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From your experience at both Sainsbury’s and now Valpak, how has your perspective on the role of Life Cycle Assessments (LCA) evolved in driving circular economy strategies in packaging?
At Valpak, we have always believed in evidence-based action, and Life Cycle Assessments (LCA) are becoming an integral part of our strategy to drive circular economy initiatives. This is a relatively new area, but it is rapidly gaining traction as businesses and governments seek to optimise resource use and reduce environmental burdens.
Over time, it has become clear that the most impactful requests we receive for LCAs are often those where the client wishes to compare alternatives or identify environmental hotspots to target improvement. Some clients also approach us because they are required to conduct an LCA by a customer, investor, or regulatory body, and these projects often result in a deeper appreciation of the value of LCA and provide a fresh perspective on efficiency.
Overall, my perspective on LCA has evolved to see it as a powerful tool for driving circular economy strategies in packaging.
Could you explain how Valpak’s extensive packaging database has influenced your approach to advising businesses on transitioning to circular packaging systems?
Valpak’s packaging database contains more than 55 million SKUs. It provides us with baseline data on packaging weight, composition and material types, down to the component level. This detailed information is regularly used by government and industry to inform policy and allows us to offer precise and comprehensive insights into the types and quantities of packaging materials used by businesses. Our understanding of supply chains also provides insight into aspects such as origin and transport distances.
This resource underpins many of our services – such as benchmarking, LCA and packaging analysis – as well as providing the basis for positive changes. For compliance purposes, this level of data has also enabled us to include online checks similar to those used in banking, by flagging up data that does not seem to align with typical properties for a particular product type.
In your work with companies like SEGA and Glen Dimplex Home Appliances, what key factors did you find most critical when selecting sustainable packaging alternatives?
Successful sustainable packaging solutions require active collaboration with clients. By engaging with clients throughout the process, we ensure that the selected packaging alternatives meet their specific needs and sustainability goals.
For Glen Dimplex, we conducted a comprehensive LCA to compare existing packaging with more sustainable alternatives. This analysis revealed that foldable cardboard packaging offered the lowest carbon footprint, achieving an 88% reduction in carbon emissions compared to polystyrene.
SEGA uses LCA as a year-on-year measurement tool to reduce the environmental impact of its physical products, specifically the Football Manager game. This ongoing assessment helps it to track progress and make continuous improvements.
How does benchmarking packaging performance against market best practices help companies reduce their carbon footprint and align with circular economy principles?
Companies can learn from successful examples within the industry. By comparing their packaging composition and strategies with industry standards, companies can implement proven strategies such as switching to materials with lower carbon emissions, lightweighting, introducing reusable packaging, improving recyclability or increasing the use of recycled content.
Can you discuss a specific instance where sensitivity analysis led to an unexpected insight that significantly changed a client’s packaging strategy?
One unexpected insight came during our work with a canned goods manufacturer that was looking to change its multipack packaging from plastic shrink wrap to cardboard. Initially, we expected the cardboard alternative to perform less well than the lightweight plastic alternative in terms of carbon footprint. This was based on the assumption that cardboard would have a higher environmental impact due to its production and transportation requirements.
However, the sensitivity analysis revealed that the cardboard alternative performed better than the plastic shrink wrap in certain, achievable, conditions – not only in terms of carbon footprint but also in overall environmental impact. Additionally, we were able to quantify the impact of replacing multipack packaging altogether and, instead, implementing in-store promotions relating to the sale of single units – like a ‘4 for 3’ deal.
Given the common misconceptions around packaging sustainability, what advice do you offer to businesses trying to balance environmental impacts such as carbon emissions and resource use?
Packaging plays a crucial role in protecting products from damage during transportation and storage which, in turn, reduces waste. This means that balancing environmental impacts such as carbon emissions and resource use while still ensuring product protection is a complex challenge. For example, research shows that a wrapped cucumber lasts more than three times as long as an unwrapped one.
With upcoming Extended Producer Responsibility for Packaging (pEPR) regulations, businesses should understand 'best in class' packaging practices to mitigate the financial impact of increased costs. Implementing sustainable packaging solutions now can help reduce future expenses and align with circular economy principles.
In your view, how can the principles of Extended Producer Responsibility (EPR) be integrated into circular economy models to drive broader industry change?
EPR makes producers responsible for the entire lifecycle of their products. This encourages producers to design products that are easier to recycle, generate less waste, and have a lower environmental impact. By incorporating EPR into circular economy models, businesses can shift from a linear ‘take, make, waste’ approach to a more sustainable ‘reduce, reuse, recycle’ framework.
Economic instruments such as eco-modulated fees – which vary based on a product’s recyclability and environmental impact – can further support EPR, making it financially beneficial for producers to adopt circular practices.
How do you evaluate the trade-offs between single-use and reusable packaging solutions, and what metrics are most critical in determining their true environmental benefits?
A realistic assessment of the pros and cons of single-use and reusable packaging solutions requires a holistic approach that considers: the number of times reusable items are used; carbon footprint; waste reduction; product protection, recyclability and other appropriate metrics as defined and agreed in the project scope.
A key example is a reusable water bottle, which may need to be used many times to offset the carbon emissions from its production. This highlights the importance of consistent and prolonged use of reusable items to achieve their intended environmental benefits.
What role do robust data and policy expertise play in making informed decisions on packaging innovation and circularity at Valpak?
Robust data and policy expertise provide the foundation for informed decision-making, strategic planning, and continuous improvement.
The wealth of data held in Valpak’s extensive packaging database allows us to offer precise and comprehensive insights into the types and quantities of packaging materials used by businesses.
While we often help brands to meet internal targets with changes to packaging design, Valpak’s tools and systems are designed to streamline compliance and adapt to changing legislation. Our dedicated Policy team ensures that these resources reflect the challenges faced by business. This includes knowledge of Extended Producer Responsibility (EPR) regulations in the UK, while our Horizon Scanning service helps businesses stay ahead of legislative changes around the globe.
Under pEPR, accurate data will be crucial. With the arrival of eco-modulation, the ‘red, amber, green’ Recyclability Assessment Methodology (RAM) system will come into play; any materials unable to evidence their recyclability will be charged at a higher rate. Valpak is already helping compliance and data customers to prepare, and developing systems to support assessment and submissions.
Looking ahead, what emerging trends or technologies in packaging do you believe will have the most significant impact on advancing the circular economy?
Refillable packaging models have gained traction as a way to reduce waste. However, despite reported popularity of such systems among consumers, shopping – especially for food – is something that people typically want to do as quickly as possible. This makes landing reusable packaging solutions harder than consumers might initially indicate.
Smart packaging integrates digital technologies to enhance product transparency, supply chain efficiency, stock rotation and consumer engagement. For example, packaging with freshness indicators or tamper-evident seals can help reduce food waste. However, implementation can be costly and may not be feasible for all products or markets. Additionally, the environmental impact of the electronic components used in smart packaging needs to be carefully evaluated.
Next-generation Modified Atmosphere Packaging technologies help extend the shelf life of perishable goods, reducing food waste and the associated carbon footprint. However, the benefits of extended shelf life could be offset by the environmental impact of non-recyclable packaging materials. It should also be noted that, currently, ‘protection of the product’ is not rewarded in the current iteration of pEPR.
Advancements in recycling technologies, such as AI-powered sorting systems, improve the efficiency and accuracy of recycling. However, they require significant investment and infrastructure. Additionally, the environmental impact of producing and operating the technology itself must be considered.
3D printing allows for the production of packaging that is tailored to specific products, reducing waste and improving efficiency. However, the environmental impact of the materials and energy consumption of the process must be evaluated.