Host: Roy Vercoulen, Founder of Circular IQ
Guest: Simone Norfo, Circular Economy Expert
In this episode of Circularity: Why Bother?, host Roy Vercoulen sits down with Simone Norfo from Schoeller Allibert to explore how businesses can reframe packaging—not as waste to manage, but as a strategic asset in the shift toward a circular economy.
Together, they dive into the evolving role of regulation, the rising importance of reusable packaging, and the business case for embracing circularity across the packaging supply chain. The episode offers a candid look at the hurdles, enablers, and innovations shaping the future of sustainable packaging.
From Compliance to Competitive Advantage
The packaging landscape is changing rapidly. Simone emphasizes that upcoming legislation and extended producer responsibility (EPR) frameworks are forcing companies to rethink packaging strategies—from materials and logistics to end-of-life scenarios.
But this isn’t just about compliance—it’s a strategic shift. Businesses that act early can gain operational efficiencies, reduce environmental impact, and tap into new markets where circular packaging is becoming the norm.
Why Reuse Is the Smartest Choice
Simone and Roy explore how reusable packaging systems can deliver not just environmental benefits but economic value—especially in industries with repeat logistics loops, such as retail and transport. Through lifecycle analysis and real-world examples, they compare single-use vs. multi-use systems, debunking the myth that reuse is always more expensive or complex.
As Simone puts it: "Reusable packaging is the smartest choice."
Design for Circularity
A key theme throughout the episode is innovative design. Simone highlights how better packaging design—simplified components, modular formats, easy disassembly—can lead to longer life, greater recyclability, and more efficient logistics.
“Design innovations can make packaging more efficient,” he notes, urging companies to think beyond aesthetics and consider full lifecycle performance.
Collaborating Across the Supply Chain
Packaging doesn’t exist in a vacuum. Roy and Simone discuss how collaboration across industries and sectors is essential for implementing effective circular packaging systems. From material suppliers to logistics providers, everyone plays a role in making reuse scalable and practical.
Simone shares how businesses are forming cross-sector partnerships to pilot solutions, share infrastructure, and co-develop packaging models that work across markets.
Data, Decisions, and Long-Term Thinking
Circular packaging requires long-term thinking, not short-term fixes. Roy and Simone emphasize the need for robust lifecycle assessments, reliable data on recycled content, and realistic business models that factor in upfront investments and downstream savings.
Simone reminds us: “The business case requires a long-term perspective.”
Real-World Examples and Inspiration
The episode closes with inspiring examples of circular packaging innovations—from transparent paper alternatives to shared reusable containers for e-commerce. These stories prove that scalable, circular solutions already exist—and the challenge is to connect the right problem with the right solution.
Resources
- EU Packaging rules https://environment.ec.europa.eu/news/new-rules-more-sustainable-and-competitive-packaging-economy-2025-02-11_en
- Whitepaper Ellen MacArthur Foundation https://www.ellenmacarthurfoundation.org/reuse-rethinking-packaging
- Schoeller Allibert WhitePaper on PPWR 1 https://www.schoellerallibert.com/news/navigating-eu-sustainability-regulations-in-transport-packaging-a-roadmap
- Schoeller Allibert WhitePaper on PPWR 2 https://www.schoellerallibert.com/media-center/get-ready-for-the-ppwr-key-targets-timelines-and-actions
Keep the Conversation Going
As regulations evolve and expectations shift, now is the time to rethink how your organization approaches packaging. Whether you're navigating policy changes or redesigning your supply chain, this episode offers insights, tools, and examples to help you take meaningful steps toward circularity.
To learn more about packaging lifecycle strategies, regulatory shifts, and how to measure circular performance, check out our latest resources. And if you have a circular packaging challenge or success story to share, we invite you to connect with us and join the conversation in a future episode.
