Metal Packaging Europe Feature
imperative that “packaging we provide to our customers (brands) and then consumers is safe for them to use and put on the market”. Social responsibility also aims to offer sustainable economic growth and community benefits across Europe. The third, and the final
commitment to transparency, is designed to demonstrate openness across MPE and to support transparency throughout the materials loop. “This is something rather new to the sector, but it’s of growing importance with the Green Claims Directive (also part of the European Green Deal) and the much-anticipated ban on bisphenol A (BPA) in food contact packaging”, put forward by the EC earlier this year. Recalling that MPE represents
both aluminium and steel packaging producers, with both “advancing at different speeds”, Kazashka points out that the new strategy was necessary to find common ground. “It’s a joint step strategy to make sure what we do actually benefits both substrates through shared values, shared objectives, and a shared platform for the future.”
EU Packaging and Packaging Waste Regulation: the pros and cons
In November 2022, the EC published the proposal for Packaging and Packaging Waste Regulation (PPWR), set to replace the Packaging and Packaging Waste Directive (PPWD), as part of its circular economy action plan. A mammoth piece of legislation, which Kazashka refers to as a “super active file”, the final version of the agreement should be put to vote in the newly elected EU Parliament by this October. She is confident it will be adopted by the end of this year. In short, the PPWR aims to
reduce packaging waste on the EU market in the first instance, improve recyclability and grow the market for recycled content. Overall, MPE has welcomed the agreement on the PPWR, calling it “a step towards circularity”. Mandatory Deposit Return Schemes (DRS), not included
packaging waste. However, it’s not feasible for every type of packaging material or format, nor suitable in every situation and that’s part of the problem with the PPWR because it came kind of one size fits all by considering reuse as a better option in all circumstances. This is far from reality and does not consider the specificities of the market” These measures do not consider
in the directive, is “one of the positives”, she says. For aluminium packaging, “DRS is critical because it’s the source of high-quality secondary raw material used in the packaging to keep the material in a circular loop. Let’s not forget that being a permanent material, metal can be recycled over and over again without loss of quality or function.”
Another win-win, for MPE, is the introduction of a specific provision on recyclability. Rigid metal packaging already meets many of the sustainability requirements set out in the PPWR: highly recyclable with high-quality recycling and already recycled at scale, with figures that exceed the recycling rates required for 2025. According to the latest figures available, the recycling rate in 2021 for aluminium beverage cans stood at 76% and for steel packaging at 80.5% in 2022, with both hitting all-time highs. Commenting on the results, Kazashka notes that the aim for aluminium beverage cans is to have a recycling rate of nearly 100%. “This can be a realistic target if we join forces with the entire value chain and all stakeholders do their part, among them suppliers, recyclers, policymakers and consumers,” according to her. Reuse targets are the negative
aspect of the PPWR, and the one she personally questions. “It sounds good. People want to go in reuse because reuse is one way to prevent
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metalpackager.com Metal
packaging has minimal contribution to overall packaging waste in Europe, just 4.9% by tonnage. Yet, it has a significant positive impact as one of the most recyclable packaging materials.
the complementary nature of recycling and reuse or the contribution of existing highly recyclable and recycled packaging formats to the circular economy. “The EC introduced the concept of complementary where all reusable packaging should be recyclable. However, in our view, complementary should mean choosing reusable or recyclable packaging that is environmentally, socially, and economically optimal, depending on the specific use case.” When it comes to packaging
waste, citing the EC’s impact assessment figures, Kazashka says: “Metal packaging has minimal contribution to overall packaging waste in Europe, just 4.9% by tonnage. Yet, it has a significant positive impact as one of the most recyclable packaging materials.”
Trade: a new area of MPE activity
Europe faces a surge of cheap imports of metal packaging and/ or its components from China which is harming manufacturers. The most pressing issue facing MPE’s members in the last year and a half, she says they expect it “to grow even more”. For example, these imports involve can ends, can bodies and filled packaging. A new area of activity for MPE, the association is conducting talks with the EC to explore options to protect the industry. As a final thought, Kazashka
emphasizes: “Advocacy is our top priority. This is why we’re in Brussels – to ensure that new legislations support the growth and innovation of the metal packaging industry, helping our members to thrive and develop.”
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