France Pioneers the Introduction of Digimarc Recycle, Setting a Global Precedent

06 Oct, 2023

France Pioneers the Introduction of Digimarc Recycle, Setting a Global Precedent

Digimarc, a pioneer in product digitization and a leader in digital watermarking, has made a groundbreaking announcement. France, chosen by the HolyGrail initiative leadership team, is set to become the first country to implement Digimarc Recycle on a nationwide scale. This development represents a significant milestone in the global battle against plastic pollution, highlighting the dedication and collaborative efforts of visionary stakeholders. Together, they aim to unlock the circular economy for plastics, address impending legislation, and lead the way toward a more sustainable world.

Digimarc Recycle represents a revolution in the sorting and recycling of plastic waste. It achieves this by linking covert digital watermarks, which can precisely identify plastic packaging at various levels of detail, with a cloud-based repository containing product attributes such as brand, SKU, packaging composition, and more. This innovation overcomes the limitations of current optical sorting technologies, significantly improving the quality and quantity of recyclable materials. It also opens up new markets for post-consumer recyclables that were previously unavailable. Additionally, the information used for advanced sorting provides product-specific disposal instructions through on-pack watermarks or QR codes, establishing a direct-to-consumer digital communication channel owned by the brand.

Riley McCormack, President & CEO of Digimarc, commended the vision and actions of the France team and its pioneering member organizations, including P&G, L’Oreal, Henkel, Veolia, CITEO, and Pellenc ST. McCormack emphasized their commitment to expanding the initiative to other facility operators, brands, and retailers in France, recognizing that progress is hindered only by inertia and that true leadership is defined by those who take action.

Beyond facilitating advanced sorting at recycling facilities, Digimarc Recycle provides a comprehensive view of the post-purchase product journey, benefiting stakeholders across the value chain. Governments gain valuable insights into the size, scope, and content of their waste streams, while Producer Responsibility Organizations (PROs) can create more accurate Extended Producer Responsibility (EPR) schemes. Facility operators can enhance efficiency and gain insights, and brand owners and retailers can access data for design improvements, reduced packaging usage, consumer behavior insights, and operational enhancements.

McCormack concluded by expressing excitement about collaborating with stakeholders in the French market and their commitment to expanding the initiative in Europe. Digimarc is actively engaged with various groups on multiple continents to introduce Digimarc Recycle to new markets. The technology for creating real change is available today, and delayed adoption could result in permanent and irreversible harm to our planet. The time to act is now.