November 30, 2021
|Earlier this year, LCWA home PR client Trex Company introduced the NexTrex package testing and labeling initiative designed to help brands inform consumers that their packaging can not only be recycled, but upcycled, into Trex’s world-famous composite decking. One of the program’s earliest adopters was Glenroy, Inc., a leading producer of sustainable flexible packaging, which teamed with Trex to make its eco-friendly packaging products even friendlier. After successfully passing the first stage of NexTrex testing, Glenroy was eager to promote the recyclability of its TruRenu polyethylene pouch to customers at the PackExpo 2021 packaging trade show in Las Vegas.
To support Glenroy and spread the word about the NexTrex® Recycling Program, LCWA developed a press release promoting Glenroy’s achievement. The publicity aimed to bolster Glenroy as a visionary industry leader while highlighting the value of NexTrex certification in promoting the recyclability of product packaging.
LCWA distributed the press release on behalf of Glenroy and Trex to a targeted list of packaging, recycling and industry trade media, as well as PackExpo attendees. The announcement was also distributed via a national newswire to optimize reach.
The news was very well-received, generating more than 165 media placements and 771 million impressions in just one week. Coverage highlights included:
· AP News
· Food Industry Executive
· Packaging and Labelling
· Plastics News
· Plastics News Sustainability Report eNewsletter – Sept. 30
· Seeking Alpha
· Flexible Packaging Magazine
· Converting Guide
· Plastics Today
· Plastics Technology
Additionally, PMMI, the Association for Packaging and Processing Technologies, published a half-page article as one of the lead stories in its Pack Expo Show Daily publication. Glenroy also had the opportunity to discuss some of the value / benefits of the NexTrex designation with the editor of Packaging World.
Beyond media coverage, Glenroy reported that the announcement effectively drove traffic to the company’s booth during Pack Expo. Many major brands expressed interest in the TruRenu pouch, acknowledging the added value of the NexTrex certification in not only educating consumers that the packaging is recyclable but letting them know that it will, one day, find new life as a beautiful Trex deck. For more information about the NexTrex Recycling Program, visit www.Trex.com/Recycling.