Avery Dennison, a global leader in materials science and digital identification solutions, shares a new success story from its acceleration program, AD Stretch, created to overcome the most complex challenges in its supply chain. In 2023, after a selection stage for the third acceleration group (cohort 03), which received more than 300 applications from around the world, the company chose the Brazilian startup Green Mining and its reverse logistics program “Recicle & Ganhe”, implemented in partnership with Danone Brasil in some Pão de Açúcar stores in São Paulo (SP). The initiative promotes sustainability by giving cashback to customers who correctly recycle their waste.

According to Agustin Stamparin, Avery Dennison’s innovation manager for Latin America, Green Mining’s project contributes to solving a complex challenge in the packaging sector, related to the circular economy through the efficient recovery of post-consumer waste. The startup has an intelligent traceability system that ensures that all collected materials are recycled.

"Our vision of leading the intersection between the physical and digital worlds, connected to the values of innovation and sustainability, guides our projects and proof of this is the AD Stretch program, which has helped accelerate great ideas globally. When Green Mining presented its proposal to us, we understood that there was potential for collaborative work between different links in the chain, bringing a great positive impact to society and the environment", comments the executive.

Recycling traceability

In addition to the acceleration, Avery Dennison actively contributed to Recicle & Ganhe, in partnership with Danone Brasil and Grupo Pão de Açúcar, through QR code labels without liner (layer that protects the self-adhesive before being used). Known as Linerless, these solutions completely eliminate the waste generated by the printing process.

“The mission of these labels is to identify packaging discarded by consumers. When the consumer correctly places these packages in their recyclable bags, after registering on the Green Mining app, they enter their CPF at the collection station and an identification label with a QR Code is printed to be attached to the bag. This innovation facilitates the traceability of discarded materials and makes the recycling process more efficient and sustainable,” explains Renato Rafael, product manager for Avery Dennison in Latin America and leader of the project.

Recognized for its success in encouraging consumers to dispose of packaging and other recyclable waste correctly, Recicle & Ganhe provides discounts on Danone products to consumers at participating establishments. The initiative is currently operating in two Pão de Açúcar stores in the city of São Paulo, with plans to expand to other units of the chain during 2025.

The acceleration of AD Stretch

Created in 2022 by Avery Dennison, AD Stretch is designed to partner with and accelerate innovative startups. The goal is to identify and solve complex challenges in the areas of sustainability, customer experience and value chains through collaborative work, contributing to the market through disruptive solutions to the most pressing business challenges. This is done by combining Avery Dennison’s experience and global scale with startups, promising inventors and committed companies that want to actively collaborate and grow together, in different regions of the world.

With different phases and stages, the choice for Green Mining took place in Cohort 3 of the program, which focused on three main objectives: development of state-of-the-art energy storage materials; maximization of consumer experiences; and increased sustainability, where the startup's initiative could be contemplated by overcoming reverse logistics and packaging traceability challenges.

"We are committed to creating a more sustainable and efficient reverse logistics system. With the entry of Avery Dennison and other companies into the project, we are directly contributing to sustainability, through the correct disposal of waste and consumer education," says Rodrigo Oliveira, CEO of Green Mining.

Now approaching its third year, the Stretch accelerator program has gone from launch mode to a thriving program that has received over 800 applications in over 35 countries and created 18 pilot programs with startups.

The selected businesses will undergo a pilot program for a period of six months, after which their results will be measured - a phase that, in the case of Green Mining, will end at the end of 2024. The selected startups will receive funding and support to execute the pilot program, access to world-class experts and mentors, a network of industry startups with which they can collaborate, and guidance to support funding and scaling goals.