sustainable packaging, the dutch way · sustainable packaging, the dutch way hester klein...

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Sustainable Packaging, the Dutch Way

Hester Klein Lankhorst, director KIDV

CONTACT Contact name: Angelique Bergers Organization: Netherlands Institute for Sustainable Packaging (KIDV) Postal address: Zuid-Hollandlaan 7 Telephone: +31(70) 7620580 Email: [email protected]

EXECUTIVE SUMMARY Independent knowledge as basis for decision making (Why) Knowledge about developments within the packaging loop is crucial for decision making in the waste industry. Legislation and regulation sets the scene. However, changes in packaging design influence the choices of producers and import companies of consumer goods, and have substantial impacts on volume and quality of waste material to be handled. A lower inflow of raw materials in the packaging loop, e.g. to be realized by using less and/or recycled content in packaging, will not only influences waste volume, but also results in new business through innovative recycling methods and higher values of recycled material. Agents contribute to the Dutch independent knowledge of KIDV (How) The Netherlands Institute for Sustainable Packaging (KIDV) generates and provides independent knowledge of all steps in the packaging loop by scientific and applied research projects. Projects on renewable materials, collecting and recycling of packaging waste and reducing packaging materials are executed by independent researchers and managed by KIDV professionals. In all projects stakeholders of the industry (producers and import companies, material suppliers, retailers, collection and recycling companies), the government and environmental organizations are members of a Project Reflection Board. They discuss project approaches and methodology, but also intermediate and final project results. In addition Experts are invited to give their views and, if useful, second opinions are asked to review the generated knowledge. This KIDV approach might be time consuming; however this approach of organizing projects is a key element in getting objective project results and support for these results. Some KIDV projects on Re-duce, Re-use, Re-new and Re-cycle (What) In 2013 the KIDV analyzed the environmental impacts and costs of the collection and re-cycling of beverage cartons (milk, juice, yoghurt et cetera). Subsequent decision making by the national government in cooperation with the industry has created a new business in the collecting and re-cycling industry. Since 2015 representatives of the Dutch industry and trading companies are working with their members on 'Industry sustainable packaging plans', to contribute to the circular economy via optimizing the packaging loop. These plans comprise almost 80% of all consumer related packages and this will result in less packaging material by re-duce, re-use, re-cycle and re-new. In 2014 the KIDV started in cooperation with the Top Institute Food and Nutrition (TIFN), a five years scientific research program on all these R's; results will become available in scientific publications. In this paper we discuss theory and practice of the Industry sustainable packaging plans. From the Dutch way to your way (Impact) Independent knowledge about developments in the packaging loop is an important source for decision making of all stakeholders involved. The Dutch Way in generating knowledge via the KIDV, is unique in the world and attractive from a business point of view due to subsequent actions by government and industry. Could such an Institute be an option in your country as well and therefore become your way of generating new business opportunities in waste collection and recycling?

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INTRODUCTION AND BACKGROUND KIDV The Netherlands Institute for Sustainable Packaging (KIDV) was founded on January 1st, 2013 after the Framework Agreement of the Packaging Industry 2013-2022 was established. In this Agreement the national government, the packaging industry, and the association of Dutch municipalities (VNG) agree to re-cycle and re-use more packaging material in the coming years, in order to ensure a more sustainable packaging chain. The KIDV holds a unique position in the chain because it represents industries, the national government, municipalities, and consumers. Scientists and environmental associations are also actively involved. The independent position of the KIDV is ensured by a board in which the industry, municipalities, and the national government are represented. The mission of the KIDV is to utilize its knowledge function towards the development of a circular economy for packaging material by closing the chain ('waste is resource material'). The envisaged goal is to reach a structural reduction of the environmental impact of the product packaging chain in the Netherlands. This will only succeed if suppliers of materials, manufacturers, packaging companies, waste companies, and recyclers effectively work together toward this common goal. The objective is to close the entire chain as much as possible.

Figure 1: The packaging loop The KIDV develops and collects fact-based knowledge in collaboration with aforementioned partners. The KIDV discloses and shares this knowledge so that all partners in the packaging loop can use it to their advantage. As part of the above mentioned Negotiated Agreement, representatives of the Dutch industry and trading companies are working with their members on Industry sustainable packaging plans; plans which contribute to the circular economy via optimizing the packaging loop. This paper focuses on the Industry sustainable packaging plans (hereafter ISP), and discusses (1) the methodology and (2) the practice of these plans via the plan of FNLI/NVG/CBL1.The role of the KIDV in the process of creating and review will be discussed briefly. Before doing so we will first briefly present the KIDV scientific research program (2014-2018).

