AIM, the European Brands Association, has officially launched HolyGrail 2.0 with 85 partner companies across the value chain, to prove the viability of digital watermarking for sorting waste at scale. Several leading AIPIA members are involved in this project which was the subject of a Panel Discussion in the recent Virtual Congress 'Recycling and Sustainability.... where digital fits in' involving one of the leading players in the project Digimarc.