New organisation 4evergreen aiming for 90% recycling of fibre-based packaging by 2030


A new organisation, 4evergreen, has been launched that has a target of 90% recycling of fibre-based packaging by 2030.

Backed by CEPI, the organisation includes 55 members including Nestlé, Mars, P&G, Danone, IKEA, Kellogg’s and Ferrero. Founder members also include fibre manufacturers such as Stora Enso, Huhtamaki and Smurfit Kappa.


The alliance aims to optimise and promote its circularity, climate and environmental impact by focusing on improving the current circular performance of packaging used for household and on-the-go products. It will focus on the following activities:

  • Develop design for circularity guidelines for fibre-based packaging;
  • Establish industry-wide recyclability evaluation protocol for fibre-based packaging;
  • Publish guidelines for improved collection and sorting of fibre-based packaging in Europe;
  • Drive innovations in areas increasing circularity of fibre-based packaging.

4evergreen programme director Susanne Haase said: “Fibre-based packaging is the most collected and recycled material in Europe. Already today, we exceed the targets set for us by European legislation. But being good should not stop us from getting better.”

EU Commissioner for Environment, Oceans and Fisheries Virginijus Sinkevičius gave a dedicated video address at the launch of the organisation. She added: “The mission of 4evergreen is clearly in line with the thinking of the European Commission and our objectives for a circular low-carbon future.

“The Circular Economy can put Europe back on its feet, and packaging is a new part of the new Circular Economy Action plan. It commits to ensuring that less packaging waste is generated overall and that all packaging is reuseable or recyclable in an economically viable way by 2030.”

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