13 Dec 2021 --- Provenance, Valpak, and WRAP are launching a recycling tool to boost the UK’s “less than stellar” recycling rates by enhancing consumer recycling behavior. The tool is accessible online or via QR codes on packaging. Dubbed “Recycle Router,” the tool’s purpose is to create a simple way for people to find out how to recycle specific types of packaging in their local area. The goal is to expand the full Recycle Router capability to business as well as consumers in 2022. The tool can be used by entering a UK zip code online or via a QR-code on-pack, allowing consumers to easily find out if and where their packaging can be recycled.“The Recycle Router allows brands to differentiate themselves at the point of purchase by claiming credit for genuine recyclability while empowering shoppers with clear, localized guidance on packaging disposal options,” says Jessi Baker, CEO and founder of Provenance.“The Recycle Router will tell people if they can recycle specific packaging via their curbside collection in their postcode and/or the nearest center that will process a given material.”However, according to Innova Market Insights, UK consumers’ interest in engaging with connective packaging technologies is significantly below average. Twenty eight percent indicate to be somewhat or very interested in the usage of QR-codes, while the global value is more than half (54%).
