The new Regulation (EU) 2025/40, better known as the PPWR, marks a turning point in Europe’s packaging policy. After entering into force on 11 February 2025, the regulation will become fully applicable from 12 August 2026, replacing Directive 94/62/CE and establishing directly binding requirements across all Member States.
The PPWR has a clear objective: to reduce waste generation, promote reuse, ensure the real recyclability of all packaging, and eliminate hazardous substances present in food‑contact materials. To achieve this, it introduces a set of measures that will transform the way packaging is designed, produced and managed in Europe.
Among the main new provisions is the reinforced Extended Producer Responsibility (EPR), which requires manufacturers, importers and distributors to finance and organise the management of the packaging waste they place on the market. In addition, all packaging must include an EU Declaration of Conformity, certifying compliance with design, composition and recyclability requirements, as well as the absence of restricted substances such as PFAS or certain heavy metals.
The regulation also introduces specific bans, such as the use of single‑use plastics for fresh fruit and vegetables under 1.5 kg — a measure that will particularly affect sectors such as berries, where plastic punnets and trays are widely used. It also sets strict limits to prevent over‑packaging, prohibiting packaging with more than 50% empty space or designs that artificially increase volume.
Impact on the agri‑food sector
For the agri‑food sector, the impact will be significant. Companies will need to redesign packaging, certify materials, adapt processes and strengthen documentary traceability. Cooperatives, POs and exporters will face greater administrative burdens, while industry and retailers will need to review contracts and supply chains to ensure compliance with the new regulation.
The PPWR also opens the door to new circular models, promoting reuse and the use of returnable packaging in certain channels. From 2027 onwards, retailers and hospitality businesses will be required to accept reusable containers provided by consumers, affecting the sale of fresh prepared products and convenience formats.
Although adaptation will involve costs and operational changes, the European agri‑food sector also faces an opportunity to move towards more sustainable, traceable packaging aligned with the demands of the EU market. The PPWR thus ushers in a new era in packaging management, with direct implications for the sector’s competitiveness and ecological transition.
