the biggest hurdle in dealing with recycling and sustainability in our industry is developing logistical and packaging solutions. Cost, of course, is a factor, too.
“Thirty years ago, I would have argued education was the biggest problem,” says Frost. “But now, we get it. The throwaway society in which we grew up doesn’t work. The hurdle has morphed from education to logistics and packaging. Sadly, every converter has a different situation – one size doesn’t fit all. Landfill avoidance requires creativity and flexibility. It may require a capital investment.
“And, honestly, cost is where the rubber hits the road,” he continues. “You are either committed to changing habits or not. This starts at the top. Management has to make recycling and sustainability a core focus. You can’t assign this to a person who doesn’t have the authority to make changes that will improve a company’s carbon footprint. That’s not fair, and you’ll never achieve improvement.”
Hensley notes that the cost of using sustainable packaging is understandably higher than conventional packaging, which is typically due to less established supply chains, manufacturing processes, and lower volumes compared to conventional packaging.
“Plus, customers can also be very resistant to change, and brands understandably don’t want to give them any reason to try a competitive product instead,” adds Hensley.
The wide variety of materials utilized in this industry also pose a challenge. There are so many layers involved with recyclability, which has created the predicament in which we currently find ourselves.
“The biggest hurdle with recycling is the patchwork and decentralized recycling infrastructure, in addition to the numerous combinations of packaging substrates, labels and inks used,” comments Avery Dennison’s Yuan. “The diversity in packaging makes it very difficult since not all packaging types can be recycled using the same method. Recycling infrastructure capability varies widely from region to region. In addition to that, economics of recycling and regulation also vary. Recyclability will be impacted by all of these components, making it difficult to scale up solutions.”
When it comes to recycling and sustainability in our industry, the complexity around plastic recycling is a significant hurdle, too. According to FLEXcon, there are misconceptions about plastic recycling, such as the belief that paper labels are preferable to film labels when, in reality, paper labels are detrimental to the process because they can contaminate the plastic recycle stream.
“Converters must understand the nuances of plastic recycling – the anticipated recycle path of the packages and how they differ for the various types of plastics,” says FLEXcon’s Riendeau. “Understanding the available solutions and how they work with the equipment they have is also essential. The more converters understand the complexities of plastic recycling and the capabilities of the various sustainable materials, the better position they will be in to lead in this space, offering options to brands that meet their needs and, in turn, the demands of consumers.”
Many recycling challenges exist on a regional basis. According to UPM Raflatac, the United States and many countries in South America lack a proper recycling infrastructure, which inhibits uniformity and education on what can be recycled and how to properly recycle. Landfilling is also cheap in many states, making it an attractive waste disposal option.
In some cases, getting on the same page can bog down efforts to go green. “Some of the biggest hurdles are related to goals alignment and infrastructure,” explains Shane Bertsch, vice president of strategic planning and innovation for INX International Ink Co. “For example, recycling, reuse and recovery must be considered along with a brand’s goals and its use of renewable and other non-renewable materials. We view a future where circular economy principles have effectively aligned both corporate goals and resource recovery infrastructure.”
The behavior of labels and shrink sleeves on PET plastic bottles in today’s recycling processes continues to be another challenge. The ability to recycle PET plastic bottles has been an area of focus for Sun Chemical. In addition, Sun Chemical notes that for floatable label formats, inks must adhere to the labels throughout the wash step without compromising the separation of the labels from the PET bottles by floatation. Sun Chemical also offers inks and coatings that comply with these requirements in the APR guidance documents. Another key challenge in the disruption of the global supply chain due to Covid-19 is the container shortage and rising oil prices. Sustainable products, along with more conventional products, have also been affected by these widespread issues that are facing the entire industry today.
While many suppliers and converters are placing a premium on environmentally-friendly practices, there are still countless ones who have yet to make a move. (For reference, see Calvin Frost’s September column on EPR. And while most features in our magazine offer a rosy outlook on the future, this one is still shrouded in some skepticism.)
“As much as I would like to say the future is bright for recycling and sustainability, the cynic in me says, ‘It ain’t gonna happen unless we are forced to do it,’” says Frost. “EPR is a benign tool that will force packaging by-product back to the original producer. The producer is going to pay for keeping ‘stuff’ out of the landfill. This will ultimately trickle down to making elemental changes in chemistry, which creates friendlier products. It will create logistic and packaging solutions that will impact everyone’s business. Recycling and sustainability will be the buzzwords of EPR. In my view, this can’t happen soon enough.”
