Alice Rackley, CEO of Polytag, joins Host Simon Hodgkins for a conversation that cuts through the noise around sustainability and brings fresh insight into what real progress looks like in the world of recycling. 

Polytag isn't just another tech company; it's one of the few players actively building the infrastructure needed to make circular economies for plastic packaging a practical reality. Under Alice's leadership, Polytag is transforming how brands track, trace, and take responsibility for their packaging. 

From Digital Retail to Recycling Realism 

Alice's journey to Polytag wasn't typical. With a background in digital transformation for major retailers like Marks & Spencer and Waitrose, as well as at GS1, the organization behind global barcode standards, Alice made what she calls a "double pivot" into the recycling sector and startup life. 

In 2021, she met the founders of Polytag, and she was drawn to their mission to integrate technology into the plastic waste stream. Since becoming CEO, she's helped transform that mission into action, with Polytag leading real-world implementations that are already influencing recycling systems in the UK. 

The Two-Tag Solution: Visibility That Changes the Game

Polytag's standout innovation is its two-tag system for plastic packaging: 

● A visible QR code, powered by GS1 global standards, allows consumers to scan items with their phones to provide proof of where the packaging is disposed of. This process enables unprecedented data collection on a product's end-of-life journey. 

● An invisible UV tag, undetectable to the human eye but readable by Polytag's detection network in recycling centers, verifies whether packaging enters the recycling stream. 

Together, these tags give brands traceability down to the barcode level and GPS location insight that was previously impossible to gather. This traceability is especially critical as governments begin tying fees and taxes to recycling outcomes. 

The Ocado Case Study 

Ocado Group is a UK-based technology and logistics company that began as an online grocer and has evolved into a global provider of warehousing and e-commerce solutions. Its strengths lie in its proprietary automation technology and a fast-growing partner base. Today, Ocado operates more than 25 automated customer fulfilment centers across multiple continents, supports major grocery retailers in markets including the US, Canada, France, Sweden, and Australia, and employs around 20,000 people. Its technology platform underpins billions of pounds in annual grocery sales, making it one of the most advanced and scaled solutions in the global online grocery space. 

Alice highlighted a powerful example: Polytag's collaboration with UK online grocer Ocado. In just 55 days, 20,000 customers scanned milk bottles using a mobile app, each receiving a 20p reward for doing so. These same milk bottles were also tagged with invisible UV markers that were detected in recycling centers, proving the packaging had been properly processed. 

The result? Ocado not only received verified data on recycling behavior but also demonstrated the feasibility of a digital deposit return scheme, a potential model for countries grappling with recycling inefficiencies. 

Extended Producer Responsibility and Taxes 

Alice doesn't shy away from blunt truths. On VistaTalks, she emphasized that companies that fail to adapt to sustainability pressures both from consumers and legislation risk being left behind. Just as the retail sector had to transform or die digitally, she believes the same is now happening with environmental responsibility. 

What's different this time is the legal and financial implications. With Extended Producer Responsibility (EPR) and plastic packaging taxes becoming more widespread, brands can no longer afford to rely on vague estimates or engage in greenwashing. They need hard data. That's where Polytag delivers. 

Why Wales? 

Polytag is proudly based in Wales, a country that's quietly becoming a global leader in recycling performance. With Wales currently ranked second in the world for recycling rates and expected to take the top spot soon, it provides a supportive environment for innovation. 

Tackling Industry Myths and Moving Beyond Downcycling 

One of the most eye-opening moments in the interview came when Alice discussed the state of global plastic recycling. Despite public perception, much of what is labeled as "recycled" plastic is actually downcycled, turned into products like park benches or pipes that are unlikely to be recycled again. 

True circularity means turning a bottle back into a bottle. That's why Polytag's recent partnership with an optical sorting company, 

Pellenc ST is so important. By combining invisible tagging with near-infrared technology, they can now sort plastics by grade, use, and even generation. This enables the creation of high-quality bales of plastic that brands can reuse directly within their own supply chains. 

Global Standards, Global Potential 

For circular economies to work at scale, Alice insists on one crucial ingredient: open global standards. Polytag builds its technology on GS1 frameworks, which ensure interoperability and encourage competition rather than monopolies. 

GS1 standards are a globally recognised system for identifying, capturing, and sharing information about products and services. 

Seamless Integration 

Polytag's compliance with GS1 ensures that your QR codes can be seamlessly integrated into global supply chains, facilitating efficient tracking and data sharing with partners and stakeholders. We are partnered with GS1 globally, including GS1 UK, GS1 USA, GS1 Ireland, GS1 France, and GS1 Australia. 

Enhanced Product Visibility 

By following GS1 guidelines, Polytag's QR codes make it easier to track products from manufacturing to retail, improving inventory management and product traceability. 

Easy Interoperability 

GS1-compliant QR codes from Polytag enable smooth interoperability with other GS1 systems and technologies. This integration makes it easier for businesses to work together, whether in retail, logistics, or manufacturing. 

Alice is clear about the size of the challenge. Polytag isn't a silver bullet, but it's part of a growing toolkit. By embracing open standards, the entire industry can move faster, more transparently, and achieve measurable results. 

Building for the Future 

What makes Alice Rackley such a compelling voice in the sustainability space is her mix of realism and resolve. She isn't just talking about change. She's building the tools, proving the tech, and partnering with brands willing to lead rather than follow. 

If you're in packaging, retail, or environmental policy, Polytag's work deserves close attention. As legislation tightens and public expectations grow, solutions like theirs won't be a nice-to-have. They'll be essential.