Make Packaging More Responsible

In support of circularity, innovations in recycling processes are needed to ensure valuable resources stay in play and out of landfills. Join Digimarc, a HolyGrail 2.0 program member, to improve the recyclability, sustainability and functionality of your packaging with Digimarc Barcode, a powerful digital identity.

Optimize for Circularity Learn About HolyGrail
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
9 of 10 Number of people who say they would recycle if it were “easier,” as cited by author and TerraCycle founder Tom Szaky
92% Percentage of consumers who believe brands should take an active role to increase recycling, according to the Carton Council of North America

Digital Watermarks for Less Waste

Turn to Digimarc to optimize your packaging for the circular economy. Built on digital watermarking technology, Digimarc Barcode enables better detection and sortation, improving the economics and efficiencies of the recycling value chain and supply chains. And, as part of the high-profile HolyGrail 2.0 project focused on pioneering the use of digital watermarks for a circular economy, we will better enable companies to reach their recycling and recycled-content goals.

Sustainability Made Simple

Digimarc is at the forefront of developing new technologies that reduce waste, increase traceability and improve recyclability. Whether plastic bottles or other packaging, Digimarc delivers digital identities that support more sustainable packaging.

Prep Your Packaging

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.

Participate in Change

Access best practices from leading global consumer brands, top-rated sortation system makers, and foremost experts in recycling. Join AIM and participate in an esteemed community when you activate your packaging with Digimarc identities for HolyGrail 2.0.

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Improved Sortation & Data Collection

Sustainability leaders and HolyGrail 2.0 members can leverage the Digimarc Platform to enable plastics to carry data in the substrate through subtle texture and on printed labels. The data supports the ability for recycling systems to sort packages more effectively – offering many benefits to your company in meeting voluntary recovery and compliance goals.

Purer Recyclate & Greater Recovery Rates

Improved sorting at recycling facilities delivers better separation and less contamination, resulting in purer recyclate that increases its reusability – and profitability. And, improved identification holds promise for potentially helping to recover more types of scrap and helping distinguish between food-grade plastics and those best-suited for non-food uses.

Engage Consumers

In addition to digital watermarks for recycling, Digimarc offers additional opportunities for consumer engagement. Packaging powered by Digimarc is capable of instructing consumers on how to dispose or can support promotional purposes. Spark a digital dialogue with shoppers in stores, at home or on the go.

Full-Service Enhancement

A global network of Digimarc-trained packaging and label designers, premedia agencies, converters and mold makers can quickly and easily activate your packaging with digital identities that improve sorting and help you connect with consumers.

Waste Reduction

Sustainable business operations today means reducing waste wherever possible. Digimarc digital identities help manufacturers reduce waste during production from labeling errors and mismatched parts. And, Digimarc has the power to minimize waste from perishable products by communicating more data about when they expire.

More Sustainable Supply Chains

Limiting waste in processes and workflows throughout the supply chain supports greater operational sustainability. That’s why Digimarc delivers item-level identification and serialization that enables global supply chain leaders to pinpoint the location of products anywhere, better manage recalls and boost efficiency across a complex global network of distributors.


“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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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

BBC Examines the State of Sorting

BBC News examines the state of recycling, the HolyGrail 2.0 project and the role of Digimarc technology in making plastic packaging easier to sort in high-speed processing plants.

P&G on Plastics

During the recent Sustainable Retail Summit, Digimarc’s Larry Logan and Procter & Gamble’s Gian De Belder updated virtual attendees on the progress and goals of HolyGrail 2.0.

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