Packamama has joined WRAP’s UK Packaging Pact as a founding signatory, alongside around 100 organisations across the packaging value chain, to accelerate the shift to circular wine packaging.
The UK Packaging Pact is a ten-year initiative involving multiple sectors and is intended to change how packaging is created, used and collected in the UK.
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
It brings together companies, public bodies and industry groups to work on measures aimed at cutting waste and emissions, as well as preparing packaging systems for regulatory and financial pressures.
Packamama, which is working to decarbonise wine packaging through circular polymer bottles, said the pact provides a route to push change in a category that has often been left out of wider packaging reform.
Its areas of focus include using less material and improving design, raising recycled content and circularity, lowering greenhouse gas emissions, supporting investment in recycling and circular infrastructure, and helping businesses meet changing UK and EU rules.
As a founding signatory, Packamama will add the technical, commercial and consumer aspects of wine packaging to the pact’s wider industry discussions.
The programme’s work includes packaging optimisation, reuse and refill models, infrastructure funding and data harmonisation.
The company’s involvement follows its existing work with major UK retailers such as Aldi and Tesco, which have also signed up to the UK Packaging Pact.
Packamama founder and CEO Santiago Navarro said: “The UK Packaging Pact represents exactly the kind of system-level collaboration that is needed to transform packaging at pace.
“By joining the Pact, we are bringing wine into that conversation, working alongside leading retailers, brands, recyclers and policymakers to accelerate the transition to lower-emission, circular packaging.”
In January, Avantium announced a capacity reservation agreement with Packamama, which will secure the future supply of Avantium’s polyethylene furanoate (PEF), a polymer made from plant sources and branded as releaf.
