If you’re in the field of packaging, chances are you’re also well versed in sustainability. You almost have to be because the two concerns conjoin these days more often than not. As we reviewed our best-read articles of the year, we realized that most articles we posted on PackagingDigest.com in 2019 at least touched on sustainability if not focused on it entirely. One of the reasons we prepare lists of the Top Articles of the Year by different topics is so one hot topic—like sustainability!—doesn’t dominate the others. Because it would. Nine of the 10 sustainable packaging articles on this 2019 list appear in the top 50 of all articles ever posted on PackagingDigest.com. So, what are these relevant and compelling articles?! As succinctly as possible (and in reverse order for the ultimate reveal!), they are: 10. Non-plastic packaging isn’t the only sustainable solution Plastic waste is becoming a more pressing concern for today’s consumers than it has ever been in the past. But, as sustainable packaging leaders, we have an obligation to help the public understand that there is more to sustainability than shifting away from plastics entirely. Sustainable Packaging Coalition senior manager Trina Matta has some recommendations on how brand owners can handle the situation.   9. How Nestlé is innovating its way to 100% recyclable or reusable packaging Walt Peterson, Nestlé USA’s manager of packaging innovation and sustainability, talks about the world’s largest food and beverage company’s ambitious goal of moving to 100% recyclable or reusable packaging by 2025. In this 28-minute presentation, hear how Nestlé is harnessing partnerships and cutting-edge technology to get there.   8. Marine pollution consumes plastic packaging’s sustainability story When it comes to plastics and sustainability, packaging professionals are hyper aware there is an attitude or perception problem—69% of respondents in Packaging Digest’s 2018 Sustainable Packaging Study feel a high level of environmental concern around plastic packaging. And much of that concern is centered around the visible and visceral problem of pollution in our oceans and waterways. What else do packaging professionals think about plastic packaging and its sustainability position? Download your free copy of this 48-page report by clicking the headline above. As a companion to this industry study, Packaging Digest also conducted a survey on plastic packaging sustainability with consumers. The interesting results include an analysis of the different viewpoints between packaging professionals and their customers. Click here to download your free copy.   7. Paper or plastic? 6 sustainable foodservice packaging options for both Consumers’ appetite for foodservice convenience at restaurants of all types—casual, quick-serve and takeaway—and for catering services continues. And Novolex product lines are seamlessly aligned with the ongoing foodservice packaging shift toward sustainable solutions. Here are six notable examples.   6. Remedies for single-use plastic packaging Does cold and flu season inevitably generate packaging waste? Consumer brands can step up to treat people and planet, as TerraCycle and Loop CEO Tom Szaky enlightens us. A new example is the RB Health & Nutrition Recycling Program, a national network for health-and-wellness package recovery.   5. Top sustainable companies by state Rankings always gain attention—you’re reading this “Top 10” article, right?! This infographic identifies the top sustainable companies from each state and includes many that are familiar to you as either brands or packaging vendors.   4. Packaging peers react to Loop’s daring reusable-packaging model Spoiler Alert: You’ll hear more about Loop as you continue through this list. When it was announced in January 2019, Loop—a circular economy shopping platform with durable reusable and luxury packaging at its core—gained massive media attention from around the globe, including numerous packaging and sustainability publications, as well as Forbes, Bloomberg, CNN, The Wall Street Journal, The Guardian, BBC News, Reuters, Le HuffPost, Fortune and many more. So what do packaging professionals think about this ground-breaking Loop initiative? Reactions were mostly positive, but there are, uh, concerns as well.   3. Amazon chooses refillable packaging for clean revolution A sustainable-packaging collaboration between Amazon and Replenish has borne fruit in the form of Amazon’s Clean Revolution cleaning products. Amazon uses the new Replenish 3.0 packaging design for its Clean Revolution line, with Replenish acting as a private-label supplier.   2. Amazon incentivizes brands to create frustration-free packaging When we published this article in September 2018, we knew it was going to be the top article of last year. And it was. Interest in ecommerce packaging remains high, though. So this article experienced high readership well into 2019—enough, in fact, to be the second best-read sustainable packaging related article of this year. Here’s what the hub-bub is all about… To help reduce packaging waste and improve efficiency of ecommerce shipping for its vendors, Amazon requires that select products being sold and fulfilled by Amazon arrive in its fulfillment centers in certified packaging under its Frustration-Free Packaging (FFP) program. This means that the packaging does not require any shipping preparation or an overbox to be applied. On the positive side for marketers, the vendor retains its own branding on the shipment. But now you might have to create a separate/special package for products sold through Amazon.com or face a stiff penalty.   1. Loop and big brands boldly reinvent waste-free packaging At the time we reported on the new Loop circular-economy shopping platform—which is totally based on reusable packaging—I knew it was going to be the top packaging news of the year. Not only is this the best-read article posted in 2019, but it also appears as the top article in our list of packaging design-related articles because design and sustainability are integral to the success of this new venture. It really belongs on both lists! Major brand owners—like Nestle, Coca-Cola, Mars, PepsiCo and Procter & Gamble—have created luxury packages for their regular products for sale in select areas of the world.  

This year, Coca Cola unveiled a bottle made from 25% recycled plastic while PepsiCo announced it will be investing $25 million in recycling infrastructure. As mbg recently reported in our natural beauty trends forecast, Dove also switched to bottles made from 100% recycled plastic in 2019, and its parent brand, Unilever, announced that it will use half as much new plastic in its products by 2025. Meanwhile, Olay began testing refillable pods for its most popular moisturizer. For mindbodygreen's brand-new line of nr+ supplements—released as a limited-edition run last month, to be launched in broader distribution in January 2020—we've packaged the recyclable glass bottles in completely compostable trays, made from mushrooms. Public awareness and unrest about plastic pollution have been building for years (hello, straw bans), but it wasn't until 2019 that major corporations really started to do something about it.  

What's driving the shift away from plastic packaging?

