Access to carton recycling reaches 30% in the United States

www.RecycleCartons.com

Excerpt from the Carton Council Q+A. www.RecycleCartons.com

-     What has changed in order for us to be able to place the recycling logo on-pack now?

-     Access to carton recycling just reached 30%, which is the threshold we believe is needed to use – with a low risk - a qualified recycling message on pack.

The Federal Trade Commission guidelines state that when facilities are available to a “significant percentage” of the population or communities, but not to a substantial majority, the Guides suggest that marketers qualify their recycling claim. Although the FTC doesn’t specify exact percentages to define significant percentage, it is our industry’s belief that 30% is a defendable threshold. In December of 2010, we reached 30% household access and as a result believe it is safe to move forward with the recycling logo on-pack

-     How did we reach the 30% household access?

-     Carton Council is implementing a focused and well articulated strategy seeking to establish sustainable carton recycling by leveraging the entire recycling supply chain. The strategy is focused in 4 main areas: increase household access to carton recycling, develop sustainable sorting of cartons in its own grade at sorting facilities, secure end markets where cartons are considered valuable source of fiber, and increase consumer awareness with the objective to drive consumers to place more cartons in the recycling bin.

-     What is the long term plan?

-     The long-term ambition is to reach a household access of 60% while our mid-term goal is to reach 50% household access within 5 years. In 2011, we expect to increase household access from 30% to 35%.

-     Is Carton Council recommending that customers use the qualified recycling logo?

-     No. We are pleased with the progress achieved thus far toward expanding carton recycling access in the U.S, and wanted to share with our customers the possibility to use the qualified recycling logo. However, it is entirely up to you to make a decision whether to use it. We encourage you to make your own assessment before making a decision.

-     Can I change the design and/or language of the qualified recycling logo?

-     If you decide to use the qualified logo on-pack, we strongly suggest you use the recommended version in order to ensure consistency across the industry. The consistent look will help consumers to easily identify the logo across carton packages, and its familiarity will hopefully drive action.

-     If I’m a regional brand with local distribution to an area where access is high, can I use the logo without the qualifier?

-     The FTC guidelines state that when recycling facilities are available to a

“substantial majority” of consumers or communities where the item is sold, marketers can make unqualified recyclable claims.  Therefore, if you are a regional supplier with distribution restricted to an area where household access to carton recycling is equal or higher than 60%, you may entertain the possibility to add the logo on pack without the qualifier. We recommend you make your own risk assessment prior to proceeding.

-     What is the risk of placing the logo on-pack?

-     The risk is low since the Federal Trade Commission guidelines state that a qualified logo may be used when a significant percentage of the population have access to carton recycling. Although the FTC doesn’t specify exact percentages to define significant percentage, it is our industry’s belief that 30% is a defendable threshold. Carton Council has conferred with legal counsel regarding the FTC guidelines and also has carried several discussions with industry organizations such as the Sustainable Packaging Coalition. Despite our extensive research and discussions on this topic, we encourage you to make your own assessment before proceeding.

-     Will Carton Council take the risk on behalf of its customers?

-     No. Although Carton Council has made its own legal review and risk assessment, we encourage you to make your own before proceeding. If requested, Carton Council can share the results of our legal assessment and answer any questions you may have when making your assessment.

-     Will Carton Council also track the actual recycling of cartons?

-     Carton Council will measure progress in cartons recycling by tracking several parameters throughout the supply chain. It is important to note, though, that the only accurate measure that is currently available is household access, which has a direct correlation with recycling rates. In addition to household access, we will track recycling tonnage in sorters and end users with which Carton Council has contracts. We are not able to obtain recycling tonnage in areas without Carton Council contracts because such data, in most cases, is considered private data by sorters and end users. In these cases we estimate recycling tonnage based on population and typical residential recovery rates.

-     It is great that consumers have access to carton recycling but will recycling actually be done?

-     Yes. Carton Council is committed to facilitating sustainable carton recycling in the U.S. and reducing the number of cartons that end up in landfill. There is a direct correlation to recycling access and recycling rates, as such, we strive to expand household access to carton recycling while at the same time we work with sorting facilities to secure their ability to sort cartons in its own grade. Carton bales are then sold to designated paper mills, identified by Carton Council, that not only value the carton fiber, but also are able to recover it.  

-     What is the theoretical maximum recycling rate that the council believes can be obtained?

-     Carton Council is committed to developing sustainable carton recycling in the U.S and reducing the number of cartons that end up in landfill. However, it is very difficult to predict the recycling rate that can be obtained. What we anticipate is to reach higher recycling rates in residential and school recycling programs vs. the away from home recycling channel, which is still fragmented throughout the U.S. Furthermore, while recycling rates for all product types vary greatly throughout the U.S, we expect that cartons will be recycled at the same rate as other product types once there is equal access for recycling.

-     Will Carton Council pay for design changes?

-     No, if you decide to proceed with the qualified logo on-pack, you will need to pay for the design changes. One option is to wait until other design changes will be made anyway, and incorporate the qualified logo on-pack then.

-     How soon can I get the recycling logo on my packaging design?

-     You are welcome to request a design change any time. Customers will be handled on first come, first serve basis. Please note that it is the customer’s responsibility to cover the costs associated with design changes.

-     Are cartons now subject to the California deposit laws?

-     No, cartons continue to be excluded from the deposit system

-     What happens if I sell products in both U.S and Canada?

-     If you sell your products in both Canada and in the US, you must use the symbol with qualifying statement for cartons sold in the US. The cartons sold in Canada use a different qualifying statement that cannot be used in the US.