"Smart packaging is reusable" is the vision of the newly founded New European Reusable Alliance (New ERA), a not-for-profit coalition of European pioneers in the field of reusable packaging. The new group will concentrate efforts in policy-making, public awareness-raising, and networking opportunities.
New ERA aims to make packaging reusable, practical and sustainable for all. This would not only involve a change in the materials used, but also a major change in societal and political behaviour.
The vision of this new alliance goes alongside the current increasing trends and calls for greater uptake and mainstreaming of reusable packaging. This is shown, for example, by the entry into force of the EU ban on single-use plastic in July 2021.
"What may sound simple is in fact quite challenging, because this means not only a change in the materials used, but also a big change in societal behaviour. “ summarises Gérard Bellet, President of New ERA and CEO of Jean Bouteille. Through joint international efforts, he said, the group will raise awareness of the benefits of well-managed reuse systems and, where possible, influence key policy cycles at the EU and national levels. "The aim of the association is to shape legal incentives, infrastructure, and financing models to accelerate the transition from single-use to reusable systems.”
New ERA’s core activities
The core activities of the new alliance focus on offering solutions and creating conditions for the uptake of reusable packaging.
"We want to enable European economies to move away from the throwaway society in key market segments and become truly circular, waste-free, and less toxic.", adds Gérard Bellet.
As an example, Bellet cites a greater influence on policy-making activities, such as accelerating the development of reusable packaging infrastructures at the European level. In addition, the alliance wants to work on societal awareness and consumer uptake of reusable solutions. Finally, New ERA aims to create a space and network for stakeholders in the field of reusable packaging, so that reuse systems remain convenient, more ecological, and less expensive.
For further information about New ERA, please contact info@newreusealliance.eu.
Online registration soon possible
Interested companies, associations or organisations in the reusable business or zero waste can already pre-register online here and benefit from the advantages of the New ERA’s stakeholder network.