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