Alliance to End Plastic Waste member, TOMRA, was featured by BBC News for their work in developing “invisible barcodes” to help revolutionize the recycling industry. TOMRA is working with other Alliance members, including PespiCo and Procter & Gamble, to implement intelligent packaging aimed at increasing recycling rates around the world. This technology requires packaging to be covered in a Digimarc Barcode – invisible to the human eye – but easily captured with camera scanning technology. These scanners identify the material of the product, allowing sorting machines to accurately sort and recycle the items within TOMRA’s recycling plants. Testing has been successful thus far, with a 90% success rate.