AIM’s (the European Brands Association) announcement officially launching the HolyGrail 2.0 plastics recycling initiative has generated buzz across the industry and media outlets, including Packaging Europe, Recycling Today and Labels and Labeling.
HolyGrail 2.0 is a cross-value chain initiative to drive circular economy goals, which brings together dozens of consumer brands and technology providers to test and ultimately commercialize a new method of plastic sortation that uses digital watermarks to improve recycling rates. We are excited to announce the Digimarc Platform’s role in the recently launched HolyGrail initiative.
Participating consumer brands, such as PepsiCo, Procter & Gamble, and Unilever, publicized their efforts on Twitter, among other social media platforms:
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