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Sustainability US Current Situation ICCA Board Meeting Prague, Czech Republic June 18, 2008 …from 30,000 ft. Dwight Schmidt President Fibre Box Association …from the street Mike Harwood Deputy CEO Pratt Industries

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Page 1: Sustainability US Current Situation - iccanet.org€¦ · Sustainability US Current Situation ICCA Board Meeting Prague, Czech Republic June 18, 2008 …from 30,000 ft. ... • Transport

SustainabilityUS Current Situation

ICCA Board MeetingPrague, Czech Republic

June 18, 2008

…from 30,000 ft.Dwight Schmidt

PresidentFibre Box Association

…from the streetMike Harwood

Deputy CEOPratt Industries

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Raising Awareness of the Issue

•Find a well-known spokesperson•Put together a compelling story•Make a movie•Win an Academy Award•Win the Nobel Peace Prize

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Corrugated & The Environment

• 57% average new fiber content sourced from SFI or FSC forests certified as renewable.

• Uses 60% renewable energy

• Recognized as highly recyclable with a 78% recovery rate, and improving

• 43% average recycled content

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We Think…

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…They Think

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We Think…

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…They Think

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W-M Scorecard Metrics• Greenhouse Gas Emissions – 15%• Sustainable Material (Mat’l H&S) – 15%• Package-to-Product Ratio – 15%• Cube Utilization – 15%• Transport Distance – 10%• Recycle Content – 10%• Recovery Value – 10%• Renewable Energy – 5%• Extra Credit / Innovation – 5%

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Fibrebox.org; afandpa.org; corrugated.org; aiccbox.org, aboutSFI.org, fs.fed.us, paperrecycles.org Read

Corrugated packaging is the most recycled form of packaging because of its high recovery value as a fiber orenergy source. Corrugated packaging provides solutions at an economical value. These solutions include: • Freight cost reduction through improved cube efficiency • Handling/labor reduction with display-ready shipping containers • Lower packaging costs through high-performance designs with optimal material usage The total value of a corrugated solution enhances Wal-Mart’s Bottom Line

Revenue

Corrugated is highly recyclable; in 2007, 78.3% percent of all containers produced in the U.S. were recoveredfor recycling. While there are many uses for OCC (Old Corrugated Containers), 60% of all recovered OCCgoes into new corrugated containers. The average corrugated box is comprised of 43% recovered fibers. Lessthan 5 percent of corrugated containers used for packaging perishable items have been treated with materialsthat made them non-recyclable. Coatings are now being marketed that are recyclable and the industry hasdeveloped a test protocol that, when passed, allows them to be labeled as such and placed into the OCCrecovery stream. The symbol that indicates a coating has passed this test protocol follows:

Recycle (able)

Corrugated is made from a renewable resource: wood fiber grown under sustainable practices and recycled fiber. 93% of all corrugated boxes produced in the United States are supplied by Sustainable Forestry Initiative (SFI) program participants.

Renew (able)

Corrugated is reusable in many applications and can be designed for reusability in consumer products as well as closed loop business and storage. Reuse Packaging

Corrugated is highly customizable. Many alternative paper grades and package designs are available for source reduction. Corrugated allows for material, transportation and energy reductions compared to manyother materials.

Reduce Packaging

Using corrugated, packaging design professionals can create innovative packages designed to eliminate lessnon-recyclable components.Remove Packaging

Wal-Mart’s 7 R’s

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Sustainability RoadmapIndustry Association Roles

Con

tinuo

us im

prov

emen

t

2 . D e fine industry-w ide sus ta inab ility p rincip les /v is ion

3 . E nsu re a lignm en t ac ross assoc ia tion

1 . C onsu lt w ith s takeho lde rs / Iden tify issues and trends

4 . E duca te / coo rd ina te fo r im proved pe rfo rm ance

5 . D eve lo p ac tion p lan and ta rgets , track p ro gress

6 . D eve lop s tra teg ic pa rtne rsh ips / es tab lish s takeholde r d ia logues

