When the Extended Producer Responsibility (EPR) for Packaging became a reality, Økoladen’s operations manager, Jesper Fromberg, found himself at square one, facing a far more complex task than he had imagined. Today, one year later, the challenge has turned into a strength. With structure, oversight, and control of their data, Økoladen now uses the packaging rules as a lever for both compliance and strategic optimization.
Økoladen in Ørslev produces handmade chocolate based on organic and Fairtrade-certified ingredients. The assortment ranges from chocolate bars and dragees to gift boxes and wine assortments, with the main focus on private label products for large retail and B2B customers in Denmark.
That means a lot of product numbers, and with several hundred packaging types in circulation, it was no small task awaiting operations manager Jesper Fromberg as packaging EPR drew closer.
“I had never heard of producer responsibility before. I really had to learn everything from scratch – the language, the rules, and what it actually means in practice for a company like Økoladen.”
STEEP LEARNING CURVE AND SEVERAL OBSTACLES
When Jesper Fromberg took over as operations manager in August 2024, the task of handling producer responsibility was already waiting. He not only had to figure out how the new packaging requirements should be managed, he first had to understand what the challenge was really about.
The first step was to join a webinar at Emballageretur. One webinar quickly turned into several, because it became clear there was no quick fix.
“It takes a lot of time. There are many terms you need to understand, and it takes an effort to translate them into our practical workflows.”
Jesper Fromberg spent hours reading, listening, and asking questions, and slowly began to get an overview of the company’s flow, both in and out, and how all of it had to be turned into concrete registration and correct reporting.
But one part of the task caused more trouble than the others: mapping packaging consumption.
“We have around 500 different packaging variants. So it was a huge job to figure out which packaging we used, what material it was made of, which fraction it belonged to, and where it came from.”
Everything had to be weighed, created, and entered manually. Jesper Fromberg explains that it took a long time just to get the overview, and even longer to get everything systematized. To such an extent that the task almost became overwhelming.
“At one point, I was really close to throwing in the towel. I doubted whether I could learn it and keep up. But I kept going, and it has paid off,” says Jesper Fromberg.
STRUCTURE CREATED THE BREAKTHROUGH
Jesper Fromberg began systematizing data. He started to get an overview of the many packaging types and had a breakthrough when he linked them directly to Økoladen’s ERP system, Tracezilla.
“It is an advantage that we could continue working in the system we already know. We have structured it so that each product number has its own fraction data. This allows us to pull sales data and extract packaging consumption directly. This gives us the overview we need when reporting,” explains Jesper Fromberg.
But even with a technical solution in place, ongoing collection and sparring are still required. Although Økoladen has solved most of the tasks internally, the collaboration with Emballageretur has been significant – especially in the most complex phases.
“I have used the info mail (Emballageretur’s Member Service, ed.) a lot. They have been good at responding, especially to questions about whether the responsibility lies with us or the supplier. They provide explanations when they answer, and that creates peace of mind.”
Jesper Fromberg also highlights the many webinars, Q&A sessions, and a physical meeting in Sorø as particularly valuable. Both as training and as a networking opportunity.
“You quickly realize that you are not alone, and somehow the fact that many are struggling with the same questions is reassuring.”
FROM COMPLIANCE TO COMPETITIVE ADVANTAGE
After a year focused on building and implementing, Jesper Fromberg believes they have succeeded in getting the basics in place.
“We now know how to handle the producer responsibility. We know how to collect and register data and how to report. We know what to do going forward and how to follow up. It feels like a big step to have reached this point.”
Økoladen is now beginning to work strategically with their data and packaging choices. The goal is not only to be compliant, but also to optimize where it makes sense.
“When you start working with eco-modulation, you quickly see that the composition of the packaging makes a difference. We can see in our data, for example, that we have quite a lot of glass in circulation. It would make sense to look at whether alternatives exist, both for the sake of the environment and for the eco-modulated fees.”
The producer responsibility is no longer just an administrative task, but part of the company’s overall responsibility, documentation, and optimization.
“The producer responsibility will become a permanent part of our operations. Not necessarily something we work on daily, but definitely something we need to follow up on regularly – monthly or quarterly. And it will become part of our CSR work. We are already certified both organic and Fairtrade, and it is important for us to be able to document to our customers that we not only take responsibility for the raw materials we use, but also for our packaging. Producer responsibility can certainly become a competitive parameter in the future,” says Jesper Fromberg.
PRODUCER RESPONSIBILITY TAKES TIME
When asked what he wishes he had known from the start, Jesper Fromberg answers without hesitation:
“It takes a long time. Much longer than you think. It requires both structure and patience, and you have to prioritize it. It is only now, a year later, that I feel we are beginning to reach the goal.”
And having a good partner is important.
“I would definitely recommend Emballageretur to others. Especially to small and medium-sized businesses that do not have their own environmental or packaging departments. They can really benefit from the guidance and support you get as a member.”
3 TIPS FROM ØKOLADEN TO OTHER COMPANIES:
Jesper Fromberg has three pieces of advice for other companies that also have packaging producer responsibility:
Dansk 
