The Packaging and Packaging Waste Regulation

Are you considering whether to postpone or accelerate your plans in light of the Packaging and Packaging Waste Regulation (PPWR)? Instead of fearing its complexity, embrace PPWR as a strategic opportunity to innovate and enhance your packaging solutions. 

The PPWR represents an initiative on the road to a stronger and more ecofriendly Europe, filled with opportunities for the packaging industry. After all, we are one of the driving forces to achieve increased circularity, reusability and recyclability by 2030. And we have been for many years, closely collaborating with our customers to make packaging even more sustainable. Recent years have taught me one thing: sustainability and competitiveness can be a perfect match.

A reusable and recyclable standard

Let’s get one thing straight: reusability and recyclability don’t happen overnight. They require us to change processes and our behaviour, as brand owners, packaging producers and as everyday consumers. Unfortunately, train tracks, roadsides, and playgrounds are still regularly misinterpreted as public trash cans. Cigarette butts are the most common litter, but packaging comes in second. It’s up to us to provide an infallible standard that keeps our environment healthy in any scenario.

Luckily, the packaging industry is already developing a large variety of reliable solutions, such as fibre-based packaging. It originates from responsibly managed forestry, it’s strong and crush resistant, enabling brands to use it over and over again and at end-of-life, is highly recyclable. Furthermore, we’re well on our way to making this packaging 100% biodegradable. So, if it does end up in nature, it can completely dissolve. 

More sustainable, more profitable

We haven’t reached the end point of this evolution yet, not by far. Every day brings new technologies that push us closer to sustainable packaging, while enabling brands to stand out on the shelf and remain profitable in a competitive market. 

Still think PPWR is just another obligation? Or are you ready to embrace it as an opportunity to future-proof your brands and business? Invest in innovation to reduce your CO2 footprint, enhance market and business performance, and create a positive impact on our environment and community. Strive to do better each time. For yourself, for your children, for a safe, healthy and better Europe. With our fibre-based packaging solution, we definitely can lead the way.

Need a guide to reach your destination? Partner up with Van Genechten Packaging and add a touch of magic to your packaging. Get in touch!