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Paving the path to higher recyclability: New task force aims to improve strategic packaging recyclability

Seattle, WA, United States

A group of recycling and packaging organizations launched The Packaging Recyclability Advancement Task Force to improve recyclability for two widely used packaging formats: PE squeeze tubes, often used for toothpaste, and PET thermoform containers, such as those used for berries, baked goods, and deli items.

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Announced at SPC Impact by GreenBlue Executive Director Paul Nowak, the Task Force brings together GreenBlue, the U.S. Plastics Pact, The Recycling Partnership, the Recycled Materials Association (ReMA), the Solid Waste Association of North America (SWANA), and the Association of Plastic Recyclers (APR).

While many plastic packaging formats are technically recyclable, they often face real-world barriers like inconsistent collection, limited sortation, or weak end-market demand that prevent them from being recycled at scale. Packaging design is just one piece of the puzzle. Under the How2Recycle® system, recyclability is assessed across five pillars: applicable law, collection, sortation, reprocessability, and end-market availability—all of which can shift based on local policies, infrastructure, or broader market trends.

To help brand owners navigate these dynamic conditions, the Task Force will develop clear, actionable guidance focused on improving recyclability beyond design alone. Its initial focus will be on PE squeeze tubes (currently labeled “Not Yet Recyclable”) and PET thermoforms (labeled “Check Locally”). By uniting expertise from across the packaging and recycling value chain, the Task Force aims to equip companies with the tools needed to move these formats—and others in the future—toward broader acceptance and higher recyclability classifications.

The Task Force is building on years of progress —led by companies like Colgate-Palmolive, Haleon, and others—to advance recyclability for these formats.

“The only reason we’re able to take on this challenge in a meaningful way is because of the years of work companies have already put in,” said GreenBlue Executive Director Paul Nowak. “Thanks to their leadership and collaboration, we now have the foundation to push these formats even further.”

The Task Force will draw on two leading industry tools—the How2Recycle® recyclability assessment framework and The Recycling Partnership’s Pathway to Circularity Framework—to develop its guidance for brand owners. The Task Force will assess packaging formats to pinpoint barriers to higher effective recycling rates, acceptance in more local programs, and reaching a higher How2Recycle® recyclability category.

“Improving recyclability requires more than just good design—it takes collaboration across the entire packaging ecosystem,” said Jonathan Quinn, CEO of the U.S. Plastics Pact. “This Task Force brings together the right expertise to create practical solutions that work at scale.”

The findings will inform a comprehensive guidance document aimed at helping companies consider and navigate the many factors related to recyclability. Elements will include:

  • Action steps brand owners can take to close gaps in recyclability beyond design
  • Minimum thresholds required across key recyclability criteria
  • Direction on which organizations to engage in their process
  • How to verify that necessary recyclability thresholds have been met

By addressing the full spectrum of what makes packaging truly recyclable, the Packaging Recyclability Advancement Task Force aims to accelerate progress toward a more circular packaging system. Each participating organization brings its unique expertise—from design guidance and recyclability labeling to infrastructure, policy, and end-market development—ensuring that solutions reflect the realities of the entire packaging and recycling value chain.

The resulting guidance will serve as a roadmap not only for PET thermoforms and PE squeeze tubes, but as a scalable model for improving recyclability across more packaging formats in the future. This collaboration will help ensure that innovation keeps pace with the realities of recycling while empowering brands to make lasting change.

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About GreenBlue

GreenBlue is an environmental nonprofit on a mission to accelerate the transition to a regenerative, just, and sustainable materials economy. GreenBlue is the parent nonprofit of seven projects, including the Sustainable Packaging Coalition, How2Recycle, and the Recycled Material Standard. Through these projects and their hundreds of members, GreenBlue strives to be the most reliable and accurate source of truth compelling the packaging value chain to construct environmentally regenerative, socially responsible systems. Learn more at https://greenblue.org/.

About How2Recycle

How2Recycle is the leading labeling program for packaging disposal instructions with the most recognizable on-pack label across the United States and Canada. Launched in 2012, How2Recycle started as a Sustainable Packaging Coalition working group aimed at providing consumers with clear, standard, and accessible on-pack disposal instructions. Today, with its more than 800 participating organizations, How2Recycle and its members are on a mission to make sure that consumers have the information they need to get waste into the right streams. Learn more at https://greenblue.org/projects/how2recycle/

About U.S. Plastics Pact

The U.S. Plastics Pact is a solutions-focused initiative uniting stakeholders across the plastics value chain to eliminate plastic waste and accelerate the transition to a circular economy. As part of the Ellen MacArthur Foundation’s global Plastics Pact Network, the U.S. Pact works toward a shared vision with measurable, time-bound targets. Learn more at https://www.usplasticspact.org

About The Association of Plastic Recyclers

Founded over 30 years ago by mechanical recyclers, the Association of Plastic Recyclers (APR) is an international non-profit and the only North American organization focused exclusively on improving recycling for plastics. APR’s tools and resources help companies design packaging that can be recycled, support innovations that overcome existing recycling challenges, and encourage stable and reliable markets for post-consumer recycled content. Visit plasticsrecycling.org for more information.

 About The Recycled Materials Association

The Recycled Materials Association (ReMA) represents more than 1,700 companies in the U.S. and 40 countries around the globe. Based in Washington, D.C., ReMA provides advocacy, education, safety and compliance training, and promotes public awareness of the vital role recycled materials play in the U.S. economy, global trade, the environment and sustainable development. Learn more at www.isri.org.

About The Recycling Partnership

The Recycling Partnership is a team of experts, practitioners, and thought leaders who are deeply invested in delivering on our mission of building a better recycling system. We work alongside communities, companies, and policymakers to enact meaningful change across the entire recycling industry to deliver the economic and environmental benefits of recycling. To truly unlock these benefits, The Partnership believes in the importance of collaboration across the industry, highlighted by initiatives like the Circularity Council, which is comprised of organizations representing materials, brands, government, MRFs, NGOs, retailers, and trade groups that form a powerful, aligned network to accelerate real system change.  Learn more about The Partnership at https://recyclingpartnership.org/.

About The Solid Waste Association of North America

The Solid Waste Association of North America (SWANA) is a member-based association of professionals from across the waste and resource management industry. Committed to advancing from waste management to resource management, we are empowering our members to deliver essential services to communities today and anticipate their needs for tomorrow. SWANA serves industry professionals through technical education, publications and research, and a large offering of technical training courses and credentialing to create a highly skilled workforce. Learn more about SWANA at https://www.swana.org.

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