INNOVATION AND GREEN CLAIMS AT THE SUSTAINABLE PACKAGING FORUM

12-03-2024

Innovation, in terms of both product and communication, was the centre focus of the 2nd Sustainable Packaging Forum, which took place in Munich (Germany) on March 5 and 6, 2024.

 

Representing the RDM Group was Krzysztof Krajewski, Chief Sustainability & Innovation Officer at RDM Group, who chaired the ‘Sustainability in Practice: Balancing PCR & Virgin materials’ panel.

The topic of recycled cartonboard barriers was discussed, as it could be used in the food sector, among others. Material sources, application methods and partnership throughout full value chain approach are key.

The second topic of Mr. Krajewski’s speech was the so-called ‘green claims’:

It is crucial for consumers to be enabled to make a conscious and responsible purchase. Therefore, how can one gain their trust? By ensuring that the manufacturers themselves are open to the market by conveying clear and unambiguous messages on the products on the market.

According to the EU Commission, 53% of brands’ green claims on the market are not backed by reliable data, and that 40% of them are not actually underpinned by genuine analysis.

In March 2023, the Commission adopted a proposal for a Directive on Green Claims. The proposal complements and further operationalises the proposal for a Directive on empowering consumers in the green transition.

The proposal on green claims aims to:

  • make green claims reliable, comparable and verifiable across the EU
  • protect consumers from greenwashing
  • contribute to creating a circular and green EU economy by enabling consumers to make informed purchasing decisions

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