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New Reuse Alliance
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The seventh edition of the first trade fair dedicated to reuse is now history. A successful event with plenty of records and milestones. Paris was the centre of the global reuse ecosystem on May 26 & 27. A showcase of 350 cross-sectoral reuse solutions that gathered over 3,000 people during the two days of the Expo. More visitors and more international presence than ever: 1,500 unique visitors, of whom 200 came from all corners of Europe and beyond, with 29 nationalities represented.
This year, the focus was on demonstrating that reuse can and shall be a driver of economic performance. To achieve this, we need to continue building and scaling reuse systems across Europe.
The event went through key updates: a new name and a broadened scope. REuse Economy Expo reflects on the need to have the economic angle at the heart of the discussion to make reuse systems viable and profitable. The event kept the same location in connection with nature at Parc Floral, but moved to a larger hall to host more sectors beyond packaging: electric and electronic equipment, professional furniture and equipment, and consulting and support to the transition. Although each sector has its specificities, the pillars and challenges faced are common, and the opportunities and synergies that can be created by acting together are enormous.
Alongside the exhibition area, the Expo delivered an engaging programme of conferences, masterclasses and collaborative workshops: 70 opportunities to get a deeper understanding from experts about the latest innovations, solutions and initiatives that are paving the way for making reuse the norm.
New ERA and many of our members participated in various sessions addressing the multifaceted reality that influences the reuse and refill industry. Some hot topics covered include:
You can relive all the conferences of the REuse Economy Expo here.
Among these, don’t miss the session moderated by New ERA: “PPWR: Towards a Real Reusable Packaging Economy at Scale”, organised by TOMRA and featuring distinguished speakers Thomas Morgenstern (VP Public Affairs, Head of Europe & Central Asia at TOMRA), Dr. Wolfgang Gründinger (Trunk Team Leader of DG Environment, Circular Economy From Waste to Resources Unit), Larissa Copello (Packaging & Reuse Policy Officer at Zero Waste Europe), and Nicholas Hodac (Director General of UNESDA – Soft Drinks Europe). Our Director General, Fernando Rodríguez-Mata, guided the discussion.
This in-depth conference explored the Packaging and Packaging Waste Regulation (PPWR) and its real-world implications for packaging reuse stakeholders across Europe. It shed light on EU regulatory requirements, compliance challenges, and the operational solutions needed to scale up reuse, while addressing the logistical, economic, and industrial factors that shape a truly reusable packaging economy. You can find the video below.
To extend the two days of the Expo, we also organised the second edition of the Reuse Learning Expedition on May, 28. The field trip gave participants the opportunity to meet economic players from the reuse sector in the Île-de-France region and discover their activities. This year, we followed the journey of a reusable bottle as it travels from its return as a used item to a fresh new life in a Parisian restaurant.
The trip started at Super U, a supermarket that, thanks to the collaboration with Petrel, provides reusable options for drinks and peanut bags. The store is equipped with a reverse vending machine strategically positioned for consumers to bring back their used packaging.
From there, we headed to the washing centre operated by Uzaje, where the bottles are cleaned and prepared for reuse. We had the chance to see the entire washing process in action and learn how high hygiene standards are rigorously applied to ensure the bottles are safe and ready for their next use.
Our next stop was the bottling facility of Symbiose Kéfir, where the freshly washed bottles are refilled with new product, starting their second life.
Finally, we saw how these bottles are delivered to restaurants such as Cojean, ready to serve customers in Paris once more. We even experienced circularity first-hand by enjoying lunch in reusable containers, demonstrating how practical and appealing reuse can be in everyday life.
The Learning Expedition offered participants an inspiring, tangible look at how reuse systems work in practice, highlighting the value of collaboration across the entire supply chain to make circular solutions a reality.
But our work is not done yet! As a follow-up to the Expo, New ERA has signed the Paris Call for the Reuse Economy, an initiative driven by the partners of the REuse Economy Expo to lay a common foundation for the reuse industry and to unite a community of committed stakeholders. The call outlines 10 key levers to accelerate the scaling of reuse practices, including value chain resilience, economic value creation, territorial innovation, and sovereignty.
We invite you to sign the Paris Call and join a growing movement to make reuse the norm, not the exception. The Call sets out practical, concrete proposals – from investing in shared infrastructure and introducing training and incentives, to creating quality labels and digital systems – offering an ambitious and actionable roadmap for scaling reuse across sectors and borders.
Together, we can reduce dependency on finite resources, cut costs and emissions, and create skilled local jobs that support European reindustrialisation. Sing the Paris Call for the Reuse Economy here.
A new, exciting chapter for reuse has just started. See you at the next REuse Economy Expo in May 2026!
