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A group of 19 organisations have joined forces to form the New European Reuse Alliance. The alliance aims to work in the areas of policy development, raising public awareness and creating networks.
«Intelligent packaging is reusable» is the vision of the newly founded New European Reuse Alliance (New ERA), an organisation that non-profit coalition, which is made up of 19 organisations, which represent the heterogeneous value chain of reusable packaging. The aim of the New ERA is to, Making packaging reusable, practical and sustainable for everyone. This would not only mean a change in the way materials are used, but also a fundamental change in the way we work. Change in social and political behaviour.
The vision of this new alliance goes hand in hand with the current increasing trends and demands for greater distribution and enforcement of reusable packaging. This is shown, for example, by the entry into force of the EU ban on single-use plastic in July 2021.
„We want to enable European economies to move away from the throwaway society in key market segments and become truly circular, waste-free and less polluting.“
Gérard Bellet, President of New ERA and CEO of Jean Bouteille
Through joint international efforts, the Group will Raise awareness of the benefits of well-organised reuse systems and show that reuse can work and is already working. Where possible, New ERA will influence key policy debates at EU and national level to create the conditions for realising the potential of reuse.
„The aim of the association is to design legal incentives, infrastructure and financing models to accelerate the transition from single-use to reusable systems.“
Jeannette Morath, treasurer of New ERA and CEO of reCIRCLE
On 30 November 2022, the European Commission presented a proposal for a regulation on packaging and packaging waste. New ERA welcomes this proposal, which promotes reuse and refill and includes targets for some products and markets. The Alliance points out that, based on existing best practice examples in the proposed areas, there is still room for improvement. There is room for more ambitious targets.
“The proposal offers a great opportunity to create the conditions for the spread of reusable packaging and to accelerate the development of the infrastructure needed to build robust, cost-effective and environmentally sustainable reuse systems.”
Oriol Segarra, Secretary of New ERA and CEO of Bumerang
In addition, New ERA wants to Raise awareness in society and among consumers for reusable solutions. An international space will be created where stakeholders in the reusable packaging sector can meet and exchange knowledge and experience to make reusable systems ever more practical, ecological and cost-effective.
Source: New European Reuse Alliance
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