Adam Robinson: Head of Sustainability at Coveris

Main take-aways

Appreciating the diverse types of challenges that companies along the supply chain face, Adam was particularly interested in hearing his packaging peers' comments about the types of obstacles, opportunities and priorities they encounter. He noted: "Sometimes we can get stuck in our own silos, and being able to engage with the total value chain was very insightful." The wide range of expertise around the Collaborative Group table provided interesting debates about consumer 'pain points', capabilities of waste processors and issues around waste valorisation.

Adam highlighted one key benefit of being on the Futures & Foresight panel, which was the reinforcement that the existing direction and solutions Coveris was exploring were heading the right direction.

Challenges in Coveris

One of the main challenges that Coveris must try to overcome is the legislation around packaging. "Historically, many packaging sustainability initiatives have been voluntary, but now they're becoming increasingly mandated." This, of course, has implications for costs, operations and strategic direction of a business. Adam also reflects that packaging as a product has become much more at the forefront of consumers' minds. As a result, the public, through their opinions and purchase decisions, is forming new behaviours among brands and packaging companies, stipulating considerations for new 'end-of-life' processes. However, he observes that there are still misconceptions about the benefits that packaging offers through its life cycle and the need for better consumer awareness about trade-offs and correct recycling.

Some of the key policies that affect Coveris and their supply chain include:

• Extended Producer Responsibility (EPR)
• Plastic Packaging Tax (PPT)
• EU Deforestation Regulation (EUDR)
• EU Packaging and Packaging Waste Directive (PPWD)
• Deposit Return Scheme (DRS)

Adam highlights that legislation that isn't necessarily related to packaging can also influence packaging companies, for example the Corporate Sustainability Reporting Directive, which requires all large businesses in Europe to report on sustainability activities.

Initiatives to reduce packaging waste

Since the programme, Coveris reinforced their strategy on reducing packaging waste from their own operations, and maintaining their 14-year-old commitment to zero to landfill. Only about 13% of their production waste goes to incineration, a number that they are working on improving. One of their recent flagship initiatives was offering to take back their customers' waste of self-adhesive labels. Currently, most labels are supplied to their commercial clients on a roll with a heavy siliconised backing paper, which the customers can peel off, and Coveris will collect this waste for processing and recycling.

Adam also described that the business has some of the world's first de-inking capabilities, where they can take back printed polyethylene and remove the ink from it, which makes it easier to be recycled. "We are always working with customers to develop packaging innovations that are easier to recycle, lighter weight and compostable," he stated.

Coveris is serious about the sustainable future of the planet and the industry, and their annual sustainability reports are shared with their customers, and any initiatives and innovations are shared with the public through social media, particularly LinkedIn.

Thanks to his role and the participation in the group, Adam sees the sustainability of the company going well beyond its packaging solutions, involving greater understanding of energy use, generated waste, local initiatives with communities, transparency and legal compliance, and looking after the well-being of the workforce.

Adam says: "Sustainability is super important to us, and we aim to address the entire ESG (Environmental, Social and Governance) spectrum."