Partnership to bring local recycling instructions directly to consumers

Cirt, a comprehensive recycling data and compliance platform based in Athens, Georgia, has partnered with the Washington-based Consumer Brands Association’s SmartLabel and its latest product integration, Cirt Check.

SmartLabel is a digital tool that allows consumers to learn more about the product in their hands by scanning a QR code. The companies say their partnership is aimed at enhancing consumer transparency, educating them on recycling acceptance locally and increasing recycling participation.

Cirt Check merges the company’s comprehensive recycling database with SmartLabel’s established product platform, offering consumers precise, location-based sustainability guidance. The organizations say this integration helps empower consumers with instant access to packaging recyclability data at the zip code level, reducing consumer confusion by helping to navigate recycling systems.

“Together with SmartLabel, we’re enabling brands to offer consumers the transparency and guidance they need to make better choices," Cirt co-founder and CEO Kat Shayne says. "Cirt Check is a leading-edge solution for companies committed to advancing sustainability, providing actionable information for consumers when and where they need it most.”

Cirt and Consumer Brands Association say their partnership reflects a shared commitment to promoting transparency and sustainability in the consumer products sector. Cirt Check will be available as a SmartLabel integration, allowing brands to add accurate, location-specific product recovery data to their labels, which consumers can access instantly via mobile devices.

“SmartLabel has carved out a space as the industry standard for transparency,” says Rishi Banerjee, senior director of SmartLabel. “Our collaboration with Cirt bolsters our ability to meet consumer demand for sustainable product information, simplifying access to recycling and sustainability details based on local guidelines.”

The Consumer Brands Association says SmartLabel currently is used by 1,000 brands and more than 100,000 products, adding that Bimbo Bakeries USA will be the first company to integrate Cirt Check within the SmartLabel platform. The move will bring this technology to brands such as Sara Lee Bread, Thomas’ and Arnold Bread.

Bimbo Bakeries USA says the partnership not only reflects the company’s commitment to sustainability but also demonstrates Cirt and SmartLabel’s potential to transform the consumer packaged goods industry by meeting consumers' demand for transparency and actionable environmental information.

“As part of the world’s largest baking company, we strive to be leaders in sustainability, recognizing our obligation to protect and preserve our planet for the next generation,” says Chris Wolfe, senior director of sustainability at Bimbo Bakeries USA. “Partnering with Cirt and SmartLabel enables us to provide consumers with accessible information on where they can recycle our packaging, reinforcing our commitment to zero waste and diverting waste from landfills.”