International. AkzoNobel has become the first major manufacturer to launch recycled paint thanks to an innovative partnership in the UK with resource management experts Veolia.
Developed by the company's Dulux Trade brand, the Evolve matte emulsion is made from other people's waste of paint cans in an attempt to reduce the amount that is deposited in the landfill.
Once any leftover white paint has been recovered, Veolia sorts, filters and refines it. It is then redesigned with new paint by AkzoNobel and extensively tested to ensure each can meets the high standards expected from Dulux Trade. The final product contains 35% recycled paint.
"We are always looking for new ways to drive sustainable innovation, reduce waste and create a circular economy for painting, while offering our customers new solutions that do not compromise on quality," says AkzoNobel Co-CTO Ruud Joosten. "By introducing Evolve, we will reduce the carbon footprint of our Dulux Trade products and help our customers achieve their own sustainability goals."
Evolve was created after years of investment, hard work and commitment to improving the company's sustainable offering. One particular achievement was to reduce the carbon footprint of each liter of Evolve paint produced by more than 10% (compared to standard matte vinyl).
The product was rigorously tested by research and development experts and was blindly tested by decorators and paint contractors. Several small-scale trials were also conducted.
