Why the RPR is essential

Divert ocean bound plastic

  • The RPR will dramatically divert millions of tonnes of waste plastic from entering into the environment.
  • With the RPR, brands will be able to show their inherently progressive nature and signal that circular economy practices exist, and work.
  • 70% reduction in carbon emission when recycling plastic versus producing virgin material.

What are the benefits?


Changes the focus from “can I recycle this?” question, to “I’ll buy this because the packaging contains recycled content, and I know I can also recycle it”.


A trust mark that empowers consumers to live sustainably by purchasing products in packaging containing Post-Consumer Recycled content.


The RPR is easily recognisable and will be understood by manufacturers and consumers on a national scale.

How will it work?

Government impending taxation

In the 2018 budget, the UK Government announced its intention to tax businesses that produce, or import, plastic packaging containing less than 30% recycled content, taking effect from April 2022.

The impending tax provides a clear, economic incentive for businesses to use recycled materials in the production of plastic packaging.

The RPR presents a solution for the clear identification and display of the recycled content in any given piece of plastic packaging: helping government fairly identify those who should be subject to taxation, and those exemplars who should not.

The Methodology

How will the RPR align with existing guidelines?

The RPR will follow the same guidelines as stated by the UK Government, WRAP and Ellen MacArthur Foundation.

The UK Plastics Pact targets, as laid out in August 2019 (led by WRAP and the Ellen MacArthur Foundation) are as follows:

  1. Eliminate problematic or unnecessary single-use packaging through redesign, innovation or alternative (reuse) delivery model
  2. 100% of plastics packaging to be reusable, recyclable or compostable
  3. 70% of plastic packaging effectively recycled or composted
  4. 30% average recycled content across all plastic packaging