Making Plastics Easily Recyclable

Innovations in recycling processes are needed to ensure valuable resources remain in circularity and out of landfills. Improve the sustainability and functionality of your packaging with Digimarc watermarks, a powerful digital identity for more accurate recyclability of plastics and other materials.

Circularity Starts Now
2.7T Units of plastic-based packaging will be in global circulation by 2022, according to Euromonitor
9% Percentage of global plastic waste that is recycled, according to a 2019 study in the peer-reviewed journal Science Advances
60% Percentage of adults that do not know how to recycle some types of plastic packaging, PlasticsToday reported
5.4M Tonnes of recycled plastic needed by CPG companies, retailers and packaging producers by 2025, according to the New Plastics Economy
92% Percentage of consumers who believe brands should take an active role to increase recycling, according to the Carton Council of North America

A Digital Passport for a Circular Economy

Digimarc digital watermarks are at the center of a pan-European initiative addressing the plastics recycling crisis. Driven by AIM - European Brands Association and powered by the Alliance to End Plastic Waste, over 130 companies and organisations from the complete packaging value chain have joined forces for the Digital Watermarks Initiative HolyGrail 2.0 with the ambitious goal to assess whether a pioneering digital technology can enable better sorting and higher-quality recycling rates for packaging in the EU.

Get Latest News and Videos from HolyGrail 2.0
BBC-News-Recycling-video BBC News explores how digital watermarks can help increase the proportion of plastic packaging that is recycled.

Consumer Brands

  • Ensure your readiness for HolyGrail 2.0 testing in Europe by applying Digimarc identities to your packaging. Be a part of an historic collection of leading global brands committed to a circular future by readying your packaging today.
  • Your brand also benefits from a powerful communication tool that enables you to convey recycling information to consumers or deliver unique digital experiences that strengthen customer loyalty. Spark a digital dialogue with shoppers in stores, at home or on the go.

Recycling Industry

  • The recycling industry generally and materials recovery facilities specifically will enjoy enhanced material separation with Digimarc-powered packaging.
  • Digimarc provides accurate identification for even the most challenging materials, including black plastics, and new packaging types.
  • Detailed segregation at the recovery level creates new value, increasing profitability and enables plastics to go to the highest and best use.
  • Greater data insights can inform recovery rates, program reporting and eco-modulation

Product Stewardship

  • Trade associations, non-governmental organizations and regulators have a vested interest in supporting circularity, and Digimarc’s involvement with AIM will drive a powerful new era of product stewardship.
  • Oversight organizations can promote greater circularity by encouraging consumer brands to embrace digital watermarks for enhanced recovery and sustainability.
  • Aiding legislative goals in labeling and mandatory recycled content, particularly for food, non-food, personal care and similar products.


Learn more about Digimarc’s involvement in HolyGrail 2.0 and how digital watermarks open new possibilities for sorting currently not feasible with existing technologies.

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Hear from leading global consumer brands, top-rated sortation system makers and foremost experts in recycling about the breakthrough potential of digital watermarks from Digimarc.

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Digimarc is a trusted partner to and member of an esteemed community of the world’s leading industry associations and alliances focused on driver greater circularity everywhere.

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“Procter & Gamble is proud to launch the first commercial products that integrate Digimarc’s technology with a focus primarily on improved detection in waste facilities and to help us meet our sustainability goals.” – Gian De Belder, Technical Director, Packaging Sustainability, P&G

“We are excited about the potential impact Digimarc could have on recycling.” – Robert Flores, Vice President, Sustainability, Berry Global, a manufacturer of plastic packaging

“We look forward to continuing our work with Digimarc in HolyGrail 2.0 towards bringing to market the enormous potential of the technology for recycling sortation.” – Oliver Lambertz, Vice President and Head of Business Development, TOMRA


Circular Plastics Alliance

Declarants of the European Commissions’ Circular Plastics Alliance aim to boost the EU market for recycled plastics to 10 million tonnes by 2025. The alliance includes over 260 organisations representing industry, academia and public authorities.

U.S. Plastics Pact

The U.S. Plastics Pact brings together businesses, government entities, nongovernmental organizations, researchers, and other stakeholders to work collectively toward a common vision of a circular economy for plastics, as outlined by the Ellen MacArthur Foundation’s New Plastics Economy.

Ellen MacArthur Foundation

The Ellen MacArthur Foundation works in education and training, business and government, insight and analysis, systemic initiatives and communications to accelerate the transition to a circular economy.

Press Release

Petcore Europe

Petcore Europe is the association representing the complete PET (PolyEthylene Terephthalate) value chain in Europe since 1993.

Sustainable Packaging Coalition

The Sustainable Packaging Coalition (SPC) is a membership-based collaborative to bring packaging sustainability stakeholders together to catalyze actionable improvements to packaging systems and lend an authoritative voice on issues related to packaging sustainability. They are also the creators of How2Recycle®, the leading on-package recycling label in the United States.

European Plastics Pact

The European Plastics Pact is a public-private coalition that forms a European network of companies, states and other organizations such as NGOs on mastering single-use plastic products and packaging.

HolyGrail 2.0

Led by Association des Industries de Marque, the European Brands Association, HolyGrail 2.0 aims to speed the transition to a circular economy for plastics by increasing the quantity and quality of recyclable material identification in waste management systems via application of digital watermarks.

Digimarc & HolyGrail

Consumer Brands Association

Consumer Brands Association, formerly the Grocery Manufacturers Association, is a trade association of the food industry. It represents the world's largest branded food, beverage and consumer product companies.

Consumer Goods Forum

The Consumer Goods Forum's Coalition of Action on Plastic Waste supports a common vision of a world where no plastic waste ends up in nature – land or sea – the Coalition and its 35 member companies are committed to engage in this important effort.

Association of Plastic Recyclers

The Association of Plastic Recyclers is the national trade association representing companies who acquire, reprocess and sell the output of more than 90 percent of the post-consumer plastic processing capacity in North America. Its membership includes independent recycling companies of all sizes, processing numerous resins.

Active & Intelligent Packaging Industry Association

AIPIA is a public-private partnership and connects packaged goods manufacturers and processors in the food, drink, pharmaceutical, cosmetic and related industries, along with freight forwarders and distributors, governmental agencies and retailers with active and intelligent packaging products and services.

The Business Call for a United Nations Treaty on Plastic Pollution

Signatories call on United Nations member states to commit to the development of a global treaty on plastic pollution. The group seeks a coordinated international response, one that aligns businesses and governments behind a shared understanding of the causes of plastic pollution, and a clear approach to addressing them.

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Institute of Scrap Recycling Industries

Digimarc has joined the Institute of Scrap Recycling Industries (ISRI) and is thrilled to collaborate with other member organizations on important scrap industry initiatives and challenges.

Sustainability Starts Now

Digimarc provides digital watermarks on plastic and other packaging that contribute to the circular economy by reducing waste, increasing traceability or improving recyclability. Make your packaging more powerful by embracing digital watermarks for enhanced recovery and sustainability.

Learn How





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