Avery Dennison has announced that Western Brand, Ireland’s farmed primary and free-range chicken products manufacturer, has joined its AD Circular programme to minimise packaging waste.

The programme aims to promote the recycling of used polyethylene terephthalate and glassine label liners in various European nations.

It involves the collection of these used liners, which are then sent to Avery’s recycling industry partners to be recycled and transformed into new items.

Western joined this programme to address the issue of glassine label liners recycling used on its own food products’ packaging.

Western’s environmental manager Colm Drugan said: “Although many of the materials we use, such as paper/cardboard and some plastics, are readily recyclable, some of our waste materials are not yet recyclable and therefore end up being landfilled. Until now, our glassine label liners were not recyclable.”

Avery said that Western is working with one of its customers and advocate of the programme, Watershed Group, which is an Irish labelling and packaging solutions provider to various industries, including the food and beverage, pharmaceutical, and retail sectors.

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Drugan added: “We were delighted to be introduced to AD Circular by Watershed, as it should enable us to divert a significant portion of our waste from landfill.”

Watershed said that the AD Circular programme helps in addressing packaging waste issues for its various industry partners and brands while also maintaining transparency and saving costs.

AD Circular is expected to help Western in diverting nearly 55,000kg of glassine label liners annually from landfill.

Drugan added: “This will allow us to surpass our Origin Green 2023 target of 25% reduction (4.24kg landfilled/tonne of product) and actually achieve a 42% reduction (3.33kg/tonne of product). We will also achieve our Origin Green target of 33% recycled material (from production/packing).”

“We can use the existing supply chain between both plants to ‘piggyback’ for transport and consolidate the storage and collection of the material for Avery Dennison.”

Western Brand is now planning to expand a glassine recycling to its sister plant in Northern Ireland.