It is not every day you come across an initiative with a name like ‘HolyGrail 2.0’. If the title makes it sound more like a feature film franchise than an R&D project, it is surely no coincidence that many of the brand names associated with it are the supermarket-aisle equivalent of Hollywood stars.
The investment and involvement associated with the project is impressive. Back in 2017, Procter & Gamble (P&G) packaging technologist Gian de Belder helped to get the project underway, with P&G originally leading it as part of the New Plastics Economy initiative, facilitated by the Ellen MacArthur Foundation (EMF).
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