How Amcor and Mars shaped the EU’s new packaging regulations

Caroline Ploux, senior manager of public affairs Europe, Mars: We welcome the PPWR because packaging waste doesn’t fit with Mars’ vision of a healthy planet. We want to contribute to a circular economy where packaging material never becomes waste but is reused, recycled or composted. This new EU legislation aims to address that aspiration. It will harmonize key topics like design-for-recycling criteria and sorting labels across all EU member states, which will help build a level playing field.

Delia Harabula, sustainability advocacy lead EMEA, Amcor: Indeed, the PPWR is a big step forward, particularly because it looks at packaging and waste in a holistic way. It goes beyond setting recycling targets, as was the case with previous EU legislation. Instead, it puts circularity at the heart of how packaging is designed, used and disposed of. We welcome this new legislation, as it carves a new path toward more sustainable packaging, tougher waste prevention policies, and less use of resources.

Of course, it’s not easy to draft regulations for a technically advanced product like packaging. That’s why open dialogue and technical exchange between stakeholders and policy makers were crucial in the process of creating the PPWR. Working closely with our peers from Mars within established trade bodies, we made sure topics related to better designs and consumer needs were taken into consideration by EU legislators. We’re really grateful for this collaboration, and we’re excited to guide our customers through these new regulations as a trusted partner.

CP: I fully agree that it was important for partners across the packaging value chain to work together on this legislation, including governments, NGOs, suppliers, packaging developers and industry. Together, we supported policies that are robust and actionable. With Amcor, we shared different but complementary perspectives and engaged in discussions based on our shared belief in striving for truly systemic change.

Looking ahead, it seems likely that consumers shopping in the EU will face a different reality by 2030. Reusable and recyclable packaging will be the norm. But changes to packaging designs are only one piece of the puzzle. For recyclability to happen in practice, it’s also important to transform the waste management infrastructure in the EU. That might take longer, but I believe that with the right amount of focus and investments from member states we will see significant improvements in the next few years.

DH: Caroline makes a great point because one of the most significant challenges for the future is to revitalize the business case for packaging recycling. The PPWR’s targets for recycled content and recycling at scale of various types of packaging will require stakeholder collaboration and government action to boost the EU’s recycling infrastructure. For now, we expect packaging to become more standardized and use less material. And some types of packaging will disappear. Overall, I’m sure the PPWR will reinforce change toward a more circular economy and society.