Strong turnout at the launch of the White Paper on Circular Packaging

Date: February 27th 2026

With producer responsibility and new EU requirements under the PPWR, design, material choices and documentation are no longer simply a matter of regulatory compliance, but a question of being able to operate in the market. This was the central theme when Emballageretur and the Centre for Circular Economy launched the White Paper on Circular Packaging, 2nd edition (2026).

A broad group of stakeholders from across the packaging value chain – companies, producers, researchers, waste management and recycling actors, industry organisations and public authorities – attended the launch to discuss how regulation and circular principles can be translated into better packaging solutions in practice.

The room was filled to capacity. Questions ranged from packaging optimisation and material choices to opportunities for strengthening reuse and recycling in practice. At the same time, the event gave participants the opportunity to connect across the value chain and continue the dialogue on the opportunities and challenges involved in the transition to more circular packaging.

Packaging becomes a strategic issue

In his opening remarks, Retur’s CEO, Morten Harboe-Jepsen, highlighted the need for a shared professional foundation at a time when regulation and practice must increasingly align more closely.

“With producer responsibility and the upcoming EU requirements under the PPWR, the expectations regarding design, material choices and documentation are becoming more concrete, and the consequences for companies more tangible. As a result, packaging choices are increasingly becoming strategic decisions, where functionality, environmental impact and future requirements must be considered together,” said Morten Harboe-Jepsen.

Following the opening remarks, Morten Juhl Weber, Head of Unit at the Danish Environmental Protection Agency, placed the regulatory developments in perspective and provided insights into the ongoing work on producer responsibility and the upcoming EU requirements in the packaging area.

Together with a presentation on legislation by Rikke Halkjær Kristensen, Subject Matter Expert at Emballageretur and co-author of the white paper, and a presentation on the need for a circular economy by Gitte Haar, lead author of the white paper and founder of the Centre for Circular Economy, Morten Weber’s presentation set the framework for the subsequent debate on how companies can in practice work with packaging design, material choices and documentation as the regulatory landscape continues to evolve.

Function is the key guiding principle in design

Design was therefore at the centre of the day’s discussions, as the white paper aims to support better design and material choices that benefit companies while ensuring more efficient use of our valuable resources.

“When packaging is developed, the design influences not only the product’s functionality, but also the possibilities for reuse and recycling later in the value chain. The most important thing is therefore that the design supports the function of the packaging. Otherwise, both quality and circularity are compromised,” said Daniela Pigosso, Professor at DTU Construct.

Together with Franz Cuculiza, CEO of Aage Vestergaard Larsen, Mette Staal, Innovation & Design Lead at DS Smith, Lars Bruntse, Sales and Product Manager at European Recycling Platform – Denmark, Janni Toft Nielsen, CEO of KLS PurePrint, and Gitte Haar, lead author of the white paper, she took part in a panel discussion on legislation, requirements, barriers and opportunities in the development of more circular packaging.

Led by moderator and co-author of the white paper, Lærke Berth Ærenlund, the panel highlighted that although there has been significant resistance to regulatory requirements, including those introduced through producer responsibility, regulation is not necessarily a limitation but can act as a necessary catalyst for development.

“There is no one standing in the city square demanding circular solutions. That is why regulation is what drives the demand for better solutions,” noted Franz Cuculiza.

At the same time, there was broad agreement that the development of circular solutions requires collaboration across the value chain.

“Producers, material suppliers, recycling actors, authorities and producer responsibility organisations are all part of the same system,” said Lars Bruntse.

“Real system change requires that we work across the entire value chain,” added Janni Toft Nielsen.

Several participants also pointed out that companies will increasingly need specialised knowledge and new partnerships as regulation is translated into practical solutions.

“Partnerships and expert support are essential when working with better packaging design and producer responsibility,” emphasised Mette Staal.

“Not all good intentions lead to good results. That is why the consequences must already be considered in the design phase,” concluded Daniela Pigosso.

Creating a shared point of departure

Following the presentations and panel debate, conversations continued in the foyer, where participants discussed both opportunities and challenges in developing the packaging solutions of the future.

The aim of the white paper is to establish a shared point of departure for packaging design and to kick-start what producer responsibility is fundamentally about: ensuring better use of existing resources through improved packaging design.

The launch therefore marked not only the publication of a new report, but also the beginning of a broader professional dialogue on circular packaging in Denmark.

Interest in the white paper has been strong since the launch, and the next step will be the innovation courses organised by Emballageretur and the Centre for Circular Economy.

These courses give companies the opportunity to work hands-on with their own packaging and translate regulation and circular principles into concrete solutions.

About the White Paper on Circular Packaging

The White Paper on Circular Packaging, 2nd edition (2026) brings together knowledge on regulation, design and the implementation of producer responsibility for packaging.

The white paper has been developed by Emballageretur and the Centre for Circular Economy in collaboration with a number of stakeholders from the industry. It has been prepared by Gitte Haar, Rikke Halkjær Kristensen and Lærke Berth Ærenlund, with contributions from researchers, companies and actors across the packaging value chain.

The white paper is published in collaboration with European Recycling Platform – Denmark and KLS PurePrint, with support from APPLiA Denmark and Belysningsbranchen Denmark.

It serves as a professional reference for companies and stakeholders in the value chain and provides an overview of topics including:

Producer responsibility and upcoming EU requirements under PPWR
Circular packaging design
Material choices and recycling

The aim is to establish a shared professional foundation for working with circular packaging in Denmark.

See all photos from the event here.

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Strong turnout at the launch of the White Paper on Circular Packaging