Today is a very special day because today the Ellen MacArthur Foundation launches the New Plastics Economy Global Commitment and we are proud to be one of the founding signatories. This Commitment to eradicate plastic waste and pollution at the source has been signed by 250 organisations including many of the world’s largest packaging producers, brands, retailers and recyclers, as well as governments and NGOs and The Better Packaging Co.!!

Signatories include companies representing 20% of all plastic packaging produced globally. They include well-known consumer businesses such as Danone; H&M group; L’Oréal; Mars, Incorporated; PepsiCo; The Coca-Cola Company; and Unilever; major packaging producers such as Amcor, plastics producers including Novamont, and resource management specialist Veolia.

The Global Commitment aims to create ‘a new normal’ for plastic packaging. At the heart of the Global Commitment is a vision of a circular economy for plastic, where plastics never become waste. Each signatory formally endorses the vision and the need to work towards achieving it. Targets will be reviewed every 18 months, and become increasingly ambitious over the coming years. Businesses that sign the commitment will publish annual data on their progress to help drive momentum and ensure transparency. Admittedly, it was pretty easy for us to make the Commitment as all of our packaging already meets the requirements to be reusable, recyclable and/or compostable, but it was particularly good to formalise our intentions to develop and move towards reusable solutions wherever possible. Today is a truly great day. #lineinthesand