Tetra Pak has launched an environmental campaign in an attempt to make consumers more aware about renewable packaging and to highlight the role played by renewable materials in helping to protect the planet.
Expected to hit markets around the world in 2013, 'The Pack that Grows Back' campaign offers insight to the importance of responsible resource management.
Initially, the campaign will kick off in June 2013 in France, Spain and Italy.
Tetra Pak president and CEO Dennis Jönsson said: "The responsible management of our forests both protects them and offers consumers and industry a virtual limitless supply of wood and paperboard to meet rising demand for packaging and other goods."
The company's corporate communications senior vice president Chris Huntley added that while most consumers understand the importance of recycling to help the environment, it is not the same with renewability.
"As a leader in the packaging industry, it's in our interest to help demystify this much-misunderstood topic, so that more consumers appreciate what it all means and what they can do if they want to make a difference," Huntley added.
One of Tetra Pak's three 2020 environmental goals is to develop renewable packaging using only renewable materials.
According to the Swedish food packaging and processing company, an average of 70% of the packaging material in 173 billion Tetra Pak carton packages produced by beverage manufacturers in 2012 were made from renewable sources.
Tetra Pak's goal is to create packaging made from 100% renewable sources.
The company's other goals include capping climate impact across the value chain at 2010 levels and doubling the global recycling rate for used Tetra Pak cartons.
Image: Tetra Pak's campaign offers insights into the importance of responsible resource management. Photo: Courtesy of Tetra Pak International SA.