The future of fresh: Succeeding in the PPWR era with fruit and vegetable packaging materials

The European Union’s Packaging and Packaging Waste Regulation (PPWR) is setting a new standard in Europe, compelling brand owners and retailers to rethink their approaches to packaging fresh fruits and vegetables. It challenges companies to strike a delicate balance: how to ensure compliance while still delivering the protection, shelf life, and consumer appeal that fresh produce demands. Fiber-based materials play an important role in this shift, offering pathways to help you stay ahead of the curve.

The PPWR aims to reduce packaging waste and promote circularity. Key elements of the regulation include:
*Recyclability and reusability: Packaging must meet certain recyclability thresholds by 2030 and 2038. Mandatory reuse targets apply for some packaging applications.
*Material reduction: Excessive and unnecessary packaging is restricted.
*Increased recycled content: Minimum thresholds for recycled content in plastic packaging apply.
*Complete bans: Certain single-use plastic packages are prohibited, like those for fresh fruits and vegetables under 1.5 kg in weight.
more at: https://www.storaenso.com/en/newsroom/news/2025/6/succeeding-in-the-ppwr-era-with-fruit-and-vegetable-packaging-materials