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It’s an understatement to say that the UK packaging supply chain is complex, from material sourcing to design, manufacture and distribution. But it’s worth reiterating because this year’s Environmental Packaging Live, organised by Packaging News, highlighted that trying to push the sector in any direction is akin to herding cats.
That’s not a criticism of the packaging industry, which responds to the demands and needs of citizens, brands and retailers. But Margaret Bates, Head of extended producer responsibility (EPR) scheme administrator PackUK, was clear about the direction of travel.
“We need better packaging,” she said on day one of the two-day event at London’s Kia Oval. “Packaging must transition to the circular economy and it’s important for this government.”
EPR shifts responsibility to producers – any business that places packaging on the market will be charged. And those charges are a sliding scale depending on the material. In theory, the more recyclable the format, the lower the cost. The money raised is expected to be ploughed back into waste and recycling infrastructure.
So, industry knows what’s at stake. But there are variables that could scupper progress and stall those goals. Trying to make sense of this market right now isn’t an easy one, but there were five key takeaways that should focus a few minds over the coming months and years.
Word of the two days? Collaboration. “Collaborate with courage,” urged Mondelez’s European R&D Packaging Sustainability Manager, Richard Akkermans. “Through collaborating and educating you really can make projects work if you are prepared to roll up your sleeves.”
David Tonkin, Müller’s head of group R&D for packaging innovation, concurred and said there is much at stake. “We need to collaborate. Industry needs to be more provocative.”
The plea for collaboration was made by speakers across the supply chain. Collaborate to improve recycling rates, boost the collection of materials to be turned into recycled formats, drive circular design and bolster infrastructure. Collaborate to connect with consumers, roll out reuse systems and monitor the market.
But this has been pledged before. And despite encouraging schemes demonstrating that closed loop circularity is possible through partnerships, progress remains slow. The hope is that the supply chain will now get the necessary prod from government to stimulate some more joined up thinking.
Data collection is a key plank of EPR. The more it understands what packaging is out there on the market, the fairer (in theory) the fees. And a strong set of figures helps businesses make informed decisions on packaging formats, materials and carbon impact.
“You need to make sure what the right material is for your brand,” said Gillian Garside Wight, Consulting Director at Aura. “If you’re operating in other countries then you need to understand your obligations. They’re different in every region. But data is what ties it all together. The granular data is what you need to understand the components and they all work together.”
The sheer volume of regulation is eye-opening. Currently, there are 63 EPR schemes globally and that’s not including individual regions or states. So, data needs to be up to date. The expectation is that the UK will benefit over the coming years from knowing far more about what packaging placed onto the market and where it’s going once used.
“Data will give us trust and transparency,” added Roger Wright, Waste Strategy and Packaging Manager at Biffa. “It will ultimately tell a better story to the consumer.”
GoUnpackaged revealed the results of its report on reuse infrastructure modelling. It analysed a wide range of models to better understand how reusable packaging stacks-up against single-use, while also working out the various impacts on the supply chain.
“This is the report I’ve always wanted to see,” said WWF Head of Policy Paula Chin. Tesco Head of Packaging James Bull added: “The learnings underlined that we cannot do reuse ourselves. It’s too complex and there must be efficiencies across the supply chain.”
The argument for reusable packaging now grows stronger as its backers finally have the data to make their case, as well as outlining the differences between in-store and e-commerce models. But the big question is whether consumers will ultimately shift from single-use packs. Waitrose Head of Packaging Denise Mathison noted that the refill stations could be “very lonely” parts of the store at the end of its reuse trial.
But she added that EPR incentivises more businesses to look at reuse and refill. The question is whether consumers en masse will go on that journey.
“Plastic is not bad, and plastic waste is not bad,” outlined Colver Walton from Faerch. “We need to be clear on the problem. The material itself is not at fault; the mismanagement of plastic waste is the problem.”
Packaging professionals have been pushed into reducing plastic and increasing the use of recycled plastic content. Brian Lodge, Director of Plastics and Flexible Packaging at the British Plastics Federation, noted that Plastic Packaging Tax had the potential to drive the right behaviour but was framed wrong. And with the money going from the tax going straight to the treasury, Lodge added that EPR takes on greater importance.
“EPR is vital to build the right infrastructure for sorting plastics,” he said. “It is very complicated compared to metal, steel and glass.”
Biffa’s Wright added: “We have a big problem with plastic and policy needs to be more progressive. We must get plastic recyclers back on their feet. The escalator for the Plastic Packaging Tax needs to be a more painful number to get more players into the market.”
Two different speakers but the same view. Jude Allan, Interim Managing Director at the OPRL, and Martin Hyde, Sustainability and Public Affairs Manager at Alupro, both reiterated a key message: “If you do not leverage citizens then they will be our undoing but if you do leverage them then they will be our secret weapon.”
Without citizens engaged to do the right thing, then it amounts to nothing. Fortunately, the event heard that brands and retailers are studying what consumers respond to, what prompts them to use the right bin or consider changing their behaviour.
Convenience is king; messaging needs to be clear and simple, while complexity becomes the ultimate barrier. And if you need a bit of celebrity stardust to encourage good behaviour then steer clear of politicians; the public need someone they can warm to and, ultimately, trust.
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