Optimum Group™

RE-USE:

Reduce and Recycle in Optima Forma

RE-USE:

Reduce and Recycle in Optima Forma

Last month, we discussed REDUCE, the first of the three strategies within the European approach to packaging waste. This month, we turn the spotlight to the second strategy: RE-USE.

At times, RE-USE feels somewhat overlooked — caught between REDUCE and RECYCLE. And that is unfortunate, because it has the potential to be a highly impactful strategy. On the other hand, it is somewhat understandable. While REDUCE and RECYCLE still fit, to some extent, within the linear mindset we are so accustomed to — raw material, product, waste — RE-USE does not. Reuse requires a different way of thinking; a different system. It calls for new value chains and for looking beyond the beaten path.

At its core, the concept is simple: every time we reuse a package, we save one entirely new package. In fact, reuse could be considered both reduce and recycle in one. We reduce the number of new packages, and we “recycle” the existing package in the most literal sense of the word: we use it again, with less energy-intensive processing and no loss of material quality.

PPWR:

RE-USE as the Second Pillar

The importance of RE-USE is clearly reflected in the PPWR. While REDUCE and RECYCLE each cover a fair number of articles, RE-USE accounts for nearly an entire chapter:

  • Article 11 defines reusable packaging and stipulates that, where reuse is technically and economically feasible, companies must prepare for it.
  • Chapter 5 (Articles 25–33) is almost entirely dedicated to reuse, covering sectoral targets, system requirements, and reporting obligations.

A brief selection of the provisions:

  • Article 25 introduces general obligations for reusable packaging.
  • Articles 26–29 set sectoral targets, such as:
    • Hospitality: at least 10% of beverage packaging reusable by 2030, rising to 40% by 2040.
    • Takeaway packaging: specific targets per Member State starting from 2030.
  • Articles 30–33 set requirements for return, cleaning, and reuse systems, including obligations for producers to co-develop and finance these systems.

Still in doubt about the importance of this strategy? REDUCE and RECYCLE combined do not account for as many articles as RE-USE. This demonstrates how extensive and complex it is — and how much more needs to be regulated compared to the more “one-way compatible” adjustments of REDUCE and RECYCLE.

Fortunately, There Are Pioneers

Fortunately, there are actors who are not deterred and who embrace the challenge. Consider, for example, Belgian supermarkets, which are developing a reusable alternative to the well-known blue mushroom tray. Read the article here. Or take a look at Planet Reuse (planetreuse.eu), a European organisation where dedicated experts are working to promote and implement RE-USE as a strategy.

RE-USE

Requires Systemic Change

In practice, RE-USE demands collaboration across the entire value chain: design, return logistics, cleaning, transportation, business models, and communication with consumers. These are all areas where we must learn to think in cycles rather than along linear paths.

This is where the real challenge of RE-USE lies. While REDUCE and RECYCLE can to some extent be addressed within existing linear processes (thinner materials, better sortability), RE-USE calls for a fundamentally different approach. Reuse systems often do not yet exist, or they have not been scaled up. In pilot or start-up form, they are nearly impossible to present as profitable. This is not a failure of technology or policy, but a logical consequence of the profound impact that RE-USE has on the entire business model.

Working Together

Towards a Circular Future

Nevertheless, we believe that RE-USE plays a key role in the transition towards circular packaging. Not only because it is increasingly supported by legislation, but because it fundamentally aligns with the ultimate goal: fewer resources, less waste, more value.

Next month, we will explore RECYCLE, the third strategy. For now, however, we would like to hear from you:

  • What opportunities do you see for RE-USE within your product categories?
  • What obstacles do you face, and what would help make this strategy more feasible?

Please share your thoughts with us. Because here too, it is clear: we cannot do this alone.