Miguel Garcia, Business Development Manager – Avery Dennison

January 11, 2023

"At Avery Dennison, sustainability always comes first"

Present in more than 50 countries, Avery Dennison specializes in the design and manufacture of a wide variety of labeling and functional materials for major industries. Miguel García explains to us what his sustainable labeling solutions are, as well as his proposals for the recycling of labeling waste.

Avery Dennison is a company specializing in the design and manufacture of label materials. What are your main values?
Our culture is the foundation of everything we do at Avery Dennison, and our company values ​​are the foundation of that culture. This set of values ​​shapes our behavior and supports our business and our people as we continue to grow: integrity, we are driven to do the right thing, always; courage, we are brave in the face of adversity and the unknown; external focus, we went out to improve; diversity, we strengthen ourselves with diverse ideas and inclusive teams; sustainability, we focus on the long-term health of our business, planet and communities, innovation, we use imagination and intellect to create new possibilities; teamwork, we are better when we work together and put others first; and excellence, we expect the best from ourselves and from others.

Photo: Aktiva – Make a Mark.

The company is present in 50 countries. What is she specialized in? What solutions do you offer for the packaging sector?
The company employs approximately 36.000 employees in more than 50 countries. Avery Dennison specializes in the design and manufacture of a wide variety of labeling and functional materials used in nearly every major industry, including pressure-sensitive materials for labels and graphic applications; tapes and other bonding solutions for industrial, medical and retail applications; labels, tags and decorations
for clothing; and Radio Frequency Identification (RFID) solutions serving the apparel retail and other markets. Spain is an important market for Avery Dennison.


What results are they getting?
LGM and RBIS delivered impressive earnings growth and the momentum for smart tags is accelerating further. On July 27, 2022, we announced our results for the second quarter of 2022. We once again delivered strong financial results despite a difficult time where supply chains remain tight, inflationary pressures are significant, and COVID-19 keep going.


What sustainable labeling solutions do you propose?
Through our Sustainable ADvantage portfolio, we are empowering consumer-centric brands to create lasting change, reduce their consumption of natural resources, and move toward a regenerative, circular economy.
Our labeling solutions allow us to improve the environmental impact of packaging and raise the sustainability credential of brands.
With their focus on quality and craftsmanship, it especially makes sense for luxury brands to lead the way. That's why the latest European edition of our premium label materials showcase features several of our latest innovations for luxury applications, such as Fasson® rNoble Blanc FSC®, an eco-friendly paper made from 100% recycled fibres. With its warm white hue and unique felt-marked texture, rNoble Blanc is perfect for communicating the superior quality and exclusivity of a high-end product.
Fasson® rSable Blanc FSC® is a premium uncoated white paper made from 100% recycled fibers that can provide additional strength in wet environments. With its smooth, matte texture, this label offers the ideal natural effect for all organic labeling projects.
Fasson® Cotton Black is an extra-premium uncoated paper made from 100% cotton pulp, an annually renewable plant. Its distinctive rough texture and tactile effect add value to all labeling projects for high-end items such as wine and spirits, or gourmet and luxury beauty products.
Fasson® rGranit Blanc FSC® is an uncoated self-adhesive paper that features moisture resistance to ensure the label remains flawless in humid environments. It offers high printability standards with most printing techniques. rGranit Blanc is an ecological paper made from 100% recycled fibers which, thanks to its natural white tone and unique embossed texture, is perfect for communicating the superior quality and uniqueness of a high-end product.


How is the black color of Fasson® Cotton Black achieved?
The deep black color is actually added to the pulp to avoid the unsightly white backing or edges of the label, helping to make the label even more elegant and sophisticated. Cotton Black does not contain carbon black pigments so it can be printed with the hot stamping method without oxidation problems. Extremely refined printing results can be obtained with embossing and engraving techniques thanks to the high substance of the paper.


