In an era where sustainability is not just a goal but a necessity, the packaging industry is at the forefront of a transformative shift. As global environmental challenges intensify, packaging professionals are rethinking every aspect of the product lifecycle, from raw materials to disposal, with an emphasis on reducing carbon footprints, improving recyclability, and embracing circular economy principles. Paper-based solutions, long touted for their environmental benefits, are now seen as critical in the fight to reduce plastic waste, and organisations across the globe are turning to innovations in fibre-based packaging to meet these growing demands.
Today, packaging must not only be recyclable but also meet stringent standards for product protection, safety, and consumer usability. This complexity has created both opportunities and hurdles, as industry players innovate while navigating regulatory landscapes that are evolving rapidly. With reforms such as Extended Producer Responsibility (EPR) and recycling targets reshaping the packaging ecosystem, companies need support alongside clear guidance on how to align their strategies with new legislation, without compromising the integrity of their products or their business models.
Dimitra Rappou, Executive Director of Sustainable Products at the Confederation of Paper Industries (CPI), who has over 20 years’ experience within the waste management industry will share her insights at February’s Packaging Innovations event, set to take place at the NEC Birmingham on February 12-13. Her expertise, particularly in fibre-based packaging, recyclability, and collaborative approaches across the supply chain, will be pivotal as she addresses how the industry can navigate the complex intersection of sustainability and innovation.
The Role of Fibre-Based Packaging in a Sustainable Future
Fibre-based packaging, forms of which can be made from paper, has long been seen as a sustainable alternative to plastic due to its renewability, biodegradability, and recyclability. Rappou, through her work at CPI, supports the adoption of paper-based materials while addressing the challenges that come with their implementation. “Fibre-based packaging products can be very complex, but very innovative as well and I can see a lot of work around this area which is extremely interesting,” she told Packaging Innovations. The complexity arises from the need to balance sustainability goals with practical applications. Lightweighting, for example, is often touted as a way for businesses to reduce their environmental impact, but Rappou emphasises that it is not the only path to sustainability. “While it has become very popular with many suppliers developing lightweight products, it is important to remember that these products must meet the necessary properties that packaging products require while also being as sustainable as possible.”
CPI has been at the forefront of helping companies navigate these challenges by providing guidelines and resources. One of the key tools is the “Design for Recyclability Guidelines” , first introduced in 2018 and now in their fourth edition. These guidelines offer guidance on resource efficient recycling of fibre-based packaging products, while demonstrating the opportunity of fibre-based products for packing applications and their wider recyclability. “It is in the interest of all of us to be able to have products that can be easily recyclable. In essence, we all work towards sustainability, and we can collaborate and work together to achieve that,” says Rappou. Her work underscores the importance of designing packaging that not only meets current needs but can also be part of a closed-loop system where the material is continuously reused.
Another critical issue for Rappou is ensuring high-quality recycling, therefore not just to increase recycling rates but to ensure the quality of recycled materials remains high, allowing for the production of new packaging with a reduced environmental impact. “We care about the amount of recycling collected, we want recycling rates to be as high as possible, but we also want high quality of recyclate,” Rappou explains. Complex materials can pose challenges for recyclability, and it is essential that both collection methods and sorting systems are optimised to handle the material effectively. “Some materials are more challenging than others to recycle, but there are ways of meeting these challenges. It may be they can be recycled in a different facility or a specialist mill or there can be modifications to the product itself, so it is more suitable for a standard mill. There are different ways of achieving this, but effectively we want quality.”
Bridging the Gap Between Policy and Practice
One of the greatest challenges for the packaging industry today is keeping up with evolving regulations. Policies such as the Extended Producer Responsibility (EPR) scheme and the Packaging Waste Regulations are reshaping how businesses must approach packaging. For companies dealing with fibre-based packaging, understanding and complying with these regulations is essential. Rappou highlights the importance of aligning technical innovation with policy changes, and the CPI’s dual role in supporting its members to do this while working with government and regulatory bodies. “At CPI, we aim to contribute and share our expertise when it comes to developing recyclability assessment methodologies. For example, we have a wealth of technical knowledge that we can offer. This helps ensure that, from a policy standpoint, it’s more of a collaborative effort—working together to find ways to achieve the improvements we’re all striving for,” she explains. By working closely with the UK’s Department for Environment, Food & Rural Affairs (DEFRA) and other key stakeholders, CPI ensures that the paper industry’s perspectives are considered in the development of new regulations.
