As part of its ongoing efforts to help establish a circular economy, Avery Dennison today announced the launch of AD Circular, a comprehensive program providing recycling of used paper and filmic label liners in countries across Europe. Through the program, companies can simply use an online web application to schedule a pickup of used label liners by Avery Dennison to one of its recycling partners. The web app also provides useful data in the form of regularly updated analytics and certificates on the amount of recycled liner material, the amount of CO2 emissions avoided as a result, and more.

AD Circular will be launched in eight countries during the first half of 2021, including France, Spain, Belgium, Poland, Denmark, Sweden, Germany, and the United Kingdom. The program will then be launched in other European countries in the latter half of the year. Collection and transport of used liners through AD Circular will comply with EU regulations, and the costs will be comparable to existing waste disposal services.

The program ultimate goal is by 2025 to recycle 75% of the label waste Avery Dennnison brings to the European market. Recycling one kilogram of liner avoids the emission of 2.28 kilograms of carbon dioxide.