Resources charity WRAP and the On-Pack Recycling Label (OPRL) have announced a ‘strategic partnership’ setting out how the two organisations will work together towards meeting future recycling targets.
OPRL – the UK-wide packaging recycling labelling scheme – was launched in 2009 in partnership with WRAP, as well as retailers and food and drink businesses.
The new strategic partnership will enable the two bodies to realign their approach with a renewed focus on consistent messaging across both OPRL and WRAP’s platforms including the Recycle Now campaign, the organisations say.
To achieve packaging recycling targets of 70% by 2030 (the EU’s Circular Economy package target) and 70% of plastic packaging by 2025 (the UK Plastics Pack target), the partnership will focus on:
- Providing consistent messaging on-pack to reduce confusion amongst consumers in the UK about what can and can’t be recycled
- Improving the quality and quantity of household recycling in the UK
- Improving the quality and quantity of ‘on the go’ recycling in the UK
WRAP said it will continue its delivery of the Recycle Now campaign alongside broader recycling messages, while OPRL will remain responsible for on-pack recycling messages, using Recycle Now iconography under exclusive license.
Recycle Now is the national recycling campaign for England, supported and funded by government and managed by WRAP. It is used locally by over 90% of English authorities, “to help people to recycle more things, more often,” according to WRAP.
Jane Bevis, Chair of OPRL said: “Our continuing close relationship with WRAP is very important to us as we know consistent, evidenced messaging is essential in securing the trust and action of citizens. OPRL’s latest research shows that advice on-pack is the single most important source of information for citizens on recycling, but that people also seek information from other trusted sources to support this.”
“Maintaining and developing further the strong links between OPRL’s on-pack messaging, and WRAP’s work through their Recycle Now campaign and local authority communications, remains essential to delivering more and better recycling of packaging.”
“It’s been ten years since WRAP helped launch OPRL, together with the British Retail Consortium and Food & Drink Federation, and I’m delighted to mark this milestone by formalising our strategic partnership.”Peter Maddox
Peter Maddox, Director of WRAP UK, said: “It’s been ten years since WRAP helped launch OPRL, together with the British Retail Consortium and Food & Drink Federation, and I’m delighted to mark this milestone by formalising our strategic partnership.
“Our latest research for Recycle Now shows that more than half (54 percent) of citizens put at least one item in the general rubbish bin that could have been recycled. Therefore helping citizens to recycle more, and more often, is crucial to achieving the targets we have committed to. It makes absolute sense that we do this in close partnership with OPRL, whose on pack messaging is recognised and understood by more than three in four citizens.”
This year, OPRL is celebrating its 10th year in use (see letsrecycle.com story). According to organisers of the scheme, the label has established itself as a ‘recognised marque’ with consumers, as supermarkets, high street retailers and leading brands applied it to packaging in common household items.