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In focus
4evergreen represents the entire value chain of fibre-based packaging, from forests to producers, designers, brand owners and recyclers. Its goal is a 90% overall recycling rate of fibre-based packaging by 2030.
Eye on regulation As environmental legislation picks up momentum, smart industry players do more than just adapt.
Sami Anteroinen, photos: Metsä Group
W hen it comes to packaging, a key piece of upcoming legislation is the Euro- pean Union Packaging and Packaging Waste Regulation (PPWR), which aims to reduce the amount of waste resulting from packaging mate- rials. Mike Turner , Managing Director of the Eu- ropean Carton Makers Association (ECMA), says the directive will bring welcome harmonisation to the industry. “The PPWR recognises that the Circular Economy should be based on recycling and reuse. We’re very supportive of the legislation,” says Turner. The PPWR should be formally adopted in the au- tumn and is expected to become law in Member States in 2026. Some of the requirements, restric- tions and bans will enter into force in 2026, some in 2030 – and there are also some indicative targets for 2040. In addition to the PPWR itself, the Euro- pean Commission will prepare secondary legisla- tion and guidance for implementing the regulation. Discussing reducing waste in packaging, Turner points out that the role of quality design can hardly be overstated. “As much as 80 per cent of the sus- tainability impact of a packaging unit is decided during the design process.” Fibre on a roll Boasting high recyclability, fibre-based packaging certainly seems like a winner in tomorrow’s mar- ketplace. “Fibre packaging is well placed in this scenario,” Turner says.
An example: small single-use servings (less than 1.5kg) of fruit and vegetables can no longer fea- ture plastic in the packaging, according to the leg- islation. “This provides opportunities for innova- tors such as Metsä to step in and take the market.” Tytti Peltonen , Vice President, Corporate Af- fairs European Union, at Metsä Group, says that the fibre-based packaging value chain is “gener- ally quite satisfied” with the new law. “It treats reusable and recyclable single-use packaging more fairly than the Commission’s original proposal, and it also recognises the cli- mate and environmental benefits of highly recy- clable fibre-based packaging.” Nevertheless, Peltonen hopes that the law will also guide Member States in the development of collection and recycling systems – and clear up some ambiguities that still plague the legislation. “We’re waiting for further guidance from the Eu- ropean Commission and hope that the law will be formally adopted soon,” she says, adding that the industry needs both legal clarity and predictability. On the forest side An other important piece of legislation is the Reg- ulation on Deforestation and Forest Degradation (EUDR), which entered into force in June 2023 and replaces the EU Timber Regulation. It aims to com- bat deforestation and forest degradation globally. Peltonen’s colleague, Corporate Affairs Manager Krista Kimmo, explains that the regulation’s
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