June 26, 2025 (press release) –
On 24 June 2025, we had the pleasure of hosting a partner event with the European Commission as part of EU Green Week 2025, bringing together a diverse panel of experts to explore circular solutions in fibre-based packaging.
Held in Brussels, the fireside chat featured voices from the European Commission, industry leaders, and NGOs, all united by a shared ambition: to make packaging truly circular.
The discussion underscored the complexity of the packaging ecosystem and the importance of collaboration across the value chain. From policy frameworks and recyclability standards to consumer behaviour and reuse infrastructure, it became clear that no single actor can solve the circularity challenge alone.
Antonello Romano, Products and Circular Economy Director Corporate Affairs, Stora Enso and co-lead of 4evergreen’s Information and Outreach workstream, opened with a call to action: “Let’s work together as a value chain to close the loop.” This sentiment echoed throughout the morning, as speakers emphasised the need for joined-up thinking and shared responsibility.
In this context, 4evergreen’s guidelines and protocols were highlighted as essential tools for aligning the entire fibre-based packaging value chain around evidence-based design, recyclability benchmarks, and circularity best practices.
Ioannis Antonopoulos, Policy Officer of the Packaging and Packaging Waste Directive at the European Commission, highlighted the regulatory push for recyclability, noting that design for recycling must be at the heart of circular packaging. “We need to design for recycling to make packaging circular and ensure high-quality outcomes,” he said, pointing to upcoming recyclability performance assessments and the role of the EU Observatory for Reuse.
Nina Peacock, Director of Public Affairs and Government Relations Europe at Kellanova, offered a vivid analogy: “One does not solve circularity one side at a time. It’s like a Rubik’s cube; we need to consider many elements at once.” Her remarks captured the need to address design, infrastructure, and consumer understanding simultaneously.
Annick Carpentier, Secretary General of the European Paper Packaging Alliance reminded us that “every fibre counts,” calling for realistic, harmonised legislation that supports innovation while recognising the limits of what industry alone can control. She also stressed the importance of Extended Producer Responsibility (EPR) and the need for predictability in EU legislation.
Larissa Copello de Souza, Packaging Policy Officer at Zero Waste Europe, brought a systems perspective, stating that “circularity means making the best use of resources, through prevention, reuse, and smart design.” She advocated for a material-neutral approach and long-term investment in reuse systems, noting that infrastructure may be costly at first but pays off over time.
The conversation touched on a wide range of issues – from recyclability methodologies and EPR fees to harmonised collection systems and the role of consumer education. What emerged was a shared understanding that circularity is not a fixed destination, but a dynamic process that requires innovation, collaboration, and realism in equal measure.
We are grateful to our speakers and everyone who joined us in Brussels. Events like this remind us that progress happens when we bring diverse perspectives to the table and work together towards a common goal.
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