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Even for 2021-22 we are partners in the project AIM HolyGrail 2.0, a project aimed at solving the problems that often make recycling ineffective: the correct separation of packaging materials after collection.

HolyGrail 2.0 involves the use of advanced technologies based on digital watermarks that allow optical readers to analyze the attributes of each product in fractions of a second, ensuring separation of materials. The goal is to achieve an authentic circular economy by revolutionizing the way packaging is sorted in the waste management system.

“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. “It is terrific to see such enthusiasm from across the industry and to be able to unite such expertise from the complete packaging value chain, from brand owners and retailers to converters, EPR schemes, waste management systems, recyclers and many more. Collaboration is the way forward to achieve the EU’s circular economy goals.”