Empack 2023: Planet Reuse: Reusable packaging is the “new normal”

07 Apr 2023 --- Planet Reuse is an online platform and network for reusable packaging with the aim of facilitating the transition from single-use to reusable packaging. The organization started to provide expertise to packagers on reusability in the fall of last year. 

We speak to Marcel Keuenhof, co-initiator of Planet Reuse and sustainable packaging expert at the Netherlands Institute for Sustainable Packaging. 

Keuenhof highlights there are many approaches toward waste reduction. 

“The simplest way is to reduce the amount of packaging or to reject unnecessary packaging pieces. But as a platform focused on reusable packaging, our focus is the reuse of packaging where we can and where it makes sense,” he says.

“We are not dogmatic. We only recommend switching to reusables where an environmental, and ideally a financial benefit, can be expected.”

Keuenhof continues by explaining the transition to reusables also includes other strategies, such as recycling. “At the end of life, you want to recycle reusable packaging wherever possible and reduce packaging needed,” he says.

The online, non-profit collaboration platform offers insights, interviews and reports around reusable packaging. It also provides joined forums and discussions around legislation and sanitation of reusable packaging where solutions providers can showcase what they offer, and people looking for solutions can access the information.

Marcel Keuenhof, co-initiator of Planet Reuse.Setting incentives
When asked about possible challenges for companies switching to reusable packaging solutions, Keuenhof explains that he and his team are seeing these challenges on incentivizing consumers to return their packaging and determining whether reusable packaging is indeed more environmentally sustainable than single-use alternatives.

“Some of these questions involve legislation. Is there perhaps legislation preventing reusable packaging and what is the situation in other countries? Can we learn from them?” he asks.

“These are the questions Planet Reuse is trying to answer.” 

The new normal 
Keuenhof explains that it does not take rocket science to overcome challenges.

“Some of the challenges are about up-scaling. It is a matter of volume and reducing cost through a new system that reusable packaging can be.”

“And we have clear examples of that. Reusable beer bottles, for example, in the Netherlands and Germany,” he highlights.

“If you reuse at scale – collection, returning, logistics and cleaning – there are very clear environmental and economic benefits,” asserts Keuenhof.

But how should the industry incentivize consumers to return used packaging?, PackagingInsights asks the organization’s co-initiator. “We have recently seen in France and Germany where they have introduced reusable cups and meal containers in the to-go sector,” he answers.

“If you don’t have a deposit or any other incentive for consumers to return these boxes, you tend to lose quite a lot of them.”

Keuenhof adds that this is a transition. “So we need to give these systems time to adapt to these new models. We need consumers to start realizing that reusable packaging is the new normal.”

“However, throw-away packaging has become the new normal.”

It is important for packagers to realize that they don’t have to do everything themselves. There are companies out there who provide services and bring expertise to help companies, he highlights.

A European platform for EU pressure
Keuenhof explains that the differences regarding reusables cross-country actors and networks are why Planet Reuse is a European platform.

European countries are on very different levels of implementing reusable packaging systems. Some countries have already been working for quite some time with models through which packaging can be returned, with a deposit or not.

“This includes beer bottles, crates and coffee cups but other countries are very new to returning empty packaging to the store. These countries are at a completely different stage of implementation. Interestingly enough, the Packaging and Packaging Waste Regulation (PPWR) by the EU will bring a lot of momentum on this topic,” he highlights.

Planet Reuse wants to offer a free platform to anyone interested in reusable packaging to get a comprehensive overview of what is out there, what legislations are there, what will happen with the PPWR and what the regulation exactly means for packagers. “Through EU pressure, we will see a quickening of the pace regarding the implementation of reusable packaging,” Keuenhof concludes.

By Natalie Schwertheim