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On September 7, 2023, New ERA and Planet Reuse hosted the rEUse Event in Brussels, gathering over 120 participants to explore the role of reusable packaging systems in Europe. Held in front of the iconic House of European History, the event highlighted critical discussions on the environmental, social, and economic benefits of reuse, particularly in light of the ongoing Packaging and Packaging Waste Regulation (PPWR) negotiations.
The event kicked off with a video by Fernando Antunes Amaral, illustrating the severe socio-ecological impact of Portugal’s eucalyptus plantations. These “green deserts,” driven by the pulp and paper industry, contribute to wildfires and environmental degradation. Amaral stressed that millions are spent on lobbying to present single-use paper packaging as more sustainable than reuse.
Fernando Rodríguez-Mata set the stage with an overview of the PPWR, highlighting critical upcoming votes and measures to drive reuse in the takeaway, beverage, and transport sectors. Manon Sennéchael presented the rEUse campaign, emphasising the savings potential and market opportunities offered by reusable packaging models.
The second half of the event featured two panel discussions. The first, “Building on Success”, showcased thriving reuse systems across Europe, including representatives from Vytal, Bout’ à Bout’, Corplex, and Uzaje, who demonstrated the environmental and economic benefits of well-designed reuse initiatives.
The second panel focused on the PPWR’s role in unlocking Europe’s reuse potential, underlining three key principles: Collaboration, Ambition, and Urgency. Panelists stressed the need for transparent, well-coordinated systems and the importance of finalising the regulation swiftly to drive the transition towards a circular economy.
The event concluded with a preview of the #WeAreReuse campaign, showcasing the human face of businesses committed to reuse. The rEUse Event successfully highlighted the pressing need for stronger legislation and collaboration to scale reusable systems across Europe, offering both environmental and economic gains.
