Claudia Schuh has been developing packaging solutions for fresh produce at Lorentzen & Sievers, a Prodinger Group company, for over 30 years. A conversation about the impending ban on plastic packaging for fruit and vegetables, consumer habits, the food retail sector and possible consequences for future packaging.
With the entry into force of the new EU Packaging Regulation (PPWR), disposable packaging for fresh fruit and vegetables weighing less than 1.5 kilograms will be banned from 1 January 2030. What practical challenges does this pose for Lorentzen & Sievers? How do you assess this requirement?
Claudia Schuh: From 2030, only plastic packaging for fruit and vegetables weighing less than 1.5 kilograms will be banned - with exceptions to be determined by the Commission in consultation with the Member States. We do not understand why fruit and vegetables, of all things, are subject to such a ban. The fruit trade is a global and volatile market. It is a fresh product and not an industrial one. If, for example, extreme weather conditions occur somewhere, procurement often has to be reorganised at very short notice. Consumers are also used to being able to get almost anything at any time. It will be a major challenge to organise the entire supply chain in future in such a way that primary plastic packaging can be dispensed with without increasing the carbon footprint elsewhere. So the challenges are huge, but for full-service providers like us, they are also beneficial. The greater the challenges, the more extensive our function.
What specific effects can the PPWR be expected to have on the entire (international) value/supply chain? And how is the food retail sector positioning itself?
Claudia Schuh: All of the PPWR-compliant packaging design scenarios that we have analysed so far have an impact on costs. We are already seeing a trend away from self-supply in Germany towards cheaper imports, which could be further favoured by the PPWR. On the other hand, imports from third countries will become more difficult against the background of the recyclate utilisation requirements. However, we doubt whether all third countries will succeed in making their packaging PPWR-compliant. Even repackaging into PPWR-compliant packaging in the EU is not possible because placing it on the market, i.e. importing it into the EU, is not permitted in the first place.
The food retail industry is preparing for the implementation of the guidelines, each in their own way, but will not reveal the details at this time. Apart from that, we are not allowed to pass on any information. However, the recently publicised attempt by several retail chains to market mushrooms in a reusable tray can be seen as a symbol.
In the fruit and vegetable segment in particular, we often hear the argument that the entire product life cycle needs to be taken into account in terms of sustainability. To what extent does this perspective have consequences for future packaging?
Claudia Schuh: The fact is that from seed to end consumer and from material input to disposal, the entire value chain must be considered in three dimensions. Take the case of cucumbers, which could no longer be marketed in film. Part of the solution was the right seed. This changes the function of the packaging. But it's not just the product life cycle that needs to be taken into account. Digitalisation also plays a decisive role, for example in warehouse automation. These developments play into our hands, and not just for fruit and vegetables. Anyone who can package ultra-fresh produce in global trade and mass business can actually package and promote anything. The consequences for future packaging are, first of all, even more individualisation and even more consideration of the entire value chain. In the end, this will hopefully result in a new standardisation and thus a reduction to the essentials. Packaging is still one of the most important media that triggers the final impulse to buy. But which channels will we use to communicate in the future? What role will stationary and online food retail play in the coming years? What factors will determine our purchasing decisions in the future? The PPWR is just one element of a rapidly advancing development. We are looking forward to the new challenges and believe we are well positioned.
packaging journal 2/2025
