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In this episode, Cory Connors reconnects with longtime industry friend Emily Williams to discuss her new role leading How2Recycle. Emily traces her path from chemical engineering through roles at Michelman and TC Transcontinental (now ProAmpac) into a career built around product sustainability, policy, and partnerships. The conversation dives into the chaos surrounding California's SB 343 truth-in-labeling law and the recent injunction affecting it, how How2Recycle is guiding members through the uncertainty, and what's ahead at the organization's September 30th event in San Diego. Along the way, Emily and Cory swap stories about being recognized in public, obsessively sorting recycling bins at airports, and the growing culture of pre-competitive collaboration across the packaging industry.

Key Topics Discussed:

• Emily's path from chemical engineering into packaging sustainability, and her new role at How2Recycle
• The evolution of sustainability from a niche "side room" topic to a central industry focus
• The SB 343 injunction: what it does and doesn't change, and How2Recycle's "hold the line" guidance for members
• California's 60/60 recyclability threshold and the confusion it creates for brands
• How companies are responding differently to SB 343, from full compliance to pausing label rollouts
• The label redesign process: consumer studies, working groups, and industry jargon that doesn't translate to shoppers
• Ongoing research into better consumer messaging around cleaning and emptying packaging
• Contamination in recycling streams, including a look at the "wall of shame" at recovery facilities
• The role of trust, transparency, and credibility in keeping recycling systems functional
• Nonprofit advocacy vs. lobbying: how How2Recycle can influence policy within legal limits
• A sneak peek at the September 30th How2Recycle event in San Diego, including a cross-association panel on changing laws like SB 343
• The rise of pre-competitive collaboration as an industry norm
• How2Recycle's expanded member engagement efforts, including booths at Advance and the Summit and high-attendance member town halls

Chapters: 

00:00 Introduction to Emily Williams and the episode
01:01 Emily's background and journey into sustainability
01:45 Evolution of sustainability in the packaging industry
03:08 Role of How to Recycle and Emily’s core competencies
04:02 Upcoming industry event in San Diego
04:50 Emily’s experience at industry events and public recognition
09:20 Legal landscape: SB 343 and recent injunctions
10:00 Impacts of legislation and legal challenges on packaging
12:05 Strategies for compliance and risk management
12:57 Consumer perceptions and labeling challenges
14:02 Designing compliant and effective packaging labels
16:02 Consumer studies and communication strategies
17:06 Waste stream quality and contamination issues
18:56 Optimism and future outlook for recycling and policy
21:01 Preview of the September 30th event and panels
22:02 Advocacy, lobbying, and industry collaboration
24:50 The importance of pre-competitive collaboration
27:01 Member engagement and opportunities at industry events
27:53 Emily’s outreach and town hall initiatives
28:52 Closing remarks and future engagement opportunities

Resources Mentioned:

• How2Recycle
• Sustainable Packaging Coalition (SPC) events: Advance and the Summit
• California SB 343 (Truth in Labeling law)
• Circular Action Alliance (Oregon)
• Ameripen and the PAC Act
• FPA's Fall Flex Forward meeting
• FPI's Spring meetingSCS Global

Contact:

Listeners interested in How2Recycle's labeling program, upcoming events, or member resources can connect with Emily Williams and the How2Recycle team at their September 30th event in San Diego, or at upcoming SPC events including Advance and the Summit this fall.

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Connect with Cory

Connect with Cory on LinkedIn here: 
https://www.linkedin.com/in/cory-connors/

I'm here to help you make your packaging more sustainable! Reach out today and I'll get back to you asap. 

This podcast is an independent production and the podcast production is an original work of the author. All rights of ownership and reproduction are retained—copyright 2022.