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FLEXO Magazine : May 2014
AVERY DENNISON PET PROJECT Five years into its sustainability jour- ney, Avery Dennison has expanded its sense of what’s possible. The company and its team members—from the execu- tive office on down to the manufacturing floor—now envision a world in which all label and packaging materials are re- sponsibly sourced. It sees corporations partnering with customers and commu- nities to address significant problems in ways that benefit people and the planet. Speaking on behalf of the entire orga- nization, encompassing operations in 50 countries and 26,000 employees, Maria Kula, communications manager within the North American materials group, ex- plained, “We are facilitating a network for printers, packagers and packaged goods brands to reduce waste across the industry. We are in the process of setting new, long term targets. We will raise the bar for energy, greenhouse gas emissions, waste and workplace safety, and at the same time continue to work with our stakeholders on recycling and social compliance. ” As retailers and brands push for solutions to meet their aggressive sustainability goals, Avery Dennison maintains that it is “delivering inspiring innovations designed to drive growth for converters. One such innovation is its CleanFlake Portfolio, built on its proprietary SR3010 adhesive, which debounds and cleanly separates the label during the recycling process. The label floats and the pure polyethylene terephthalate (PET) sinks to deliver food grade quality PET flakes.” That innovation captured the 2014 FTA Excellence in Sustainability Award. “ CleanFlake was designed to ad- dress the lifecycle impacts of pressure sensitive labels and full bottle shrink labels on PET recyclability,” Kula said. “ CleanFlake can help brands and con- sumer packaging companies adhere to design for recycling guidelines, so that their PET bottles and containers can be easily collected and do not contribute to contamination and yield loss of recycled PET supply.” Documentation submitted in Avery Dennison’s award application sum- marizes the driving forces behind the product’s development, as well as its acceptance. It reads as follows: “Since 1988, the PET packaging in- dustry has invested hundreds of millions of dollars to ensure that PET bottles are not only collected for recycling but are, in fact, recycled and remanufactured into dozens of different products. As the Federal Trade Commission points out, this does not mean that every PET bottle can claim to be recyclable. If an incidental component significantly limits the ability to recycle a product or package, a claim of recyclability would be deceptive.” “CleanFlake has proof of meeting all of the recyclability guidelines and is fully adaptable to existing assets at both the converter and the end user. The label, adhesive and release liner materials function in existing high speed convert- ing and bottling. In addition, the release liners used are ultra thin 92 gauge or 75 gauge PET, bringing additional benefits MAY 2014 | FLEXO 43