By Jean-Francois Robert, Ecofolio. This was presented during the Circular Economy info session, organised as part of European Paper Week 2015. More at http://www.cepi.org/epw

1. Project MAINSTREAM
“Design and Management for Circularity -
the Case of Paper”
November 19th 2015
Jean-François ROBERT

2. Where do we stand ?
► Local circularity naturally exists
since centuries (reuse of steel
and stones to build
cathedrals…)
► But thanks to lower cost access
to resources, our economies
have been wasting resources
for decades to reach the point
that humans are using more
than the land is capable to
deliver.
► Climate change
► Increase of resources costs
► Increase of waste management
costs
2
► A new model, a new circularity is needed

3. World Economic Forum MAINSTREAM project
3
► Scope : accelerate the transition to
the circular economy,
by taking collaboration to a new
level.
► Collaboration with the Ellen
MacArthur Foundation, supported
by McKinsey and Company
► 3 core projects
Global plastic
packaging roadmap
Eco-design
starting with paper
Asset tracking
PET, other polymers (PP,PE) Paper and boardAsset tracking

4. 4
► Renewable resource, but with increasing market tension
► Recyclable resource, but still lot of resource losses
► Recycling : Energy and water management interest
► Paper is part of our daily life and everybody, as citizen and as
professional, whatever in an private or public structure can take part
in the recycling process.
Paper is a wonderful laboratory for circular
economy

5. Project MAINSTREAM
« Design and management for circularity »
(starting with paper)
5
► Scope : Guidelines and recommendations to direct and indirect
actors of the paper product lifecycle on how to improve circularity of
cellulosic fibres
► Members :
• CEPI
• OCE
• RICOH
• ECOFOLIO
• HEWLETT PACKARD
• SUEZ
• SMURFIT
• NALCO
• DESSO
• DSM
• KINGFISHER

6. Moving to circularity
► How to bend the business scheme from linear to circular in order to
connect the end of life with the production ?
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Forces : interest to action
Support : Knowledge, guidelines, standards…

7. 7
Ink & toner
producer
Adhesives
producer
Pulp & paper
process
manufacturer
Sorting
process
Manufacturer
Refuse
Collection
Vehicle
manufacturer
Waste
container
manufacturer
Local
authorities
Blister /plastic
films producer
Consultancy
companies
National &
international
policy makers
Printing
equipment
manufacturer
Add-ons
manufacturer
Chemicals &
product aids
producer
EcoDesign
Guidelines
Handling &
Distributing
Converting
Paper
Making
Collecting
Sorting Using
Initiating of
order /
Marketing
Printing
Guidelines = references for paper lifecycle actors
Direct actors
Indirect actors

8. 2 mains categories of recommendations
► Ride the fibre principle
► Eco-Design : what to do or avoid
doing to the fibre in order to optimize its
lifetime, and make it easier and safer to
recycle it. These recommendations will
mainly concern actors along the supply
chain reaching from paper industry to
order initiators.
► Eco-management recommendations:
how to handle or manage the paper
product in order to limit fibre losses.
These recommendations will mainly
concern actors along the supply chain
reaching from end user to the paper
recycling industry.
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Eco-design
limit the addition of detrimental elements
for fibre re-circulation
Eco-management
limit the fibre losses

9. Creating interest for action
► To move in a circular economy scheme, an actor should understand,
but also have an interest to act
► Long term interest : Environmental & climate change interest
► Mid term interest : My downstream is coming back in my upstream
► Short term interest : Market
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► International and national policy makers can create systems to
stimulate market demand for circular products/solutions
► Each actor should be able to create value around fibre while preserving
the possibility of following actors to create their own value

10. Ecofolio : who are we ?
► Producer Responsibility Organisation
accredited by French government in
2007 (renewed in 2013) in charge of
Enlarge Producer Responsibility for
graphic papers
► Core objective : develop paper
recycling rate in France up to 55% in
2016 (vs 42% in 2012)
► Ecofolio :
• Creating and sharing knowledge
• Creating interest to act :
- Financial support to local authorities to
increase the recycling rate
- Modulated Eco-Contribution Scale to
stimulate eco-design
• R&D
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Recycling industry
Local authorities
Citizens
Paper product
Initiator of orders

11. Thank you