The work being done by 4evergreen aims to keep fibre-based solutions at the forefront of sustainability and a circular economy. We want to play an instrumental role in developing higher levels of recyclability across Europe, and 4evergreen is working towards a 90% recycling target for fibre-based packaging by 2030, which exceeds the EU’s existing goal of 85%. Cepi, the host of the 4evergreen alliance, is the European association representing the paper industry with a mission to secure the pulp and paper industries’ competitiveness towards EU policymakers. The sector is also an example of how competitiveness and sustainability can go hand in hand.
4evergreen: The fibre-based packaging industry working together
With over 110 members, 4evergreen is a cross-industry alliance dedicated to improving the recyclability of fibre-based packaging. It also serves as a technical and knowledge-sharing platform for EU decision-makers. The alliance includes companies across the entire packaging value chain, including paperboard producers like Metsä Board, converters, recyclers, waste management companies, brand owners, and research institutes.
As the new Co-Chairs of 4evergreen, I lead meetings, facilitate discussions, and guide the existing strategic direction of the alliance. It’s a collaborative effort involving companies from seven industry segments representing the entire value chain, with dedicated workstreams driving the technical work. While I don’t make decisions on behalf of the alliance, my role is to ensure that 4evergreen stays focused and effective on its strategic objectives.
4evergreen has two main objectives: first, to improve the recyclability of fibre-based packaging through industry-led guidance and technical work, and second, to promote the benefits of these materials to broader audiences, including policymakers and businesses. Increasing visibility for 4evergreen is also a priority because we want to ensure that the value chain and customers understand the significance of the alliance’s work in shaping a more sustainable packaging future.
Leading Europe’s circular economy transition with fibre-based solutions
I’ve been amazed by the extensive technical groundwork completed by the alliance’s workstreams, with hundreds of experts contributing to guidance documents that address recyclability from multiple angles. For example, the Recyclability Evaluation Protocol provides standardised laboratory testing methods to assess the recyclability of fibre-based packaging. The Circularity by Design Guidelines offer recommendations for designing packaging that’s easy to collect, sort, and recycle, while the Collection and Sorting Guidelines present a Europe-wide review of best practices to improve recycling processes. These efforts ensure that the entire value chain has the necessary tools to improve recyclability and support our alliance’s ambitious targets. Last year, 4evergreen published its 3rd Anniversary Report, which provides insights into the cross-industry cooperation and discussions that have resulted in the achievement of the alliance.
It’s crucial work, especially since the EU is introducing increasingly strict regulations for packaging. For example, the new EU Packaging and Packaging Waste Regulation (PPWR) will take effect in mid-2026, and by 2030, only packaging that complies with the new recyclability criteria will be allowed in EU markets. 4evergreen and companies like Metsä Board can play a vital role in supporting this transition.
As regulatory frameworks evolve, I believe it would be wise for EU decision-makers to consider the technical work that’s already been completed by 4evergreen. This is especially important when planning further guidance on regulations or when finalising secondary legislation that assesses the recyclability of different packaging materials.
Value chain collaboration will boost recyclability
My colleagues at Metsä Board and I view the 4evergreen alliance as an essential platform to strengthen collaboration across the entire value chain to improve recyclability and recycling rate. However, we also see the alliance’s work extend beyond regulatory compliance; it helps create a more predictable operational environment for fibre-based packaging. In addition, it can support the harmonisation of collection and sorting systems across Europe, which could have a tremendous future impact on recycling rates.
Serving as 4evergreen’s Co-Chair for the next two years is a privilege, and I’m excited about what we can achieve together with our members. I’m confident that the excellent work done by our 4evergreen workstreams throughout the last few years has built the needed foundation and momentum to help our alliance reach its ambitious recycling target of 90%. Through cross-sectoral value chain collaboration, technical expertise, and a shared vision, we are already making tangible progress toward a future where fibre-based packaging will remain a leading circular economy solution.