Business View Magazine - Sept 2023

148 BUSINESS VIEW MAGAZINE VOLUME 10, ISSUE 9 which is the advocacy committee,” she explains. This committee delves deep into the various pieces of legislation that could potentially influence their packaging type. They collaborate closely with consumer brands to ensure that both legislative and voluntary goals are met. Keane also highlights the pivotal role of the Product Stewardship Committee. This committee grapples with the technical challenges of implementing post-consumer recycled content, introducing more bio-based products, and transitioning from plastic to paper, all while ensuring the preservation of product quality. “We still need the shelf life of our food and the sterility of our health and medical products,” Keane emphasizes. “You don’t want to sacrifice that to get to that final recyclability type of goal.” When asked about specific pieces of legislation the FPA is currently focusing on, Keane’s response is comprehensive. One major area is extended producer responsibility (EPR). “We see extended producer responsibility as a way to ensure investment in modernizing the U.S. recycling system,” she states. EPR aims to update the U.S. recycling system to accommodate flexible packaging, which currently isn’t collected curbside. Through EPR, fees would be imposed on all packaging, funneled through a nonprofit run by the brand owners, and then directed towards infrastructure investment. Keane further elaborates on the need for advanced recycling, particularly chemical recycling. Unlike the more common mechanical recycling, chemical recycling offers a higher-value process that can restore materials to an almost virgin-like state. This is crucial for packaging that requires sterility, such as food and medical products. The FPA’s advocacy efforts span across various states, each with its unique legislative challenges. From labeling bills that could potentially cause discrepancies in recyclability labels across states to post-consumer recycled content mandates in separate pieces of legislation, the FPA is actively involved in shaping the narrative. The Evolution of Packaging: Brands Embracing Flexibility In the vast expanse of the consumer goods market, the choice of packaging is paramount. It’s not just about aesthetics or branding; it’s about functionality, sustainability, and cost-effectiveness. Keane delves into the considerations major brands like PepsiCo make when deciding on their packaging choices. “Pepsi is a good example,” Keane begins. “If you think about the Pepsi side of it, you’re still in rigid bottles and cans, and that’s because it’s a carbonated drink.” The carbonation in beverages like Pepsi presents challenges for flexible packaging. Non-carbonated drinks, like Capri Sun by Kraft Heinz, are more amenable to the flexible format. From a brand owner’s perspective, the choice of packaging is dictated by the product’s needs. “They need the right package for their product,” Keane emphasizes. If flexible packaging offers both environmental and cost benefits without compromising the product’s quality, brands are more inclined to adopt it. However, the ultimate