European Paper Industry Launches 4evergreen Alliance for Sustainable Packaging
The European paper industry has formed a new alliance called "4evergreen" to advance the role of paper-based packaging in a circular economy. Spearheaded by Cepi (Confederation of European Paper Industries), the initiative aims to maximize the sustainability and recyclability of fiber-based packaging, minimizing its environmental and climate impact.
4evergreen will focus on several key areas: raising awareness of the advantages of paper packaging, advocating for EU legislation that supports design for recyclability, and promoting the development of efficient collection and recycling infrastructure. This initiative comes as growing environmental awareness and consumer concerns, along with regulations like the Single-Use Plastics Directive, drive demand for sustainable packaging alternatives. 4evergreen provides a platform for collaboration across the entire paper packaging value chain, from producers and converters to brands, retailers, technology suppliers, waste management companies, and recyclers.
Eija Hietavuo, Chairwoman of 4evergreen and Senior Vice President of Sustainability at Stora Enso Consumer Board, emphasized the potential of fiber-based packaging to replace less sustainable materials. The alliance's goal is to implement a comprehensive approach to optimize the sustainability and circularity of packaging throughout its lifecycle. Jori Ringman, Director General at Cepi, stressed the urgency of the initiative, highlighting the industry's existing strong environmental record and recycling performance, while expressing a commitment to achieving higher levels of circularity and climate resilience through collaborative efforts within 4evergreen.
The 4evergreen alliance boasts a diverse membership, including major players like Nestlé, Danone, Mars, Stora Enso, Smurfit Kappa, and many more. The alliance is open to new members who wish to contribute to this collaborative effort.
Learn more at: www.cepi.org/industry-initiatives