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Changing the Future at Labelexpo Europe: Sustainable options that don't cost the earth

 From new recycled paper facestock to marble-based “paper” and compostable adhesive, Avery Dennison is offering brand owners and converters an increasingly wide choice of sustainable options for their needs.

“Avery Dennison is making excellent progress toward our ambitious 2025 sustainability goals we announced at Labelexpo Europe in 2015,” said Renae Kezar, sr. director, global leader of sustainability.

“At Labelexpo 2017 in Brussels, we provided a detailed update on our performance against these goals, releasing our Sustainability Report 2015-2017, while also showcasing our range of sustainable products and solutions”, Kezar continues.

Avery Dennison is rolling out its Forest Stewardship Council-certified Recycled Paper Facestock range. The range helps brand owners meet their sustainability targets. Next to that, label printers and converters want to differentiate themselves and increase their value in the supply chain by helping brand owners to achieve those goals.

Avery Dennison’s latest solution is a 100% recycled paper facestock manufactured without chlorine bleaching, while offering similar whiteness, bright appearance and opacity as its non-recycled counterparts. Carefully selected post-consumer waste (PCW) streams are used to ensure good material properties for high-quality, pressure-sensitive labelling with outstanding environmental credentials. The resulting FSC-certified facestock delivers exceptional print quality and conversion speed, and the 100% recycled PCW material contains up to 30% recycled liner, and helps brand owners and converters to close the loop at no additional cost.

Avery Dennison also showcased the ClearIntent™ portfolio, aimed at supporting converters and brand owners in their quest to meet sustainable packaging goals.

“Avery Dennison has been creating more and more materials designed to empower sustainable choices, and it makes perfect sense to assemble all of them under one umbrella,” explains Georg Mueller-Hof, vice president marketing.

“Label converters can now offer materials with confidence to their customers, knowing that anything within the ClearIntent range provides the sustainability credentials they seek. The available materials cover a wide range of applications, and enable converters more ways to say ‘yes’ to sustainability.”

The materials in this portfolio have to meet at least one of three main sustainability standards to qualify for the new portfolio,” adds Luuk Zonneveld, Avery Dennison’s product manager for sustainability. These are:

Responsible sourcing, where it has been verified by third party companies that a significant amount of the product’s content comes from sustainably sourced materials.Reduction of material – a product must offer comparable or superior performance to a conventional alternative, while using less material.Recycling, requiring a label material to be recyclable itself, to be made of recycled content, or to enable or improve the recyclability of the container or packaging the label is on.

Some of the most recent product innovations from Avery Dennison are included in the ClearIntent range: For example, the ClearCut™ adhesive technology combined with an FSC®-certified liner offers improved sustainability with no compromise on performance or productivity. 

Also at Labelexpo, Avery Dennison highlighted its compostable label construction, in combination with biodegradable ink, which allows all of this packaging to be composted – using nature’s way of recycling. This range of materials means that label converters can finally help brand owners meet the recycling challenge in full by creating packaging that allows dramatic reductions in waste going to landfill or incineration, ending landfill taxes and boosting brand credentials.