1 FNLI, Federatie Nederlandse Levensmiddelen Industrie (food) ; CBL Centraal Bureau Levensmiddelenhandel (Retail); NVG Nederlandse Voedingsindustrie Gezelschapsdieren (pet food). The ISP will be finalized in May 2015.

Circular economy & Sustainable packaging

• Companies and consumers use large quantities of packaging.

• Illustrative: in 2012 2.749 million kilo in total in NL.

• Sustainable packaging: contribution to developing circular economy in the Netherlands.

WASTE RESOURCE

USEPACKAGING MATERIAL

PACKED PRODUCT

Producers/brand-owners

Packaging-industry

Producers of resources

Municipalities

Consumers

Waste companies

Import & trade companies

Reclyclers

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SCIENTIFIC RESEARCH PROGRAM The scientific research program of the KIDV focuses on urgent and relevant research questions in order to contribute to a structural decrease of the environmental impact in the product packaging chain in the Netherlands. The scientific research program is conducted in conjunction with the Top Institute Food and Nutrition (TIFN) and will be executed in four work packages2:

1. The development of a consensus model for the assessment of the total environmental impact of product-packaging chains, based on Life Cycle Assessment approaches.

2. Development of innovative packaging design tools and solutions based on scientific insight into end-consumer and marketing discipline requirements, and the state of the art in the packaging design discipline.

3. The improvement of collection and recycling efficiency and effectiveness by studying the relations between the psychological factors of individuals inside collection areas and the attained collection results, and the relation between packaging design and the end of life-fates of these packages.

4. In depth exploration of the strategic redesign of the plastic waste chain, via research to explore the application possibilities of recovered packaging materials and via scenario studies to forecast improvements of the overall packaging system.

The objective of the scientific research program for these four themes is to generate and collect scientific knowledge, to obtain substantiated collective insights, to convert these themes into working knowledge and skills, and to connect scientific and knowledge institutes, government entities and the packaging industry. In the scientific research program five universities work together to make sure the whole packaging chain is covered.

INDUSTRY SUSTAINABLE PACKAGING PLANS: WHY AND HOW

Why sustainable packaging plans

As part of the Framework Agreement of the Packaging Industry 2013-2022, the national government would like to see substantial progress in sustainable packaging in all industries3 and all parts of the production and distribution process. Therefore defining new perspectives in packaging, with a (almost) closed packaging loop in mind, is a real challenge for all parties involved. As mentioned, in the Agreement the idea of Industry sustainable packaging plans has been introduced as the way forward for substantial progress. In these plans the industry association has to deal with a wide variety of partly competing companies. Some of these companies are industry leaders in sustainable packaging (frontrunners), some are in the middle of the road (peloton) and some drop behind (stragglers). These companies put a wide variety of product-packaging combinations on the (inter)national market4 . Material suppliers of packaging are looking forward for innovative options in order to fulfill all packaging requirements of customers. Waste and recycling companies are looking for new business opportunities. Environmental organizations seek rigorous changes in packaging loop, e.g. in order to reduce the inflow of raw material as much as possible and to minimize litter. Involved scientists (e.g. members of a Review Committee) assay if the sustainable packaging plans contain firmly researched choices and highest achievable goals which are formulated SMART, based on systematic analyses of data and a clear vision derived from trend analyses. How the process of creating plans is organized The Dutch way forward is to organize a joint program and searching process in which all parties are involved and might contribute in the transition towards the closing packaging loop. In line with the basics behind the Agreement, it is not an one-off exercise but a firm step in a continuous

2 A summary of the Full Project plan Sustainable Packaging is to be found on www.kidv.nl. 3 Branches in the Netherlands, representing a line of business or trade, to deal with joint issues. 4 A detailed and quantified picture of the present day usages of packaging material within the industries is sometimes lacking.

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improvement process by defining highest achievable goals in packaging. KIDV operates in this process as facilitator and has contributed by developing a methodology, by organizing a review with a scientific Review Committee and by creating an approval process through the Advisory Board and the Board of KIDV. The Ministry of Infrastructure and Environment is the addressee and will consider of additional legislation is useful. Establishing highest achievable goals (HAGO) requires a strong interaction between the industry association and the individual companies they represent. Commissioned by KIDV, the University of Twente has developed the methodology for preparing plans with HAGO. This methodology is presented in figure 2.