Where do I start?
For those who are looking to make sustainability a priority in their business, it’s not too late. Alon Bar-Shany, while with HP, used to say, “The best time to plant a tree was 10 years ago. The next best time is now.” While it would’ve been optimal if many of these sustainable practices were in place decades ago, it’s not too late to start today.
First and foremost, companies must reduce their material usage and focus on resource optimization, says Robert Taylor, director of sustainability, UPM Raflatac. “Then they must choose products using recycled content, thus enhancing recycling and waste minimization.”
“One important area that converters can create a sustainable impact is ensuring release liner and other waste products are recycled when possible, including matrix waste where chemical recycling is opening up new opportunities,” adds UPM Raflatac’s Drew.
According to Avery Dennison’s Yuan, there are plenty of viable options to get the process started. This begins by analyzing your product portfolio and thinking about where there are opportunities to reduce material use – such as moving to thinner labels – swap out existing products with more sustainable options, like products with renewable, recycled content, or to support recyclability, she says. Yuan adds that Avery Dennison prides itself in being a resource to help customers on their sustainability journey.
“Look at your own operations to better understand where you are using the most materials, energy and water,” she says. “Use that data to establish operational sustainability targets and goals. It also allows you to find cost savings opportunities such as with energy audits, energy efficiency retrofits, etc. Beyond this, it is also important to understand where your company’s core competencies are and what are the most important topics to your stakeholders. This is often done through materiality assessments.”
Thinner products use less energy for manufacturing and less raw materials, reducing freight, reducing packaging waste and increasing productivity. Thinner products in general allow companies in all markets to reduce their overall environmental impact while maintaining quality.
“With these benefits in mind, the label and packaging industry is moving to implement ultra-thin facestocks and liners,” says Mactac’s Hensley. “Moving from the 2.6 mil white polypropylene that has been the standard for years – now lower gauge versions, such as 2.4 mil and 1.6 mil, are taking over to improve economics and sustainability. The standard 2.0 mil clear polypropylene, often used for ‘no-label look’ applications, is moving to 1.6 mil.”
From an ink perspective, converters can reduce waste and excess ink inventory using an ink dispenser. For example, Sun Chemical’s MX12 dispenser is an offering from the Sun Chemical Dispenser Program that allows printers to mix only what they need while also maintaining color-matching consistency with no color variations, gain repeatability and .001 lb (.0005 kg) accuracy.
“Converters with energy curing systems can reduce energy consumption by converting from standard mercury-vapor lamps to UV LED alternatives,” comments Nikola Juhasz, technical director of sustainability at Sun Chemical. “Sun Chemical has developed high-quality UV LED curable inks known as SolarWave, which enable environmental improvements within industrial processes, including lower energy consumption and minimized energy costs, longer lamp lifetimes, and no ozone generation. The inks maintain the full performance attributes of conventional UV flexo inks on-press and in-application.”
“Printers can help their brand owner or retailer customers achieve their own sustainable packaging goals by utilizing inks that are bio-renewable, recyclable and/or compostable,” adds Sweet. “Doing so can help brands and converters ensure a circular and sustainable end-of-life solution for their products. Sun Chemical has a variety of inks and coatings that offer these attributes, and we’re focused on delivering solutions that allow minimizing packaging weight and complexities.”
Label and package printing companies must analyze every aspect of their workflow, especially where recyclables and non-recyclables are generated. The converter also needs to find an expert in their region who can help them with an appropriate solution. For those interested, TLMI has a directory of providers on its website. Converters need to look to local experts for help and direction.
“The two streams must be segregated, isolated from each other,” says Frost. “A local recycler can provide solutions for recyclables. That stream is simple. The non-recyclables stream, matrix and flexible packaging by-product, needs to be directed in an entirely different direction.”
Channeled Resources has instituted multiple in-house policies and gone outside to create partnerships to better promote sustainability. The company has created a closed loop business model, where it processes only non-recyclable substrates that are coated, treated, and/or laminated papers and films, hence traditionally non-recyclable. It also has a commercial silicone coater with coating capability in the US and in Canada, and serves as a blank label manufacturer. Plus, Channeled Resources offers contract converting (clean room) capabilities.
