Following the HolyGrail 2.0 member meeting just ahead of Packaging Europe’s Sustainable Packaging Summit and an insightful panel discussion at the event, Elisabeth Skoda catches up with Jan 't Hart, the European Brands Association’s project manager for the HolyGrail project, and Pranav Goenka, one of the Alliance’s senior advisors. Together, they look at the role that digital watermarking can play in increasing sorting and recycling rates, explore the final phase of R&D trials to prepare for market entry, the launch of a pilot market in France in 2024 and steps towards market adoption at scale.
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