A new service called Loop has helped kick-start the push away from plastic. Launched in May of this year in Paris and a handful of states across the northeastern U.S, the service allows people to shop for grocery, household, and personal care products from brands like Tide, Febreze, and Crest. The kicker? For a small markup, these goods are shipped out in durable, reusable packaging that can be sent back in to be reused and refilled. Loop is a direct rebuttal to the idea that recycling can save us from the waste crisis: "Recycling is like Tylenol: You take it when you have a headache, but there are better ways to never get the headache to begin with," Tom Szaky, the CEO of TerraCycle and Loop, told mbg last year. In the six months since launch, Loop has kicked off in another five states and plans to enter six new markets before early 2021: The U.K., Canada, Germany, Japan, Australia, and potentially the West Coast of the U.S. Loop is also onboarding about one new brand to their platform every business day. "There's been a lot of organic demand from consumers. We just hear nonstop from people that they're really excited about the service, and they want to see it available in their state," explains Heather Crawford, the VP of marketing and e-commerce at Loop. Upward of 85,000 people have signed on to the waitlist so far, and they're not the only ones who want to see the service take off: Crawford has seen that the massive names—the Unilevers and P&Gs of the world—are eager to get involved and rethink the delivery of their products to keep up with the times. When mbg heard Unilever's CEO Alan Jope speak at this year's Climate Week NYC, he confirmed that Unilever is working to make its business more environmentally responsible— a change that investors are insisting on more often. "I'm noticing our investors increasingly asking us to run our business for the long term. This idea that the Street is only interested in short-term performance, I don't accept," Jope said. "We're going to see capital inflows into responsible business and capital outflows out of polluting and carbon-dense industries. It's that simple." For another signal that the low-waste life is trending in the business realm, we can look to Williamsburg's Package Free Shop: Opened in 2017 by zero-waste poster child Lauren Singer, the shop sells health, beauty, and living essentials that are free of single-use plastic parts and packaging (think shampoo bars wrapped in paper and compostable vegetable brushes). The company's recent $4.5 million seed funding round proves that investors are confident that people beyond the trendy Brooklyn 'hood want to opt into its zero-waste ethos. "In the past year, more people than ever before have realized the impact that single-use plastic and waste has on the environment," Singer tells mbg. The recent funding will help the Package Free team work toward their mission to make zero-waste products hyper-accessible to the average Joe or Jane: "Our goal is to manufacture products that are both the most sustainable ones on the market and are as accessible and convenient as buying a Unilever or P&G product."

All signs point to more packaging innovation in 2020.

David Feber, a partner at McKinsey & Company who works primarily in the consumer packaged goods space, tells mbg, "Sustainability is combining with other powerful trends such as e-commerce and digitalization to drive major disruption in packaging over the next several years in the consumer products space." This year, a McKinsey report on Gen Z buying habits found that this "hypercognitive" generation, born between 1995 and 2010, will likely only push the needle toward more sustainable packaging solutions as they come of age. And sustainable packaging is just the start: A report by BBMG and GlobeScan predicts that in order to stay relevant with the next generation, companies will have to take more mission-driven action. "While Gen Z is ready to champion brands who show bravery on the issues that matter, they are also the first to call bullshit when they see it, especially when they see brands promoting their commitment to 'doing well by doing good' while staying silent about the negative impacts at the heart of the business practices that make their success possible," it reads.  

Here, leaders at the forefront of the industry explain why brands are more successful when they improve upon the food system as a whole. Working at the farmers market during college, Patrick Mateer was excited by what he saw: consumers and farmers connecting over eager demand for fresh and local food. But he was concerned, too, about the excess that was coming back from the market unsold with no other clear outlet, and about the problem of aligning the daily output of the farm with the weekly opportunity of the market. Attempting to solve these problems for farmers, and meet consumer demand for local, Mateer created Seal the Seasons, a frozen fruit brand hitting the market with an unprecedented model. “We wanted to replicate that same local feel in the grocery store by introducing lines of locally sourced, locally frozen, and locally sold products,” says the company’s COO Alex Piasecki. That means contracting with local farmers, freezing the goods locally and distributing only to markets in the region—all within about a 300-mile radius. On the shelf, the frozen, bagged fruit Seal the Seasons brings to market, is nothing new. The innovation demonstrated is in the way it serves farmers, communities, consumers and retailers behind the product. And this may be the next wave of innovation in the natural products space. “It’s not always about engineering something new,” Piasecki says, “because we can always engineer something new. It’s all about understanding the story and who you’re supporting with your dollars, more so than what you’re buying.” In many ways, this view is the core and founding ethos of the natural and organic products industry, and the influence the industry exerts throughout the U.S. food system is undeniable. But even as innovation and competition in this now $219 billion industry reaches a fever pitch, many experts witness an ironic stagnation in meaningful change. Does the market need more flavor choices in popcorn or more format choices for matcha? Maybe. But what the world urgently needs is innovations that work to regenerate the systems—ecological, financial, cultural and climatic—so threatened by rampant consumption. “We brought this just amazing innovation to the food industry,” Robyn O’Brien says about the natural products industry, “and we’ve reinvented these toxic products, brought them back into this wholesome, nutritious product.” The author, speaker and vice president of impact investing firm rePlant Capital has been tracking the industry throughout her career. “But then we just got stuck, and we kind of kept trying to reinvent ourselves on that wheel. And it just became a wheel that, instead of moving us forward, started spinning in place.” Too much of the industry today, O’Brien believes, is focused on the end-user product. “But if you think about everything it takes to get there, we need innovation at every level, from distribution to packaging, to transportation.” Seal the Seasons may not hit every level, but it is pioneering something meaningfully different in distribution. The company has now replicated its model in six growing regions across the country, working with nearly 60 farmers and selling frozen fruit in 3,000 grocery stores, proving that a local focus doesn’t inhibit a company’s national growth potential. There are clear ecological benefits to its model (Piasecki says each two pounds of fruit eliminates one pound of greenhouse gases when compared to average frozen food), but the motivation for the brand is really in the people it serves: the farmers struggling in a global market, the retailers attempting to satisfy demand for local, and the consumers seeking that local product—whether to support the farmer they met at the farmers market or just to buy American. It’s only going to become more important, Piasecki predicts, as consumers increasingly care “not only what their food is, but where it’s coming from, what it’s treated with, who’s growing it, are they paid a fair wage?” Quality matters, too, and he believes Seal the Seasons delivers on this. But he distinguishes between brand promise and product promise, which is just a matter of quality standards. “Consumers want that product to be great,” he says about the interaction of those promises. “They want that product to be sold to them at a value they think is fair, and they want that product to be produced in a way that is fair to everyone.”

