Biobased polyethylene self-adhesive label supports brands in their quest for more sustainable packaging

In collaboration with Braskem and Avery Dennison, EEQO selects the sugarcane-based self-adhesive solution for its product-labeling

EEQO, a privately owned company located in The Netherlands, Europe, which produces a broad range of natural cleaning and maintenance products under the brands Rhinoc, Rhinoc Sport, and Seesoo, announces a partnership with companies Avery Dennison and Braskem to use biobased polyethylene self-adhesive labels in their packaging. All EEQO’s products use mainly natural ingredients, are biodegradable and, in some cases, even probiotic.

“At EEQO we strive to make our total value chain sustainable. This applies to the product ingredients as well as our packaging materials. We have a sustainability check for all our suppliers and only work with companies having the same footprint as EEQO. We were very pleased to be introduced to Avery Dennison through our label supplier when we asked them for a sustainable solution for our labels. We are proud to collaborate with Avery Dennison and Braskem to create sustainable, environmental value with this new type of label. We are striving to change all of our labels to this sugarcane-based material in the near future”, says Bas Bakker, CEO of EEQO.

Avery Dennison, a global leader in labeling and packaging materials and solutions which serve customers with insights and innovations that help make brands more inspiring and the world more intelligent, developed and introduced this sugarcane-based polyethylene label at Labelexpo October 2015, to support increasing brand owners’ requests for packaging materials made from renewable resources” says Xander van der Vlies, sustainability director at Avery Dennison Materials Group Europe.

“Simultaneously, this innovative label-construction contributes to Avery Dennison’s Sustainability Agenda 2025 and in particular to the long-term goal to expand its sustainable product portfolio. The bio-based polyethylene self-adhesive laminates are available in a white and a clear version and offer a performance and recyclability comparable to standard PE film labels.”

The bio-based Polyethylene used in these labels is provided by Braskem, the leading producer of thermoplastic resins in the Americas and the world leader in the production of biopolymers. The resin is called I’m GreenT PE and combines technology, innovation, and sustainability to preserve the same characteristics as traditional polyethylene, both in application and recycling, while generating a negative carbon footprint from cradle to gate.  Its manufacturing process uses approximately 46% of its energy from renewable sources and makes 0.428 kWh/lb of surplus energy. The surplus renewable energy is then utilized in the Brazilian energy matrix. The net life cycle of the resin production captures of over 2.15 lbs of carbon dioxide for each pound of Green Polyethylene produced.

“Supporting Avery Dennison together with all partners in the value chain was a great, collaborative experience. In relatively short order after the idea was considered, the labels were ready for a commercial launch. This would not have been possible without Avery Dennison’s competent and professional responsiveness. With Braskem’s comprehensive portfolio of bio-based PE, not many trials were needed which minimized any investment from the film producer. Our I’m greenT PE simply did the job”, says Martin Clemesha, Technical Sales from Braskem.


About Avery Dennison

Avery Dennison (NYSE:AVY) is a global leader in labeling and packaging materials and solutions. The company’s applications and technologies are an integral part of products used in every major market and industry. With operations in more than 50 countries and more than 25,000 employees worldwide, Avery Dennison serves customers with insights and innovations that help make brands more inspiring and the world more intelligent. Headquartered in Glendale, California, the company reported sales of $6 billion in 2015.

About Braskem

Braskem is one of the world’s leading plastics and chemical companies with 40 industrial plants in Brazil, the United States, Germany, and Mexico – the company’s newest industrial complex is a joint venture with Idesa, which represents a $5.2 billion investment. Braskem is the largest producer of thermoplastic resins in the Americas and the leading producer of biopolymers in the world, creating more environmental-friendly, intelligent and sustainable solutions through chemicals and plastics. Known for innovative solutions such as I’m green PolyethyleneT made from renewable sugarcane and UTEC®, the company’s own trademarked Ultra High Molecular Weight Polyethylene for high-performance applications, Braskem’s products and technologies enable the automotive, packaging, healthcare, and construction industries to produce goods that enhance quality of life for people around the world. Braskem America is a wholly owned subsidiary of Braskem S.A. headquartered in Philadelphia. The company is the leading producer of polypropylene in the United States, with five production plants located in Texas, Pennsylvania, and West Virginia, and an Innovation and Technology Center in Pittsburgh.

About EEQO

EEQO is a company that only sells natural and environmentally friendly cleaning products. With EEQO’s 3 brands, Rhinoc, Rhinoc Sport and Seesoo, the company covers markets like sports, electronics, households, optics and more. With the “EEQO’s Sustainability Chain” the company strives towards a complete sustainable value chain. This includes significant collaborations with companies like Avery-Dennison, Braskem, and Waste2Wear. To emphasize its mission “Make a difference,” EEQO donates 5% of its earnings to its own foundation which supports good initiatives that support wildlife, reduce plastic waste and promote the wellbeing of children. For more information, visit


Braskem, press release, 2016-06-07.


Avery Dennison