As the European Union’s Packaging and Packaging Waste Regulation (PPWR) introduces stricter requirements on recyclability, material reduction, and single-use plastic bans, fiber-based materials are gaining momentum as a sustainable alternative—particularly for fresh produce packaging.
Set to take effect in stages through 2030, the PPWR will impose minimum recycled content thresholds, reuse targets for certain packaging formats, and a complete ban on plastic packaging for fresh fruit and vegetables under 1.5 kg. These changes are prompting brand owners and retailers to rethink their packaging strategies to remain compliant while meeting market expectations.
Stora Enso positions fiber-based solutions—such as corrugated trays and folding carton boxes—as viable answers to these regulatory challenges. In addition to being highly recyclable, these materials are designed to withstand humidity, cold-chain logistics, and the specific demands of fresh produce packaging. Some fiber-based products are also manufactured without optical brightening agents or unnecessary chemical additives, meeting stringent food safety requirements.
The company highlights how these materials can enable lightweight, right-sized packaging that reduces material use without compromising protection. Their natural appearance and strong printability also offer an opportunity for brands to strengthen their image while meeting growing consumer expectations around sustainability.
According to Stora Enso, staying ahead of the PPWR will require a combination of innovation and circular thinking. Fiber-based packaging, already backed by robust recycling infrastructure in Europe, offers a clear path forward for businesses looking to align with new environmental standards.
Stora Enso is a global provider of renewable solutions in packaging, biomaterials, and engineered wood. The company is committed to replacing fossil-based materials by innovating with fiber-based alternatives and advancing the circular economy. With operations in over 30 countries and approximately 20,000 employees, Stora Enso reported EUR 9.4 billion in sales in 2023.
