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“The fibre-based packaging industry needs a predictable and science-based regulatory framework that supports the green transition, product development, innovation and investment.”
intention is to ensure that commodities placed on or ex- ported from the EU market do not cause deforestation or forest degradation. “The forest industry and Metsä Group fully support this aim,” she says. The EUDR lays down rules for the production of cattle, cocoa, coffee, oil palm, rubber, soya and wood. “It also creates a reporting obligation for operators to ensure that they comply with its requirements,” Kimmo says. The industry has been waiting for further information from the Commission about how the regulation should be applied in practice. The EUDR becomes applicable on 30 December 2024, unless the Commission proposal to postpone the enforcement of it by one year is approved by the European Parliament and the European Council. Championing responsible legislation The EU wants to be a leader in climate change mitiga- tion, and during the last five years, the EU has worked on an ambitious Green Deal agenda which has result- ed in “a legislative tsunami”. “We support the EU’s ambitious environmental and climate goals. However, it is important to avoid regu- latory requirements that are too detailed, overlapping and conflicting,” says Tytti Peltonen. “The fibre-based packaging industry needs a predict- able and science-based regulatory framework that sup- ports the green transition, product development, inno- vation and investment,” she adds. The task of the Metsä Group Brussels team is to pro- vide fact-based information and solutions to policymak- ers. “We work in partnership with trade and industry associations.” For example, this means participating in the activities of the European Paper Packaging Alliance (EPPA), which promotes the sustainability of wood-fibre-based food and food service packaging and the circular economy. Metsä Group is also an active member of 4evergreen, which represents the entire value chain of fibre-based packaging, from forests to producers, designers, brand owners and recyclers.
“Extended value chain collaboration and stakehold- er engagement are extremely important to all parties,” concludes Peltonen. Corporate America pursues sustainability Nathan Pajka , Metsä Board Sustainability Manager sta- tioned in New York, says that the green legislation situ- ation is less clear-cut than in Europe. “EU sustainability legislation is stricter and broader in scope. The US is totally different because it’s so de- centralised,” Pajka says, meaning, in essence, that every state has its own sustainability agenda. Nevertheless, many big corporations are calling for stricter environmental legislation – largely because their customers want this too. “There is growing sentiment from consumers in sup- port of pursuing recycling and the circular economy, for instance,” Pajka says, adding that investors have also no- ticed that the tide is turning. “Investors are actively driving companies to adopt and implement ESG standards.” •
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