France to serve as European Pilot Market For Digimarc Recycle
Stakeholders select a key national market to advance the adoption of digital watermarking technology and improve plastics recycling at-scale
BEAVERTON (Ore.), January 18, 2023–(BUSINESS WIRE)–Digimarc Corporation (Nasdaq, DMRC) Announces Today an Expansion of the Digital Watermarks Initiative HolyGrail 2.0. Building upon successful semi-industrial trialsStakeholders from all parts of the packaging value chain chose France to be the European pilot market in Digimarc Recycle. All French operators have been invited to participateThis is a sign of an expansion in activities that were once limited. HolyGrail 2.0 members.
Digimarc CEO Riley McCormack says that digital watermarking technology can transform recycling, as the semi-industrial trials have shown. “We couldn’t be happier to support our French partners as they move towards a more circular economy.
Last year, HolyGrail 2.0 Project was announced results from European trials that showed that Digimarc’s technology achieved a 99% average detection rate across all tested categories of plastic packaging. Digimarc’s ability to recycle plastic packaging has also been proven in Canada. A pilot test with the technology showed a 99% detection. Circular Plastics Taskforce (CPT). CPT will implement DigimarcRecycle in Canadian facilities by 2023 in order to allow the separation and use of flexibles from attributes. This will enable the creation of new end markets.
McCormack states that there is a growing global momentum. “Stakeholders – particularly consumers and governments – are no longer willing to accept inaction. Digimarc is able to support companies with innovation, leadership and sustainability, as well as compliance with EU regulations like the Packaging and Packaging Waste Regulation.
More information on the France pilot and HolyGrail 2.0 activities can be found in the official announcement.
Digimarc
Digimarc, a global leader of product digitization, delivers business value across industries via unique identifiers. Digimarc has been a trusted partner in the prevention of digital counterfeiting of global currencies for over 20 years. Digimarc uncovers product journeys to provide intelligence that will help promote a safer, more sustainable, prosperous world. Digimarc allows you to see all. You can see everything and achieve anything when you do. You can find more information at digimarc.com.
Digimarc Recycle
Digimarc Recycle revolutionizes the way plastic waste is separated and recycled. Digimarc Recycle combines covert digital watermarks, which are used to identify plastic packaging at any level of granularity, with a cloud-based extensible repository of product attributes (brand, SKU, product variants, packaging composition, food/nonfood use, etc.).), Digimarc Recycle overcomes the limitations of today’s optical sorting technologies to drive a step-change improvement in the quality and quantity of recyclate. The same information that drives this advanced sortation can also be used to provide product-specific, location-based disposal instructions via a brand owned digital communication channel. This can be accessed via QR codes or on-pack watermarks.
Digimarc Recycle not only provides the information needed to power advanced sortation in both collections and in facilities but also captures and provides a comprehensive view of the post-purchase product journey, benefiting all stakeholders. Producer Responsibility Organizations can design and implement more meaningful, and more accurate EPR schemes, facility operators can unlock operational efficiencies and insights, and brand owners and retailers can access data to power design-for-recyclability improvements, packaging-usage reductions, consumer behavior insights and overall operational gains.
HolyGrail 2.0: Digital Watermarks Initiative
The Digital Watermarks Initiative HolyGrail 2.0 – driven by AIM – European Brands Association and powered by the Alliance to End Plastic Waste – is a pilot project with the objective to prove the technical viability of digital watermarks for accurate sorting of packaging waste as well as the economic viability of the business case at large-scale. Digital watermarks, which are invisible codes the size of a postal stamp, cover the packaging of consumer goods and carry a variety of attributes. The aim is that once the packaging has entered a waste sorting facility, the digital watermark can be detected and decoded by a high-resolution camera on the sorting line, which then – based on the transferred attributes (e.g., food vs. non-food) – is able to sort the packaging in corresponding streams. This would allow for more precise sorting streams and, consequently, higher quality recyclates that benefit the entire packaging value chain.
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