Can you tell us about AD CleanFlake™ Technology?
There's one label material that offers uncompromising performance and recyclability for rigid packaging: AD CleanFlake technology. We designed our standard S7000 range to offer excellent printability, clarity and application performance on all types of packaging. We then add our state-of-the-art AD CleanFlake™ technology, which is designed to help PET and HDPE containers complete the recycling process. During PET recycling, the adhesive is deactivated to allow both the label and adhesive to separate cleanly, leaving the plastic free of contamination. During the recycling of colored HDPE, the label remains attached, but does not compromise the resulting plastic granules.


What other sustainable materials do you have?
After launching a portfolio of compostable labels in 2020, we experienced significant demand for an expanded collection from converters and brands interested in eco-friendly packaging solutions. In response, we launched two new paper products: MC PRIMECOAT FSC SX6030-BG40BR and THERM 200HD PLUS NP FSC SX6030-BG40WH FSC. Both are OK Compost certified and FSC® approved. Since they are suitable for industrial composting, they are a natural match for compostable food containers, coffee cups, ice cream cartons, grocery bags and more.
MC Primecoat is a white paper with a semi-gloss appearance. Made with SX6030 adhesive, it can be used for general purpose multicolor printing and is approved for direct contact with dry, wet and fatty foods. Thermal 200HD is made with the same adhesive and is approved for indirect food contact. It is also suitable for variable information printing and offers increased resistance to damage from moisture, oil, ultraviolet light exposure and rubbing.


What solutions do you offer for the recycling of labeling waste?
At Avery Dennison, we understand the importance of manufacturing materials sustainably. We also understand the need to provide solutions that enable the recyclability of label waste. Our AD Circular recycling program contributes to a more circular economy by diverting coating waste from landfills. In Spain, all brands must join the AD Circular program to start reducing the environmental footprint of their products. The AD Circular app makes recycling a breeze. It even tracks how much waste program subscribers have recycled and its impact on CO2 emissions, making it easy to reach your sustainability goals.


How are you implementing a more sustainable production?
At Avery Dennison, sustainability always comes first. Our EcoDesign approach ensures that each new product is more sustainable than its predecessors and we work with customers, industry and ecosystem partners to deliver label solutions that create a better future. And what's more, we help our customers, partners and end-users (brands) to implement an eco-design approach and offer our expertise as a qualified materials science company.
In everything we do, we strive to be a force for good that creates long-term value for all of our stakeholders. Among other things, that means innovating and operating in ways that have a positive impact on people and the planet.


Specifically, in terms of greenhouse gas (GHG) emissions and waste reduction, what measures are you carrying out?
As part of our effort to improve energy efficiency and reduce GHG emissions, our LGM and RBIS businesses have annual energy intensity improvement targets, measured as megawatt hours of electricity and natural gas consumed per unit of production. We have used ASPIRE, our environmental, health and safety data management system, to track the progress of each of our plants around the world.
Regarding waste reduction, we are innovating with new products and redesigning existing ones to reduce waste and increase the efficient use of materials. We also continually identify ways to reduce waste in our global operations. Our waste management initiatives help reduce costs, keep materials out of landfills, and reduce the consumption of natural resources.


Make a Mark is a project developed by Avery Dennison with Estal and Kurz. How and why did it come about? What does it consist of?
The idea arose to do something different, never done before. Invite a group of the world's leading packaging design agencies to develop unique projects with total freedom, according to their vision of the future in aspects such as sustainability, luxury or innovation. With them, a global platform of inspiration and push beyond the limits has been created for the community of designers and brands.


Do you usually collaborate with designers?
Of course, it is our day to day. We have a one to one relationship. On the one hand, we support them in the development of their projects as consultants, not only in the material, advising them on the best combination, but also technically in its final application. Behind each project there is an increasing complexity due to finishes, bottles... On the other hand, and thanks to their creativity and search for new solutions, they are our impetus to innovate and break existing barriers.


Do you plan to present something new soon for the packaging sector?
Our current focus is on developing paper that is recycled or from alternative sources that reduce the impact of your carbon footprint. In addition, these new papers have not only a handmade appearance, but also a luxurious appearance to provide solutions for different categories. Papers like those from the Crush Range or the Graduate collection.

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