Voices From The Sector About Packaging

With the European Union Packaging and Packaging Waste Regulation (PPWR) on the horizon, stakeholders across the ornamental horticulture sector are beginning to take stock of what the proposed changes mean in practice. The new rules promise clarity and standardisation—but also bring complexity. In this article, FloraCulture International gathers insights from key players across Europe as they respond to the evolving policy landscape.

Italy: Clarity Still in Short Supply

In Italy, recent action by CONAI—the national packaging consortium—has stirred debate by classifying certain plastic pots as packaging based on wall thickness. From March, pots with a wall thickness of 0.5 mm or less are now subject to the Environmental Contribution (CAC), with a grace period until June 30. Pots thicker than 0.5 mm are exempt, unless sold with a plant, creating a grey zone that producers must navigate cautiously.

Aldo Alberto, President of the Italian Floriculture Association, summarised the concern: “Our position is that the pot is not just packaging, but an essential element for the survival and development of the plant.”

The association—along with CIA–Agricoltori Italiani—has issued guidance and is urging policymakers to recognise the unique characteristics of live plant production. ANVE-Associazione Nazionale Vivaisti Esportatori (National Association of Nursery Stock Exporters) is an association that protects the interests of all Italian nurserymen. It tells us it is keeping its members closely informed and participating in ongoing discussions with CONAI. For now, their official stance remains neutral as they await further developments.

Denmark: Uncertainty Around Implementation and Costs

In Denmark, where a large share of ornamental plant production is exported to other European countries, growers are facing several layers of uncertainty around how the PPWR will be implemented at the national level, and what it will cost.

The Danish Grower Association (Dansk Gartneri) has been proactive in sharing information with its members through industry magazines, newsletters, and conference presentations. But key details remain unclear.

“A lot of the ornamentals produced by Danish gardeners are exported to other European countries,” said Peter Larsen-Ledet, Managing Director of Dansk Gartneri. “In Denmark, retailers of packaging impose a tax on each package. When that packaging is not sold in Denmark, the grower must be compensated—but it is not clear how this is done.”

Another issue is cost transparency. “The prices will be published by the end of June 2025, and the tax should be paid from 1 October 2025,” Larsen-Ledet added. In the meantime, administration burdens are mounting for producers.

Some retailers are already prompting change: German customers have begun requesting ornamentals be delivered in reusable packaging, signalling an early shift in expectations.
As for the 2030 targets set by the regulation? “Maybe,” Larsen-Ledet said cautiously. “The Danish sector has not started working on the requirements that come into effect in 2030, and we still do not know exactly how the requirements are implemented in Danish legislation.”

Germany: Reuse Requirements Under Scrutiny

In Germany, the Zentralverband Gartenbau (ZVG) has flagged serious concerns about the feasibility of mandated reuse systems for transport packaging used in B2B transactions. Article 29 of the PPWR requires that by 2030, many such formats must be part of a closed reuse system—an ambition ZVG fears is premature.

“Such a ban on many types of single-use transport packaging jeopardises all supply chains in Europe, as there are no reusable solutions for many of these packaging formats or such reuse systems are neither ecologically nor economically viable,” said Dr Hans Joachim Brinkjans, Deputy Secretary General at ZVG. “We, therefore, urgently recommend a correction to the regulations.”

ZVG supports initiatives like Euro Plant Tray—a pan-European effort to create viable reusable alternatives—but believes the quotas currently proposed are “unattainable” under present conditions.

The Netherlands: Collaboration Drives Progress

For Royal Lemkes, the PPWR aligns with its sustainability ambitions. The Dutch wholesaler supports the regulation’s goals of reducing packaging volume and waste and views collaboration as the only viable path forward.

“PPWR is aimed at reducing the environmental impact of packaging and creating a level playing field in Europe,” the company stated. “Royal Lemkes supports the objectives of reducing the volume and weight of packaging and packaging waste.”

The company highlighted several strategic partnerships and sector initiatives it contributes to, including the Circular Horticultural Plastics agreement and HSPI, to foster transparency, circularity, and measurable impact.

“The ultimate goal remains simple: the best packaging is no packaging. By combining the expertise of producers with the creativity and innovation of research and training institutes, we can drive meaningful change.”

Royal Lemkes also works directly with growers and major retail clients to implement packaging innovations—from reusable tray schemes and label-free pots to supporting sustainable choices at the design stage.

Packaging Manufacturers: Getting Ahead of the Curve

Packaging producer Pöppelmann has long aligned itself with circular economy principles and sees the PPWR as reinforcement of this direction.

“Since the launch of our company-wide PÖPPELMANN blue® initiative, we at Pöppelmann TEKU have been consistently focusing on a truly circular economy,” said Sven Hoping, Division Lead at Pöppelmann TEKU.

“We focus on the use of post-consumer recycled materials and the full recyclability of our product range. We have also successfully launched a number of reusable products.”

Hoping added that further developments are in the pipeline and that the company is closely monitoring the evolving legislative framework: “We already meet many of the requirements of the new EU Packaging and Packaging Waste Regulations (PPWR). The pending Delegated Acts will bring some clarity to the requirements and timelines of the PPWR specifications. We encourage all horticultural businesses to familiarise themselves with the requirements.”

This article was first published in the April 2025 issue of FloraCulture International.