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Working with the City of Copenhagen, they will conduct the semi-industrial test phase of the pilot. You can learn more here about the next phase of the HolyGrail program, HolyGrail 2.0.ĪIM, the European Brands Association, and the Alliance to End Plastic Waste announced today a partnership to drive the next stage of development for intelligent waste sorting under the Digital Watermarks Initiative HolyGrail 2.0. Read more about HolyGrail 1.0 and 2.0 and how we’re partnering with organisations including AIM – European Brands Association and the Alliance to End Plastic Waste to use technology to enable a more circular economy. We continue to work as members of the HolyGrail initiative to advance this project and highly appreciate the support of the Alliance to End Plastic Waste in enabling the vision of HolyGrail 2.0. These items carry a digital watermark and as such will provide the opportunity to demonstrate that digital watermarks have potential to be leveraged to improve waste sorting and to achieve a more efficient recycling. P&G will support the test market industrial trials with more than 100 of our products in Europe. In 2016, we partnered with The Ellen MacArthur Foundation to establish HolyGrail-a collaborative effort designed to solve one of the largest obstacles facing plastic recycling: inefficient sorting at recycling facilities.ĭigital watermarks may only be the size of a postage stamp, but they carry a wide range of attributes such as packaging type, material and usage.
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P&G believes in the power of digital watermarks to step-change recycling for the better.