“We have developed a partnership with Convergen Energy in Green Bay, WI, which allows us to approach landfill-free status at both of our processing facilities,” says Channeled Resource’s Frost. “The partnership with Convergen requires us to develop additional non-recyclable feedstocks for them. This means we are having daily conversations with converters throughout North America about measures needed to achieve landfill diversion. We do not charge for this service as it is part of our agreement with Convergen. We are committed to reduce the industry’s carbon footprint by diversion of matrix and flexible packaging by-product from the landfill to Convergen Energy.”
“Sustainability will continue to be a top concern and will only grow in importance,” notes Avery Dennison’s Yuan. “From a recycling and end-of-use perspective, we expect investments in the recycling infrastructure both for mechanical and chemical recycling. We expect to see mechanical processes enhanced with use of analytics, and tracking-and-tracing technologies. These technologies can be leveraged to improve sorting at the recycler, as well as ensuring material gets into the recycling stream in the first place with end users.
“The focus on climate change, sustainability and emissions will also continue to intensify,” she adds. “As brands look for ways to meet their emissions targets and the recent wave of carbon neutral targets, they will want to better understand the carbon footprint of their products and their supply chain.”
There’s a product for that
Avery Dennison has targeted 2030 as the date in which 100% of its products contain recycled or renewable conten. The company’s core philosophies include the reduction of material usage, improved bottle-to-bottle recyclability, and increased recycled content in end products, all while sourcing responsibly.
To help promote these core values, Avery Dennison recently unveiled its Sustainable ADvantage, a new flagship products and solutions portfolio. “While many products and solutions within the portfolio have been readily available, bringing them together under one identifiable umbrella will give customers confidence in meeting their own sustainability goals,” says Avery Dennison’s Yuan. “By creating a clear standard, Sustainable ADvantage will enable companies across global industries to use fewer natural resources, cut carbon emissions, reduce waste, and build toward a low-carbon, circular economy.”
Today, FLEXcon has two distinct product lines to help enable the recyclability of PET and HDPE containers. FLEXcon OptiFLEX EcoFOCUS for PET with wash-off adhesive offers sustainability and performance for primary labeling and sustainable packaging.It’s available in white, clear and silver BOPP films with one of its most popular printable topcoats combined with the company’s new V-52RE wash-off adhesive to maximize the recyclability of PET containers.
FLEXcon OptiFLEX EcoFOCUS for HDPE includes white and clear conformable polyethylene (PE) films with V-127RE adhesive to ensure excellent performance and recyclability of HDPE containers.
“Both solutions meet or exceed Critical Guidance Protocols of the Association of Plastic Recyclers (APR) for their respective resin types and are ideal for food and beverage, health and beauty, and household chemical labeling applications,” says FLEXcon’s Riendeau.
“Recycling and sustainability initiatives are here to stay,” he adds. “As more and more companies put a priority on sustainability, more products and services will need to deliver on those initiatives, especially given the new standards being developed around package recyclability.”
Meanwhile, INX International has engineered several key products to meet sustainability demands. INXhrc natural-based inks have replaced petrochemical derived ingredients with those that are clean, renewable and sustainable, all without sacrificing performance.
“It’s important to note brand owners and printers benefit from the reduced regulatory risk, plus the measurable and reportable CO2 savings associated with these inks,” says INX’s Bertsch. “INXhrc RC is designed specifically for rigid containers and provides the same high renewable content. And our Genesis washable inks are deinked from shrinkable cPET films and floatable with roll-fed OPP. This allows new clear bottles to be produced from the circular reuse of recovered material.”
All of Mactac’s main paper suppliers source 100% from sustainable forests and have SFI (Sustainable Forestry Initiative) certification, as well as offer FSC grades. Mactac offers thin paper liners like the 1.6 mil Bloom hi.mpact, which reduces environmental impact and provides up to 15% more labels per roll. The company also provides recycling-compatible adhesives, such as ST95 and 640AT, that are repulpable, which when applied to paper, allow paper to be recycled without the adhesive clogging the screens during the recycling process.
“We also offer polypropylene labelstocks that meet the highest recyclability standards in PET bottle labeling,” says Mactac’s Hensley. “Our polypropylene labelstocks with PUREfloat adhesive are recognized by The Association of Plastic Recyclers and meet critical guidance recognition. PUREfloat will float off PET clamshells, bottles and other containers during the washing process for recycling – leaving no adhesive residue behind.”
