Interview with Jon Hutton

Exploring circular routes for the graphics industry.

How does your company support Antalis’ vision of circular economy within the visual communications market?

Prismm environmental is embedded in Antalis’ manifesto. We look to supply and offer solutions to collect and recycle Display and POS materials to contribute to the environmental performance of Antalis and, to a greater extent, the accountability of the industry. Our partnership stems from Antalis’ search for advice on how to go about the burning issue, which is waste management. Why? Simply because the graphics industry represents a big challenge.

Who is Prismm environmental?

Prismm environmental is a proven waste service provider and trusted waste consultant for Antalis and associations, including the BPIF (The British Printing Industries Federation) and FESPA (Federation of European Screen Printers Associations). Prismm environmental is part of the Reconomy Group the strive to inspire sustainable thinking and lead the way towards a circular economy in many different sectors.

What challenge?

First, the question of maturity. Today, there is a belief that being responsible is mainly about offering responsible materials. It’s true. But with such a large array of materials, the risk that these quality solutions end up being sent to landfills across the country remains probable. That is because collection and recycling infrastructure is still limited and dedicated to a small number of resources. Secondly, the materials used in the industry are diverse. Polymers melt at different rates for instance. The high level of segregation limits access to end markets.

So, is it possible to increase collection and recycling rates?

Yes. Above anything else, we all need to understand that it is a journey. No progress can be done without education. Empowering printers, end-users, retailers, and other local players is paramount to understanding how challenging recycling actually is. To overcome the challenge, it is vital to bring some light to the limitations. Knowing exactly what responsibility is not is the best way to identify game-changing solutions.

For that, collaboration is key. Even though the competition is fierce, working together as an industry is crucial. Why? Simply because climate change is the larger picture we all share.

Working together helps everyone become more accountable and effective. It is through a holistic approach that positive outcomes can be designed.

How optimistic are you?

Significantly, because solutions do exist. For label printing, we applied these principles and managed to find a bespoke solution for this specific type of waste. Our job is to roll out this methodology for all materials. It is about understanding the whole value chain to identify unique end markets. It takes time, but once you know that you embark on a 5-year collaborative journey, you can fully expect the development of a unique responsible life-cycle for each material.