The EU's Packaging and Packaging Waste Regulation (PPWR) presents significant challenges for businesses. Dr. Benedikt Brenken, Director of the R-Cycle initiative, will explain at interpack 2026 how digital data standards can make compliance requirements manageable.
Open Standards as the Key to Success
R-Cycle formed years ago as a network from across the entire packaging value chain to develop an open traceability standard based on GS1 standards. „We founded ourselves many years ago, a network from the entire packaging value chain. And with a topic that is more current than ever, namely this whole topic of data, data exchange for packaging,“ explains Brenken.
The initiative takes a pragmatic approach: companies can start today without having to wait for partners. The initial focus is on the declarations of conformity, which will be required from 12 August 2026 – a clear anchor for building digitalisation step by step and with measurable benefits.
AI makes large portfolios manageable
The benefits of intelligent digitalisation are particularly evident in companies with extensive product portfolios – ranging from 40 to over 30,000 items. „Especially with high volumes, we naturally see that it's simply no longer feasible without intelligent application, without digitalisation, without the AI that we've been training with partners for a long time,“ the expert emphasises.
The alternative to digitalisation would be to build a large workforce for manual processes. Brenken clarifies: „We have to be very clear about this, which is why there is no alternative for me, because nobody can afford that, as it is not value-adding work.“ R-Cycle offers a calculation tool that shows companies the cost implications of manual compliance processes.
Community approach builds trust
The R-Cycle Community brings together different stakeholders in the value chain with various requirements and concerns. This diversity makes it possible to represent broad industry interests and create acceptance for open standards – a crucial factor because a standard only fulfils its purpose if it is accepted and used throughout the entire chain.
R-Cycle thus demonstrates that PPWR compliance is not only feasible with the right digital tools, but also cost-effective. The initiative aims to „demystify“ and prove that the challenges are surmountable – an important contribution to a sustainable packaging industry.
