b'Industry and brand owners shoulder the responsibility for packagingSome years ago, RISE and ICA collaborated on another recycled plastic project. Together with RISE, we developed a soft soap bottle made from 100% recycled plastic from Sweden. This really shows our direction and the ambitions we have in terms of the use of recycled plastics, says Julia, who believes it is important to promote recycled materials in order to increase consumer demand.She says that consumers express considerable concern about the impact of plastics on the environment. However, are they willing to pay a little more for packaging that reduces environ-mental impact? When it comes to packaging and the associated environmental responsibility, that responsibility must fall to the industry and brand owners such as ourselves, not the consumer. We must offer customers the best available choice for the environment, says Julia. Aiming to develop a standardEssity, just like ICA and Trioplast, has high ambitions when it comes to sustainability and recycling. In 2018, the company joined the Ellen MacArthur Foundations A line in the sand initiative. At Essity, we aim to achieve 25% recycled by 2025, which is an ambitious goal, says Bengta.She believes it is important that recycled plastics legislation and regulation now keep pace with the industrys rapid development curve. Among other things, she mentions safety regulations for materials in both the food and pharmaceutical industries.do with recycled material. The fact that this particular project Today, PCR material is usually added to the middlehas now come to an end doesnt mean that the collaboration 35layers, with the outer layers made from conventional or bio- will end, too but instead that well take it to the next level, says based granulate to ensure adequate material quality for printingKristin from Trioplast.and sealing the packaging, Bengta explains.Were not subject to quite the same demands as the food industry. However, incontinence pads, for example, are classified as medical devices, and so theyre subject to stricter requirements than some of our other products. We strive hard to find good solutions, but we need to find a worldwide solution to achieveFACTSVINNOVAtruly effective environmental improvements, says Bengta.One of the aims of the project was to develop a standard forVinnova is Swedens innovation agency. The agencys mandate is to recycled plastic in film applications. The resulting informationenable innovation that makes a difference. Its vision is for Sweden to and test data now make that possible. At present, theres nobe an innovative force in a sustainable world: a leading global player in broad-based standardisation within the EU, and this makes forresearch and innovation and an attractive country for investment and great uncertainty when it comes to deciding exactly what toentrepreneurship.8'