British master papermaker James Cropper is showcasing a selection of its most sustainable packaging solutions in the latest display at London’s Museum of Brands. The new display – Pack the Future – is based at the museum in Notting Hill and opens in partnership with ThePackHub on Thursday 22 February 2018.

Exploring the latest innovations in sustainable packaging, the exhibition presents the ideal opportunity for James Cropper to demonstrate its credentials in an area that has become a major challenge for brands and consumers alike.

Based in the English Lake District, James Cropper is renowned for providing custom-made, prestige papers and packaging for brands from a variety of sectors. On display at the museum are solutions developed for Selfridges, Lush, Floral Street and GF Smith – all created with sustainability at their core.

Both Selfridges and GF Smith have benefitted from James Cropper’s CupCycling™ technology – the world’s first recycling process dedicated to upcycling take-away cups and turning them into beautiful papers.

In a unique, closed-loop solution, Selfridges is recycling cups from its food hall and offices, with the resulting paper being used to create its iconic yellow shopping bags. Meanwhile, GF Smith has worked with James Cropper to create Extract, a range of papers available in 10 colours, with a minimum of five 8oz cups per sheet of 380gsm board.

Lush Fresh Handmade Cosmetics worked with James Cropper 3D Products as part of the brand’s commitment to finding ethically sourced packaging that can either be reused, recycled or composted. Using COLOURFORM™, plastic-free packaging, the companies collaborated to create a bespoke piece of packaging for Lush’s solid bath oils. The end result is a unique product made from 100 per cent recycled coffee cup fibre.

New fine fragrance brand Floral Street has also used COLOURFORM™ to develop a striking and sustainable packaging solution in a sector notorious for plastic overuse. Bucking the trend of the typical lavish over-packaging used by existing brands, Floral Street opted instead for environmentally friendly elegance with a box made entirely from 100 per cent renewable natural wood fibres from well managed forests. This is a complete packaging solution made from one material which makes recycling very easy.

All of James Cropper’s products on display at the Museum of Brands are fully recyclable with household paper and naturally biodegradable, leaving no trace even if they do end up in landfill.

Matthew Miller, business director at James Cropper 3D Products, said: “Consumers are becoming increasingly aware of the impact that certain materials and manufacturing methods are having on the environment. As a result, brands from all industries are looking for sustainable ways to package their products that don’t compromise on design or quality.

“This display shines a spotlight on the fantastic work brands are doing to limit their burden on the environment and we’re honoured to be a part of it.”

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