Make Reuse
the Norm

The New European Reuse Alliance (New ERA) is the leading trade association representing businesses dedicated to advancing a circular economy by promoting refillable and reusable packaging solutions

We are dedicated to promoting refill and reuse solutions to advance a circular economy

Advocacy

Intel

Collaboration

Recycling alone
is not enough

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Packaging waste is a growing environmental issue within the European Union, increasing by 21% from 2011 to 2022

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Packaging recycling rates have stagnated and are back to the same level as in 2013

To achieve a truly circular economy, we need to integrate refill and reuse as a core strategy

Recycling alone
is not enough

10 %

Packaging waste is a growing environmental issue within the European Union, increasing by 21% from 2012 to 2021

50 %

Recycling rates have stagnated at 64%, the same level as in 2010 .

To achieve a truly circular economy, we need to integrate refill and reuse as a core strategy

Reuse and Refill Solutions

Sectors:

Activities:

Key industry impacts

Environmental

Economic

Social

Environmental

Economic

Social

Our members

What our members say

“As new members, the New ERA team gave us a really warm welcome. We immediately felt like part of the reusable community and promptly participated in the General Assembly and the Refill & Reuse Trade Fair in Paris.”

Sandra Neu

Häppy Compagnie

“We are proud supporters of New ERA and its incredible team! The association has connected us with a network of like-minded businesses committed to driving reuse, and it has provided us with essential resources and industry insights that have clearly shaped our strategy and operations.”

Dr. Tim Breker

Vytal

“Reusable PET has been the cornerstone of Petainer’s manufacturing for 30 years. Now that reuse is returning to Europe through PPWR, we joined New ERA, who have been effective lobbyists, and create great breakdowns of legislation at EU and state level.”

Jack Denley

Petainer

“We are super happy to see how far the association has gone. From day one New ERA was a great support for important resources and insights, updates on the changing legislation that have helped us for our future strategy and plans.”

Zenajda Zaimi

fritz-kola

What our members say

"As new members, the New ERA team gave us a really warm welcome. We immediately felt like part of the reusable community and promptly participated in the General Assembly and the Refill & Reuse Trade Fair in Paris."

Sandra NeuHäppy Compagnie

"We are proud supporters of New ERA and its incredible team! The association has connected us with a network of like-minded businesses committed to driving reuse, and it has provided us with essential resources and industry insights that have clearly shaped our strategy and operations."

Dr. Tim Breker Vytal

"Reusable PET has been the cornerstone of Petainer’s manufacturing for 30 years. Now that reuse is returning to Europe through PPWR, we joined New ERA, who have been effective lobbyists, and create great breakdowns of legislation at EU and state level."

Jack Denley Petainer

"We are super happy to see how far the association has gone. From day one New ERA was a great support for important resources and insights, updates on the changing legislation that have helped us for our future strategy and plans."

Zenajda Zaimifritz-kola

What our members say

As new members, the New Era Team gave us a really warm welcome. We immediately felt like part of the reusable community and promptly participated in the General Assembly and the Refill & Reuse Trade Fair in Paris

Sandra Neu

Häppy Compagnie GmbH & Co. KG

We are proud supporters of New ERA and its incredible team! The association has connected us with a network of like-minded businesses committed to driving reuse, and it has provided us with essential resources and industry insights that have clearly shaped our strategy and operations

Dr. Tim Breker

Vytal

Reusable PET has been the cornerstone of Petainer’s manufacturing for 30 years. Now that reuse is returning to Europe through PPWR, we joined NewEra, who have been effective lobbyists, and create great breakdowns of legislation at EU and state level.

Jack Denley

Petainer

We are super happy to see how far the association has gone. From day one New ERA was a great support for important resources and insights, updates on the changing legislation that have helped us for our future strategy and plans.

Zenajda Zaimi

fritz-kola GmbH