The volume of packaging waste in the EU continues to rise: from 66 million tonnes in 2009 to 84 million tonnes in 2021. This amounts to nearly 190 kilograms of packaging waste per capita each year.
To counter this trend, the European Union has introduced the new Packaging and Packaging Waste Regulation (PPWR), setting out strict requirements. The regulation aims to reduce packaging waste, promote reusable solutions, and increase recycling rates.
With this new regulation, the EU has defined clear objectives for the coming years:
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Reduction of packaging waste per capita, including specific targets for individual sectors (e.g. single-use packaging in food service)
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Reduction of plastic packaging waste, through mandatory recycled content, bans on certain single-use plastics, and the promotion of reusable alternatives
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Minimum requirements for the use of recycled materials in plastic packaging
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Higher recycling rates for all packaging waste
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Promotion of reusable transport packaging through binding targets, such as a 10% reuse quota in e-commerce by 2030
These measures are part of a broader agenda anchored in both the European Green Deal and the Green Deal Industrial Plan. The overarching goal: a decarbonised economy by 2050. The Green Deal Industrial Plan specifically focuses on strengthening the competitiveness of European industry and accelerating the transition to a climate-neutral economy.
WBG Pooling: Sustainability in Action
The packaging sector is facing major challenges due to the new requirements – but for WBG Pooling, circular economy practices have long been a part of daily operations. As a specialist in reusable transport packaging, we have been enabling our customers to adopt sustainable solutions that prevent packaging waste and conserve resources for many years.
Our pooling systems are designed with reuse and circularity in mind. Our WBG Pooling Foldable Crates black and the WBG Pooling BigBox 1000 series have already been successfully certified under Cradle to Cradle® standards. By mid-2025, we also aim to achieve Cradle to Cradle® certification for our WBG Pooling Pallets.
Through standardized, durable, and long-lasting reusable packaging, we significantly reduce the need for disposable alternatives – saving not only materials and costs but also contributing to more sustainable supply chains.
An important component of the PPWR is packaging traceability through so-called smart labels. These intelligent labeling systems allow for the unique identification of each package and full traceability throughout the supply chain. At WBG Pooling, we are already leveraging innovative technologies for digital traceability and transparency – giving every package a „name.“ This not only ensures compliance with PPWR standards but also delivers tangible benefits to our customers through enhanced efficiency, simplified handling, and verifiable sustainability credentials.
Political Advocacy for Sustainable Solutions
WBG Pooling and the Runden Group are actively committed to advancing reusable packaging at the European level. We are part of several European networks, including Reusable Packaging Europe (RPE). Within these initiatives, we collaborate with other companies to engage in meaningful dialogue with policymakers in Brussels, bringing our hands-on experience into the discussion. Our aim is to shape and continuously improve the regulatory framework for reusable packaging.
At the national level, we have long been involved with the Stiftung Initiative Mehrweg (SIM). Together with research institutions such as the Fraunhofer Institute, we provide reliable data on the environmental benefits of reusable systems – a vital contribution to evidence-based legislation.
Shaping the Future: Making Reuse the Standard
The PPWR demonstrates that the EU is serious about establishing a circular economy. However, regulation alone is not enough – we need companies that actively implement these goals. At WBG Pooling, we are proud to be part of this transformation.
With innovative pooling systems, sustainable reusable packaging, and strong political engagement, we are playing our part in creating a greener future. Together with our customers, partners, and policymakers, we are working to make reuse the standard in logistics. Because a sustainable future starts with the right packaging solutions – and those already exist today at WBG Pooling.
Want to learn more? Our sustainability report is available for download!
