IBA editorial team With the new EU Packaging and Packaging Waste Regulation (PPWR, EU Regulation 2025/40), the regulatory framework for packaging in Europe is set to change fundamentally. The first requirements will come into force on 12 August 2026. What does this mean in practice for the furniture industry? And where do the main challenges lie in implementation? In this interview, Frank Kurrat, Managing Director at Interzero, provides his perspective on the new requirements.
Mr Kurrat, many companies initially perceive the new EU Packaging Regulation as an additional burden. Is this assessment justified?
I can understand that perception. The PPWR undoubtedly introduces new requirements, particularly in terms of documentation and the assessment of packaging. At the same time, however, it addresses a structural issue that Europe has faced for years: highly fragmented national regulations. Until now, companies operating across Europe have had to comply with different rules in each country, which has been extremely complex. The regulation creates greater harmonisation. While the effort will increase in the short term, in the long run it will create more clarity and significantly improve the competitive position of European companies.
A key aspect is the new definition of ‘manufacturer’. What is changing here?
The new definition of ‘manufacturer’ is indeed one of the most important elements. Previously, it was relatively clear who qualified as a manufacturer. In the future, this will be assessed in a more differentiated way. We now speak of different roles, such as producer, importer or distributor, each of which carries its own obligations. The crucial point is that companies must classify themselves very carefully. This is particularly relevant for the furniture industry, as many companies source products internationally or sell them under their own brand. In such cases, responsibilities may shift. Companies that were previously not directly affected may now be directly subject to obligations.
What does this mean in practical terms for companies?
The first step is always to clarify one’s own role. Without this classification, it is simply not possible to determine which obligations apply. For example, if a company places packaged products on the market under its own brand, it will generally be considered a producer. This entails clear requirements, particularly with regard to the packaging itself. And this leads us to the second key point: the so-called producer responsibilities.
What requirements are associated with these producer responsibilities?
Producer responsibilities are very specific. Companies must ensure that their packaging is clearly identifiable. This includes, for example, labelling such as serial numbers or other identification features. In addition, the name, brand and contact address must be provided either on the packaging itself or digitally, for instance via a QR code. It is essential that all information is clear and easily legible. Another important aspect is responsibility for compliance. If packaging does not meet the requirements, the company must take action and, where necessary, inform the authorities. At the same time, there is an obligation to provide all relevant information upon request. This shows that responsibility no longer ends when the product is placed on the market – it accompanies the packaging throughout the entire life cycle of the packaging.
In addition to legal requirements, the regulation focuses on the circular economy. What does this mean for the furniture industry?
The PPWR clearly aims to integrate packaging more strongly into closed material loops. This particularly concerns recyclability and the use of recycled materials. The challenges for the furniture industry vary in scale. Products are often large, sensitive and require reliable protection. This is already largely achieved through the use of cardboard, which presents fewer challenges than, for example, plastic film packaging. For plastics, minimum recycled content requirements will apply in future (35% from 2030). While this is technically feasible today, it places high demands on material quality and processing in certain applications. The main challenge lies in the availability of sufficient quantities and qualities on the market.
Is the industry prepared for this?
Partly. There are already solutions, and some companies are quite advanced in this regard. However, we also see structural challenges. A key issue is the availability of recycled materials. The market is already under pressure. If demand continues to rise, this could become a significant bottleneck. For companies, this means they must address their supply chains at an early stage. It is not enough to wait for the market to provide solutions – proactive management is required. In this context, it is advisable to establish strategic partnerships early on with companies that manage the entire packaging cycle, such as Interzero.
Many companies are wondering where to start. What would you recommend?
The most important step is transparency. Companies need to understand which packaging they use, what materials it consists of, and how it is assessed. Based on this, the packaging portfolio should be systematically analysed. Where are the risks? Where is there a need for adjustment? And what alternatives are available? Another key aspect is collaboration with packaging suppliers and suppliers of pre-packaged products. Without reliable data and clear coordination, the requirements cannot be met, which may ultimately lead to exclusion from the market.
So the regulation is not only introducing new obligations but also changing processes?
Absolutely. Packaging management is becoming far more strategic. It is no longer sufficient to view packaging purely in functional terms. Instead, aspects such as material selection, recyclability, recycled content and data availability must be integrated into packaging development at an early stage. This affects procurement, product development and logistics alike.
Your conclusion: how should companies approach the PPWR?
The regulation is certainly demanding, but it is also an important step. It creates a clearer framework and strengthens the circular economy. For companies, this means one thing above all: act early. Those who engage with the requirements now can implement the necessary changes in a structured way. In the long term, packaging will become a strategic issue – not only from a regulatory perspective, but also as part of sustainable value chains.
Mr Kurrat, thank you for the interview.
Frank Kurrat is Managing Director of the Interzero Recycling Alliance and has worked for around three decades in various roles related to extended producer responsibility and the circular economy. His areas of expertise include the development of take-back systems, the implementation of regulatory requirements in the packaging sector, and the advancement of recycling and material cycles. Further information: https://www.interzero.de/
Cover photo: Interzero Recycling Alliance GmbH
