O-I describes The Carlsberg Circular Community (CCC) - which to me sounds a bit like a strange religious order requiring funny handshakes - as a platform where Carlsberg, O-I and other suppliers can collaborate on developing future packaging solutions.
CCC partners will use the 'Cradle to Cradle' design framework, which they say is a scientific approach to improve economic, social and ecological benefits of products. Namely, it aims to improve product quality for the consumer, pose no health risk and bring economic and ecological benefits.
The world's largest glass container supplier O-I will assess current glass packaging and work with Carlsberg and other stakeholders to launch the beer brand's first Crade to Cradle-certified glass packaging solution by 2016; Carlsberg is targeting a minimum of three Cradle to Cradle-certified products by then.
Erik Bouts, president of O-I Europe, said: “We believe that collaborating throughout the value chain will bring new and innovative packaging solutions."
The community's other founding companies are Rexam (cans), Arkema (glass bottle coatings), RKW (shrink wrap), MeadWestvaco (paperboard multipacks) and Petainer (PET kegs for draught beer).
Jørgen Buhl Rasmussen, Carlsberg president and CEO, said: “We want to build our resilience and prepare for future growth in an environment of increased resource scarcity. And we want to develop solutions that benefit not only our business, but also the environment and the societies in which we operate.
"The packaging initiative and the cooperation with suppliers represent a big leap forward. By partnering with our suppliers, we can achieve far more than each of us can do alone," he added.