The final industrial scale tests of HolyGrail 2.0, the groundbreaking collaboration to investigate the impact of digital watermarking in improving efficiency of recycling, are completed. While the final results are being processed, we look back on the progress made by the project and ask what comes next, as the advanced sorting platform embraces its decisive third stage: HolyGrail 2030 - Circular Packaging. 

Joining Tim Sykes are three HolyGrail collaborators. Margherita Trombetti is Project Manager, Policy Officer, Sustainability at AIM – the European Brands Association, which facilitates HolyGrail 2.0. In addition, we have insights from two brand owners who have been actively participating in and supporting the project. Grane Maaløe is Sustainable Packaging Lead Specialist at Arla Foods, and Richard Akkermans is European R&D Packaging Sustainability Manager at Mondelēz. 

About the brand owners:

Arla Foods is an international dairy company owned by 7,600 farmers from Denmark, Sweden, the UK, Germany, Belgium, Luxembourg and the Netherlands. Arla Foods is one of the leading players in the international dairy arena with well-known brands like Arla®, Lurpak®, Puck® and Castello®. Arla Foods is focused on providing good dairy nourishment from sustainable farming and operations and is also the world’s largest manufacturer of organic dairy products. 

Mondelēz International, Inc. (Nasdaq: MDLZ) empowers people to snack right in over 150 countries around the world. With 2024 net revenues of approximately $36.4 billion, MDLZ is leading the future of snacking with iconic global and local brands such as Oreo, Ritz, LU, Clif Bar and Tate’s Bake Shop biscuits and baked snacks, as well as Cadbury Dairy Milk, Milka and Toblerone chocolate. Mondelēz International is a proud member of the Standard and Poor’s 500, Nasdaq 100 and Dow Jones Sustainability Index. 

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