The collaboration between Prevented Ocean Plastic, an international initiative promoting the collection and recycling of plastic at risk of ocean leakage, and PF Concept, a European player in promotional merchandising headquartered in the UK, is entering a new phase, marking a shift in how companies address the challenge of circularity in packaging.
At the core of the agreement is not only the use of recycled plastic, but a broader approach focused on direct investment in collection infrastructure in countries most exposed to waste leakage, such as Indonesia, where approximately 150 billion polypropylene cups are discarded each year. PF Concept will fund dedicated trucks to collect this waste.
From prevention to secondary raw material
The collected plastic is recycled and converted into post-consumer polypropylene certified for food contact, in compliance with European standards. This material is then reintroduced into the production chain and used to manufacture products in the United Kingdom, such as the reusable Cirrus cup.
Towards transparent and traceable packaging
The partnership also reflects a growing focus on transparency. The introduction of QR codes on products and packaging will allow consumers to access detailed information on the origin of the material, its environmental impact, and its full traceability. The collaboration represents a concrete example of how the packaging sector can evolve towards more integrated models, capable of linking prevention, recovery, and reuse within a single circular economy strategy.
