Following the Protocol of Agreement, signed in 2003, Tetra Pak and Comieco have launched a corporate campaign in order to inform citizens that Tetra Pak carton, as composed for 74% of cellulose, can be recycled with other paper and paperboard.
The campaign, which was especially common in northern Italy, has evolved over the years: from the first promoting the entry of beverage cartons in the category of "recyclable" to the most recent that emphasize how Tetra Pak containers are comparable paper and cardboard in the recycling process.
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