article
Defra seeks packaging reduction
11 March 2010
Industry groups have given a mixed reaction to a consultation
launched by the Department for Environment, Food and Rural Affairs
on 4 March this year.
The consultation seeks views on changes to the Producer
Responsibility Obligations (Packaging Waste) Regulations 2007.
The UK Regulations were intended to reduce waste being
landfilled as a result of packaging, and comply with the EC
Directive on Packaging. This set targets to recover 60% and recycle
55% of packaging waste by December 31 2008. The UK achieved this
target.
The government’s preferred option is now to impose more
“stretching but attainable” targets to reach 70% recycling by 2020,
including specific targets in relation to materials such as
plastic, aluminium and wood. This is in line with its “Packaging
Strategy”, published in 2009, that planned drastic reductions and
fundamental changes in the way packaging is used in the UK.
For example, the strategy questioned whether some packaging was
necessary, encouraged use of re-useable packaging, and even
considered banning some materials from packaging entirely.
A growing burden
The burden of these new targets will fall on medium and large
sized businesses. Some industry leaders have publically stated that
the targets are perhaps too challenging and that, at a time of
continued economic uncertainty, striving to achieve policy aims
which exceed the UK’s legal requirements should not be a
priority.
This concern is heightened by the fact increased demand for
recycling to meet these targets may push up costs across the board
when compared to less “green” disposal routes.
The specific nature of the proposed targets is also a cause of
discomfort. A requirement to recycle 70% of all aluminium
packaging, for example, may require action to separate more waste
at source in the home - most aluminium packaging is disposed of by
domestic consumers.
Regardless of the environmental impact of packaging, it remains
the case that it protects products and extends shelf life. Public
appetite for loose goods, in perhaps less than perfect condition,
has yet to be fully examined.
The court of public opinion
Nevertheless, as public awareness about the issue of packaging
mounts, producers will assess the impact on their reputation on
perceived “over-packaging”. This issue may be brought into focus by
accompanying proposals in the consultation to make the level of
recycling achieved by the manufacturer more transparent to
consumers.
Local authorities are of course also keen to see producers
reduce the amount of packaging produced. The financial burden of
disposing of packaging which ends up in the domestic waste stream
primarily falls on Councils and, ultimately, the taxpayer.
In exceeding EU targets, the UK could also lead the way in the
development of innovative low packaging solutions. This could be a
wealth generating industry in itself.
The specific proposals may arguably come at a bad time for
industry, and no doubt manufacturers will take the opportunity to
express their views through the consultation.
Despite this, it is clear that there is a strong trend towards
reduction of unnecessary packaging. Some producers are already
using reduced packaging as a marketing tool (as seen in a recent TV
advertisement). Over packaging may soon be as socially unacceptable
as littering, and consumers for their part may come to accept that
some items will be less pristinely presented.
The change has already begun and, regardless of the results of
the consultation, both consumers and producers will have adjustment
to make over the next decade.
This article was first published in The
Birmingham Post
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