HOLYGRAIL 2.0: WHERE NEXT FOR DIGITAL WATERMARKING? For the second iteration of the HolyGrail project – HolyGrail 2.0 – AIM, the European Brands Association, and the Alliance to End Plastic Waste, have announced the beginning of semi-industrial trials. We spoke with Michelle Gibbons, Director General of AIM, about what this next phase will encompass. We also spoke with Jacob Duer, President and CEO of the Alliance to End Plastic Waste, about their own involvement in the project and how it fits into the wider goal of waste reduction.
MICHELLE GIBBONS, AIM
PE: What are the aims and objectives of HolyGrail 2.0 and how does it represent a step-change from the first iteration of the project?
MG: The Digital Watermarks Initiative HolyGrail 2.0 is a pilot project with the objective to prove the technical viability of digital watermarks for accurate sorting of packaging waste as well as the economic viability of the business case at large scale. In Phase 1, we focus on the development of a functional add-on module for the detection sorting unit that can efficiently detect and separate the digitally watermarked packaging from packaging waste. The first prototype, built by Pellenc ST and Digimarc, which combines the digital watermarks technology and NIR/VIS infrared for sorting of packaging waste, was validated in September 2021 with a >95% ejection rate. Over the next four months, trials and demonstrations with around 125,000 pieces of packaging representing up to 260 different stock-keeping units (SKUs) will be held. The second prototype by Tomra/Digimarc is currently being developed. During the semi-industrial test phase, both units will be tested at two different locations that are capable of running semi-industrial trials. The first controlled tests using industrial sized equipment and the Pellenc ST/Digimarc module are scheduled for October 2021 at the ARC (Amager Resource Centre) sorting centre in Copenhagen. The Tomra/Digimarc module will be tested in Germany at the end of 2021 – beginning of 2022. A software model and identification parameters will be developed and tested for a category specific sorting based on digital watermark detection. Pending successful completion of the semi-industrial tests, brand owners and retailers will then bring their enhanced products commercially
to the market in three EU countries: Denmark, France and Germany. During this phase, which is planned to kick off in Q1 2022, the aim is that consumers will buy on-shelf products with digitally watermarked packaging, which after consumption will enter the waste stream. The functional prototypes developed by Pellenc ST and Tomra will be deployed in a large-scale pilot in commercial sorting and recycling facilities under normal operating conditions with minimal adjustments and optimization of components. This last phase is scheduled to run until Q3 2022 after which the HolyGrail 2.0 Initiative will release a final public report outlining the techno-economic analysis of the digital watermarks technology for sorting of packaging waste. We have also just announced our two new partnerships for the initiative. The Alliance to End Plastic Waste has joined us as key partner to drive the project. With the City of Copenhagen we are delighted to have another precious partner for the semi-industrial test phase on board.
PE: What would you say are the biggest infrastructural challenges in Europe when it comes to building a circular economy?
MG: To truly empower consumers to play their part in the Circular Economy, reliable, relevant, clear, understandable and EU harmonized information about the sustainability features of a product, such as environmental aspects, proper waste disposal, anti-littering and recycling, is crucial. Any such information needs to be ‘actionable’ by consumers. Unfortunately, with today’s increasing (national) proliferation of more than 200 environmental labels in the EU, a considerable number of consumers feel more confused than empowered to make a green product choice. Therefore, as brands we want to support citizens in their efforts, not only by continuously developing our products and making them more sustainable, but also by providing consumers with clear and relevant information about the sustainability features of products, whilst not overloading them with information.
PE: For those unfamiliar with the technology, can you explain how digital watermarking can help the EU to achieve its circular economy goals?
MG: One of the most pressing challenges in achieving a circular economy for packaging is finding a way to accurately sort post-consumer waste. Up to now, typical industrial sorting facilities produce about 16-20 single sorting fractions. Each fraction requires more or less a specific recycling route. More differentia| 4 | Packaging Europe
