Sustainability is fundamental to Avery Dennison’s operations, influencing all aspects of the label and packaging value chain. PKN takes a closer look at the suite of solutions the company is bringing to brand owners, from consulting, to educational initiatives, innovative products, and waste reduction programs.
Information is power for brand owners when it comes to making critical decisions on achieving sustainability goals. Recognising this, Avery Dennison offers a robust system through its consulting services, educational workshops, and troubleshooting resources. These services address a wide range of topics, such as training on pressure-sensitive (PS) technology, comparisons with alternative labelling technologies, carbon reduction, and total applied cost calculations.
“This approach enables brands to make informed choices regarding material selection and post-application maintenance,” says Cath Cornaggia, commercial director of Label and Packaging Materials for ANZ. “By leveraging a global network of experts, Avery Dennison delivers customised, up-to-date information that aligns with the latest industry trends and meets diverse client needs.”
Products with promise
The product portfolio at Avery Dennison is designed to meet various sustainability goals through innovative materials and processes. For instance, its rPP resin contains 30 per cent recycled content, allowing brands to increase the recycled content of their packaging without compromising brand aesthetics. Its Sustainable Wine Labels, made from up to 100 per cent recycled content or crop waste, combine luxury and sustainability. Additionally, the biomass adhesive, which contains 30 per cent raw materials from renewable sources, provides superior adhesion on a variety of substrates.
In terms of material efficiency, Avery Dennison’s Flex+ label features a thin, semi-squeezable construction that balances rigidity and flexibility, ensuring excellent clarity and converting performance. The PE75 label, fully conformable and squeezable, enhances operational productivity and cost efficiencies and is paired with the thinner BG33 glassine liner to provide additional sustainability benefits. The PP40 label, known for its thin profile, is particularly effective for high-speed labelling requirements. The AD XeroLinr DT label eliminates liners altogether, allowing for up to 60 per cent more labels per roll compared to conventional direct thermal labels. This improvement contributes to machine uptime and minimises liner waste.
Avery Dennison’s commitment to recyclability and reuse is highlighted by the CleanFlake label, which features an adhesive system that allows for the clean separation of labels and containers during the recycling process. This innovation reduces contamination and improves the yield of recycled PET plastic, making it suitable for HDPE recycling as well.
Recent semi-industrial trials conducted in collaboration with The National Test Center for Circular Plastics have demonstrated that Avery Dennison’s standard adhesion filmic label solutions can fully release from HDPE packaging, even under cold washing conditions. This trial, involving 50,000 white HDPE bottles, reinforced the effectiveness of Avery Dennison’s adhesive solutions in promoting HDPE recyclability and supporting a circular economy.
“This finding highlights Avery Dennison’s focus on advancing viable solutions for plastic recyclability,” Cornaggia says.
The company’s commitment to responsibly sourced materials is evident through its extensive selection of FSC-certified facestocks, with more than 80 per cent of Avery Dennison’s paper products made from FSC-certified wood fibre. According to Cornaggia, by 2030, 100 per cent of paper fibre will be from certified sources, focused on a deforestation-free future. This reflects a dedication to responsible forestry practices and the preservation of biodiversity.
Circular approach
Avery Dennison’s AD Circular program underscores its sense of responsibility for waste reduction. This initiative focuses on recycling glassine liner waste into new materials, such as tissue paper, thereby reducing waste and greenhouse gas emissions. According to Avery Dennison, recycling one tonne of glassine liners can help reduce around 1.5 tonnes of CO2 emissions. Over 30 brands and converters have signed up to AD Circular in the last two years.
In addition to these efforts, Avery Dennison supports clients with carbon reporting, allowing them to make carbon emissions comparison between different products in its portfolio. For example, using one million sqm of rPP60 (recycled film label) over PP60 (virgin film label) can cut up to nine per cent in carbon emissions; equivalent to 17,148 km driven by an average passenger vehicle.
Cornaggia explains that this assistance aids in informed decision-making regarding sustainable labelling choices, further demonstrating the company’s desire to advance sustainability within the packaging industry.
“Our commitment to sustainability is reflected in our extensive product range and tailored services, ensuring a sustainable future for our clients,” Cornaggia concludes.
Avery Dennison’s value chain collaboration and comprehensive solutions demonstrate a strategic vision that aligns with both immediate and long-term sustainability objectives. This integrated approach ensures that sustainability is ingrained as a core element of the company’s operations and client partnerships.
This article was first published in the September-October 2024 print issue of Packaging News, p22.