Taking a step back

TerraCycle CEO Tom Szaky distinguishes between two different types of innovation. Even when trying to solve big problems, innovators often employ what he calls “twist innovation,” wherein tweaks are made to existing product concepts to make incremental improvements. What inspires Szaky, is what he calls “step back” innovation. By stepping back to look at the problem being solved, Szaky says, innovations can stimulate monumental leaps into the future. “Uber’s a good example, right? It’s not a better cab or a better price, it’s thinking about the concept of mobility within what resources are on the road today,” he says. “Or taking an arbitrary example of oral hygiene, I take a step back and first understand why it is the problem of oral hygiene even exists, what are the causes?” That, he says, is when innovators start thinking about not just the object, but the way the consumer receives it and interactes with it. Once the source problem is understood, he says, “you may land on an answer that doesn’t look like a toothbrush at all.” That would be a unique market advantage compared to a toothbrush “incrementally twisted” to feature new bristles or a better handle. “And I think that’s where you’re going to get the biggest opportunity to succeed, especially as an entrepreneur or a smaller company.”

Package deal

TerraCycle exists to eliminate the very idea of waste through collection and remanufacture programs. This intersects with the food and household goods industry on packaging. After all, even as islands of single-use plastics continue to pollute the oceans, “packaged” remains the middle name of the CPG world. (Indeed, TerraCycle’s programs include working with P&G to package the world’s top-selling shampoo, Head & Shoulders, in recycled ocean plastic.) For TerraCycle’s most ambitious program to date, the team applied a step back approach to packaging, asking why packaging exists and how those needs can be met without giving in to single-use materials. This step back also included a look back. “In the past, garbage didn’t exist,” Szaky says. “Things were reusable, things were beautiful, things were more durable, things were higher quality.” All major positives, he says, especially when compared to the disposable, low-quality packages we use today that don’t often deliver a particularly good consumer experience beyond the most basic function. The exploration resulted in Loop, a bold plan to create packaging that is both durable and appealing to consumers and can be returned, cleaned and reused—not recycled—at the same value level again and again, and to build it with the biggest players in household goods: P&G, Nestle, PepsiCo, Coca-Cola, Clorox and Unilever. This required “thinking beyond the three-dimensional design of the product and the two-dimensional artwork that adorns it,” Szaky says, and tackling the system behind it. Each of these brands, and others, are participating to create what Szaky calls an ecosystem, and thereby a critical mass of offerings consumers can interact with—something he believes is required to create the momentum necessary for Loop to be successful. Presently the programs are handled by mail, but eventually will involve major retailers selling goods and collecting empties. In other words, not settling for a new twist on packaging has the potential to be, Szaky says, “a monumental reinvention of the very concept of that idea in a very futuristic way.” The program is off to a good start. Since its launch early this year—with a few hundred products in a handful of cities—Project Loop has engaged over 10,000 consumers. “The world is falling deeply out of love with packaging,” Szaky says. “Seeing the negative, losing the delight on the positives, it’s an existential crisis for packaging at the moment, which is the perfect time to open and question all the foundations around it.” Any potential success is a product of timing, Szaky says. “If you go back to the 1970s and 1980s, people were so in love with [packaging], you couldn’t foundationally have those discussions, because people didn’t see the problems. They had the love but not the negative.” Now, he says, everything is open to change. “It’s a massive ask of these brands,” Szaky says, “to ask them to reinvent everything: how they account for physical product itself, how it’s filled, the entire economic backbone to it, so on and so forth. But now with this particular time where we are, those conversations are on the table. Enthusiastically.”

Now’s the time

Innovation, of course, is always a question of timing. Changes in the collective consciousness make way for new opportunities to solve more fundamental problems. Are sufficient numbers of consumers eager enough to embrace the motivation behind the innovation? Are we ready to reassess some of the fundamental assumptions of capitalism? “In a way, it’s the same problem Wall Street has, where it’s just this insatiable drive to consistently be on your earnings model, quarter after quarter after quarter,” says O’Brien. “And when you get into that mindset of demanded, extracted growth, we pay a price.” O’Brien would like the industry to go deeper, like Seal the Seasons and TerraCycle have. “The invitation is to really think of the entire supply chain, the entire sourcing process, and think about ways we can do this in a smarter, more holistic way,” she says. “That’s the higher calling. I mean, that’s really what we’ve been called to do in the industry, is to innovate on the food system, not just the food product.”

Unilever's Dove brand will use only 100% recycled plastic bottles in North America and Europe by the end of 2019 -- “where technically feasible,” it says -- and will package single packs of Dove in plastic-free material around the world starting next year. “Development is also underway to replace the plastic outer wrap of beauty bar multipacks with a zero-plastic material,” Unilever reports. More radically, earlier this year, Unilever disclosed that Dove, Degree and Axe will begin testing new stick deodorant containers made of stainless steel designed to be reused and refilled up to 100 times. Calculating that a consumer would use one stick a month, that container could last more than eight years. Dove also reiterated its plans for this development on Monday. But for now -- or at least the near future -- the move to recycled plastic for containers will apply for Dove and its branch brands, Dove Men+Care and Baby Dove. “Dove continues to search for solutions where recycled plastic is not currently technically feasible, including for caps and pumps,” it says. A Nielsen report says 73% of millennials will pay more for a product made from sustainable material, and now many packages boldly boast their environmental qualifications for consumers to see. Many major brands are working on similar initiatives, but Dove says it’s ahead of the pack. “By taking these steps, Dove will be the biggest brand in the world that has moved to 100% recycled packaging," says Richard Slater, Unilever chief research and development officer, in a statement. “This should send a clear signal to the global recycling industry that there is a huge consumer demand for recycled packaging. We will continue to innovate across our brands to change the way we use plastic for good.” Earlier this month, Unilever committed itself to cutting its use of virgin plastic by half -- that's more than 100,000 tons -- by 2025, and to helping to collect and process more plastic packaging than it sells. It claims those goals make it the “first major global consumer goods company to commit to an absolute plastics reduction across its portfolio.” For the recyclable deodorant sticks, Unilever is working with a Trenton, New Jersey company named Terra Cycle whose Loop system is not only being tested on several Unilever products worldwide but also by products from Procter & Gamble, Coca-Cola, Nestle and other major brands. Under the arrangement that Unilever announced earlier, consumers would order goods from the Loop website and have them delivered conventionally. But customers will pay a deposit. When they are done, they can bring it to a retailer for a refill, or return it for a refund. The containers are cleaned and reused. ' Loop is also testing a delivery plan for a wide variety of consumer goods. Unilever has said it wants all of its plastic packaging to be reusable, recyclable or compostable by 2025. It believes it is making good progress, and says the company’’s packaging volume is now at the same level it was in 2010, despite “the business growing significantly.”

