Packaging has always been a balancing act

PPWR is changing the conversation around packaging in Europe. Requirements around recyclability, material use, recycled content and reuse are becoming increasingly important in packaging decisions. But while PPWR provides a new regulatory context, many of the questions it raises are not new and are certainly not limited to Europe.

We asked Patrick Boot from NNZ North America how he looks at these developments from a North American perspective and what he recognizes from conversations with customers across the US and Canada.

For Patrick, one principle stands out: packaging has always been a balancing act.

“Working with customers in North America, I recognize many of the questions that are becoming more prominent under PPWR in Europe. This is because similar regulatory frameworks – Extended Producer Responsibility (EPR) laws – are emerging in both the US and Canada. Can we use less material? Can we improve recyclability? Is another packaging format an option? And what happens to the performance of the packaging when we make those changes?

In North America, this shift is taking shape through EPR laws – a state-by-state patchwork in the US and province-led programs in Canada.”

The balancing act is not new

The questions may be getting more urgent, but the balancing act itself is not new. A packaging solution must protect the product and work throughout the supply chain. Cost, material use, filling, transport, storage and handling all play a role. Sustainability adds another important consideration.

Fresh produce is a good example.

“You can reduce the amount of packaging material, but the product still needs to arrive in good condition. Ventilation, moisture, transport distances, handling and shelf life can all influence what type of packaging works. It is critical to look at the complete picture.” The same principle applies to industrial packaging for non-perishable items. Changing a material or component can have consequences for strength, stability, barrier properties or the filling and handling process.

Start with what the packaging needs to do

That is why Patrick prefers to start with what the packaging needs to do. “What does the product need to arrive safely at its destination? How is it currently packed and transported? What does the customer want to improve? Once you understand the answers to these questions, you can start looking at the options.”

These questions put sustainability objectives into the context of the actual application. Reducing material, changing a component or choosing another packaging format can have consequences elsewhere. Sometimes that means using less material. In other cases, it could mean improving recyclability or looking at another packaging format. The right approach depends on the product, the process and the requirements throughout the supply chain. For Patrick, a solution needs to work as a whole. And sometimes the existing solution may already offer the right balance.

Finding the right balance starts with understanding the application

Every packaging application is different. The product, filling process, transport, storage and handling all influence what a packaging solution needs to do. Understanding those requirements first makes it possible to look at material use, recyclability and other improvements without losing sight of performance. That is where packaging expertise makes the difference. Not by starting with a predetermined solution and forcing it to work for the particular product, but by looking at the complete application and finding the balance that works.