Wipak announces participation in AIM's HolyGrail 2.0 cross-value chain initiative to drive circular economy goals

Wipak is proud to be joining forces with the European Brands Association (AIM) on the Digital Watermarks Initiative HolyGrail 2.0 project. The initiative aims to assess whether a pioneering digital technology - digital watermarks - can enable better sorting and higher-quality recycling rates for packaging in the EU, to drive a truly circular economy.  

Digital watermarks are almost imperceptible codes, the size of a postage stamp, covering the surface of a consumer goods packaging. This technology has the potential to revolutionise the way packaging is sorted in the post-consumer waste management system by accurately identifying and separating packaging into sorting streams. This results in a higher quality and quantity of recyclates, benefitting the complete packaging value chain. 

“The 3 key ingredients here are innovation, sustainability and digital, combined to achieve the objective of the Green Deal towards a clean, circular and climate neutral economy”, outlines Michelle Gibbons, Director General at AIM. 

Wipak has been working in close collaboration with digital watermarks expert, Digimarc®, since 2013, pioneering innovative solutions and packaging applications which utilise Digimarc Barcode® to help our customers contribute to circular economies and meet their sustainability goals. With the experience of close to 3000 Digimarc-enhanced packaging concepts in the retail sector, this means we are at the forefront of transparent, fact-based circularity in plastic packaging.

For more information on Digimarc and the Digital Watermarks Initiative HolyGrail 2.0 project, please contact Florian Constabel at [email protected]