In 1989, Consumers Glass management team focused its attention on recycling as a significant business issue. Recycling represented an opportunity to increase the recycled content of our product. This goal was not without its challenges. Hence, an eleven year strategy was developed with three key elements to:
Product Stewardship became the identifying mark of the process (PSP).
For us to achieve integration of this issue into our management process we identified task areas. These included:
To meet the second element of our PSP strategy,we had to support the development of recycling systems to achieve a consistent source of quality material. Pivotal to this was our adoption of recycled glass as a key component in our raw materials input; we became the principal market for curbside recycled glass.
We recognized early on that the issue of recycling was complex. It was further complicated by the fact that we could not control glass outside the walls of our manufacturing facilities. Hence the need for a partnership approach.
Seven years later, the recycling system is fraught with challenges, and we, as all stakeholders, have wondered "is the end result worth the aggravation?"
The answer is yes. Recycled content is now seen as a tangible measurement of our PSP. It is as important to us as it is to our customers.
Why do we focus on Product and not Packaging Stewardship? Our manufacturing process is unique among packaging materials. Glass is our material, containers are our product. The transformation of our raw material inputs into a high quality package is one continuous process. Closing the loop is the improved goal of our strategic process. It is the only way to make glass recycling work sustainably.
Doug Symington is Director of Public Affairs for Consumers Glass. He is available at 416-232-3214 or by fax at 416-232-3274.
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