Stores like Aldi and Trader Joe’s are trying to decrease excess plastic, but experts say it’s not enough. Plastic packaging can be both a blessing and a curse. It’s usually deployed to protect food, preserve freshness, and prevent spoilage and waste, which are all good things. At the same time, supermarkets can’t seem to help themselves from overpackaging items to the point of perversion, like a single banana — which already comes in its own Mother Nature-approved wrapper — plated on a Styrofoam tray and shrink-wrapped in even more plastic. Other forms of plastic appear completely gratuitous. Do pasta boxes really need tiny film windows for previewing the noodles? Supermarkets aren’t the only source of packaging waste, but they’re a major contributor. They’re also where most people interact with brands like Nestlé, which sells more than 1 billion products a day, 98 percent of which come in throwaway formats. When the Break Free from Plastic initiative audited more than 187,000 pieces of trash from 42 countries across six continents last October, the names that reared their heads most frequently were Coca-Cola, PepsiCo, and — yes — Nestlé. Supermarkets have been promoting recycling as a way out of this morass, but it hasn’t been enough, according to environmentalists, who say that single-use plastic needs to be purged from the get-go. It’s a concept that a growing breed of “zero-waste” grocers are experimenting with, too. “If your bathtub was overflowing, you wouldn’t reach for a mop to clean it up; you would turn it off at the source,” says David Pinsky, an anti-plastics campaigner at Greenpeace. “And that’s what we need to do on plastics.” LESS THAN 14 PERCENT OF THE NEARLY 86 MILLION TONS OF PLASTIC PACKAGING PRODUCED GLOBALLY EACH YEAR IS RECYCLED The fact of the matter is we’re not doing a good enough job of recapturing plastics, which are made from nonrenewable resources such as crude oil and natural gas and contribute to climate change throughout their life cycle. Less than 14 percent of the nearly 86 million tons of plastic packaging produced globally each year is recycled, and of that, only 2 percent goes into high-value applications. The rest is landfilled, incinerated, or buffeted into the environment, where it clogs up the seas, the beaches, and the digestive tracts of sea life. Much of the trouble with recycling plastic is it’s “incredibly finicky,” says Darby Hoover, a senior resource specialist at the Natural Resources Defense Council. Different municipalities accept different types of plastic, and the little triangle with the number at the bottom of a plastic container — if you can even find it — refers to the type of resin and not if or how it can be recycled. Sometimes, despite a recycling facility’s best efforts, a plastics stream becomes contaminated, which impairs sellability. But even if a facility does get it right, there isn’t always a market to funnel all the different types of plastic. “What’s been happening with China, in particular, is that it was America’s No. 1 buyer of plastic and paper, but now it’s saying that the stuff we send to them needs a much lower contamination rate, and we can’t do that,” Hoover says. Complicating the matter is complex packaging such as Tetra Pak cartons — the type plant-based milks, soups, and broths come in — and Capri Sun-type juice pouches — which contain different layers of material fused together — are even more difficult to reclaim. “So they’ve got aluminum and different types of plastic, then a bunch of glue that holds it all together,” Hoover says. “It’s very, very hard to separate out all those materials and figure out how to recycle any of them.” THE GLOBAL PLASTIC PACKAGING MARKET IS EXPECTED TO SOAR TO $412 BILLION IN 2024 The problem isn’t going away anytime soon. Plastic packaging is a booming industry with a powerful lobbying presence that can block lawmakers from enacting bans on plastic bags, Styrofoam containers, and other landfill fodder. Fueled by growing demand for flexible and functional food and beverage packaging, the global plastic packaging market is expected to soar from a value of $344 billion today to $412 billion in 2024. We throw away most single-use plastics within minutes of use, yet they can persist in the environment for 1,000 years. “We do need to fundamentally rethink the way that we use plastics,” says Sara Wingstrand, project manager of the Ellen MacArthur Foundation’s New Plastics Economy initiative, which has rallied more than 350 businesses, governments, and other organizations, including Coca-Cola, PepsiCo, Unilever, Walmart, and Target, in 2018 to support the elimination of unnecessary plastic packaging and transition the rest to reusable, recyclable, and compostable versions by 2025. “Recycling is a part of the solution, but it’s becoming evident that there is no way that we can recycle our way out of the plastic pollution crisis.” One key hurdle is that supermarkets are often blissfully unaware of how much plastic they’re employing. The material is relatively cheap and it makes up a fraction of a business’s operating expenses, Wingstrand says. And the thing is, you can’t reduce what you haven’t measured. Some supermarkets are trying, though. In South Africa, the supermarket chain Pick and Pay is trialing packaging-free “nude zones,” where customers can bring their own containers for fruits and vegetables that are laser-etched with the supplier code and sell-by date in lieu of plastic stickers. Similar “food in the nude” campaigns are taking place at grocers in New Zealand, which banned single-use plastic bags in July. This past April, Metro, a supermarket chain in Quebec, became Canada’s first major grocer to allow its customers to fill up their own reusable containers with meat, seafood, pastries, and ready-to-eat meals. Shoppers examine bags of salad at a PriceChopper supermarket. Robert Nickelsberg/Getty Images The United Kingdom, where a “polluter’s tax” on any single-use packaging that doesn’t contain at least 30 percent recycled materials is poised to debut in April 2022, is also making strides. Its major supermarkets have committed to a UK Plastics Pact to design out “problematic or unnecessary” single-use packaging by 2025. Waitrose is piloting refill stations at select stores for pasta, wine and beer, and detergent, and Sainsbury’s plans to introduce refillable packaging “at scale.” As part of its pledge to use only reusable, recyclable, or compostable packaging by 2025, Aldi has banned black plastic trays, which near-infrared sensors at recycling centers have trouble picking out from a sorting belt. Tesco, Britain’s largest supermarket, has convened with its suppliers to examine solutions that may require a design or materials overhaul. It’s even mulling banishing brands that use “excessive or inappropriate” packaging. It should come as no surprise that supermarkets in the US — bolstered by America’s corporate-friendly policies — have lagged behind. “Europe is probably more favorably predisposed to regulation and restrictions,” says Neil Saunders, managing director of retail at GlobalData, an international data-analytics consultancy. (Case in point? The European Union has a roadmap for making all plastic on the European market recyclable by 2030.) “Whereas the US is much more focused on freedoms of companies and individuals, and government is probably a lot more reluctant to legislate on certain things.” “THE [US] GOVERNMENT IS PROBABLY A LOT MORE RELUCTANT TO LEGISLATE ON CERTAIN THINGS” That isn’t to say there has been zero progress. Target is working on ditching expanded polystyrene foam packaging from its own-brand packaging by 2022. Select products in its Everspring line of home essentials are packaged in containers with up to 100 percent post-consumer recycled plastic. Costco has eschewed PVC clamshell packaging, which is not recyclable and can leach toxic chemicals when it degrades, for recyclable PET or recycled PET made from water bottles. Straws and Styrofoam meat trays are now verboten at Whole Foods, which is also replacing its hard plastic rotisserie chicken containers with bags that use roughly 70 percent less plastic, a spokesperson says. Walmart, the world’s No.1 brick-and-mortar retailer, aims by 2025 to incorporate at least 20 percent post-consumer recycled content in its own-brand packaging, which will also be 100 percent recyclable, reusable, or industrially compostable. In terms of general merchandise packaging, Walmart says it will work with suppliers to nix PVC by 2020. But a June report by Greenpeace, which rated 20 leading US supermarkets on their efforts to eliminate single-use plastic, found a universal failure to “adequately address the plastic pollution crisis they are contributing to.” In fact, no supermarket scored more than 35 out of a possible 100 points. Even the American iteration of Aldi, which rose to No. 1 for setting out a plastics reduction target and plan, needs to ramp up its ambitions, according to Pinsky. Since 90 percent of the products on its shelves are private label, rather than from name-brand suppliers, Aldi has a bigger say in its packaging decisions. “Aldi’s only committed by 2025 to reduce its plastic footprint by 15 percent,” he says. “So while some supermarkets are starting to take small steps in the right direction, none are acting with the urgency or the ambition that’s needed to truly tackle the plastic pollution crisis.” Transparency, Pinsky says, is a sticking issue. No supermarket, for instance, publicly reports its plastic footprint, which makes it difficult for the public to evaluate progress year over year. Time-bound, comprehensive plans are still few and far between. And some grocers are merely substituting one single-use material for another, as in the case of Trader Joe’s, which drew plaudits earlier this year for plans to strip its stores of 1 million pounds of plastic by removing plastic bags from its checkout counters, switching to compostable produce bags, and replacing Styrofoam trays with recyclable alternatives. But plant-based bioplastics, which stores increasingly favor, can still contribute to microplastic pollution if released into the environment, Pinksy notes, and molded fiberboard could harbor cancer-causing chemicals. “WE NEED TO SHIFT OUR CULTURE BACK TO MORE REUSE SYSTEMS” “It’s clear that recycling or substituting materials is not going to solve this problem; we need to see a focused reduction of plastic production in the first place,” he adds. “We need to shift our culture back to more reuse systems.” One result of the plastics backlash is the idea of the zero-waste supermarket. Brianne Miller, a marine biologist, was so sickened by the swaths of plastic that greeted her in different dive sites around the world — even the remote ones — that she left academia to co-found Nada, a zero-waste grocer that is not only the first of its kind in downtown Vancouver but in all of Canada. At Nada, everything, including fruits, vegetables, meats, grains, cheeses, nut butters, and sauces, is sold loose. Customers can load up their own jars, containers, and drawstring bags, or pick up cleaned and sanitized ones that are available for sale. Depending on what they need, they can pick up a barrel of crackers or just a handful. But customers are just one piece of Nada’s master plan; the store also works with its suppliers to deliver their products free of disposable packaging. “In many instances, suppliers are dropping off products every couple days or every week, so it’s quite easy, for example, to have things like coffee beans dropped off in a reusable Rubbermaid tote,” Miller says. “And then when the next shipment comes in, the container goes back to the supplier, and then it’s refilled and reused again, so we have this circular loop of containers that are coming and going from our store.” Nada sources as close to the store as possible, which helps with the minimalist approach, since products don’t have to be coddled across vast distances. “Instead of shipping cucumbers from across the country, we have the local farm, so that packaging isn’t necessary in the first place,” she says. Zero-waste supermarkets, especially full-service ones like Nada, may seem like an answer to our plastic packaging problem, except they’re still a rarity. In.gredients, an East Austin business that billed itself as America’s first zero-waste grocery store, shuttered permanently in 2018. There is a smattering of others in London, Berlin, Amsterdam, Stockholm, and Hong Kong, but they are largely boutique outfits with narrow aisles and more hipster appeal than options. For the vast majority of people, single-use plastics are still an inescapable aspect of their shopping reality. One other solution is a return to the old “milkman delivery” model of yore. The brainchild of TerraCycle, a New Jersey-based “waste solution development” firm, Loop offers popular products — think Häagen-Dazs ice cream, Hidden Valley ranch dressing, Tropicana orange juice, and Quaker Oats oatmeal — in durable glass and aluminum tubs designed to be returned, cleaned, and refilled. Nestlé, Procter & Gamble, Unilever, PepsiCo, Coca-Cola, and Danone are just some of the marquee names that have thrown in their support. Loop has also roped in a number of retail partners, including Kroger and Walgreens in the United States, Tesco in the United Kingdom, and Carrefour in France. “It’s super important to us to meet consumers where they’re already shopping,” says Heather Crawford, Loop’s vice president of marketing and e-commerce. Unlike with bulk or zero-waste supermarkets, customers don’t have to sling their own containers or wash them, which could help adoption. “People want a better, more sustainable option with less waste, but they’re not always willing to change their behaviors to get there,” she says. “Loop removes all of the friction from the systems that exist in the current zero-waste solution.” Tory Gundelach, vice president of retail insights at the consulting agency Kantar, sees a growing desire from customers for forward-thinking efforts such as Loop. “Younger shoppers, particularly, are becoming more attuned to the effect of their actions on the environment or society as a whole,” she says. “Shoppers increasingly want to see the retailers and brands they engage reflect their own personal values.” Nearly two-thirds of millennials and Gen Z-ers say they prefer “brands that have a point of view and stand for something,” Kantar’s research has found. And therein lies supermarkets’ business proposition. Reducing packaging through resource-efficient design or losing it altogether can save money on raw materials and shipping costs — always a plus for the bottom line — but it can also win over a demographic that is only going to grow into its spending power. “Shoppers are telling us, ‘I’m putting my dollars against the retailers and the brands that feel like they have values that line up with my values,’” Gundelach says. “And to do that, of course, brands and retailers have to put out what their values are that they stand for.”

