VEOCEL, the nonwoven brand of the Lenzing Group, addresses the wet wipes market with its sustainable features. The VEOCEL™ fiber from renewable material wood raises standards of sustainability and natural comfort. The Lenzing Group has launched the #ItsInOurHands campaign to highlight the eco-friendly features of the nonwoven solution.
The company organized a press conference in Istanbul as part of the campaign aimed at raising awareness and sensitivity about the environment in the wet wipes industry and among end-users. Lenzing Turkey, Middle East&Africa Marketing and Communications Branding Department Director Miray Demirer Acar, Lenzing Global Nonwovens Business Management Vice President Jürgen Eizinger and Lenzing Turkey, Middle East and Africa Regional Director Johannes Stefan attended the activities aimed at raising environmental awareness.
Miray Demirer Acar said that there is a wrong perception in the market and consumers about wet wipes that are used extensively in daily life. Acar argued that the plastics in these products are generally hidden and shared a survey on this subject. Acar; “Less than 10% of consumers know that most wet wipes contain significant amounts of plastic. We are talking about our VEOCEL™ branded fiber to guide consumers who want to make a sustainable and environmentally conscious shopping decision. In order to encourage consumers to buy products that are biodegradable in nature and reduce plastic waste in the sea, we have initiated the #ItsInOurHands initiative”.
If the VEOCEL logo is on the wet wipe, the product is 100% biodegradable in nature
Drawing attention to the increasing rate of plastic in the sea, Miray Demirer Acar stressed that it is a threat to both human health and nature. Acar; “If we pay attention to the content of the products we use and prefer environmentally sensitive and sustainable products, we can leave a better world to future generations. As the industry, we strive to fulfil our responsibility by producing sustainable and environmentally sensitive raw materials. A better future will be possible if consumers are aware that their decisions are important and turn to nature-sensitive choices. Because the decision is in our hands”.
Acar pointed out that consumers who want to make a sustainable shopping decision need good guidance and assurance in this process. Acar; “That’s why as Lenzing Group, we announced our new certification criteria earlier this year for our VEOCEL™ brand. Accordingly, only biodegradable wood-based cellulose fibers can be used in VEOCEL™ brand wet wipes. So, what is taken from nature is given back to nature. When consumers see the VEOCEL logo as a ‘Label of Trust’, they will be sure that the product they purchase is sustainable and
Lenzing contributes to environmental awareness
Jurgen Eizinger, Lenzing Global Nonwovens Business Management Vice President, underlined that they produce special fibers with environmentally friendly and innovative technologies. Eizinger also stated that they contribute to the environmental awareness of the industry and consumers. Eizinger; “In daily life, more and more people are using wet wipes because they are practical, hygienic and ready to use. Few people know, however, that most of these wet wipes contain significant amounts of plastics; and can be harmful to the environment if disposed of in inappropriate conditions. According to industry data, less than 10 percent of consumers have knowledge about the fossil-based plastics in wet wipes. However, 9 out of 10 people would prefer to use a sustainable and biodegradable alternative”.
Eizinger said legislators are working around the world to reduce plastic waste. Reminding that the European Union (EU) recently issued a directive on disposable plastic products, Eizinger explained the developments as follows; “According to this new EU initiative, plastic materials contained in wet wipes, appropriate product disposal methods and adverse environmental impacts of the product is required to be labelled. The Lenzing Group offer wood-based botanical fibers as an alternative to fossil-based plastics found in wet wipes with Veocel. Produced from renewable wood material through an environmentally friendly production process; these botanical origin fibers are completely dissolved in the sea and soil and return to nature”.
Lenzing history
Lenzing Turkey, Middle East and Africa Regional Director Johannes Stefan talked about the history and development of Lenzing in his speech. Stefan stated that the company has a history of 125 years; and is a pioneer in the production of fibers from renewable wood materials. Stefan; “Lenzing has taken pioneering steps about the environment. In 1975, they established their own environmental department; and started working to make the production process more sustainable and environmentally friendly. New investments were shaped within this framework. Our sustainability strategy ‘Naturally Positive’ rises on 4 legs; responsibility for forests, responsibility for water management, decarburization and sustainable innovations. At Lenzing, we have a Zero Carbon target for 2025. We are in line with the environmental and sustainability goals of the United Nations”.