WRAP and OPRL (On-Pack Recycling Label) have announced a new partnership to reach the UK’s recycling targets.
At least 70% of the UK’s packaging must be recycled by 2030, according to targets set out by the Circular Economy Package.
The partnership will focus on providing consistent messaging on-pack to reduce confusion and improving the quality and quantity of both household and on-the-go recycling.
New research from WRAP’s Recycle Now programme found 54% of citizens put at least one item in the general rubbish bin that could have been recycled.
OPRL is responsible for on-pack recycling messages and will continue to use WRAP’s Recycle Now branding.
Peter Maddox, WRAP UK director, said: “Helping citizens to recycle more, and more often, is crucial to achieving the targets we have committed to.
“It makes absolute sense that we do this in close partnership with OPRL, whose on pack messaging is recognized and understood by more than three in four citizens.”
WRAP helped launch OPRL with the British Retail Consortium and Food & Drink Federation 10 years ago.