Figure 2: Roadmap Sustainability plans for the Industry (University of Twente, 2013)

Determination: After selection of 16 industry associations by the KIDV, the industry selects - in consultation with companies - a number of product - packaging combinations whereby large steps forward are expected to be possible. Moreover, relevant issues or themes are selected whereby most gain can be achieved. In the next step companies analyze their recent activities in sustainable packaging, the actual situation and possible objectives and bottlenecks. For the selected product-packaging combinations packaging performances from various companies (from frontrunners to stragglers) will be documented. In a joint effort with companies, the industry determines HAGO and if useful differentiate these HAGO. Moreover, issues will be listed for further research by the industry in cooperation with KIDV. The HAGO are to be based on the performances of the front runners. This has the purpose of challenging all companies in the branche: frontrunners, peloton and stragglers. The HAGO for product-packaging combinations for the coming years and the steps to materialize them, will be documented in a draft industry sustainable packaging plan (ISP) 2015-20175.

Review process: The draft industry sustainable packaging plans are to be reviewed by a scientific Review Committee supported by independent packaging specialists. The draft plans are submitted by the KIDV to the Review Committee and discussed in a joint meeting with the industry. Not only the HAGO, but the whole plan is subject for discussion, including the vision of the industry and the focus on packaging themes. Special attention will be paid towards fact based analysis and the steps to be taken to create a clear actual picture of volumes and numbers. In all cases the industry prepares an update and final ISP, in which the observations and recommendations of the Review Committee are processed.

5 Branches have had substantially support in the process and the preparation of the Branch Plans from a advisory company,

commissioned by the Afvalfonds Verpakkingen.

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Approval: The final step is the approval of the plan by the Board of the KIDV, after receiving advice from the KIDV Advisory Board. After approval the KIDV send the plan to the Ministry of Infrastructure and Environment. Thereafter the implementation phase starts, including the monitoring process. Lay out industry plan: The general format of an industry sustainable packaging plan is presented in the figure below. A typical plan starts with a long term vision of the industry on packaging related to the circular economy. Subsequently the most important developments in the industry are discussed and the strategy of the industry by theme is presented. Progress has to be made by dominant or important product groups (combinations of product - packaging combinations) e.g. based on the 20% - 80% rule (20% of typical products that counts for 80% of the packaging material). HAGO defined by product group, are primarily based on the performances of industry leading companies in sustainable packaging. The total number of product groups of the industry plan depends on the product portfolio of the companies in the industry.

Figure 3: Methodology: Lay out of Industry Plan

The practice of the FNLI/CBL/NVG plan: an example of What A joint plan

The industry associations FNLI/CBL/NVG6 have jointly prepared an industry sustainable packaging

plan for the period 2015 to 2017. Besides the retailers, in this cooperation brand owners and manufacturers of so-called house brands are represented. This plan deals with primary, secondary and tertiary packaging associated with selected targets and covers 65% of all packages.

6 FNLI, Federatie Nederlandse Levensmiddelen Industrie (food industrie); CBL Centraal Bureau Levensmiddelenhandel (Retail); NVG

Nederlandse Voedingsindustrie Gezelschapsdieren (pet food).

Industry Sustainable Packaging Plans (5 levels)

Vision > 2022e.g. Circular Economy (We are striving for optimal product protecting packages, which

are bio based or recyclable , and contains no toxic substances)

DevelopmentsTechnological and market

developments

TrendsAgeing, Shelf Ready

Packaging, on-line, fresh

IssuesToxic substances, litter,

plastic soup

Theme 1: Re-duce• Prevention failure• Reduction weight• Reduction Volume

Theme 2: Re-cycling• Usage recyclate• Recycling Logo • Usage mono-

materialen• Design for Recycling

Theme 3: Re-new• Usage of bio-based• FSC / PEFC

certification• Composting

Theme 4: Toxic Substance• Ink• Dyes• Additives• Food Approval

Research topics• Max % recyclate• Bio based materials• LCA - methods• Ink• Recycling laminates

Product group 1• Benchmark• Numbers / volumes




HHD = SMART• Koplopers• Middenmoot


HAGO = SMART• Ind. leaders• Middle• StragglersMeasuring method



Poduct groups > at least 50%-80%

Cooperation in chainSuppliers, sorting andrecycling companies



HAGO = SMART• Ind. leaders• Middle• StragglersMeasuring method HHD = SMART

• Koplopers• Middenmoot











HAGO = SMART• Ind. leaders• Middle• StragglersMeasuring method

Highest Achievable GOals 2018: per product groep > define concrete en measurable actions