With climate change front and centre in the mind’s of consumers in Australia and around the globe, FMCG businesses and retailers are removing plastic, cutting back on packaging and reducing food waste, to say the least. But pressure is building to reduce waste further across the supply chain and in stores. Zero waste retailers are no longer a myth and are starting to gain momentum in the current climate. In August, Australia’s largest bulk foods and zero waste retailer The Source Bulk Foods unveiled its first outlet in Singapore. And earlier this week, Coles announced that it was trialling its first zero waste to landfill store as part of its sustainability initiatives. Irene Chen, founder and CEO of Unpackaged Eco, is working with Australian suppliers and retailers to help make zero waste achievable. Unpackaged Eco is a Melbourne-based shop, refill and return model, similar to the Loop model developed by Terracycle and used by Nestlé, Coca-Cola, PepsiCo and Mondelēz, to name a few. The start-up was founded just under 12 months ago, borne from Chen’s own frustrations about waste as a consumer. “I saw the plastic waste issue and felt a little bit helpless about what I could do from a practical perspective, and I realized that perhaps there’s another solution to this,” Chen told Inside FMCG. With a background in retail, she started to examine it from that perspective. “Unpackaged Eco is a way for consumers to purchase their everyday products in reusable and durable packaging. We give them the option to come back and refill in-store. When they’re done with their container, they return it back to us, we clean and return it back to be reused,” Chen explained. Unpackaged Eco has launched a private label range across four shops in Melbourne with manual dispensers in-store to test the refill model for products such as dish washer liquid, handwash, laundry liquid and multi cleaner. The team are also looking to venture into shampoo and conditioner as well as dry food and eventually dairy and other groceries. “I think one of the learnings that we’ve had from early trials and feedback from customers is that, they want to shop zero waste across the board, not just two or three items. Otherwise, it’s just a lot of trouble to go to five different shops. Our aim is to offer a good basket of products to customers, and obviously, with brands involved it will really elevate the offering.” The business is also developing technology that uses a combination of radio-frequency identification (RFID) and quick response (QR) to track every single container. “We want to harness that whole refill, shop, return model, and collect data to enable us to make better decisions around packaging; to understand consumption patterns a bit better, to help brands and retailers really get some customer insights on how they shop. So that’s very exciting. We’re just under six months away from a trial launch.” Customers will be able to tap to borrow containers, and tap to return. The container deposit management system is automated to make borrowing and returning seamless. “The technology will help us get a little bit closer to the customer. We’re so used to disposing so to actually encourage a shift in behavior, I think we need to do a bit more than just put a refill station there. I think we need to actually engage with the customer,” Chen said. Commenting on industry efforts on sustainability, Chen believes the intentions and goals are right. “I’m talking to most of the brands, they all have the similar 2025 packaging targets, which is great. I think what’s missing for us as a means to get there.” She expects brands may be reluctant to commit to costs of such a project but said it needs to be viewed as a long-term solution. “Packaging now, instead of being a single use disposable thing, is an investment. So you lay out more upfront, but the more times you reuse it, and refill, the more you save,” she said.

