Anyone who produces packaged products, such as retailers and suppliers, is being encouraged to participate. A string of major retailers and suppliers have already committed to taking part – including Asda, the Co-operative Group, Marks and Spencer, Sainsbury's, Tesco and Waitrose.
Manufacturers committed to sign up to the new on-pack recycling logo include Associated British Foods, Britvic, Kellogg's, Premier Foods, Rachel's Organics, Robert Wiseman Dairies and Weetabix.
The aim is to have 60 companies signed up to the label in the first year.
The initiative builds on retailers' existing green commitments and is intended to boost UK household recycling rates by giving customers the information they need to ensure more of the material that can be recycled is recycled.
The scheme will be operated by the British Retail Consortium (BRC) under a company called OPRL (On-pack Recycling Label) Limited. WRAP (Waste & Resources Action Programme) will monitor changes in local authorities' recycling capabilities which will determine the labelling category each packaging materials fall into.
The new on-pack recycling label will have three categories depending on how likely it is that a customer's local authority will accept specific packaging materials for recycling:
– Widely recycled: This means 65 per cent or more of local authorities collect that packaging type in their area.
– Check local recycling: This means 15 – 65 per cent of local authorities collect that packaging type in their area.
– Not currently recycled: This means less than 15 per cent of local authorities collect that packaging type in their area.
Environment Minister Jane Kennedy said: “By standardising the information provided to shoppers, these new recycling labels make it easier for us to know what we can recycle and help us to recycle more. I applaud the retailing sector for taking this initiative.”
Stephen Robertson, British Retail Consortium director general, said: “Retailers have taken the lead in developing this new recycling label because they recognise their relationship with customers means they are uniquely placed to help people do the right thing. Customer confusion is the biggest barrier to improving recycling rates. Replacing a potentially confusing array of symbols and messages with a single, standardised logo will help customers recycle more of what can be recycled.
“A string of household-name retailers are already committed to using the label. I hope we see all businesses that use packaging join this valuable scheme,” he added.
Liz Goodwin, WRAP chief executive, said: “I welcome this development as it improves the recycling information on-pack and addresses the question that many consumers ask ‘what can be recycled here in the UK?' As the UK's infrastructure improves, the labels on-pack can reflect this, helping us all recycle more things more often.”
The On-pack recycling logo will be launched in Wales tomorrow in Wales by environment, sustainability and housing minister Jane Davidson.
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