Waste and Resources Action Programme (WRAP) and On-Pack Recycling Label (OPRL) are set to collaboratively work to tackle common goals on packaging recycling targets in the UK.
In order to achieve the Circular Economy package target of 70% by 2030 and the 70% UK Plastics Pact target of plastic packaging by 2025, the partnership will provide consistent messaging on-pack to reduce confusion about products that can and cannot be recycled.
The partnership will focus on improving the quality and quantity of household recycling, as well as ‘on-the-go’ recycling in the UK.
WRAP UK director Peter Maddox said: “Our latest research for Recycle Now shows that more than half (54%) of citizens put at least one item in the general rubbish bin that could have been recycled.
“Therefore, helping citizens to recycle more and more often is crucial to achieving the targets we have committed to. It makes absolute sense that we do this in close partnership with OPRL, whose on-pack messaging is recognised and understood by more than three in four citizens.”
Under the partnership, WRAP will continue to deliver the Recycle Now citizen campaign alongside broader recycling messages.
Using Recycle Now iconography under exclusive license, OPRL will remain responsible for on-pack recycling messages.
OPRL chair Jane Bevis said: “OPRL’s latest research shows that advice on-pack is the single most important source of information for citizens on recycling, but that people also seek information from other trusted sources to support this.”
For the last ten years, WRAP helped launch OPRL with the British Retail Consortium and Food & Drink Federation.
This month, the Confederation of Paper Industries (CPI) and Waste and Resources Action Programme (WRAP) launched new UK recycling guidelines for paper-based packaging.
With new guidelines in place, retailers and brands will be able to design and specify packaging to be reprocessed efficiently in paper mills.