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Paperboard gets new recycled symbol

In the face of criticism over the meaning of the "chasing arrows" symbol, The 100% Recycled Paperboard Alliance, New York, NY, has created a new art device to indicate products and packages made from, what else, 100% recycled paperboard.

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"This trademark will establish a branded identity for 100% recycled paperboard, associating our products-and those of our customers-with maximizing the recycling activities of millions of American consumers," said Fred von Zuben, chairman of the Alliance. Early next year, the Alliance will begin a branded marketing campaign to increase retail visibility and motivate consumer purchasing of 100% recycled paperboard products and containers. The use of the symbol will be licensed through Alliance members to converters and packagers and retailers. Most of the Alliance's 14 member companies are now promoting the symbol use to existing customers.

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