Last Call for CPGs: The Clock's Ticking on EU's Plastic Ultimatum

Welcome to Suits & Tides, the sustainability newsletter with more knowledge than microplastics in the ocean! In this episode, we share about Consumer Packaged Goods (CPG).

Our lives, today, seem inseparable from plastic - this versatile, synthetic material is everywhere, from the food containers in our refrigerators to the electronics in our hands. But our reliance on plastics comes at a cost. The world's addiction to the ease and convenience of single-use plastics has spawned an environmental crisis of staggering proportions, one that is particularly acute in the consumer packaged goods (CPG) industry.

Each year, CPG companies churn out billions of plastic bottles, bags, containers, and other disposable packaging, much of which ends up clogging landfills and polluting our oceans. Plastics don't biodegrade but instead break down into smaller and smaller particles known as microplastics that disperse throughout the environment, threatening marine ecosystems and entering the food chain. The scale of this plastic blight is mind-boggling - it's estimated that by 2050, the world's oceans will contain more plastic than fish by weight.

Clearly, kicking the world's plastic habit requires dramatic intervention on a global scale. Recycling alone is insufficient; we need a revolutionary shift in how plastics are produced, used, and disposed of.?

The European Union’s Plastic Purge?

Seeking to sharply reduce marine litter and transition to a ’circular economy’ for plastics, the European Union in 2019 unveiled an ambitious new directive cracking down on single-use plastics.?

This landmark legislation targets the reduction of single-use plastic items, which are a major source of marine litter. The directive includes measures to ban certain disposable plastic products, mandate increased levels of recycled content in plastic bottles, and improve the collection and recycling of plastics across member states.

Perhaps most critically, the directive puts the cost burden for cleaning up plastic waste squarely on the companies that profit from single-use plastics. Through "extended producer responsibility" fees, manufacturers of plastic packaging and certain other products must fully cover the costs of waste collection, treatment and public awareness campaigns on preventing littering and increasing recycling.

This "polluter pays" principle is a game-changer. By making companies financially liable for the plastic refuse created by their products, it attacks the root of the plastic crisis and incentivizes a dramatic shift toward sustainable, circular packaging models by CPG brands.

EU Single-Use Plastics Directive: Deadlines & Targets for CPGs

As of May 2024, the directive has already led to significant changes in the manufacturing, use, and disposal of plastics within the EU. Looking ahead, several critical deadlines are fast approaching:

• July 3, 2024: Deadline for EU member states to transpose directive measures into?national law, including requirements for attached caps and lids on beverage containers.
• December 31, 2024: Extended Producer Responsibility (EPR) provisions must be operational, covering costs related to waste management and awareness measures. Producers are financially responsible for the end-of-life management of their products. This includes funding the collection, treatment, and recycling processes, as well as supporting public awareness campaigns on proper disposal and recycling practices.

• 2025: PET bottles must contain at least 25% recycled plastic; separate collection targets for plastic bottles to reach 77%.

• 2029: Separate collection targets for plastic bottles to increase to 90%.

• 2030: All plastic beverage bottles must incorporate 30% recycled plastic.

Seven Clean Seas: Guiding CPG Compliance with the EU Single-Use Plastics Directive

Navigating this new reality will be challenging for CPG companies, many of whom have relied heavily on cheap, disposable plastic packaging. But it also represents a transformative opportunity for brands to revamp their packaging strategies, reduce environmental impacts and earn consumer goodwill.

That's where Seven Clean Seas comes in.

Seven Clean Seas is poised to assist CPG companies in navigating these regulatory waters. Our comprehensive end-to-end services are designed to support businesses at every stage of the directive’s implementation:

• Assessment and Measurement: We provide detailed analyses of companies' current plastic usage and waste management practices, helping them identify key areas for improvement.

• Reduction Strategies: Through innovative recycling technologies and sustainable packaging solutions, we guide companies in reducing their reliance on new plastics.

• Offset Initiatives: Our plastic offset programs offer companies the opportunity to compensate for their unavoidable plastic use by contributing to the removal of plastics from marine environments.

• Engagement and Education: We help companies fulfill the directive’s requirements for public awareness by developing and implementing targeted educational campaigns that promote recycling and responsible consumption behaviors.

Through these targeted services, Seven Clean Seas not only facilitates compliance with the EU directive but also helps brands turn regulatory challenges into competitive advantages. With smart regulations like the EU's plastic directive setting the agenda, and forward-thinking partners like Seven Clean Seas facilitating the transition, CPG companies can effectively contribute to a sustainable future, while also meeting consumer demands for more environmentally responsible products.

Let’s talk? Reach out through our website or feel free to contact members of our team through LinkedIn!?

Thank you for reading another episode of Suits & Tides! Hit the button subscribe to be notified about the next episode, leave your comments & thoughts, and help us spread the word about plastic pollution!