Estée Lauder, Sealed Air To Join How2Recycle Label Program

The goal of the How2Recycle Label is to reduce consumer confusion in the U.S. with a clear and consistent recycling label and corresponding informational website. It provides companies with an easy way to conform to the Federal Trade Commission (FTC) “Green Guides” while using nationwide recyclability data.

“Consumers are faced with a confusing landscape of material and recycling messages that are often inconsistent or misleading,” said GreenBlue senior manager Anne Bedarf, who has led development of the label for the SPC. “We believe this label will help consumers and companies more effectively communicate recyclability and contribute to more successful resource recovery.”

The How2Recycle Label is based on the On-Pack Recycling Label (OPRL) system in the UK and was developed through more than three years of research, stakeholder engagement, extensive consumer testing, and a national effort to collect updated recyclability data in conjunction with industry partners.

With this new system, companies can customize package labels by using up to four available options (with associated icons) including: Widely Recycled, Limited Recycling/”Check Locally,” Not Yet Recycled, and a “Store Drop-off” label for bags, wraps and other films accepted at retail locations. Each unique component of a package will be labeled.

Sealed Air’s Fill-Air Inflatable packaging will be one of the first to use the “Store Drop-off” label while Lauder’s Aveda brand will use a combination of icons its Outer Peace Acne Pads.

The label is already available on Seventh Generation’s limited edition 180oz. detergent bottle and new 22oz. pre-wash spray available at Target stores.

The How2Recycle Label is endorsed by several state and local governments focused on addressing recycling challenges, including the state of North Carolina, New York City’s Department of Sanitation, and StopWaste.Org which serves Alameda County, California. Keep America Beautiful, the nation’s premier nonprofit working to increasing recycling, also recently endorsed the label.

“We strongly believe that recycling programs across the country and the general public’s commitment to recycling behavior will greatly benefit from a clear and sensible package labeling framework,” said Scott Mouw of the North Carolina Department of Environment and Natural Resources, noting the support of the state for the effort.

More info: www.how2recycle.info