7 . Im p lem en t pub lic com m unica tion p rog ram s/

E nhance accoun tab ility

B enchm ark ing Too l deve lopm en t

S haring good p rac tices D eve lop bus iness case

R ound tab les / w ork g roups P eer lea rn ing

M en to ring be tw een la rge r and sm alle r com pan ies

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What Has Been Done?SPEAKING WITH ONE VOICEBrought together the entire containerboard/corrugated industry to

focus and speak with one voice…the Corrugated Packaging Alliance (CPA)

The CPA committee (AF&PA, AICC & FBA) is working in three primary focus areas:

• Develop technical data / statistics for industry

• Create communication plan, messages and vehicles (industry sustainability story)

• Support and influence Wal-Mart Scorecard initiative

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What Has Been Done?Technical

Researched industry facts regarding sustainability: • Environmental: Recycling, Renewable Energy,

Forestry Practices, Efficient Fiber Use (Source Reduction)

• Social: Safety, Education, Charity

• Economic: Impact, Cost-Effective

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What Has Been Done?Technical

Life Cycle Assessment (LCA)• Industry Asset / Investment

• Benchmarking Tool / Calculator

• Scope – Trees, Mills, Converting and End-of-Life

• Study to be Completed Q3 2008

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Complete LCA Process

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Scope:U.S. Corrugated Data Collection Matrix

Image from Dr. Sergio Galeano, Georgia Pacific

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Goalsof the U.S. Corrugated LCA Study

1. Construct a core LCI dataset for corrugated packaging2. Respond to marketplace requests (e.g. Wal-Mart, etc.)3. Identify relevant impact indicators and their key mechanisms

for this industrial sector4. Conforming to ISO 14040 series, necessary to support

comparisons5. Maintain confidentiality of data sources6. Allow member companies to maintain their own disaggregated

data to allow for private comparisons, benchmarking to industry average data

7. Build capacity within industry members on how to use LCA information

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Goalsof the U.S. Corrugated LCA Study

8. Data collection is format compatible to support potential inclusion in databases (e.g. US LCI data set, commercial db packages), support other uses, communication strategies, etc.

9. Establish a context that enables brainstorming of applicable scenarios in the future

– Modular structure to allow for streamlining of initial analysis and future expansion of analysis

– Establish system boundaries and other rule-sets necessary for comparable studies that can become industry standard

• Approach international community for comment

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What Has Been Done?Communication

• Identified need for Sustainability Strategy with supporting Communication Strategy

• Sustainability Brochure / Fact Sheet (2006 / 2008)• PowerPoint Presentation Template• Speakers at Forums• Press Releases• Tradeshows / Postcards

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Trade Shows“THINK”

Message

• Sustainable Packaging Forum9/25-27, 2007Pittsburg, PA

• PackExpo10/15-18, 2007Las Vegas, NV

• TAPPI CorrExpo10/30-11/1, 2007Indianapolis, IN

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What Has Been Done?Legislative

• FTC Green Guides review• EPA interaction over recycle content

and recovery percentages• Biomass as energy• Solid waste legislation (local and state)• Extended producer responsibility in CA,

like Ontario, Canada

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Can you Certify for Sustainability?

• ISO 14001-2004• ISO 14004-2004

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Is there Economic Benefit?• External

– NOW - New/more business for those who can differentiate– LATER – price of admission to bid, like quality

• Internal– Implementing many initiatives can produce savings– Goodwill with employees and local, regional recognition for

being ahead of the curve• Industry Level

– Stem advance of RPCs and other plastic alternatives– Lessen need for government regulations

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ICCA Recommendations1. Adopt an uniform methodology for LCA scope,

goal, boundaries and functional unit based on the FEFCO model.

2. Establish appropriate metrics for industry improvements.

3. Explore the development of a carbon-footprint calculator that can be used by all members. (external parties?)

4. Explore common message strategies and share with multinational retailers and CPG companies

5. Share data and study methodologies where appropriate