This collaboration extends beyond the UK, as Rappou points out that alignment between different markets is crucial for creating a global standard in sustainability. “Even though the UK and Europe, work together closely, at the same time we follow different regulations. For example the UK’s Extended Producer Responsibility Regulations differ from the EU’s Packaging and Packaging Waste Regulations. There are also operational differences, for example, the type of collections as well as the mill fleet. So, we try to align where we can, but to ensure full alignment, the baseline should be closer.” Despite these challenges, Rappou is optimistic and believes that by combining technical expertise with a deep understanding of policy, companies can successfully navigate the regulatory landscape while continuing to innovate. Her work at CPI reflects this belief, as the organisation focuses on supporting its members to meet both sustainability and regulatory goals. “We are here to support them in their journey,” she says, reinforcing the association’s commitment to helping businesses adapt to the changing demands of the packaging industry.
Collaboration and Innovation
This desire for collaboration is based on Rappou’s belief that it is the key to achieving sustainability in the packaging industry. CPI works closely with other industry associations, government bodies, and its members to ensure that innovations in packaging design and recyclability are aligned with broader environmental goals. This partnership-driven approach is crucial for overcoming the sector’s most pressing challenges, from ensuring the recyclability of complex fibre-based products to meeting the demands of new legislation.
One of the most exciting developments in the industry is the growing trend towards ‘paperisation’, where companies are shifting away from plastic packaging in favour of paper-based alternatives. This trend has gained significant momentum in recent years, particularly in fast-moving consumer goods (FMCG) sectors, and is expected to continue in the coming years. Rappou sees this shift as a positive step but cautions that it must be done responsibly. “We support companies in developing products that are, in practice, sustainable and recyclable, and we collaborate with the Government to ensure that these products can be collected and assessed effectively.”
Innovation is central to this process. While CPI does not directly develop new technologies, it witnesses first-hand the innovation taking place, as Rappou notes, “As a trade association we see innovation through our members and the work they are doing. It is something we want to see and thankfully it is something that is happening throughout the sector. Whether you’re looking for product innovation or operational innovation, it is present across the supply chain.”The industry is also seeing increased collaboration as the whole of the supply chain has recognised the need to work together to solve shared challenges. Rappou highlights how this collaboration often happens organically, “We are trying to be part of discussions that address common challenges and offer solutions.” she explains.
Getting the Basics Right
The future of fibre-based packaging is filled with both challenges and opportunities. One of the biggest challenges, according to Rappou, is ensuring that the industry gets the basics right before moving on to more advanced initiatives. “I have been working in the industry for two decades and we have been speaking about recycling throughout this time. I believe we need to focus on getting the basics right and get right what we’re doing at the moment, so we can walk before we run,” she says. With so many new regulations and reforms in the pipeline, it’s crucial for the industry to concentrate on implementing these effectively. With the packaging industry poised for significant innovation, particularly in the areas of recyclability and decarbonisation, it is important that we take those essential first steps while looking into the future,” as Rappou terms it.
As companies strive to reduce their environmental impact, they will need to continue investing in modern technologies and processes that can make fibre-based packaging even more sustainable. It will be the role of CPI to support its members through this transition, helping them to meet their sustainability goals while navigating the complex regulatory landscape.
Rappou’s participation at Packaging Innovations & Empack 2025 will offer attendees a chance to gain insight from her extensive experience in the industry. With her deep knowledge of both the technical and policy aspects of paper and fibre-based packaging, Rappou is uniquely positioned to offer insights into how the industry can continue to innovate, deliver sustainable solutions, and meet the demands of an increasingly eco-conscious market. With collaboration at the heart of her approach, Rappou’s emphasis on the importance of working across the supply chain to develop innovative design, recyclability, and policy compliance will help to not only meet regulatory requirements but also push the industry towards a more sustainable future.
