For Immediate Release:

On October 1, 2012 the Federal Trade Commission released the long-awaited update to the Guides for the Use of Environmental Marketing Claims, commonly called The Green Guides.

This update reiterates that marketers should not make broad, unqualified, general environmental benefit claims that are difficult to substantiate. The Green Guides also upheld two key long standing definitions which are important to the many licensees that today display the RPA-100% trademarked symbol. This trademarked symbol appears on billions of packages every year. For nearly 20 years, consumer packaged goods companies (CPGs) have proudly displayed the RPA-100% symbol on their packages, communicating to consumers that packaging produced from 100% coated recycled paperboard is made from 100% recovered fiber. The symbol was updated two years ago to include the ‘recyclable’ claim.

Relating to “Recycled Content” claims, the Green Guides state:

For recycled content, the FTC advises that marketers should only make recycled content declarations for materials that have been recovered or diverted from the waste stream during the manufacturing process or after consumer use. Therefore, 100% recycled content paperboard users can, with great confidence, use the 100% Recycled Paperboard Alliance symbol.

Relating to “Recyclability” claims, the Green Guides state:

The FTC clarified that unqualified claims of recyclability can only be made when recycling facilities are available to at least 60% of consumers. Since paper recycling is available to 87% of the population and paperboard recycling is available to at least 74% of the population, users of 100% recycled paperboard can be assured that they may state that their packaging is ‘recyclable’.

Commenting on the release, Mike Kiepura, RockTenn’s President, Consumer Packaging & Recycling and Chairman of the RPA-100% said, “Research demonstrates that the terms ‘recycled content’ and ‘recyclable’ are two of the top characteristics for which consumers are looking in packaging for the products they are purchasing. The RPA-100% is pleased that the FTC has upheld these long standing definitions in the latest release of the Green Guides which confirms for our licensees that they can continue, with great certainty, displaying the RPA-100% symbol.”

The RPA-100% congratulates the FTC on the release of this update and is proud to have been at the forefront of the work to ensure use of the RPA-100% symbol continues to be consistent with the Green Guides. CPGs rely on the definitions contained in the Green Guides to help them ensure that what they are communicating to consumers adheres to FTC guidelines. This latest release keeps the Green Guides aligned with the latest advancements in the paperboard packaging and recycling industries and is critical to maintaining consumer confidence in environmental claims being made on packaging.

About the RPA-100%: Headquartered in Washington, DC, the RPA-100% is a not-for-profit trade alliance established in 1995 and is dedicated to promoting the use of 100% recycled paperboard. The organization licenses the trademarked RPA-100% symbol to consumer packaged goods companies in North America and today has over 200 licensees. For more information visit the web site at www.rpa100.com.

RPA-100% Booth At Walmart Packaging Exposition

This year the learning sessions were organized around success stories. The number of success stories is indicative of the strong partnerships Walmart has built with product suppliers and packaging suppliers which have resulted in the development of more sustainable packaging across many of the Walmart categories.

The discussions that Fran McPoland and Paul Schutes had with attendees and exhibitors that visited the booth this year were once again focused on two major topics. The benefits of using 100% recycled paperboard for packaging and the value of the RPA-100% symbol and the clear message the symbol communicates to consumers.

Recent surveys have confirmed that consumers want the packaging for the products they’re buying to have 2 primary characteristics. They want packaging made from recycled materials and packaging that is recyclable. This is the great benefit of using 100% recycled paperboard for packaging; it is made from 100% recycled materials (recovered fiber) and its 100% recyclable and clearly the RPA-100% symbol communicates both these characteristics.

Paul and Fran will be following up with the many folks that visited the booth and asked for additional information on the benefits of using 100% recycled paperboard. If you have questions or would like additional information about using 100% recycled paperboard for your packaging applications simply contact us at info@rpa100.com and let us know your question.

http://www.youtube.com/watch?v=9_KNYXBKgkE

The RPA-100% recognizes that there has been concern about the potential of mineral oils posing a food safety issue for products packaged in paperboard, including 100% recycled paperboard.

