The label and package printing industry’s sustainability journey continued at the AWA Global Release Liner Industry Conference & Exhibition in Denver, CO, USA, March 20-22. Numerous industry experts lauded the initiatives in place to help promote recyclability. Essentially, 50% of the pressure sensitive label construction is designed as waste. Therefore, it is incumbent on the industry to help generate solutions.

Enter CELAB, a global consortium of suppliers dealing with the byproduct of release liner and matrix waste recycling. Mactac’s Kevin Clunie, VP North America, CELAB, and Elkem’s Kyle Rhodes, president, CELAB, took center stage to explain the issues the industry is facing, as well as the lofty goals to help promote a sustainable future, one where we curb climate change.

Established four years ago, CELAB North America has stated a global objective of giving 70% of the industry access to the recycling of matrix and liner. As it currently stands, only 10% of paper liners and 13% of film liners are recycled. According to CELAB, the goal is to reach 35% by 2025.

“We want to get participants bought in to our goals,” said Clunie. “It’s good to know where the waste is coming from, but we need to implement the logistics to make those goals happen. We’re working to bust the myth that liner is not recyclable. The real challenge going forward is the logistics issue. That comes from partnerships, education and collaboration.”

The collaboration between North America and Europe is currently underway. Plus, the organization is eyeing a startup in Asia.

In a previous interview with L&NW, Rhodes noted some of the main challenges, which CELAB is determined to solve. “One of the biggest hurdles is connecting waste generators, at either the converter level, label applicator level or brand owner level, with existing recycling streams of paper mills that are equipped and comfortable taking in material with silicone release coatings on them,” Rhodes said. “Recyclers and paper mills vary based on the desired end product being made and will set criteria on what is and is not acceptable on a contaminant level. Some of these recycling streams consider silicone, or silicone and adhesive, as a contaminant and could reject an entire shipment of paper if small amounts of release liner are present.”

During the AWA event, Rhodes highlighted CELAB’s work with RRS (Resources Recycling Systems). CELAB and RRS identified two tasks for completion in 2023 – generating a map of North American label release waste generation sites and reaching out to end users and support mills for assistance. The end goal, which has been targeted for completion by the end of the year, is a mapped software platform on the CELAB website.

“Future projects will be geared toward education in the marketplace and identifying how we bring these concepts mainstream,” commented Rhodes. “These are future projects with RRS, with Task 1 of mapping and Task 2 getting a network established.”

In working with TLMI and RRS, CELAB wants the entire supply chain, from converters to suppliers, to understand where liner waste is generated and will be collectable. For example, can one company generate enough waste to bring to a collection center, or will waste need to be assembled for four or five such companies?

“CELAB is focusing on getting momentum and branching out – doing more lobbying – to create direction for the industry,” noted Clunie. “We’re in an industry where 50% of the product is designed in waste. Sustainability is something that’s ahead of us because of the nature of pressure sensitive label construction. We’d love you all to be part of that journey.”

Mactac’s mission

During the event, Mactac’s Clunie detailed how his company has utilized thinner liners to protect the environment and benefit converters’ bottom lines. Mactac, which sells to more than 1,500 label converters in North America, uses about 1.5 TSI (trillion square inches of material) per year. Of the liner consumed in North America, 87% is paper-based, with the vast majority comprised of 2.4 mil SCK.

“We’re using more SCK than we ever have, but as a percentage of what we use, it’s down a little bit,” explained Clunie. “We’ve seen a significant rise in PET the last two years, especially in the prime label business.
“Larger converters are more comfortable with PET,” he added. “Smaller converters have used PET where they needed it and quickly migrated back to paper.”

However, Clunie noted, “We’re more excited about ‘thinner’ than we are specific substrates. Our customer base is traditionally using paper liner, but they’re also looking for sustainable solutions. Moving them to a thinner paper is front and center for us.”

Using thinner release liners translates to freight savings and more labels per roll. According to Mactac, switching to a 1.6 mil liner uses 30% less material.

Mactac conducted an in-depth case study, showcasing the results of switching from a 2.4 SCK liner to a 1.6 mil glassine. Based on 20 BSI, the results included 17% less packaging, meaning 17% less material headed to the landfill. The financial benefits included $100,000 in material costs savings, as 560,000 pounds less freight were shipped.

A green theme

Sustainability was a prominent theme over the course of three days in Denver. From March 20-22, AWA and a host of industry experts elaborated on their goals to promote greater recyclability, as well as the challenges currently facing the industry.

The event showcased numerous success stories, from Avery Dennison’s AD Circular to Mondi’s work at its Julich plant.

Avery Dennison has established AD Circular, a liner recycling program that has first been established in Europe to counteract the many challenges associated with release liners. AD Circular utilizes a web-based app to schedule the pick up of used liners. It also provides useful data in the form of regularly updated analytics and certificates on the amount of liner material companies have sent to be recycled and the amount of CO2
emissions avoided.

“The AD Circular program connects converters and brands, providing opportunities for recycling, landfill diversion and circularity,” says Lara Pearson, Recycling and Circular Logistics program manager, Avery Dennison. “The program accepts all liner or matrix regardless of supplier.”

Meanwhile, through cooperation with one recycler, Mondi converted plant waste from 100% incineration to 100% recycling.

“A lot of progress has been made on sustainability, but we still have a lot to do,” stated Corey Reardon, president and CEO, AWA.

Sean Duffy, VP of sustainability and regulatory compliance, Elkem – and also the winner of AWA’s Leadership Award – cited the challenges companies face in their quest for sustainability. As Duffy noted, some 80% of those in the label and packaging industry might recognize the climate change crisis as an urgent need, but 37% of people globally are climate skeptics. According to Duffy, the global economy is now only 7.2% circular. Translation: nearly 90% of materials are wasted, lost or unavailable for reuse.

“Climate and CO2 emissions are going to have to be tackled by multiple outlets,” explained Duffy. “We all have a part in this industry. Sustainability is starting to have an impact on B2B businesses, too. In the long, medium, and even short term, this will impact us. Greenwashing will no longer be sufficient. You need to understand the impacts of you and your companies, and what can you do to make a difference.”

Wilco van Zwieten also hosted a sustainability panel with several of the label industry’s future leaders. Avery Dennison’s Matt Wilkinson, AWA’s Catalina Steenbakkers, Brook + Whittle’s Tyler Matusevich, and Channeled Resource Group’s Ginnie Gandy delved into a multitude of sustainable topics.

“Studies have shown that the next generations will speak with their wallet when it comes to sustainable solutions,” said Matusevich. “In general, I think that’s going to be the trend.”

For Avery Dennison, a sustainable mindset starts at the top. “We need leaders who push for sustainability,” remarked Wilkinson. “You need your leadership to be aligned and informed, and continue to invest in your goals.”

Channeled Resources has been proactive in addressing sustainability, rather than waiting for customers to request green products. “We’re focused on being a thought-leader for our customers,” stated Gandy. “We’re trying to be part of that solution instead of waiting for them to come to us.”

“Sustainability has become part of the DNA for many companies,” added Steenbakkers. “At some point, all customers will demand that from their suppliers.”