AMSTERDAM — Dutch plants-to-plastics pioneer Avantium has appointed Ruder Finn as its PR agency across EMEA as it looks to grow globally, including by licensing its technology to major drinks companies looking to phase out single-use plastics.

The Euronext-listed company develops plant-based alternatives to oil-based substances like PET, found in many plastic bottles, as part of the drive to strip petrochemicals out of global supply chains. Its PEF ‘plastic’ – a 100% plant-based and recyclable polymer – can be found coating Carlsberg’s Green Fibre Bottle, launched late last year (pictured).

The account, won by Ruder Finn after a competitive pitch, will be run from the agency’s London office, working closely with the in-house team in Amsterdam. The brief covers English language media across the region, messaging, influencer relations, and content. The target audiences are mainly B2B – prospective partners, decision-makers and investors – as well as some consumer/mainstream media.

Ruder Finn's director of connected communications Robin Grainger told PRovoke Media: “It's a great fit for us – though we do a good deal of sustainability communications, it’s the marriage of science, tech and storytelling that makes Avantium especially interesting. As part of our on-boarding we spent a lot of time reviewing scientific papers and speaking to chemical engineering PhDs. I’d say understanding the nuances of the science, and explaining that clearly to more mainstream audiences, is definitely a strength of ours.”

He added: “As brands come under growing pressure to reduce their dependence on oil, Avantium’s technologies will become increasingly relevant. We see our job as helping to accelerate that process.”

Avantium director of communications Caroline van Reedt Dortland said: “As a fast-growing business it is vital that our stakeholders clearly understand – and support – our direction of travel. Ruder Finn’s assessment of our market, and its strategic recommendations, stood out from the rest.”