Fibre Circle, the producer responsibility organisation (PRO) for the South African paper and paper packaging sector, is calling on South African food producers to help drive awareness that food and beverage cartons are recyclable.

This initiative forms part of the Super Cartons campaign, being run in partnership with Nampak Liquid Cartons, SIG Combibloc and Tetra Pak South Africa.

“While 68.4% of paper is recovered for recycling in South Africa, food and beverage cartons make up a small portion of this,” says Francois Marais, manager of Fibre Circle.

“We want to raise awareness among South African consumers that cartons – in all shapes and sizes – can and are being recycled in the country.”

These cartons are used to package liquids such as milk, mahewu/mageu, juice, wine and custard, and in some cases, dry foods such as cereals, sugar, rice, bird seed and pet food. They can have up to five layers, which are formed on a multi-ply machine, and are composed mainly of sustainably sourced, bleached or unbleached chemical pulp, also known as paperboard.

The remaining layers are made up of polyethylene and for long shelf-life products, a foil layer is added.

However, once the carton has been used, it can be recycled. The cartons go through a pulping process, where the paperboard reduces into a pulp and separates from the other layers. The pulp is then used to make new paper-based products and the plastic or plastic-and-foil (polyalu) components can be extruded or injection-moulded into plastic-like products.

“Paper fibre is made into packaging paper, bags and cardboard boxes,” says Marais, “while the plastic and foil can be used for composite materials such as planks, pallets, furniture, desks, and even roof tiles.” Even the plastic caps can be repurposed, he adds: they’re used to make many other plastic products.

The Super Cartons campaign is also being rolled out to consumers via three endearing characters – Captain Infinity, Dr Renewable and Super Transformer. There is an in-store roll-out at 40 Checkers stores, 10 Checkers Hypers, 24 Pick n Pays and 25 Spars in Gauteng, using ‘shelf eye catcher’ and product showcases encouraging consumers to enter the online competition for cash prizes.

The campaign will be amplified with a digital marketing component via the Facebook page of the Paper Manufacturers Association of South Africa (PAMSA), a close ally of Fibre Circle.

The thrust of the campaign is to raise awareness among South African consumers that when they recycle cartons, they unlock their true value.