John Hewitt, Consumer Brands SVP of Packaging and Sustainability appeared on Food Processing’s “Food for Thought” podcast and spoke with Packaging Dive’s editor.

Read on for highlights from both interviews:

Food Processing’s “Food for Thought” podcast:

“So when it comes to consumer package goods and the packaging that is around them, first and foremost, our companies are committed to source reducing. There have been numerous package redesigns over the decades really, that have just taken material out of the stream. And I think that’s one of the most important elements when we talk about recycling to think about and look at is, hey, before we recycle it, have we source reduced it to the lowest package amount that is available?”

“Andy, one of the things that we are doing, the consumer packaged goods are doing, consumer brands members are doing right now, is we’re certainly not waiting for somebody else to figure out what the solution is with respects to standardization. Our members are actively implementing tools to make it easier for the consumer. And some of those specific tools are on package recycling instructions.

So you can literally flip a package over and know what to do with it. For those items that are not widely recyclable, that you may be familiar with, like a check locally designation on the package, we are integrating a technology based approach through QR codes that allow consumers to literally take their smartphone, snap a picture of that QR code, type in their zip code, and it will tell them exactly what to do with the end of life of that packaging, to make sure that they can recycle it or not recycle it. I think public-private partnerships are really, really important when it comes to standardization.

We are working with numerous states on their recycling program, standardizing rules, standardizing packaging types, making recycling simpler for the consumer.”

Listen to the full podcast here.

Packaging Dive: 3 insights for navigating the ‘messy middle’ of labeling policy

There is a distinct difference between marketing claims and recycling instructions, said John Hewitt, senior vice president of packaging and sustainability and state affairs at the Consumer Brands Association. “I know sometimes the lawyers will argue with you about that,” he said.

There needs to be work done on the legislative side, he said, “not because How2Recycle or BPI or SmartLabel aren’t doing their job; they are,” but “there’s been this kind of blending of marketing claims and recycling instructions, somehow they’ve been conflated.” On-pack or linked recycling information is important to ensure clean streams and meet circularity commitments, he said.

“They do two different things. They’re physically in two different places on a package. Marketing claims tend to be on the front — that’s information that helps consumers make a decision, largely about whether or not to purchase an item,” he said. “Recycling instructions are on the back … They are end-of-life management.”

“That instruction is no different than ‘add water, add egg, bake at 350,’ right? What do I do with the product — that information’s on the package, that has never been mistaken as a marketing claim.”

Read the full interview here.