TerraCycle’s Loop leads the charge as brands, retailers and consumers all express a desire to reduce packaging waste TerraCycle launched its Loop initiative in the spring, giving consumer packaged goods brands a platform to have their products delivered in reusable containers, as in the old days of the milkman bringing glass bottles to the doorstep. What followed was a small pilot in the Northeast that quickly garnered a waiting list of 90,000 consumers requesting the service.   “If we tried to launch [Loop] five years ago, I don’t know if it would’ve worked,” says Anthony Rossi, the program’s global vice president of business development. “But if there’s one thing we’ve seen so far, it’s that the consumer is now ready.”   A recent Nielsen survey found that 75% of consumers globally would “definitely” or “probably” change their consumption habits if doing so would have a positive effect on the environment; nearly half of U.S. consumers said likewise.   “And these consumers are putting their dollars where their values are, spending $128.5 billion on sustainable fast-moving consumer products this year,” says Kyle McKinley, vice president of design solutions at Nielsen. “Since 2014, these influential shoppers have grown sustainable product sales by nearly 20%, with a compound growth rate that’s four times larger than conventional products.” Nielsen expects sustainable-friendly shoppers in the U.S to spend upward of $150 billion on sustainable goods by 2021.

Good for Business

  Reducing waste isn’t just good for the world, it’s good for business. With consumers showing signs of wanting to play their role in reducing waste, brands and retailers are motivated to develop more sustainable goods and packaging options. Just this summer, a coalition of industry companies including Procter & Gamble, PepsiCo and SAP founded the Brands for Good coalition; separately, a host of CPGs, retailers and packaging providers formed the Sustainable Packaging Coalition. (Neither group responded to requests for an interview.)   Participants in the Brands for Good coalition are making commitments to embed social purpose into their brand promises and products; to use brand influence to make sustainable living accessible for consumers; and to collaborate with other players to change behavior to create a positive impact on the planet. Each company will launch its own projects with that shared mission in mind.   P&G played an integral role in the launch of Loop and is one of more than 100 brands already working with the platform. Three years ago, the CPG giant stood side by side with TerraCycle at the World Economic Forum to discuss its use of ocean plastics in Head & Shoulders bottles, and at that time began discussing the idea of reusable services. It has since also launched Tide Purclean, a plant-based liquid detergent, and has an overall goal to make all product packaging recyclable or reusable by 2030.   Other major CPGs such as Coca-Cola, PepsiCo, General Mills, Unilever and Diageo, to name a few, have set similar public goals in an effort to reduce global waste by making packaging more recyclable.

Making a Commitment

  Nestle, another founding Loop partner, has “committed to making 100% of our packaging recyclable or reusable by 2025,” says Elizabell Marquez, director of marketing for the company’s Haagen-Dazs brand. The Nestle Institute of Packaging Sciences was created last year to advance these efforts, she notes.

