California's dairy farmers are launching a new public awareness campaign to increase high density polyethylene milk bottle recycling.
Designed to have a simple, straight-forward message, the "Pour it. Cap it. Bin It." campaign seeks to cut through consumer confusion over plastics recycling.
HDPE, which uses the No. 2 resin identification code, is the No. 1 most recycled plastic in the United States. But only about 30 percent of HDPE is captured for reuse.
Bob Carroll, vice president of business development for the California Milk Advisory Board, said there continues to be confusion about plastic recycling in general and HDPE recycling specifically.
The goal of the campaign is to not only increase HDPE milk jug recycling but also close the loop by directing recycled resin to new milk containers, he said.
HDPE along with PET, with the No. 1 resin code, are the two most widely recycled plastics, by far, in the United States. That means plenty of people know their value, but not everyone, Carroll said.
"The average consumer doesn't know that simple message. I think there is work to do across the whole industry to simplify our communication to consumers, to simplify what they are supposed to do to recycle. A simple message, 'Pour it. Cap it. Bin it.' is what we landed on," he said.
Keeping the message simple and direct, he said, is key to creating an effective campaign.