Provenance, Valpak and WRAP launch postcode-specific recycling tool for e-commerce

LONDON, UK., Dec. 8th, 2021 (GLOBE NEWSWIRE) – In a move designed to help increase the UK’s less than stellar recycling rates, ranked 12th in Europe, Provenance, the software solution for sustainability communications, has partnered with Reconomy Group company Valpak, the leading provider of environmental compliance and sustainability consultancy and British recycling charity WRAP, to create a simple way for people to find out how to recycle specific types of packaging in their local area.

By entering their postcode into the Recycle Router (accessible by snapping the on-pack QR code, or online), people can quickly find out what is recyclable and where. The Router will tell them:

• If they can recycle specific packaging via their kerbside collection in their postcode AND/OR
• The nearest centre that will process a given packaging material
  

The Recycle Router helps address the fact that recycling is perplexing for many Brits: on the one hand, close to two thirds of us don’t know what the most widely used product packaging symbols represent. On the other, different councils collect different types of waste, meaning there is no nationwide rulebook for what goes where. Together these factors are leading to shopper uncertainty, recycling ‘guilt’ and ultimately, packaging going to landfill unnecessarily. 

This confusion around recycling is one of the challenges that the UK Government aims to tackle via new Extended Producer Responsibility (EPR) legislation that will come into force in 2023, mandating that all packaging must at least be clearly and consistently labelled to inform consumers as to whether it can be recycled.

While helping businesses get ahead of impending legislation, WRAP, Valpak and Provenance’s ‘Recycle Router’ also speaks to shoppers’ growing eco-related concerns at a time when more people than ever are making purchase choices based on sustainability criteria. By delivering location-specific recycling instructions for mixed and/or unique packaging materials, brands that choose to deploy the Recycle Router can now help shoppers do their bit for the environment more easily.‍

Jessi Baker, CEO and founder of Provenance commented, “Brands making genuine and significant investments in positive social and environmental impact, including sustainable packaging, are unable to cut through the noise of unfounded and inconsistent impact claims. Recycle Router allows brands to differentiate themselves at the point of purchase by claiming credit for genuine recyclability while empowering shoppers with clear, localised guidance on packaging disposal options.”

Recycle Router is offered as part of the broader Provenance software solution for sustainability communications. The capability is now being rolled out for current brand and retail customers of Provenance with the goal of expanding the full solution to broader industry customers in 2022.

The capability and partnership combine Provenance’s industry-leading sustainability software with WRAP and Valpak’s extensive data and expertise in recycling, waste services and compliance.

Valpak CEO, Steve Gough, said: “As a strategic partner to leading brands and retailers and a champion of robust recycling and waste programs, we’re thrilled to partner with an organisation like Provenance working at the forefront of sustainability and technology. We’ve heard from brands who want to take greater ownership of their products’ post-purchase impact. With Provenance, we’re excited to be enabling this by solving regional inconsistencies and easing shopper confusion with actionable instructions.”

Allison McNamara, Founder, MARA Beauty, said: “One of our top priorities is making sure your MARA doesn't end up in a landfill, but recycling isn't always as simple as dropping your bottle into a blue bin. I love that now you can type in your postal code and see exactly how to recycle your components specifically in your area – brilliant!”

To find out how Provenance works with brands to power credible sustainability communications, including dynamic waste disposal instructions, click here.