TOM FORD Plastic Innovation Accelerator Program

We are so proud to announce that A New Earth Project's founding company, Atlantic Packaging, has joined the TOM FORD Plastic Innovation Accelerator program’s Early Adopter Coalition. Atlantic Packaging Vice President, Stewart Whitmire, has also joined as a member of the Accelerator’s scientific and technical advisory board.

“Partnering with the Accelerator strongly aligns with Atlantic’s continued commitment to helping the packaging supply chain implement sustainable, long-term solutions that are not harmful to wildlife or ecosystems,” said Stewart Whitmire, vice president for Atlantic Packaging and member of the Accelerator’s scientific and technical advisory board. “We are pleased to be part of this impactful program as we look for innovative ways to help lead the packaging industry into a sustainable future.”

In 2020, the award-winning nonprofit Lonely Whale unveiled Unwrap the Future, a three phase, multi-year program to vet and scale viable, marine-safe solutions to traditional thin-film plastic.

For phase one of the program, the TOM FORD Plastic Innovation Prize was created in partnership with Lonely Whale. In March 2023, prize winners, Sway, Zerocircle and Notpla were announced at the Green Carpet Fashion Awards. The awarded $1.2 million Prize Purse was a combination cash prize and direct investment presented by Title Sponsors TOM FORD BEAUTY and The Estée Lauder Companies, and Phillip Sarofim’s Trousdale Ventures, the venture capital partner of the Prize.

The launch of the TOM FORD Plastic Innovation Accelerator marks phase two of Lonely Whale’s “Unwrap the Future” program and celebrates the continued commitment of the brand’s investment in innovation to design and support a regenerative future.

A group of international brands in Lonely Whale’s Early Adopter Coalition, including Atlantic Packaging, have committed to trialing the Prize-winning packaging solutions. The coalition has begun its internal trial to identify potential use cases across TOM FORD BEAUTY. Acting as the convenor, Lonely Whale aims to bridge the gap between corporate interest in alternatives and brands’ ability to adopt them.

More information about the TOM FORD Plastic Innovation Accelerator can be found at or by following @TOMFORDbeauty, @esteelaudercompanies, @LonelyWhale and #UnwrapTheFuture on Instagram. To learn more about Atlantic Packaging and its sustainability initiatives, visit, or follow @atlanticpkg or @anewearthproject on social media.

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