Sun Chemical has developed a range of recycling-friendly inks for different films and label formats that comply with recyclability protocols published by the Association of Plastic Recyclers. A wide variety of the company’s sustainable inks, coatings and adhesives exist in the SunEco portfolio. SunVisto AquaGreen bio-renewable inks offer printing inks with high levels of bio-renewable content, which can deliver substantial reductions in CO2 emissions. Additionally, SunVisto AquaGreen inks do not compromise end-use or on-press performance.
UPM Raflatac offers a full portfolio of sustainable solutions for both paper and film labeling. Some examples of these products include the Carbon Trust-verified UPM Raflatac RAFNXT+ range. “Labeling with RAFNXT+ reduces your carbon footprint when compared to standard paper laminates,” states Anna Hunt, marketing and communications manager, Americas, UPM Raflatac. “Another paper solution is UPM Raflatac LabelLoop. LabelLoop products are constructed with facestocks made with Post-consumer Waste (PCW) that contain recycled label release liner. For film labeling, we’re the first supplier to offer a 100% wood-based film called UPM Raflatac Forest Film.”
In order to promote sustainability in the label and package printing industry, more than 50 member companies have joined a new consortium, CELAB. Membership is open to all companies in the self-adhesive label supply chain who commit to CELAB’s objectives and are willing to help support its work.
L&NW recently sat down with Kyle Rhodes, president of CELAB North America and Elkem Silicones Americas’ marketing manager, release coatings and PSAs, to learn more about the organization.
L&NW: How did CELAB get started, and what is the mission?
Kyle Rhodes: In 2020, we launched CELAB (Circular Economy for Labels) as an industry consortium to build a platform for recycling solutions within the labeling and self-adhesive industry. The goal of the 50+ companies that have started and joined CELAB is to enhance and promote the recycling of both the release liner and the matrix. The release liner typically uses excellent quality virgin fiber, which is highly desirable to put back into the paper recycling streams. This collection of companies includes large label manufacturers, converters, paper manufacturers, recyclers, adhesive suppliers, liner manufacturers, and silicone manufacturers, so there is a wealth of knowledge and experience to draw upon.
L&NW: What are the biggest hurdles when dealing with recycling and sustainability in our industry?
KR: One of the biggest hurdles is connecting waste generators, at either the converter level, label applicator level or brand owner level with existing recycling streams of paper mills that are equipped and comfortable taking in material with silicone release coatings on them. Recyclers and paper mills vary based on the desired end product being made, and they will set criteria on what is and is not acceptable on a contaminant level. Some of these recycling streams consider silicone, or silicone and adhesive, as a contaminant, and could reject an entire shipment of paper if small amounts of release liner are present.
Other mills and recyclers see the value of these high-quality fibers found in Super Calendered Kraft, glassine, CCK, or any of the other paper types typically found in label and tape applications, and can adjust the process to allow them to handle removal if needed. CELAB North America and CELAB Europe are working on creating easy to use websites that will allow companies that are starting on the path of recycling to connect them with recycling networks that are able to work with
siliconized liner.
Another hurdle that we see is the desire to adopt a recycling plan but not knowing how and where to start. Our goal as a consortium is to encourage and promote recycling around the world, through education, networking and science. We are developing tools, case studies, white papers, sharing of experiences, and applying our industry knowledge to address some of the obstacles that companies face today.
L&NW: How do companies get involved in CELAB?
KR: CELABglobal.org is a great place to start. It offers resources, information, and details on becoming a member. We are also closely aligned with TLMI, which is an organization dedicated to supporting the label industry, and has members that are focused on sustainability and recycling. CELAB companies are engaged in collaborative projects to explore and expand the technology around these topics, which will help their own company and their customers, to ultimately be better stewards of our environment.
L&NW: What is the communication process like for companies in CELAB?
KR: Our workstreams are split into different specialties, led by dedicated individuals that volunteer their time to focus on technical issues, establishing the recycling network and communication back to the industry. It is a unique experience to have competitors, customers and vendors all sitting at the same table, engaging and volunteering their time, as it is the right thing to do for the industry. If a topic is identified to be explored further, volunteering companies will work together to answer a question and bring it back to the community.
L&NW: What kind of interest in sustainability are you and your members seeing from converters?
KR: As a group, we are recognizing a much higher level of interest in recycling, sustainability and environmental stewardship around the world. We are seeing interest from the brand owners and large retail chains. We are seeing interest all the way to the consumer level that people are more conscious about the decisions they are making and the impact on the environment. Legislation around the world is evolving to look at cradle to grave management. Label companies have reached out around the globe, interested in starting chapters in various locations in Asia and South America.