The upcoming EU Packaging and Packaging Waste Regulation (PPWR) marks one of the most decisive regulatory steps towards a circular packaging economy to date. With recyclability criteria applying from 2028 and mandatory recycled content targets from 2030, the direction is clear.
Yet, across the industry, one challenge is becoming increasingly evident: ambitious targets alone are not enough. What the industry urgently needs now is clarity and practical guidance.
At Brückner Maschinenbau, sustainability is not viewed as a regulatory obligation, but as a long-term responsibility towards customers and the entire packaging value chain. From the company’s perspective, PPWR has the potential to become a true enabler of circular packaging – provided that ambition is matched with feasibility and reliability.
“Our discussions with brand owners, converters and recyclers show a clear willingness to act,” says Sebastian Ruhland (pictured), director of product management at Brückner Maschinenbau.
“What we have learned from recent industry discussions is that sustainability targets are ambitious and clearly well-intentioned, but there’s too much insecurity and anticipation in the current version of the PPWR. Brand owners are ready to act, yet meaningful progress requires clear, reliable and workable regulatory frameworks that can be applied in practice.”
What needs to happen next:
Based on close collaboration with customers and partners worldwide, Brückner Maschinenbau believes several points are critical for PPWR success:
• Clarity and guidance must come fast. Delegated and implementing acts need to be delivered on time and supported by practical, machine- and process-oriented guidance.
• Transformation needs time. Infrastructure, materials, machine layouts and supply chains must evolve together and realistic transition periods are essential.
• Focus on solutions, not bureaucracy. Regulation should prioritise implementable, scalable solutions over administrative complexity.
• Targets must reflect reality. Recycled content requirements must align with actual recyclate availability and approved recycling processes.
• Technology- and material-neutral thinking is essential. The most important functionality of food packaging is still protection and safety. This must be reached efficiently considering the entire environmental impact of a material. There is no universal material solution and the rating should be independent of lobbying, streams, etc.
More than a machinery maker
Brückner Maschinenbau considers itself to be far more than a machine manufacturer. The company positions itself as a solution provider across the entire value chain, actively shaping the future of sustainable packaging.
In its globally unique Technology Centre, Brückner continuously researches and validates forward‑looking solutions: ranging from high‑performance mono‑material concepts to recyclable film structures that balance functionality, productivity and circularity. These development activities are closely aligned with real market requirements and upcoming regulatory frameworks.
At the same time, the BO line expert is deeply engaged in industry collaboration. As an active partner in initiatives such R‑Cycle (the digital product passport provider), the company supports transparent, open data standards that enable traceability and verification which are key elements for future PPWR compliance without creating unnecessary complexity for value‑chain partners.
Equally important is Brückner Maschinenbau’s role as a connector within the industry. With the BOPE Summit 2024, initiated and hosted by Brückner Maschinenbau, the company deliberately created a dedicated platform for exchange, bringing together brand owners, converters, material suppliers and recyclers to enable open dialogue across the entire value chain.
“Circular packaging cannot be achieved in isolation,” emphasises Sebastian Ruhland, the company’s director of product management. “Only when all players along the value chain discuss openly, understand each other’s constraints and work jointly on solutions, a real progress can be made.”
Turning regulation into real progress
PPWR defines the destination. Brückner Maschinenbau is committed to helping the industry find the most effective, realistic and future-proof path to get there. With clarity, collaboration and technology-neutral innovation, sustainable packaging can move from ambition to implementation.
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