  Clorox Co., also a Loop partner, is expected this month to announce an “ambitious product and packaging-related sustainability strategy as part of our broader environmental, social and governance strategy,” promises Andrea Rudert, associate director, corporate responsibility. Clorox previously set a goal to improve the sustainability of half of its product portfolio by 2020, with 2011 being the baseline year.   “We surpassed that goal two years early,” Rudert says. “In fact, as of the end of our 2019 fiscal year, we made sustainability improvements to 58% of our product portfolio.” The company has recyclable primary packaging for 92% of its lineup.   Other manufacturers making sustainable commitments include SC Johnson, which last spring launched Windex in special packaging at Target, Walmart and other retailers. The bottles are made from 100% recycled ocean plastic and are non-toxic and cruelty-free.   Windex is also planning this fall to launch a “Social Plastic” bottle that will include recycled ocean-bound social plastic sourced by Plastic Bank from Haiti, the Philippines and Indonesia. The effort is designed to help the environment but also provide social benefits to people living below the poverty line in those nations, according to a company release.   SC Johnson also expanded Windex’s concentrate cleaner offerings into products from such brands as Pledge, Scrubbing Bubbles, Shout and Fantastik. The concentrate refill bottles use 80% less plastic compared to a brand new, larger trigger bottle; consumers mix tap water with the concentrate into a reusable trigger bottle to significantly reduce plastic waste.   Elsewhere, Hasbro will phase out the use of plastics in its packaging beginning in 2020, doing away with the polybags, elastic bands, shrink wrap, window sheets and blister packs that have long been part of the toy buying experience. The company eliminated wire ties from packaging in 2010, and has been working with TerraCycle to recycle materials from old toys and games to make innovative social spaces and items like play areas, flowerpots and park benches.   Yet another TerraCycle partner, Colgate-Palmolive, has been recycling used toothpaste tubes and toothbrushes into playground materials. The company also recently unveiled a recyclable toothpaste tube that will launch in 2020 via the Tom’s of Maine brand but extend to all brands by 2025. The tube uses the “number 2” plastic commonly found in soda bottles.

In the Loop

  With TerraCycle’s two-decade-long history of working with brands to eliminate waste, it’s no surprise the company was able to partner up with manufacturers such as P&G, Unilever, Bic, Mars and Danone to launch a strategy around reusable packaging. TerraCycle began as a solution to help brands recycle products that aren’t recycled at traditional facilities, such as cigarette butts, chip bags and various personal care products. That remains the company’s largest operation. Second to that effort is working with brands to integrate recycled content into its packaging, as it did through the aforementioned efforts with P&G’s Head & Shoulders on the ocean plastics and Colgate for playground materials.   TerraCycle’s newest business unit is Loop, which Rossi describes as “dusting off the idea of the milkman and bringing it to any product that’s single-use today.” Loop is, in fact, a way to completely eliminate packaging waste. “Recycling is a Band-Aid on a cut, and what we need to do is attack the problem at its core. And the problem is single use and disposability.”   Nestle became a founding partner of Loop because the concept presents an “innovative and disruptive approach to changing how products are packaged – and delivered – and how consumers enjoy them,” says Marquez.   The short of it: Shoppers buy a brand’s durable, reusable (and exclusive) Loop packaging, which gets delivered through Loop in a special tote bag. When the contents are up for a refill, the user puts the packaging back in the Loop bag for free pickup; Loop then sanitizes the packaging to be refilled by the brand and shipped back to the user.   Kroger and Walgreens in the U.S, as well as Carrefour and Tesco in Europe, are Loop’s current retail partners. They help sell and distribute the Loop platform, with consumers signing up for Loop through the retailers.   A key element to the model is the brand’s involvement with the packaging. While Loop helps brands develop containers that can be used hundreds of times, can be sanitized and are strong enough to withstand the frequent shipping, they remain the brand’s asset.   Nestle, for example, owns the sleek, steel Haagen-Dazs container it developed for Loop, which Marquez says is a way to show that sustainability can be delivered in upscale, premium wrapping. The stainless steel container is etched with the familiar Haagen-Dazs tapestry, carries double lining for extra cooling and has an easy twist-off top, she explains.   “Loop is encouraging participating brands to create durable and reusable packaging designs that are more visually appealing,” says Rudert at Clorox. “The hope is that consumers will keep products on their countertops because they are ‘show off’ worthy.”   Clorox teamed with Loop for its pilot launch, testing a container for Clorox disinfecting wipes and a bottle for Hidden Valley Original Ranch dressing. (Glad food protection products are in the works.) Other Loop packaging examples include a simple, white container for Mars pet food; a Nature’s Path granola jar; and P&G’s range of chic steel or glass bottles for Tide, Crest mouthwash and other products.   “A lot of times, innovation in sustainability is perceived to start with these smaller, grassroots brands, and we keep sustainability on the fringes and we target that eco-friendly person,” Loop’s Rossi says. “What’s exciting about Loop is we’re trying to make sustainability irresistible to everyone. We’re working with big national brands and big national retailers, because for us to have the positive environmental impact that we want to have, sustainability can’t be kept to the fringes of society. It needs to be in everyone’s house.”

Going Forward

  Rossi’s somewhat Utopian vision is to see Loop operating nationwide, in every ZIP code, within five years. In the meantime, he encourages brands to think about incorporating more recycling into the design process. For example, if a detergent brand has decided to use “number 2” plastic (one of the most recyclable materials) but designs it in black, that’s a color that recycling machines often don’t pick up.   The Rochester Institute of Technology has been studying sustainability in packaging since the 1980s, says Dan Johnson, professor and chair of the school’s department of packaging science. Its efforts take a full supply chain view, examining issues such as transportation energy and product damage, not just material use and formats.   “Brands need to remember that not all successes in sustainability need to be customer-focused,” Johnson says, adding that consumer behavior around sustainability can be a bit of a wild card. “A good deal of the wins are only detectable by packaging geeks like our faculty, but [those actions] may be the largest contributor to meeting corporate sustainability goals around packaging.”   Johnson is inspired by some of the brand activity out there today, but warns that “economic and technical challenges in the recycling process are creating a shortage of both quality recycled raw material and credible outlets for collected recyclables. Thankfully, this gap in technology is beginning to be addressed by advances in areas like chemical recycling and advanced mechanical sortation technology.”   Back on the consumer-facing front lines, Nielsen’s McKinley says brands must stay true to who they are when considering their sustainable packaging designs. “As you act on collective sustainability needs in an authentic way for your brand, leverage the tools you already have: everyday analytics, innovation testing, consumer resonance and more.”   Clorox’s Rudert adds that brands and retailers should continue to raise greater consumer awareness on the urgent need for more sustainable commerce models. “When consumers are willing to pay for these products, companies will be incentivized to invest in the innovations needed to create sustainable change.”

