The new Packaging and Packaging Waste Regulation (PPWR), the EU’s flagship packaging law, entered into force in 2025 and signals a major shift towards reuse. It pushes for a transition to a true circular economy, amongst others in the fresh and packaged food (processing) sector. Find out below what it exactly means, and therefore why WBG Pooling is the smart and circular solution.
Who does the PPWR apply to?
The PPWR applies to all economic actors in the supply chain, from importers to suppliers to manufacturers/producers to distributors. In the (fresh) food supply chain, it applies to the:
- Grower
- Processing companies
- Distribution centers
- Retailers
In every step of the way, new rules will apply that will push for more reuse.
palletboxes
pallets
Behälter
boxes
cups
Bowls
The PPWR affects the entire food supply chain
When does the PPWR start applying?
From 12 August 2026, the PPWR officially will apply across the whole of Europe.”
2026 marks a big shift and signals the start of the push to reuse over single use, with additional targets on reuse and recyclability with intermediate application dates.
Why is the PPWR being introduced?
We are moving from
➤ a linear economy
➤ to a circular economy
➤ to a cradle to cradle circular economy
Your chance!
The new PPWR requirements bring major changes – but also major opportunities.
Those who opt for reusable, digitally trackable solutions at an early stage not only ensure compliance, but also strengthen their own sustainability strategy.
With WBG Pooling’s reusable containers, pallet boxes and pallets, you already have access to product solutions that are fully PPWR-compliant. Robust, hygienic, standardised across Europe and, thanks to intelligent return systems, perfectly designed for a circular supply chain.
Discover WBG Pooling’s reusable products now and make your supply chain PPWR-ready.
Do you still have questions on PPWR?
Our Public Affairs Manager Ward Scheelen will be happy to provide you with further information.
Ward Scheelen
Public Affairs Manager
Mobile: +49 160 8493061
E-Mail: w.scheelen@runden-group.eu
