Loop, Terracycle's reusable platform, has established a nationwide reusable system for consumer goods in France together with Carrefour and other partners. Over 370 products are now available in reusable packaging in more than 340 supermarkets.
After a series of pilot projects in the USA, Canada, the UK and Japan, it is France where the initiative has made the leap to an industrial scale for the first time: In 2019, Carrefour was the first retailer in the world to add Loop products to its range. Since then, the retailer has significantly expanded the cooperation and also integrated its own brands. Other retail chains such as Monoprix and Coopérative U have followed suit. As a result, French consumers can now purchase a wide range of products - from wine to shampoo - in reusable packaging and easily return the containers to all participating stores after use.
National framework conditions as a success factor
According to Terracycle founder Tom Szaky, the breakthrough was not achieved by consumer demand alone, but through a combination of regulation, subsidies and practicable logistics. France's anti-waste law (Loi AGEC) obliges retailers to introduce reusable packaging by 2027. In addition, the disposal fees provide funding for infrastructure such as take-back systems.
"France has shown that reusable packaging works on a commercial scale," said Szaky. Carrefour also sees the project as proof that everyday shopping can be switched to reusable without compromising on convenience. Carine Kraus, member of the Carrefour Management Board, explained: "Thanks to Loop, we have proven that it is possible to offer consumers products in reusable packaging - without compromising the shopping experience."
Broad alliance of brands and retailers
The participating brands include Ferrero, Danone, Suntory, Coca-Cola, McCormick and several spirits suppliers. Together with the retailers, this has created the world's largest reusable alliance. Support also comes from networks such as Circul'R and the World Economic Forum, which co-founded the initiative back in 2019.
The French government sees this as a model with an international signalling effect. "France has decided to be a pioneer," said Véronique Louwagie, Minister Delegate for Trade and SMEs. "This example shows that the transition to a circular economy is possible on a large scale."
France as a "blueprint"
While many international pilot projects have been cancelled, the system has become established in France, it is said. According to those involved, the decisive factor was that products are sold pre-filled, no additional cleaning by consumers is necessary and return remains possible everywhere. After years of trialling, France is therefore seen as a role model for the implementation of reusable packaging on an industrial scale.
Source: Terracycle