Our sister organization, the Recycled Paperboard Technical Association (RPTA) has taken the lead for our industry in reviewing and analyzing the data coming from a study published in the EU. We have attached a statement from the RPTA for reference.

RPTA EU Mineral Oil Statement

March 7, 2011

A new study commissioned by the American Forest & Products Association (AF&PA) confirms that folding cartons meet the Federal Trade Commission (FTC) standard necessary to display the term “recyclable” on that packaging. Today, in response to the findings of this RW Beck study, the 100% Recycled Paperboard Alliance (RPA-100%) is releasing guidance to their licensees about adding the “recyclable” claim to enhance the existing RPA-100% symbol.

The study shows that 74% of communities in the United States currently accept paperboard into their recycling systems. Paul Schutes, Executive Director of the RPA-100%, adds, “We certainly all knew intuitively that paperboard, in the form of folding cartons, was being recycled at a very high rate. This study confirms for our licensees that they can, in fact, make the recyclable claim on their packaging”.

Adding the term “recyclable” on packaging is important to brand owners because research shows that consumers feel most strongly about packaging that is both made from recycled materials¹ and is itself recyclable². A prime example of such a material is 100% coated recycled paperboard (CRB); it is made from 100% recovered fiber and also is 100% recyclable.

During 2011, the RPA-100% plans to significantly increase its efforts to promote the recyclability of packaging made from 100% recycled paperboard among brand owners and consumers. Mike Kiepura, EVP of RockTenn and Chairman of the RPA-100%, is pleased that the RW Beck study confirms that paperboard –including 100% coated recycled paperboard – is a great choice for many brand owners.

Kiepura states, “RPA-100% licensees hold the key to communicating with their customers the fact that packaging made from CRB can be recycled. We look forward to exploring every opportunity to increase awareness at all levels.”

Consumers should begin seeing the updated RPA-100% symbol with “recyclable” claim displayed on folding carton packaging in their retail stores soon. A copy of the symbol is displayed below.

About the RW Beck Study by the AF&PA

• 1,200 recycling coordinators from the most populous counties in the nation were directly surveyed.

• They were asked to provide paper and paperboard recycling information for the 19,895 communities in their counties. This representing 90% of the population of the United States.

• Survey responses were received from recycling coordinators covering 90% of the surveyed communities’ population.

• 63% of Americans have access to curbside collection programs

• 87% of Americans have access to either curb-side or recycling drop-off programs

1. Source, Lou Harris poll of shoppers
2. Source, The Shelton Group, published in USA Today, September 2010

Barry Cutler, RPA-100% Counsel, former Director of the Federal Trade Commssion Bureau of Consumer Protection, and nationally recognized FTC expert, recently completed his review of the proposed new “Green Guides.” Mr. Cutler has confirmed that the trademarked RPA-100% symbol remains in total compliance with the proposed revised guides.

Mr. Cutler’s letter is available here.

The 2010 survey included 13 U.S. retail locations and provided data on over 1200 products. A survey of Canadian retail stores is currently underway and will be completed by the spring of 2011.

Why are so many companies choosing to use the RPA-100% symbol? Consumer surveys consistently find that one of the most important attributes of packaging is that it is made from recycled materials, such as 100% recovered fiber. As one consumer goods company put it, “We love the RPA-100% symbol because it is the one symbol that clearly lets our customers know that the packaging is made from recycled fiber.”

“The RPA-100% is thrilled that companies continue to sign on to use our trademarked symbol and that the symbol resonates with consumers,” commented Paul Schutes, Executive Director of the RPA-100%. “We believe using the symbol allows consumers to connect their recycling activity to their purchasing decisions.”

The RPA-100% symbol is available, without cost, to any user of 100% recycled paperboard with a signed license agreement.

Today, the RPA-100% symbol is displayed on hundreds of millions of packages at the retail level and seen by consumers every time they take a licensee’s product off the shelf. A complete list of licensees can be found at www.rpa100.com. Just go to the “Who’s Using It” tab and follow the link to see the most up-to-date list.