beyond producer responsibility
DESCRIPTION
How the Carton Council is Building a Sustainable Recycling Supply ChainTRANSCRIPT
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Beyond Producer ResponsibilityHow the Carton Council is Building a Sustainable
Recycling Supply Chain
Elisabeth Comere, PAC Conference, Ottawa - September 30, 2012
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Optimization Guided by Life Cycle
Reduction at the source
Recyclability Eco-Design
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Trends in Environment Legislation
Resources
“Bio-basedeconomy”
Resource availability and
efficiency
Climate change
WasteProducts
“Sustainable production & consumption”
Eco-design
Product stewardship and consumer information
“Circulareconomy”
Extended producer
responsibility (EPR)
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Internal
Our Reality
JRQ/09-19-12
Strong emphasis on Recycling in-home & away
from home
Growing demand for more sustainable products/packaging
Retailers set green supply chain requirements
Food industry set ambitious environment targets
Packaging industry improve green profile
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Our Vision
A world where used
packaging and
printed paper are
seen as valuable
resources to be
recovered in an
economically and
socially responsible
manner
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Our Strategy
Cities Sorters Brokers Mills
Our ability to leverage the recycling supply chain
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Guiding Principles• Industry leadership to design
and manage recycling systems• Shared responsibility among
affected stakeholders• Transparent and fair allocation
of costs• Foster innovation and
continuous improvement• Leverage administrative
efficiencies through cooperation with other industry stewardship programs
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Carton Industry Alignment• The Carton Council of Canada -
Leading carton manufacturing companies in Canada
• Member companies manufacture and market processing & packaging systems that are convenient, safe and environmentally sound.
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Canadian GoalsSorting into separate grades
Drive consumer awareness Stakeholder engagement
Ensure robust North American
end-markets for cartons
Recovery
Rate
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Carton Council Focus Areas
Recycling Policy
Growing Recycling
Stakeholder
Engagement
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Growing Recycling: Key to Success
Recycling Policy
Growing Recycling
Stakeholder
Engagement
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What is Needed
Consumers
Awareness – must know cartons are recyclable & how & why to do soAccess – Canadians able to conveniently recycle their used cartons at home & on-the-go
Collectors
Assurance – proof that markets want & will recycle cartons Assistance - technical & promotional support to establish carton recycling programs
Sorters
Assurance – proof that markets want & will recycle cartons Assistance - technical & potentially financial to build business case to sort cartons
Markets
Assurance - pricing sufficient to encourage collection/sorting;sufficient carton volume to justify buyingAssistance – technical & potentially financial
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Building Sustainable Markets
Identify suitable North American mill partners
Negotiate agreements with partners to buy cartons at prices that drive collection & sorting
Develop broker ties to move supply to markets
Consumers Collectors Sorters Markets
Step 1
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In 2008…
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Engaging with Fibre Mills in North America
Grupo Empresarial Transforma
Great Lakes Tissue Company
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Great Lakes Tissue
End Markets Success: From 1 to 9 Recyclers since 2009
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Cartons are now an ISRI traded commodity
(PSI #52) & pricing is strong and stable
Continue to Build on Campaign Success
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2011 2011 2011 2011 2012 2012 2012 2012 2012 2012 2012 2012Sept Oct Nov Dec Jan Feb Mar Apr May June July Aug
$0
$100
$200
$300
$400
$500
$600
$700
$800
PET (mixed)Polycoat Containers
Carton Value Steady6% decrease
Flat
Source: StewardEdge monthly price sheet (figures in $/tonne)
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Ship More Volumes from MRFs
Ensure MRFs separate cartons into own grade
Provide technical support to improve efficiency at MRFs
Link marketing managers with brokers and end-markets
Consumers Collectors Sorters Markets
Step 2
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Grow our fact base on MRF Capacity• Participated in a study to
measure and observe the flow of all composite paper packaging materials in 8 MRFs in Ontario
• Visits currently underway to help develop a regional carton recycling strategy
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Capture More in the Blue Box
Provide communications content support to municipal recycling coordinators
Improve convenience to recycle cartons
Consumers
Collectors Sorters Markets
Step 3
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Promotion and Education Campaigns
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Drive Consumer Awareness
Make carton recycling more convenient away-from-home
Share our story through social media: www.recyclecartons.ca; LinkedIn
Consumers Collectors Sorters Markets
Step 4
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Promoting Consumer AwarenessEngaging Municipalities & Stakeholders • Tool-kit Templates
» Ads, posters, and more• FAQs for Communities,
Haulers and MRFs• Social Media Support• Video Footage• Technical Assistance• New Website
www.recyclecartons.ca• Collaboration
Opportunities
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Projects in the Pipeline• Deploy promotion and
education municipal toolkit to improve awareness for carton recycling
• Launch elementary school recycling education campaign in Montreal
• Promote away-from-home-recycling through support for CBCRA
• Engage in thought leadership through Tetra Pak participation in PAC-Next
Grow supply
MRFCapacity
Education &
Outreach