EPR is a solid framework, shifting the onus of plastic waste collection and recycling onto us brands. The targets are steep but necessary—we've already recycled more this year than last, thanks to our partnerships with waste aggregators. But this new marketplace for EPR certificates? Full of bad actors selling fake credits, undermining companies like ours that are investing in genuine infrastructure. I see the invoices from our recycling partners, bhai, and then I hear of others buying "recycling" on paper only—it burns my chai.
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