The Cradle to Cradle Institute has published a comprehensive article about WBG-Pooling GmbH & Co. KG, praising the company as a pioneering player in genuine circular economy in European food logistics. The publication highlights the strategic importance of WBG Pooling’s reusable transport packaging and the consistent application of the Cradle to Cradle Certified® standard to promote material health, transparency and closed material cycles.
Holistic circular economy beyond regulatory requirements
Against the backdrop of the new EU Packaging and Packaging Waste Regulation (PPWR), this article shows that WBG Pooling already goes far beyond the minimum regulatory requirements. While the PPWR focuses primarily on recyclability and recycled content, WBG Pooling has been committed to genuine reuse and closed loops for years – an approach that significantly promotes the reduction of single-use packaging in food supply chains.
Cradle to Cradle Certified® as a strategic tool
The Cradle to Cradle Institute also highlights that WBG Pooling has been gradually certifying its product portfolio according to the Cradle to Cradle Certified® standard since 2022. The WBG Pooling BigBox 1000 product family was the first to be certified, followed by other product groups such as the WBG Pooling Foldable Crates and the WBG Pooling Logistic Pallets.
The certification supports the company in the following areas in particular:
- Ensuring closed material cycles
- Improving data quality along the supply chain, especially within upstream value creation
- Strengthening sustainable procurement processes
- Supporting sustainability reporting and financial ratings
Many of the certified products are also stackable and foldable, which reduces transport volume and lowers CO₂ emissions in empty transport.
Pooling model as a living circular economy
The article emphasises that circular economy is not a short-term measure at WBG Pooling, but rather a fundamental business model. The pooling system enables companies to use reusable packaging flexibly without having to own it themselves. This conserves resources, avoids waste and makes logistical processes more efficient.
Future-oriented corporate development
As reported by the Cradle to Cradle Institute, WBG Pooling is pursuing the goal of having all its proprietary products certified and further expanding its European partner network. In addition, the company benefits from the e-mobility solutions within its parent company, the Runden Group.
The company’s headquarters in Damme, Lower Saxony, already serves as an example of future-oriented infrastructure: the building is fossil-free, energy-efficient and designed as a net-zero emissions site with charging infrastructure.
Appeal to politicians and industry
The article points out that a successful transition to a genuine circular economy requires stronger political support and broader awareness of the advantages of reusable systems. Current subsidy structures and regulatory frameworks often continue to favour single-use packaging, which hinders the market penetration of circular solutions.
Practical experience
The WBG Pooling managers quoted in the article emphasise that companies do not need to have complete data transparency in order to start with Cradle to Cradle Certified®. The certification offers a clear structure, makes it easier to get started and reveals new potential for optimisation with each recertification.
The full article by the Cradle to Cradle Institute can be found here:
WBG-Pooling GmbH & Co. KG: Pioneering circularity in food logistics – Cradle to Cradle Products Innovation Institute
