Alexander Reitz from PreZero explains how the Schwarz Group has established an integrated circular economy within its retail operations. The company has evolved from internal waste collection to becoming Germany’s largest EPR system for packaging, with a 25% market share. Reitz discusses the technical challenges of producing high-quality recyclates, from colour sorting to hot washing processes, enabling 100% rPET bottles and HDPE applications in cosmetics. He emphasises that successful packaging circularity requires a fundamental shift in mindset, where packaging sustainability becomes a key purchasing criterion rather than an afterthought. The conversation covers improvements in collection rates, design-for-recycling guidelines, and the untapped potential of granular data analysis across product portfolios. #interpack #circulareconomy #packaging #recycling #sustainability #prezero #schwarzgroup #rPET #HDPE #packagingdesign