Packaging Innovations 2019: “Big Plastics Debate will progress from ‘what we can do’ to ‘what we have done’ at this year’s show,” says Event Director

22 Feb 2019 --- The UK’s biggest annual packaging show – Packaging Innovations – will take place in Birmingham next week. James Drake-Brockman, Divisional Director of Easyfairs’ Packaging Portfolio, expects the plastics debate to dominate the agenda once again, but this time with a more advanced focus on “what the industry has actually done” rather than “what it can do” to find sustainable solutions to a global waste problem. Here, Drake-Brockman speaks to PackagingInsights about improving consumer recycling behavior, the UK Department for Environment, Food and Rural Affairs’ (DEFRA) tax on plastics containing less than 30 percent recyclate and the challenges of finding nationwide consistency in UK recycling.

PackagingInsights: In what ways do you think the plastics debate has progressed since the last Big Plastics Debate in London last September?
Drake-Brockman: That is a really difficult question to answer because there are so many levels to this debate. What we are starting to see is people focusing more on actions, rather than simply discussing the issues, which is a positive step for the industry. With this in mind, producers are bringing more sustainable products to market, making the idea of plastic-free alternatives more tangible. The conversation has moved away from “what can we do” to “this is what we have done.”

PackagingInsights: What are the key considerations packaging technologists must consider in order to improve the sustainability of packaging?
Drake-Brockman: Packaging technologists need to consider not just what the purpose of the packaging is, but also what its end of life journey is. We need to be thinking about what is necessary and what is not in order to improve the level and scale of sustainability within packaging. It is important that we look beyond what the customer picks up off the shelf and focus also on what happens after.

James Drake-Brockman, Divisional Director of Easyfairs’ Packaging Portfolio.With so many different products and materials on the market, I also think that brands need to fully investigate each one and then work out what is best for them. We can’t specify which solutions people are to use, but we can continue to innovate and expand the level of choice we offer them. That’s where an event like Packaging Innovations can help, providing an efficient way to scope the latest products and developments.

PackagingInsights: In what ways can the UK packaging industry help to improve consumer behavior with regards to purchasing and recycling plastic packaging?
Drake-Brockman: This is a really interesting question and one that we will examine at the show. I believe that consumer behavior is one of the most crucial aspects of the plastics dilemma and one that needs to be fully addressed. It’s not just about brands and businesses adopting more sustainable practices, it is essential that consumers also buy into the cause in order for real change to be implemented. In my opinion, consumer adoption and issues with collection are the two factors with the potential to have the biggest impact on reducing plastic waste in the UK, so it is vital that we come together as an industry to get this right.

PackagingInsights: DEFRA has announced plans to implement an EPR scheme, DRS and a tax on plastics which contain less than 30 percent recycled plastic. Which of these strategies do you think will be most effective in terms of improving sustainability levels?
Drake-Brockman: All three of these new schemes are interesting in their own way and each takes a completely different approach to dealing with the issue of plastic waste. It will be fascinating to see which of the strategies has the most long-lasting impact.

I like the idea of introducing a tax on plastics which contain less than 30 percent recycled materials as this would help to create an economy for recycled plastic in the UK moving forward. However, the proposition does present issues that will need to be addressed, such as where businesses will source these recycled plastics in the short and medium term.

The EPR and DRS schemes are also interesting and valid propositions, but each come with their own issues that will need to be ironed out before they can be truly effective. The success of all of these initiatives will ultimately boil down to the detail and the delivery, and these are elements that are yet to be finalized.

PackagingInsights: Last week, UK think tank Policy Connect released a report which suggested that the UK is well behind other European countries in terms of its recycling rates and infrastructure. Why do you think the UK has fallen behind and how can it get up to speed?
Drake-Brockman: There are lots of factors contributing to the UK’s lower recycling rates, but I think that one of the key issues is the inconsistencies between the infrastructure in different boroughs. Wales, for instance, has fantastic recycling rates, while other parts of the country continue to lag behind. The government efforts towards a more standardized system would help to reduce the disparities between different regions in the UK and ensure that our recycling rates continue to improve in line with other European countries.

PackagingInsights: Other than sustainability, what key themes are you expecting to find at this year’s show?
Drake-Brockman: Innovation is always at the center of the show and this is one of the key themes that you can expect to see throughout the whole of the event. The headline area for this is the Innovation Zone, which will host the Innovation Showcase and Innovation Stage, offering a two-day program of conference content devised to inspire advances within the packaging industry.

For those looking for industry-specific advice, our Industry Forum stage will host dedicated seminars for the food, drink, pharma, beauty, e-commerce and retail sectors. The conference will offer insights from industry-leading experts on the most prolific issues within the industry, as well as advice on best practices within the specific sector.

We pride ourselves on being the only UK show that caters for all aspects of the supply chain and we are confident that there is something at the show for everyone. From digital print, production and design, through to labeling and industrial and transit packaging, our content and our exhibitors are set to address all the most pressing issues currently facing the packaging industry.

With so much going on, we are confident that Packaging Innovations 2019 will be the biggest and busiest to date when it returns to Birmingham’s NEC 27 and 28 February. 

By Joshua Poole