A number of competing companies from the European reusable packaging value chain have created a non-profit coalition called the New European Reusable Alliance (New ERA, Ixelles, Belgium; www.newreusealliance.eu) to promote the “smart packaging is reusable” message.

The group said it aims to concentrate efforts on policymaking and raising public awareness. The core activities of the alliance include offering solutions and creating conditions for the uptake of reusable packaging.

“New ERA aims to make packaging reusable, practical, and sustainable for all,” the alliance said. “This would not only involve a change in the materials used, but also a major change in societal and political behaviour.”

Gérard Bellet, president of the alliance and CEO of France’s Jean Bouteille, said, “What may sound simple is in fact quite challenging, because this means not only a change in the materials used, but also a big change in societal behaviour.”

He added that through joint international efforts, the group will raise awareness of the benefits of well-managed reuse systems and, where possible, influence key policy cycles at the EU and national levels.

The New ERA alliance said aims to:

• Get support for building the infrastructure for reuse at a European level.
• Push for economic incentives that make reuse activities cost-competitive with disposable packaging.
• Obtain sustainability standards for systems and packaging to allow for economies of scale.
• Provide legal certainty to long-term investments in the sector.
• Promote consumer awareness and acceptance of reusable solutions.

Members include Spain’s Bumerang and Retoornado & Rebootle; Germany’s Recup, Rebowl, Crafting Future, Fritz-Kola, and Sea Me; Switzerland’s Recircle; the Netherlands’ Worldbag; and France’s Opopop, Uzaje, Jean Bouteille, Eternity Systems, and Pyxo.