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To lure sustainable-minded consumers and capture the additional revenue, retail brands have historically turned to the most visible and logical approach to demonstrate their environmental stewardship: recycled packaging. This, however, is no longer a simple solution. Traditional brown, low-grade material does not meet the requirements for today’s consumers looking to create that restaurant experience at home or for luxury brands wanting to capture the eye of shoppers. Packaging has a purpose and still needs to perform. Food packaging needs to maintain food quality and heat. High-end packaging still requires durability, along with bright white, smooth surfaces for graphics. Ultimately, however, there is a shrinking supply of these high-end recycled materials, and retail brands and restaurants are now being forced to rethink their approach towards sustainable sourcing and seek new options to meet this sustainable trend.