Developments in the branches

Strategy by theme

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FNLI/CBL/NVG consider the current industry plan 2015-2017 as a prelude to higher ambitions in 2030, towards a more circular economy. The industry associations play an important role by stimulating and accelerate the sustainability process, increasing awareness of the importance of sustainability and the knowledge about relevant regulations, and initiating relevant research projects. This industry-wide approach enables the member companies to give a new impetus to the further sustainability of their own product packaging portfolio. The 2015-2017 Plan is the first step of an ongoing process in sustainable packaging and provides the basis for the next ISP 2018-2022. In this plan the focus is on short term feasible actions. Starting point are recent actions and the improvement potential of actual product-packaging combinations. Naturally requirements of food safety and quality are taken into account.

Due to a lack of up to date industry information at the product group level, this plan focuses on a number of themes related to packaging. In the meantime the industry will work with the KIDV and other parties on relevant data in 2015. These data will be a basis for monitoring progress and the basis for the next long term plan to create additional steps in the packaging loop.

State of the art and recent actions

For many years FNLI / CBL / NVG have already a sustainable policy in the field of packaging. This policy concerns many types of food and almost all packaging materials such as: glass, bio-plastic, paper / cardboard, plastic, metal, wood, aluminum and other materials. Key 'sustainability issues' were:

• to prevent waste of materials and efficient use of resources (re-duce)

• increasing the percentage of reuse / packaging materials (re-use)

• recovery of packaging (re-cycle)

• deployment of new materials with lower environmental impact (re-new).

This sustainability policy has led to several notable examples in the areas of (1) Less packaging; (2) Re-use of packaging; (3) Logistics advantage; (4) Use of recycled material in the packaging and (5)

Recycling of packaging material. Examples are listed on the website of the FNLI and KIDV7.

Vision on Sustainable Packaging 2030: trends and perspectives

The trends in ageing of the population, smaller portions in food and beverages, ready to go packaging, more fresh products and online shopping will result in the growth of packaging material in the near future. For example the number of small portion packs increases. On the other hand, smaller packs will prevent the waste of food products and pet food. Due to the increase of online shopping the demand for secondary and tertiary packaging will increase as well. At the same time there is a necessity for a change from a linear system towards a circular system, due to the increasing number of world inhabitants and the growing demand for packaging. Maximizing sustainability-designed packaging contributes directly to a longer usage of (raw) materials and a prevention of packaging waste and harmful emissions to soil, water and air. Given the above developments, the challenge is now to achieve new major steps in getting the lowest possible environmental impact of the packaging-product combinations, and thus contribute to a more circular economy by 2030. FNLI / CBL / NVG want active participation by a concrete packaging policy. The set goals are:

• reducing the environmental burden: more efficient use of raw materials (including packaging), less waste, less landfill and incineration, and less emissions and toxicity;

• securing raw materials: recovery of (scarce) materials, efficient use of raw materials;

7 http://www.fnli.nl/werkgebieden/verduurzaming/standpunten/preventie-duurzame-verpakkingsoplossingen. And

https://www.kidv.nl/kennis/254/inspirerende-voorbeelden.html

http://www.fnli.nl/werkgebieden/verduurzaming/standpunten/preventie-duurzame-verpakkingsoplossingen

https://www.kidv.nl/kennis/254/inspirerende-voorbeelden.html

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• economic growth: value-added, saving costs, create and exploit economic opportunities, distinctive, competitive advantage;

• innovation: encouraging innovative processes and products.

In addition to re-duce, in the coming years (2015-2017), greater attention will be paid to re-cycle, re-new and re-use. This might be possible by the innovations taking place in the field of packaging materials. The medium term (2018-2022) will focus on re-new and re-use, with specific attention on bio-based plastics. In the long run (2030) the ultimate goal is to maximize the usage of renewable raw materials in packaging, the usage of new raw materials as little as possible and to maximize the phasing out of materials with a relatively high carbon footprint (both energy and environmental). What steps can be taken precisely is part of ongoing research. An update of the plan will be prepared in 2018 and thus create continuous improvement.

