The document discusses Carlsberg Group's sustainable packaging initiative called Cradle-to-Cradle. The initiative aims to create a zero-waste, beneficial society by developing products using Cradle-to-Cradle principles. Cradle-to-Cradle is a design concept that defines materials by how they are used so that resources are suitable for reuse instead of waste. The objective is to analyze Carlsberg's packaging portfolio from a Cradle-to-Cradle perspective to develop packaging optimized for reuse in biological or technical cycles. This will help Carlsberg further distinguish its products for high quality and support the circular economy.

2. Sustainable packaging
Carlsberg Group
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3. Sustainable packaging in
context
RETHINK
Innovation New Uses
Quality &
Performance
improvements
REUSE
with high quality
UPCYCLE
Quality Improvement
RECYCLE
Downcycling
REDUCE
Incremental Reduction
Minimise
Negative
Impacts
Carlsberg Group
Adapted from copyrighted diagram EPEA & MBDC
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4. What is it?
• A collaboration platform where Carlsberg and suppliers
work together to create a zero-waste, beneficial
society
• by using the Cradle-to-Cradle perspective when
developing and marketing new products
Carlsberg Group
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5. What is Cradle-to-Cradle?
In Cradle to Cradle® design, materials are
defined according to how they are used,
i.e. the right materials in the right place at
the right time. The result; resources are
suitable for re-use instead of being waste.
Carlsberg Group
Cradle-to-Cradle logo is registered trademark of
McDonough Braungart Design Chemistry LLC. Use here is
limited to cases where Carlsberg is co-operating with EPEA
Cradle to Cradle® is
a business platform
for innovation and
quality.
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6. What is Cradle-to-Cradle?
Products are either consumption products
suitable for the biosphere or service
products suitable for the technosphere.
Cradle to Cradle® is
a business platform
for innovation and
quality.
Carlsberg Group
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7. Cradle-to-Cradle Aim
The aim of the Cradle to Cradle® design
concept is to improve the quality of
products so they:
• Generate added value for the user by
improving quality
• Are beneficial for anyone who comes
into contact with them
Cradle to Cradle® is
a business platform
for innovation and
quality.
• Deliver economic, social and ecological
benefits
Carlsberg Group
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8. Objective
• To analyse Carlsberg’s
packaging portfolio from a C2C
perspective, and develop
products that are optimised for
re-entry as valuable resources
into biological or technical
cycles so Carlsberg can further
distinguish its products for
their inspirational high quality.
• To support the Circular
Economy by improving quality
and purity of packaging.
Carlsberg Group
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9. Founding partners
Shrink wrap
Coatings
PET kegs
Carlsberg Group
Technical Guidance EPEA Umweltforschung GmbH
Cans
Glass bottles
Card board
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10. What will it contribute with?
• Increase the creation of sustainable innovations
• Introduce sustainable innovations faster to the market
• Create clean material streams optimised for reuse and
recycling
• Increased knowledge sharing among companies on
creating resource efficient products
• Open up for alternative partnership structures
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11. CSR@Carlsberg.com
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