“CCL Label has been pioneering digital watermarking solutions such as Digimarc for several years, many of our Food&Beverage and Home&Personal Care production sites are licensed partners”, says Marika Knorr, Head of Sustainability and Communication at CCL Label. “As the Digimarc Platform has been chosen as the principal technology of the cross-value chain initiative HolyGrail 2.0, it is time for us to take the next step and support the initiative to improve sortation and higher-quality recycling rates for packaging with our expertise in label and sleeve technology. This is another milestone in our journey towards closing the loop.”
Digital watermarks are imperceptible codes, the size of a postage stamp, covering the surface of a consumer goods packaging and carrying a wide range of attributes. The aim is that once the packaging has entered into a waste sorting facility, the digital watermark can be detected and decoded by a standard high resolution camera on the sorting line, which then – based on the transferred attributes (for example food vs. non-food) – is able to sort the packaging in corresponding streams.
Digimarc was the technology ultimately chosen at the conclusion of the highly publicized HolyGrail 1.0 initiative under the Ellen MacArthur Foundation’s New Plastics Economy, which included 29 corporations and was led by Procter & Gamble. Now, under HolyGrail 2.0, the Leadership Team includes world-leading brands P&G, Nestle, PepsiCo and Danone.