The inaugural executive director of the On Pack Recycling Label (OPRL) scheme – Stuart Lendrum – has called for a more active way for recycling messages to be featured on product labels.
Stuart Lendrum called for a change in relationship with packaging, moving from a passive labelling system to a more active one
OPRL announced the appointment of Mr Lendrum this week. He has been a director of the non-profit group since its inception in 2009 and has previous experience in the packaging industry, at both Safeway and Sainsbury’s.
Speaking to letsrecycle.com, Mr Lendrum explained that a shift to a more active approach to packaging recycling labelling could be on the horizon soon.
Mr Lendrum said: “This is a massive year for us against a backdrop of changes across the country and the industry.
“We are at the outset of necessary paradigm shift in recycling and our relationship with packaging. We need to see a change in relationship with packaging and move from a passive labelling system to a more active one through new channels.”
Mr Lendrum continued: “Currently, packaging has a huge amount of information already, all of which is really important. We have to make sure we help make it easier for the consumer to recycle the right thing, and therefore easier for local authorities to use. It isn’t difficult to find the space for labelling on a product, but the challenge lies in finding labelling which is effective in the way we need it to be.”
‘Growing membership’
Founded in 2009 by retailers and brands to engage consumers more actively in recycling, OPRL says it now has a rapidly growing membership with a new member joining every 3 days in 2018. Last autumn membership was opened to packaging designers and manufacturers, and to packer/fillers and others in the supply chain.
The label has three categories which tell consumers how likely it is that their local authority will accept specific packaging materials for recycling:
- Widely Recycled (75% or more of UK local authorities collect that type of packaging)
- Check Locally (between 20% and 75% of UK local authorities collect that type of packaging)
- Not Yet Recycled (fewer than 20% of UK local authorities collect that type of packaging)
Recent additions
Recently, the OPRL has launched new online and member support services including a label artwork library, labelling tool to identify the correct labels, and matrix tool to select recyclable options.
The company operates the UK-wide On-Pack Recycling Label scheme, which it says is used by over 600 brands.
Mr Lendrum added: “From a strong foundation OPRL has a critical role to play in how successful we ultimately are in achieving zero avoidable waste with an efficient thriving, recyclable packaging sector within a circular economy.
“I’m proud and really pleased to have the opportunity to be working with OPRL in what are truly exciting times.”
Jane Bevis
Commenting on Mr Lendrum’s appointment, Jane Bevis, chair of OPRL said: “This is the moment when OPRL comes of age, requiring greater resourcing and executive leadership. We’ve seen a surge in our traditional membership among brands and retailers wishing to engage their customers in recycling more effectively. Now members are coming on board from our newer categories in the packaging and product supply chains. We’ve expanded the services and support we offer, as a result responding to many more member enquiries and requests for advice.”
The post OPRL chief calls for ‘active’ recycling messages appeared first on letsrecycle.com.
Source: letsrecycle.com Packaging
