We do that by designing the package itself, such as, for example, a clear bottle that has a label and printing that is soluble and caustic and that dissolves. Properly designing the package would allow you right from the get-go to recirculate and recycle it and turn it into the same package. One of the challenges we face is that if, for example, a package has a lot of printing and a lot of colour, we cannot turn a multicoloured product back into a clear form, so those are some of the issues that we consider.
In terms of environmental benefit, the way I see it is that regardless of the application we sell to, we are displacing a non-renewable resource—virgin resin. If we're sending our product into a bottle or if we're sending it back into a pipe...by sending it into a pipe versus into a bottle, we're displacing one pound of virgin resin of a non-renewable resource. The environmental benefit and the reduction of carbon is still the same. I can see that philosophically it's better to see it over and over again multiple times instead of going from a consumable good to a durable good, but even if we go to a durable good, we're still displacing a pound of non-renewable resource.