Stichting HEDRA, the Dutch beverage carton industry, promotes separate collection and recycling of beverage cartons in The Netherlands. Since 2012 Schuttelaar & Partners has been supporting HEDRA’s communication and public affairs work, targeting national and local policy makers, business partners and consumers.

Back then, the recycling rate stood at 0%. Today, nearly all municipalities collect beverage cartons separately, bringing the recycling rate to over 40% in less than three years. Public support is high, and further growth of this figure is expected. A Dutch paper factory processes a big part of this volume into high quality hygiene paper, and a new technology to process the polyetylene/aluminium fraction into new products is about to hit the market.