Heineken has entered a collaboration with the Ellen MacArthur Foundation’s Network in the Netherlands to support the global shift to reusable packaging.
The initiative will involve working alongside other member companies to expand the use of returnable packaging solutions.
Reusable packaging plays a vital role in Heineken’s broader circular economy plan.
The company aims to reduce the use of new packaging materials, as well as cut waste and emissions to support its long-term environmental objectives.
Under its ‘Brew a Better World’ programme, Heineken is aiming to raise the share of reusable packaging. The company is pushing towards a more sustainable business model with circular economy principles.
This also includes ensuring commercial viability while reducing environmental impact.
Research by the Ellen MacArthur Foundation indicates that reusable packaging helps reduce waste and the need for virgin materials.
Their findings underscore the environmental benefits of scaling reuse systems. This provides backing for companies working to reduce packaging-related pollution.
According to the 2024 Global Commitment progress report, 64% of brands and retailers have tested reuse models.
This demonstrates a clear shift within the industry towards circular solutions. The report reflects increasing readiness to adopt these practices at scale.
Heineken chief corporate affairs officer Joanna Price said: “As a leading global brewer, we recognise that industry collaboration is vital in creating a systemic shift towards scaling reuse.
“Partnering with the Ellen MacArthur Foundation is crucial due to their convening power, bringing together industry leaders, governments, and NGOs to foster impactful change.
“By sharing our expertise in reusable packaging, we aim to drive adoption at scale and contribute significantly to a circular economy.”
The partnership positions Heineken and the Foundation to leverage this momentum for broader impact.
Together, they aim to encourage greater use of reusable options in the packaging supply chain. This cooperation supports industry-wide progress toward circularity goals.
Ellen MacArthur Foundation Plastics and Finance executive lead Rob Opsomer said: “Scaling up reuse is critical to tackle packaging pollution. To do so, collaboration is crucial. No single organisation can drive the necessary change by itself.
“Leaders across the private, public, and finance sectors need to collaborate and take a fresh approach to expanding reuse. We look forward to working with Heineken, a company that has experience implementing reuse models globally, to drive reuse at scale.”
