Project HolyGrail 2.0
Pioneering Sorting Technology Moves Towards a Circular Economy
MCC has joined forces together with over 85 companies and organizations from the complete packaging value chain to assess whether a pioneering digital technology can enable better sorting and higher-quality recycling rates. The goal is to drive a truly circular economy. This initiative is facilitated by AIM, the European Brands Association.
One of the most pressing challenges in achieving a circular economy for packaging is to better sort postconsumer waste by accurately identifying packaging, resulting in more efficient and higher-quality recycling. Digital watermarks may have the potential to revolutionize the way packaging is sorted in the waste management system, as it opens new possibilities that are currently not feasible with existing technologies.
The pioneering project, HolyGrail was facilitated by the Ellen MacArthur Foundation and concluded on May 23rd, 2020. This project has proven that the digital watermark technology can be the next step in how industries approaches sorting. AIM, the European Brands Association has now stepped in to facilitate the next phase as a crossvalue chain initiative under the name “HolyGrail 2.0”. HolyGrail 2.0 will launch an industrial pilot in order to prove the viability of digital watermarks technologies for more accurate sorting of packaging and higher-quality recycling, as well as the business case at large scale.
We’re honored to be in the Leadership Team and to be chosen by the participating brand owners to actively pave HolyGrail 2.0’s future. We are trusted with a valuable voice in the further development of this groundbreaking project, and we will apply our knowledge and experience on sustainable packaging solutions to make this a success.”
Nico Van de Walle, Product & Circular Economy Manager at MCC Verstraete