Dr Natalie Brandenburg has been the new Managing Director of the German Packaging Institute (dvi) since 1 April. In this episode, she talks to Matthias Laux about her first impressions, the circular economy as the norm - and why the packaging industry should make its voice heard more clearly.
Episode 28: „Packaging is part of the solution - not the problem.“
She has a background in politics, studied conflict research, developed sustainability strategies - and has recently become the head of one of Germany's most important industry institutions: Dr Natalie Brandenburg is the new managing director of the German Packaging Institute (dvi).
In dialogue with Matthias Laux she looks back on her first weeks in office, which she spent, fittingly, at the German Packaging Congress has begun. It quickly becomes clear that Brandenburg not only has strategic vision, but also a passion for networking, communication and clarity. The claim is at the centre of her work, to further strengthen the dvi as the „voice of packaging“ - particularly in the political discourse surrounding topics such as the circular economy, sustainability and the European Packaging Ordinance (PPWR).
„In my view, the focus is completely wrong“
packaging journal: Dr Brandenburg, after your first appearance at the German Packaging Congress in March - how have you experienced the first few weeks in your new position?
Dr Natalie Brandenburg: The first few weeks were great overall and at the same time passed incredibly quickly. It was a very intensive time with completely different topics - an enormous range. What I particularly appreciate is the diversity of my dialogue partners. I received a very warm welcome from the members of the dvi - even at the German Packaging Congress itself. That really impressed me. You couldn't wish for a better start. I also found a great team here at the dvi. All in all, a perfect starting point.
„We need a much more audible voice for packaging - especially in the political arena.“
packaging journal: What is your impression of the packaging industry so far, particularly in terms of progressiveness and innovative expertise?
Dr Natalie Brandenburg: The packaging industry is highly innovative. Compared to other sectors, it faces a particular challenge: If you look at it in general terms, packaging has a poor image in public discourse and is often portrayed negatively. In my view, the focus is completely wrong. The packaging industry has a success story to tell. However, it has not yet managed to do this sufficiently. This is precisely where I see an important role for the dvi. The topic is very close to my heart.
packaging journal: The European Packaging Ordinance (PPWR) is currently very much in the spotlight. How do you assess this as Managing Director of the dvi?
Dr Natalie Brandenburg: The PPWR is - to quote Stephan Rösgen - an opus magnum. In my view, it is an extremely comprehensive and complex piece of work that was created under enormous time pressure. If you consider the content that is to be regulated, this time frame seems problematic. As a result, there have been technical errors. We are currently in the phase of drafting the Delegated Acts. In our view, it is now crucial to incorporate the perspectives of business practice into this process - as a necessary corrective. There is no question that the time pressure is still high. The timetables are very ambitious.
⬇️ Listen to the entire conversation HERE ⬇️
packaging journal 3/2025
