Carlsberg joins forces with suppliers to eliminate waste by developing next generation of packaging for high-quality 'upcycling'
(OMX Via Acquire Media NewsEdge)
Carlsberg and selected global suppliers have joined forces to rethink the
design and production of packaging material, to develop the next generation of
packaging products that are optimised for recycling and reuse, while, at the
same time, retaining or improving their quality and value. The approach is
increasingly referred to as ‘up-cycling'. The cooperation has been formalised
through the Carlsberg Circular Community as part of the Carlsberg Group's work
on Sustainable Packaging.
The founding companies working together with Carlsberg are;
-- Rexam: Cans
-- Arkema: Glass bottle coatings
-- O-I: Glass packaging
-- RKW: Shrink Wrap
-- MWV (MeadWestvaco): Paperboard Multipacks
-- Petainer: PET kegs for draught beer
Rethinking the concept of waste
In the future we are all facing increasing pressure on natural resources due to
the ever-increasing demand for consumer goods. This is creating further demands
on businesses to use materials more efficiently. However, the current
efficiency approach adopted by industry is unlikely to be sufficient to affect
long-term sustainable change.
Reducing dependence on primary materials as the input to creating these
consumer goods is one of the ways companies can secure continued sustainable
growth. Earlier studies by the Ellen MacArthur Foundation and McKinsey & Co.
project billions of Euros in savings from stimulating economic activity in
product development, remanufacturing and refurbishment.
The companies will be using the Cradle to Cradle Design Framework®, created by
Professor Michael Braungart and EPEA Internationale Umweltforschung GmbH, to
develop a Cradle-to-Cradle® roadmap and assessment of their products.
Professor Michael Braungart says:
“Carlsberg and its suppliers are taking an important step on the roadmap
towards creating new benefits with packaging. This co-operation is a great
example of companies planning together for the future, creating solutions to
the global challenges that face us all. I encourage companies to join Carlsberg
in its efforts to develop innovative packaging and rethink the concept of
Carlsberg Circular Community - inspired by Cradle to Cradle®
Cradle-to-Cradle® is a business platform for innovation and quality, with the
aim of improving the quality of products so that they
-- have an improved consumer quality for the user
-- pose no health risk for anyone who comes into contact with them
-- are of both economic and ecological benefit
“We want to build our resilience and prepare for future growth in an
environment of increased resource scarcity. And we want to develop solutions
that benefit not only our business, but also the environment and the societies
in which we operate. The packaging initiative and the cooperation with
suppliers represent a big leap forward. By partnering with our suppliers, we
can achieve far more than each of us can do alone”, says Jørgen Buhl Rasmussen,
President and CEO in Carlsberg Group.
With this initiative, Carlsberg aims to have new products undergo an assessment
for up-cycling potential using a Cradle-to-Cradle® analysis, which will reveal
if the products contain any chemicals or additives that would reduce the value
and quality of the materials. The targets are to include 15 partners and to
have a minimum of three products Cradle-to-Cradle® certified by 2016.
Carlsberg is already using solutions that reduce reliance on natural resources,
such as refillable glass bottles, which in some markets are used more than 20
times, and the beverage can which is infinitely recyclable. One of the key
challenges that the initiative will focus on is creating solutions that are
both sustainable and appeal to the consumer.
Following the first phase, further analyses will be done as regards how the
initial findings can be used to create new products and solutions that can
contribute to up-cycling for a resource-efficient economy and society.
Carlsberg’s ambition is to be a frontrunner for circular economy materials by
leveraging Cradle-to-Cradle® innovation and quality.
-- Please find the images to this story on www.carlsberggroup.com
For interviews, quotes and questions please contact:
Ben Morton, 00 45 33 27 1417 /
About CSR in Carlsberg Group
A central element of the Carlsberg Group's CSR strategy is the integration of
corporate responsibility throughout the value chain. Embedding CSR in existing
business processes, developing policies to ensure standards and setting global
and local targets to improve CSR performance form the cornerstone of this
strategic process. Read more about CSR in Carlsberg: www.carlsberggroup.com/csr
Read more about Cradle to Cradle & EPEA at: www.epea-hamburg.org/en
Cradle to Cradle® and C2C® are registered trademarks of McDonough Braungart
Design Chemistry LLC.
About Carlsberg Group
The Carlsberg Group is one of the leading brewery groups in the world, with a
large portfolio of beer and other beverage brands. Our flagship brand –
Carlsberg – is one of the best-known beer brands in the world and the Baltika,
Carlsberg, and Tuborg brands are among the eight biggest brands in Europe. More
than 4,000 people work for the Carlsberg Group, and our products are sold in
more than 150 markets. In 2012, the Carlsberg Group sold more than 120 million
hectolitres of beer.
About the partners
Arkema: a specialty chemicals manufacturer focused on innovation and a major
world chemical player, Arkema provides its customers with practical solutions
to address the challenges of sustainable development. With operations in more
than 40 countries, some 14,000 employees and 10 research centers, the Group
generates annual revenue of €6.4 billion. For further information, visit
Rexam is a global consumer packaging company. We are one of the leading global
beverage can makers and a major global player in rigid plastic packaging for
healthcare applications. We are business partners to some of the world’s most
famous and successful consumer brands. Our vision is to be the best global
consumer packaging company. We have 67 manufacturing plants in 24 countries and
employ around 11,000 people. Our sales from continuing operations in 2012 were
in the region of £4.3 billion. For further information, visit www.rexam.com.
The RKW Group is a globally-active company. It is one of the leading
international manufacturers of high-quality polyethylene and polypropylene
films and nonwovens. The independent, family-owned company has been setting the
standard in terms of quality, innovation and service for over 56 years. Today,
around 3,000 employees work in 20 locations around the world. In 2012, the
company generated sales of about EUR 840 million. For further information,
MeadWestvaco Corporation (NYSE:MWV) is a global packaging company providing
innovative solutions to the world’s most admired brands in the healthcare,
beauty and personal care, food, beverage, home and garden, tobacco, and
agricultural industries. The company has been recognized for financial
performance and environmental stewardship with a place on the Dow Jones
Sustainability World Index every year since 2004. For further information,
Owens-Illinois, Inc. (NYSE: OI) is the world's largest glass container
manufacturer and preferred partner for many of the world's leading food and
beverage brands. With revenues of $7.0 billion in 2012, the company is
headquartered in Perrysburg, Ohio, USA, and employs approximately 22,500 people
at 79 plants in 21 countries. For further information, visit
Petainer is an innovation-led PET and plastics packaging company. We combine
business understanding with packaging innovation to deliver gamechanging
solutions supported by a comprehensive sustainable framework delivering
economics to brand owners. For further information, visit www.petainer.com.
Copyright © 2014 OMX AB (publ).
Copyright © 2014 OMX AB (publ)
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