The Green Star system ranks substrates from zero to five, based on what the material is made from, what the renewable content is, and its life cycle in terms of whether it can be recycled, and if so how easy it is to recycle it.
It is already in place at Antalis’ Paper division, with 80% of products ranked three stars or more.
The Visual Communication wing has set a goal that 75% of its products should be rated three stars or higher by 2030.
“This has always been a key pillar of our business, and we have a responsibility to communicate the options that are out there,” explained Chris Green, director of Visual Communication.
“For us it’s a big thing, but it’s an enormous undertaking full of different angles – plastics, for example, can be good for sustainability.”
Green said the logic behind the ratings made it easy for customers to understand, and to make their product choices accordingly.
“People are looking for direction on what is a complex subject. There has been a drive last year and into 2021, and there will be a transition period as products switch.
“In the past people had to pay a premium [for eco-friendly products] but times are changing. The products have to tick a number of boxes, and one of those is that it’s not excessively expensive.”
He said it was also a timely move due to upcoming legislation in the UK and EU, and the fact that environmental issues in general have become a higher priority.
“It’s a good time to do this, and ultimately it will be a better market,” Green added.
Antalis, which was acquired by Japanese group Kokusai Pulp & Paper last year, has pledged that suitably rated products will be available across all 28 countries where its Visual Communication business is active.
Xavier Jouvet, group marketing and purchasing director at Antalis International, said the system made it possible “to make the right choice among various types of plastic-content materials and the numerous eco-responsible labels”
“Our customers' confidence is strengthened through access to transparent product information and therefore have the ability to make the best choice to suit their needs,” he stated.
Antalis had sales of nearly €2.1bn (£1.84bn) prior to the takeover.
