Atlantic Packaging, a company that specializes in end-of-line packaging systems and materials as well as converted paperboard solutions, recently announced that it has joined the Tom Ford Plastic Innovation Accelerator program’s Early Adopter Coalition.

The one-year program is powered by award-winning nonprofit Lonely Whale and aims to advance awareness of traditional thin-film plastic, according to a news release. The program also seeks to accelerate the market adoption of seaweed-based alternatives developed by Sway, Zerocircle and Notpla, the respective first, second and third place winners of the Tom Ford Plastic Innovation Prize.

The accelerator is sponsored by Tom Ford Beauty and its parent firm, The Estée Lauder Companies, and supported by Phillip Sarofim’s Trousdale Ventures.

Lonely Whale’s Early Adopter Coalition includes 20 international brands.

"Select brands are committing to trialing their readily degradable, seaweed-based packaging solutions, including The Estée Lauder Companies, which has begun its internal trial to identify potential use cases across Tom Ford Beauty," the release stated.

Acting as the convenor, Lonely Whale aims to bridge the gap between corporate interest in alternatives and brands’ ability to adopt them.

“Partnering with the Tom Ford Plastic Innovation Accelerator strongly aligns with Atlantic’s continued commitment to helping the packaging supply chain implement sustainable, long-term solutions that are not harmful to wildlife or ecosystems,” said Stewart Whitmire, vice president of Atlantic Packaging and member of the accelerator’s scientific and technical advisory board, in the release. “We are pleased to be part of this impactful program as we look for innovative ways to help lead the packaging industry into a sustainable future.”

According to a 2020 report by The Pew Charitable Trusts and SYSTEMIQ, nearly half of all new plastic waste entering the ocean each year comes from thin-film plastic made from fossil fuels.

Lucy Sumner, co-founder of Lonely Whale, stated in the release, “Atlantic’s technical, scientific and data-driven approach to packaging testing, combined with their extensive network of packaging-material manufacturers is crucial to supporting the Prize-winning companies on their path to scale and accelerating their future impact.”

According to the release, Atlantic Packaging’s involvement in the accelerator further complements its A New Earth Project initiative, which is a strategic collaboration between outdoor enthusiasts and global packaging suppliers to rid the world’s oceans, lakes, and rivers of plastic pollution.