The paper industry's association in Europe, Cepi, has announced the launch of a new sector-wide alliance, 4evergreen. The alliance aims to boost the contribution of fibre-based packaging in a circular and sustainable economy that minimises climate and environmental impact.
Packaging. Credit: George Dolgikh / Pexels (Licence: CC0)
Credit: George Dolgikh / Pexels (Licence: CC0)
4evergreen will also increase awareness about the benefits of fibre-based packaging materials, advocate for EU legislation supporting product design for recyclability and call for the development of optimised collection systems and appropriate recycling infrastructures.
The rise of environmental awareness and consumer concerns, as well as the increase of packaging focused regulation, such as the Single Use Plastics Directive, have helped companies to accelerate the development of alternative packaging materials including fibre-based packaging with a view to helping consumers make more climate-friendly choices.
4evergreen was created as a forum to engage and connect industry members from across the fibre-based packaging value chain, from paper and board producers to packaging converters, brand-owners and retailers, technology and material suppliers, waste sorters and collectors.
“Fibre-based packaging can be a game-changer for material substitution”, says Eija Hietavuo, Chairwoman of 4evergreen and Senior Vice President Sustainability Stora Enso Consumer Board. “Our common goal is to deliver a holistic approach to optimise the sustainability and circularity of the fibre-based packaging’s life cycle.”
“The time to act is now!” says Jori Ringman, Director General at Cepi. “Our industry already has a strong track record in environmental performance and recycling, but our ambition is higher. We are driving a system-wide shift to transition to the next level of circularity and climate resilience. 4evergreen will be the place for the whole industry value chain to co-create and collaborate for a change.”
The first 4evergreen alliance members include major names across the industry including Nestlé, Danone, Stora Enso and BillerudKorsnäs. The full list of alliance members can be read here.
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