Canadian Packaging

Avery Dennison pioneers first-of-its kind Labelexpo booth made from label waste

By Canadian Packaging staff   

Design & Innovation Sustainability Coding & Labeling Avery Dennison booth made with recycled label waste ECOR Labelexpo Europe 2017 Noble Environmental Technologies recycled label waste

Keeping it green and pioneering change, Avery Dennison uses a booth partially-made from label waste at Labelexpo Europe 2017 held September 25–28 in Brussels, Belgium.

OEGSTGEEST, the Netherlands—To drive home its Labelexpo Europe 2017 theme of “Pioneering Change,” Avery Dennison decided showing was better than telling: The global label-maker will present at the industry-leading trade show with a booth made in part from recycled label waste—the first ever at Labelexpo.recycled label wate

Avery Dennison global senior director of sustainability Renae Kezar says the booth is a fun and visible way to visualize the urgent issue of label waste, the possibilities for the industry to do business more sustainably, and Avery Dennison’s love of any opportunity to innovate.

“The reliance on liners in the pressure-sensitive industry, and the related waste, is an issue we are keen to address,” Kezar states. “One of our 2025 sustainability goals involves a commitment to help our customers reduce the waste from our products. Another goal calls for us to create more products that have positive environmental impacts. Building our exhibition booth out of label waste is a real opportunity to learn more about creating uses for our waste material, as well as a chance to educate our customers and employees about how we can all become more adaptive and responsible.”

Approximately half the materials in the booth were made from label waste collected from Avery Dennison customers.


The waste material was recycled, reprocessed and combined with other recycled cellulosic materials into a product called ECOR by Noble Environmental Technologies, a global company providing circular economic solutions to corporate partners in Europe and North America.

Noble converted the collected waste into panels that were then used in a number of elements of the booth, including meeting rooms, storage areas, technical areas, floors, walls and an activation zone called “Change The Future.”

The ECOR material used in the booth is, of course, itself recyclable.

“This ECOR material is fully recyclable into new product after serving its useful life as a trade show exhibition booth,” explains Noble Environmental Technologies vice-president Derek McSpadden. “We are very pleased to partner with Avery Dennison on this project that makes their sustainability commitment immediate, real and visible, and we look forward to further working with Avery Dennison on developing many innovative uses for their non-virgin materials and waste.”

Kezar adds: “Liner waste is an industry issue, and we are committed to pioneering the best ways to drive its re-use. As our theme for Labelexpo is ‘Pioneering Change,’ this first-ever booth to be constructed partly from our own liner waste is another way we are supporting our sustainability goals and helping to push our industry forward—especially when concerned with the need for waste reduction.”

About Avery Dennison
Avery Dennison is a global leader in pressure-sensitive and functional materials and labeling solutions for the retail apparel market. The company’s applications and technologies are an integral part of products used in every major industry. With operations in more than 50 countries and more than 25,000 employees worldwide, Avery Dennison serves customers in the consumer packaging, graphical display, logistics, apparel, industrial and healthcare industries. Headquartered in Glendale, California, the company reported sales of US$6.1 billion in 2016. Learn more at



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