Wednesday, 27 March 2013

Ecover's 'Message in Our Bottle' Campaign

Ecover recently announced a world-first in plastic packaging and a move towards closed-loop recycling.

Ecological innovator, Ecover, today unveiled plans to launch a world-first in packaging in 2014 - an entirely new form of fully sustainable and recyclable plastic incorporating post-consumer recyclables (PCR), Plantastic – plastic made from 100% sugarcane and plastic fished from the sea.

Ecover’s Message in our Bottle campaign is part of a sustainability pledge to deliver continual innovation in tackling the multiple issues linked to plastic packaging.

The announcement of Ecover’s ambition to launch a new plastic follows a series of packaging innovations from the company in recent years including the launch of 100% sugarcane-derived plastic – Plantastic - in 2010 which for the first time completely eliminated the need to use fossil-resourced plastic. This innovation was swiftly followed by a further move to tackle the growing plastic waste mountain, resulting in its most recent announcement of the inclusion of PCR into Plantastic bottles to deliver a packaging double-whammy.

Never content to rest on its laurels, Ecover is now going for the innovation triple. The planned development of new plastic packaging is, claims Ecover, typical of its continual innovation commitment and its drive to help tackle issues with waste and recycling while also future-proofing against the issues of tomorrow. Malmberg explains: “Sustainability is a never-ending journey. Solve one problem or tackle one issue and it simply leaves you free to solve the next. Our focus on continual innovation means that we are always pushing boundaries. We’re never satisfied and we don’t ever expect to be. That’s what makes our business so exciting, and what ensures that we continue to deliver above and beyond. In relation to packaging that means we’re committed to using the right materials at the right time, changing and revising as part of a continual improvement journey.”

The latest innovation – the aspiration to create an entirely new plastic incorporating a percentage of sea waste into its Plantastic/PCR packaging by 2014 - is an exciting addition to Ecover’s already impressive ecological packaging credentials. Research from the Marine Conservation Society reveals that plastic debris accounts for almost 60 per cent of all litter found on UK beaches and it is widely recognised that vast amounts of beach waste ends up in the sea. Working closely with Waste Free Oceans (WFO) and UK plastic recycling plant Closed Loop, Ecover will be working with fishing communities to collect plastic* and reintroduce it into the recycling chain via its bottles – a solution which will help protect the delicate sea-based eco-systems and give a whole new meaning to ‘catch of the day’. Trials have already begun on the exact mix of the three plastics which allow the brand to deliver what will be the first ever fully sustainable and recyclable plastic.

“As manufacturers we’ve got to take responsibility for sustainability very seriously – to take real action on climate change and the damage done by our over-reliance on fossil fuels, creating ‘green’ products that deliver more than a nod to sustainability”, explains Malmberg.

You can find out more in this video:



*Sea waste collection will be undertaken by existing fishing trawls with Waste Free Oceans engaging Europe’s fishing community in cleaning up floating marine debris then bringing it back to land for recycling and sorting. Boats outfitted with a special trawl will be able to collect between 2-8 tonnes of waste per trawl for cleaning and recycling, with the collected waste sent to Closed Loop Recycling’s plant in Dagenham where it will be processed and turned into plastic and used to make Ecover’s new bottles.

See the rest of the Ecover videos on YouTube

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