Carton Council of Canada:

Eliminating Consumer Confusion

Jason Giuliani, CWMA Conference

October 25, 2012

Who We Are & What is Our Vision

A world where used packaging and

printed paper are seen as valuable

resources to be recovered in an

economically and socially responsible

manner

Our GoalsSorting into separate grades

Drive consumer awarenessStakeholder engagement

Ensure robust North American

end-markets for cartons

First Priority

» Clear up misconception that gable top & aseptic

cartons cannot be successfully recycled;

» In fact, Cartons are a source of high quality fibre.

What is Needed – 4A’s

Consumers

Awareness –must know cartons are recyclable & how & why to do so

Access –Canadians able to conveniently recycle their used cartons at home & on-the-go

Municipalities

Assurance –proof that markets want & will recycle cartons

Assistance -technical & promotional support to establish carton recycling programs

Sorters

Assurance –proof that markets want & will recycle cartons

Assistance -technical & potentially financial to build business case to sort cartons

Markets

Assurance -pricing sufficient to encourage collection/sorting;sufficient carton volume to justify buying

Assistance –technical & potentially financial

Building Sustainable Markets

Identify suitable North American mill partners

Cartons are now an ISRI traded commodity (PSI #52)

Negotiate agreements with partners to buy cartons at prices that drive collection & sorting (facilitators)

Develop broker ties to move supply to markets

Markets

Step 1

Great Lakes

Tissue

End Markets Success: From 1 to 9 Recyclers since 2009

Ship More Volumes from MRFs

Ensure MRFs separate cartons into own grade – best value

Provide technical support to improve efficiency at MRFs

Link marketing managers with brokers and end-markets

Sorters

Step 2

Learn about carton packages in MRF

operations• Participated in a study to

measure and observe the flow

of all composite paper

packaging materials in 8 MRFs

in Ontario

• Visits are currently underway

to help develop a regional

carton recycling strategy

• Efforts can be replicated in BC

Capture More …..

Provide communications content support to municipal

recycling coordinators

Improve convenience to recycle cartons

Engage in municipal promotion and education efforts to

improve residential capture of used cartons

Municipalities

Step 3

Promoting Consumer AwarenessEngaging Municipalities & Stakeholders

• Our New Website

www.recyclecartons.ca

• Tool-kit Templates

» Ads, posters, and more

• FAQs for Communities,

Haulers and MRFs

• Video Footage

• Technical Assistance

• Social Media Support

• Collaboration

Opportunities

Drive Consumer Awareness

Make carton recycling more convenient away-from-home

Promote the broader positive sustainability profile of cartons to

ensure consumers make smart purchases

Share our story through : www.recyclecartons.ca;

Consumers

Step 4

Recycling Today in the CRD

Milk & Dairy Alternatives

At 9 Depots (Voluntary)

Juice cartons

At 9 Depots (Redeemable)Non-Beverage cartons

(Soup, Broth, Egg

White, Sugar, Molasses)

Support for Municipal Recycling in the CRD

Engage in awareness campaign in the

CRD

Support Encorp Pacific in improving

redemption rates for juice boxes

Increase Carton Council involvement to

eliminate consumer confusion in the CRD

Jason Giuliani

VP Marketing

Carton Council of Canada

www.recyclecartons.ca