Goals and research issues plan 2015-2017

Within the totality of relevant principles for packaging8, existing regulations and the sustainability

activities already undertaken in the recent past, the goals for the period 2015-2017 selected by FNLI/ CBL/NVG are theme and issue oriented9:

Action Target / goal10

Increase of the share of certified paper and carton

On average, at least the vast majority of paper / cardboard used for primary packaging is FSC, PEFC, SFI or equivalent certified and / or paper / cardboard used for the primary packaging consists of an substantial part of recycled paper / cardboard

Reduction of the usage of aluminum

The amount of aluminum in 'lids' is reduced to a certain level.

Increase of the share of recycled PET in PET-bowls and trays

The Dutch marketed PET-bowls and trays contain considerable amount of r-PET

Reduce of the weight of plastic bottles and cans

A considerable weight reduction of plastic cups and plastic bottles.

Increase usage of mono material

Increasing the proportion of mono-materials if this is not contrary to the principles contained and only if this leads to the reduction of the environmental impact and better recyclability

Knowledge dissemination of recycling options in the consumer market

The vast majority of marketed products intended for the Dutch market has a recycling logo

Uniform applications of shrinkage and stretch follies

Shrink and stretch films are transparent and plain as much as possible for the best possible way of recycling.

The future plans (18-22) requires additional knowledge about special topics. Research issues are:

1. possibilities and restrictions wider usage of bio based plastics; 2. in-depth analyses of alternative packaging material; 3. analysis of ink migration patterns; 4. possibilities to improve recycling of aluminum.

8 Related to food safety and quality, consumer aspect, practicalities, juridical and transport issues. 9 Exact numbers/quantified goals will be presented during the ISWA 2015 conference. 10 In the final ISP 2015-2017 (to be published on the website of KIDV) the goals will be mentioned in quantitative terms and percentages.

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If approved by the Board and the Theme Council of the research program, some issues will be part of the KIDV scientific research program and some issues will be researched by the industry itself.

Implementation and monitoring 2015-2017

Additional actions will be taken to collect actual data and to create 'a shopping basket' of representative product-packaging combinations. Front runner best practices will be derived from the basket and used for inspiration of other companies (peloton as well as stragglers). Moreover those practices will be used to monitor the wider implementation of sustainable packaging and to identify front runners/industry leaders, the peloton and the stragglers.

CONCLUSION

The Netherlands Institute for Sustainable Packaging (KIDV) generates and provides independent knowledge of all steps in the packaging loop by scientific and applied research projects. As a joint effort from the industry and the government (local as well as national), the mission of KIDV is to utilize its knowledge function towards the development of a circular economy for packaging material in order to reach a structural reduction of the environmental impact of the product packaging chain. One of the pillars of the KIDV is the scientific 4-years program. The other central pillar of KIDV, discussed in this paper, is the Industry Sustainable Packaging Program. The preparation of Industry sustainable packaging plans by the industry partners as a follow up of the Agreement, is a unique exercise in Europe at least. A broad variety of industries in the Netherlands are preparing highest achievable goals for the coming years as part of an ongoing process. The ultimate goal is to reduce the environmental impact of packaging by the transition from linear approach towards the circular loop approach. This transition requires an ongoing intensive battle with the four R's to reach improvements in the packaging loop. The intensification of using recycled content, more mono materials and new materials will for certain result in an impulse for the waste collection and recycling industry in the Netherlands, due to the joint efforts of main stage players, united in the KIDV. Could a united institute, such as the KIDV, be an option to your country to reach a structural reduction of the environmental impact of product packaging and to develop new business opportunities in waste collection, sorting and recycling?

ACKNOWLEDGEMENTS This paper is based on preparatory work of the KIDV-team (2014/2015) and the University of Twente (2013/2014). The second part is based on the Plan of FNLI/NVG/CBL. In addition we are grateful to the Scientific Review Committee of Industry Sustainable Packaging Plans.

REFERENCES - Methodiek opstellen hoogst haalbare doelen en brancheverduurzamingsplannen,

Publicatieversie april 2014, Uitgevoerd door de leerstoel Packaging Design and Management onder leiding van Prof. Dr. Ir. R. Ten Klooster.

- Establish highest obtainable objectives & sustainability plans for the industry, KIDV April 2014.

- Brancheplan verduurzaming verpakkingen 2015-2017, gezamenlijk stapsgewijs vooruit naar een duurzamer 2030, FNLI, NVG en CBL; april 2015 (to be published).

KIDV, May 15th, 2015

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