TerraCycle Adds Loop To Its Circular Economy Repertoire

Older readers may remember the days when the milkman would take away your empty milk bottles and replace them with full ones. CocaCola and hundreds of other products came in reusable containers. Commerce operated on what was known as the circular economy principle — the packaging that protected consumer products got returned to the source, cleaned, and used again and again. Then came plastics, those space age wonders that allowed anything and everything to be packaged in single use containers that were simply discarded. Corporations loved them because they were cheap and relieved them of the burden of collecting all those glass bottles and reusing them. What used to be considered a necessary part of doing business now became somebody else’s problem. As usual when an economic model allows companies to privatize the profits but socialize the costs, profits soared. Society, unfortunately, has not been so lucky. Today, millions of tons of plastics are resting for all eternity in landfills or floating in the world’s oceans. Pictures of plastic waste have been circulating on the internet for the past few years, showing mounds of plastics washed up on beaches on some of the world’s most remote islands. Microplastics have been found in the deepest parts of the ocean an atop the highest mountains. The public is finally recognizing that plastic waste is a huge problem that is getting worse by the day. TerraCycle is a global company that sees a business opportunity in promoting a circular economy. “We have found that nearly everything we touch can be recycled and collect typically non-recyclable items through national, first-of-their-kind recycling platforms,” it says on its website. “Leading companies work with us to take hard-to-recycle materials from our programs, such as ocean plastic, and turn them into new products, and our new Loop platform aims to change the way the world shops with favorite brands in refillable packaging offered with convenience and style.”

Introducing Loop

Credit: Loop

Recently, TerraCycle created a wholly owned subsidiary called Loop. “We envision the future of how we consume as a place where we receive higher quality, better designed products, that we can “throw in a bin” when they are finished with no cleaning, no sorting, and no hassle. But instead of that bin being a trash or recycling bin, it’s a Loop reuse bin, where everything is cleaned and goes around again and again. The future is not just about sustainability, it’s about a better life, where we can access breakthrough sustainability unconsciously.” At the latest World Economic Forum meeting, Loop announced it had formed circular economy partnerships with Procter & Gamble, Nestlé, PepsiCo, Unilever, Mars, Clorox, Coca-Cola, Mondelēz, and Danone. Customers can order products from a variety of companies that are shipped to them in returnable and reusable containers packed inside a reusable blue Loop container. When the products are consumed, the containers are placed inside a similar Loop container, picked up by UPS or other package delivery service, and returned to the point of origin for re-use. Customers pay a modest service fee of the use of the Loop container. CleanTechnica reader Jessica Feinleib uses the Loop service and can’t say enough good things about it. “This is a great clean tech idea,” she says. Taming the torrent of single use plastic containers is vital to reducing the amount of carbon dioxide in the atmosphere. According to an article from EDF on Medium, the International Energy Agency claims in a recent study that the manufacture of plastics will be one of the biggest drivers of an increase in the use of petroleum between now and 2050. In other words, we can all start driving electric cars but oil production — and the carbon emissions from oil — will continue to rise unless we do something about our insatiable appetite for single use plastics. In the final analysis, destroying the world for the sake of convenience is a monumentally dumb idea.  

An alarm sounds, the blockage is cleared, and the line at Green Recycling in Maldon, Essex, rumbles back into life. A momentous river of garbage rolls down the conveyor: cardboard boxes, splintered skirting board, plastic bottles, crisp packets, DVD cases, printer cartridges, countless newspapers, including this one. Odd bits of junk catch the eye, conjuring little vignettes: a single discarded glove. A crushed Tupperware container, the meal inside uneaten. A photograph of a smiling child on an adult’s shoulders. But they are gone in a moment. The line at Green Recycling handles up to 12 tonnes of waste an hour. “We produce 200 to 300 tonnes a day,” says Jamie Smith, Green Recycling’s general manager, above the din. We are standing three storeys up on the green health-and-safety gangway, looking down the line. On the tipping floor, an excavator is grabbing clawfuls of trash from heaps and piling it into a spinning drum, which spreads it evenly across the conveyor. Along the belt, human workers pick and channel what is valuable (bottles, cardboard, aluminium cans) into sorting chutes. “Our main products are paper, cardboard, plastic bottles, mixed plastics, and wood,” says Smith, 40. “We’re seeing a significant rise in boxes, thanks to Amazon.” By the end of the line, the torrent has become a trickle. The waste stands stacked neatly in bales, ready to be loaded on to trucks. From there, it will go – well, that is when it gets complicated. You drink a Coca-Cola, throw the bottle into the recycling, put the bins out on collection day and forget about it. But it doesn’t disappear. Everything you own will one day become the property of this, the waste industry, a £250bn global enterprise determined to extract every last penny of value from what remains. It starts with materials recovery facilities (MRFs) such as this one, which sort waste into its constituent parts. From there, the materials enter a labyrinthine network of brokers and traders. Some of that happens in the UK, but much of it – about half of all paper and cardboard, and two-thirds of plastics – will be loaded on to container ships to be sent to Europe or Asia for recycling. Paper and cardboard goes to mills; glass is washed and re-used or smashed and melted, like metal and plastic. Food, and anything else, is burned or sent to landfill. Or, at least, that’s how it used to work. Then, on the first day of 2018, China, the world’s largest market for recycled waste, essentially shut its doors. Under its National Sword policy, China prohibited 24 types of waste from entering the country, arguing that what was coming in was too contaminated. The policy shift was partly attributed to the impact of a documentary, Plastic China, which went viral before censors erased it from China’s internet. The film follows a family working in the country’s recycling industry, where humans pick through vast dunes of western waste, shredding and melting salvageable plastic into pellets that can be sold to manufacturers. It is filthy, polluting work – and badly paid. The remainder is often burned in the open air. The family lives alongside the sorting machine, their 11-year-old daughter playing with a Barbie pulled from the rubbish. Westminster council sent 82% of all household waste – including that put in recycling bins – for incineration in 2017/18 For recyclers such as Smith, National Sword was a huge blow. “The price of cardboard has probably halved in the last 12 months,” he says. “The price of plastics has plummeted to the extent that it isn’t worth recycling. If China doesn’t take plastic, we can’t sell it.” Still, that waste has to go somewhere. The UK, like most developed nations, produces more waste than it can process at home: 230m tonnes a year – about 1.1kg per person per day. (The US, the world’s most wasteful nation, produces 2kg per person per day.) Quickly, the market began flooding any country that would take the trash: Thailand, Indonesia, Vietnam, countries with some of the world’s highest rates of what researchers call “waste mismanagement” – rubbish left or burned in open landfills, illegal sites or facilities with inadequate reporting, making its final fate difficult to trace. The present dumping ground of choice is Malaysia. In October last year, a Greenpeace Unearthed investigation found mountains of British and European waste in illegal dumps there: Tesco crisp packets, Flora tubs and recycling collection bags from three London councils. As in China, the waste is often burned or abandoned, eventually finding its way into rivers and oceans. In May, the Malaysian government began turning back container ships, citing public health concerns. Thailand and India have announced bans on the import of foreign plastic waste. But still the rubbish flows.