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5 HOW ARE CUSTOMERS RESPONDING TO EPR?
Brand owners and converters are eager to save on fees by optimising packaging materials, reports Pajka. “At this point, customers are looking to better understand how to navigate EPR, and so are we. So we’re engaging in a lot of info-sharing to get everybody on the same page.” According to Pajka, there has been increasingly productive collaboration across the value chain as issues related to EPR are becoming more prevalent. “The peer-to-peer collaboration is really outstanding.” Robert Bremer says that brand owners are currently more interested in EPR
issues than converters. Yet as knowledge increases, the entire packaging industry is reaping the benefits – and easily recycla- ble sustainable materials are being priori- tised in the manufacturing process. According to Pajka, Metsä Board is well placed to support its customers with EPR, as the company witnessed the tides turning years ago. “We knew we needed to get ready and have now developed strong EPR expertise to help customers make more informed decisions.” At the EU level, future EPR fees under the Packaging and Packaging Waste Regulation (PPWR) are yet to arrive.
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