Wednesday, January 8, 2025

[Conférence] National 3R strategy : Greenwashing or new deal ?

France’s AGEC law (anti-waste for a circular economy) focuses in part on the 3Rs of Reducing, Reusing and Recycling packaging.

“Today’s biggest challenge is to provide solutions that support regulations,” says Géraldine Poivert, President and Co-founder of The (RE)SET Company, which helped French cosmetics association FEBEA implement its “Plastic Act”. With 14 big cosmetics brands uniting to invent the packaging of tomorrow. Cosmetics is the first sector to collectively act to tackle plastic packaging waste. “The ambitious roadmap, centered on 4Rs, goes above and beyond the AGEC law,” says Alexandra Barthelemy, Group Purchasing Director at Sisley, one of the brands involved in the Plastic Act. She explains the roadmap as follows:

Reduce – reduce plastic packaging via eco-design, and by substituting materials.

Reuse – develop refills, encourage the development of bulk, or implement pilot packaging deposit schemes.

Reincorporate – (this does not exist in the AGEC law) – limit the use of virgin plastic by reintegrating recycled plastic into packaging.

Recycle/recyclable – develop 100% recyclable packaging as much as possible, and create awareness among consumers.

This first experience led to the creation of Pulp in Action, a consortium that aims to develop and industrialize cellulose fiber-based packaging as an alternative to plastic. “Initially focused on flexible material, the idea would be to eventually create bottles and jars,” says Alexandra Barthelemy.

Public funding and creating new standards are key to meeting targets, says Poivert. Making 100% of packaging recyclable is complicated, and the infrastructure doesn’t exist – investments are needed. Collaboration is also essential. “Working together to invent the standards of tomorrow enables us to lay the groundwork with consumers, lower risks associated industrial investment and pool R&D,” she highlights. “If we don’t work together, even the biggest among us will struggle. Success is perhaps only collective,” adds Barthelemy.

Jacques Bordat, President of glassmakers’ federation, says that the most important thing is to take action, with collaboration and cooperation essential. “Recycling glass only works because of cooperation,” he says. Today, around eight in 10 glass bottles are recycled. The “Verre : 100% solutions” (Glass: 100% solutions) charter signed at the end of 2019 unites 24 signatories committed to increasing glass recycling to 90% by 2025.

Arnaud Rolland, CSR Director at Coca Cola, says the AGEC law has profoundly changed how things are done. “For a long time we believed that the circular economy was only about recycling, but this is not true. The circular economy starts with eco-design.” The economic aspect of inflation and rising raw material’s prices also cannot be ignored, Rolland highlights. Coca Cola has eliminated all film binding its cans together, and is aiming to be the leader in reuse in the drinks sector. Probably the biggest challenge of the AGEC law is to bring the industry and consumers onboard when it comes to reuse, he says.

Sébastien Jacques, Head of Public Affairs at flexible plastic packaging manufacturers’ association Elipso, highlights that in luxury, packaging is intrinsically linked to the product. “How can we make packaging that is more virtuous but still attractive?” he asks. For Elipso, the drivers for reuse are multiple. “It requires a lot of work, as the logistics chain needs to be rethought or recreated, and consumers also need to accept the idea of reuse.”

« Take the lead. Don’t wait until the law tells you what to do,” sums up Poivert. “Each sector needs to define its needs, including in terms of investment. There is no one size fits all solution. »

Each sector must define its needs, including
investment needs. There is no single one solution.
Géraldine Poivert , President & co-founder, THE (RE)SET COMPANY

Article based on the National 3R strategy : green washing or new deal conference with Alexandra BATHELEMY, Group Purchasing Director –SISLEY, Jacques BORDAT, President – FÉDÉRATION DES INDUSTRIES DU VERRE, Sébastien JACQUES Head of public Affairs at flexible plastic packaging manufacturers – ELIPSO, Géraldine POIVERT, President and co-founder – THE (RE)SET COMPANY, Aranud ROLLAND Director CSR– COCA-COLA