Pro-Carton


Pro-Carton - The European Association of Carton and Cartonboard


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artonboard is one of the most versatile materials for packaging, plus of course, it’s one of the most environmentally-friendly


– being renewable, recyclable and biodegradable. Given that one of Pro Carton’s


key ambitions is to encourage brand owners to adopt cartonboard packaging for environmental, marketing and economic reasons we’re proud to witness the undeniable trend of brands and retailers switching to cartonboard packaging over the last few years. Last year saw waves of multinational giants such as Coca Cola, Budweiser and McDonald’s, as well as most major retailers announce switches to cartonboard as part of their sustainability pledges. Of course, a key driving force behind


these changes is mounting consumer demand for environmentally-friendly packaging. Our European Consumer Perceptions study of 7,000 consumers across seven countries, revealed that if the same product was packed in two different forms of packaging – one in plastic and the other cartonboard – four in five would choose cartonboard. And 52% of shoppers questioned said they had already switched brands or products because of concerns about the packaging used. Furthermore, advancements


in technology coupled with cartonboard’s versatile nature means its potential uses are widening. Products ranging from hot fast-food to frozen ice cream are now widely packaged in cartonboard. Indeed, the jury at this year’s European Carton Excellence Awards concluded that Seda International Packaging Group’s ‘Eco Fit Lid’ for McDonald’s drinks was a worthy winner for the Save the Planet category. Using Stora Enso’s new cartonboard manufacturing


Tony Hitchin, General Manager, Pro Carton, the European Association of Carton and Cartonboard Manufacturers.


technology, the cartonboard lid is perfect for both hot and cold beverages and provides a safe drinking experience. It is fully recyclable and compostable, making it the ultimate sustainable solution to the plastic lids often used by fast food outlets. Packaging is essential to protect


products and, for perishable products, to extend their shelf life and providing it is sustainable and disposed of responsibly should be viewed as a real benefit to society. Sustainability is core to the principle of the circular economy, but sustainability is about much more than just recycling. It’s one reason why we extended


the well-known Reduce, Reuse, Recycle to become the 5Rs of Responsibility - Renew, Reuse, Reduce, Replace and Recycle. Working together, these are all the actions that will help us achieve a circular economy. As part of a consumer awareness campaign to


highlight the eco-friendly benefits of paper-based carton packaging The Carton Campaigners were created, a set of five animated characters each embodying one of the 5Rs. So far, they’ve been watched over one million times on social media. Cartonboard’s credentials are undeniable. Firstly, it’s sourced sustainably, from responsibly managed forests. More than 40% of the European continent is covered with forest and, contrary to popular


belief, this area is increasing not decreasing. In fact, it’s growing by the equivalent of more than 1,500 football pitches every day. Secondly, paper and board packaging is the most recycled packaging material in Europe with 85% being sent for recycling. To minimise our impact on


the environment and protect our planet, it is crucial that change and development continues to be made by all players, from brands and retailers, through to consumers and governments. With advancements in cartonboard technology continuing apace, making it suitable for an even wider range of uses, cartonboard and other paper-based substrates will be the packaging materials of the future.


Seda International Packaging Group’s ‘Eco Fit Lid’ for McDonald’s drinks was a worthy winner for the Save the Planet category.


the 5Rs of Responsibility - Renew, Reuse, Reduce, Replace and Recycle. Green Packaging International ● Winter 2020 17


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