A packaging company is tapping a software firm to help brands keep an eye on their packaging waste in Europe, as the bloc tightens its belt on retail in the name of a greener market.
United Kingdom-based firm Weavabel said in a statement on Wednesday that it is partnering with Osapiens, an enterprise platform in Germany whose specialties include AI-powered transparency in the supply chain.
The partnership comes more than two months before the general application of an ambitious new law in the E.U. that would, in essence, make packaging materials safer for the environment through stricter design requirements and data monitoring.
Related Stories
By 2030, all packaging in Europe needs to be recyclable by design, meaning the packaging would be intentionally made to be easily sorted, recycled, or reused, as per the EU’s new Packaging and Packaging Waste Regulation (PPWR).
The law places a heavier regulatory burden on retailers that, for long, have operated in fragmented systems that make sustainable materials—or the lack thereof—harder to track. The strategic partnership aims to address that burden.
“Brands need confidence that the information they report is accurately reflected in the packaging they place on the market,” said Saqib Ihsan, Weavabel’s corporate social responsibility and sustainability manager, in a statement. “This partnership helps close that gap by connecting verified compliance data with physical packaging execution.”
The partnership would connect compliance data directly with the packaging placed on the E.U. market. Through this, brands could gather and manage PPWR-relevant information, including material composition, recyclability data, recycled content declarations and substance information within a structured digital environment.
Weavabel then would translate that data into compliant packaging components and labelling solutions, including QR codes and harmonized recycling labels.
