Policy

The national and international policy landscape for packaging and waste is shifting faster than ever. For brands, understanding these changes isn't just a matter of compliance, it's critical to long-term commercial success. 

At Shellworks, we keep a close eye on the latest legislative updates to ensure the solutions we provide are genuinely meaningful. Our goal is simple: help customers enhance their offerings while staying ahead of the regulatory curve.

Navigating the EU’s Packaging and Packaging Waste Regulation (PPWR)

Until recently, the Packaging and Packaging Waste Regulation (PPWR) discussions focused almost exclusively on recycling traditional petroleum plastics. However, the tide is turning.

The EU has clarified its support for biomaterials in the PPWR in its 2025 Bioeconomy Strategy, stating: “Under the Packaging and Packaging Waste Regulation, the Commission will: support the recognition and uptake of bio-based plastics and novel materials, in complementarity with recycled content targets, ensuring a coherent approach across applications.”

 The EU’s updated bioeconomy strategy confirms the Commission’s support for bio-based materials alongside recycled content targets - a vital step toward defossilisation. 

By 2030, the PPWR will require traditional plastic packaging to contain up to 35% Post-Consumer Recycled content (PCR), rising to 65% by 2040. While these evolving targets present a hurdle for many brands, compostable plastic packaging offers a streamlined path to compliance.

Made entirely from renewable plant carbon, Vivomer is both compostable and recyclable. This gives brands the flexibility to choose the PPWR category that best aligns with their sustainability goals:

1. Compostable:  “Compostable plastic packaging” (except for those specified in Article 9) is exempt from certain recycled content requirements (Article 7 (4e)).

2. Recyclable: Shellworks has proven that Vivomer does not disrupt existing waste streams and is compatible with recycling processes in the UK, France, and Germany (As per the requirements in Article 9).

Switching to compostables isn't just about ticking a box; it's a more circular choice. While PCR content merely prolongs the lifecycle of traditional plastic, compostable materials return to the soil, feeding a truly regenerative system.

Clarity in an Ambiguous Regulatory Environment

Navigating policy can be a headache for brands. New regulations are often launched with high-level goals, leaving the granular details to be figured out over years of iteration.

The US Landscape:
Extended Producer Responsibility (EPR) is gaining momentum, with California (SB 54), Colorado, Maine, Minnesota, and Oregon leading the charge. California’s SB 54 is particularly ambitious, requiring a 25% reduction in single-use plastic by weight and count by 2032. However, California's strict labeling laws currently limit compostable claims, creating a complex environment for brands to navigate.

The UK Landscape:
The UK is moving toward a system where brands are financially responsible for the entire lifecycle of their packaging. Extended Producer Responsibility (EPR), which is overseen by DEFRA, shifts waste management costs from taxpayers to producers. Large producers (identified by a turnover of more than £2M and as using 50 tonnes of packaging a year) must pay fees to cover collection and recycling of their packaging. Via a “RAG” (Red-Amber-Green) system, the fees are modulated, depending on how “sustainable/easily recyclable” the packaging is.

Compostable and biodegradable materials are currently classified as RED, because they are not included in curb side recycling collection; however, compostable and biodegradable materials scheduled to be reviewed for inclusion of the EPR RAM in Q2 of 2029, according to PACK UK 2025-2030 Roadmap

Years of focus on recyclability, and a narrative that suggested recycling was the best and only solution, are slowly being unpacked. Innovative solutions such as Vivomer showcase a better alternative with a clearer end-of-life pathway that is easier for brands to communicate and infinitely more environmentally friendly.

Global Support for the Transition

Policy is forcing a "tidal shift" in decision-making. Fortunately, public infrastructure is catching up to support this transition: 

• United States: Over 25 states now provide access to curbside or residential compost collection.

• United Kingdom: Councils are standardising collection sets to give consumers clearer disposal instructions.

• Tech Solutions: Companies like Peels provide interactive global maps to help users find nearby composting drop-off locations.

Flighting the Microplastic Crisis

A subject close to the heart of the Shellworks team is the fight against microplastics. These persistent pollutants have infiltrated every ecosystem on the planet. Unlike natural materials, microplasticsthey do not biodegrade; they accumulate, leaching toxic additives that impact human and environmental health into the food chain.

Regulatory bodies are finally cracking down:

• California: Launched a Statewide Microplastics Strategy, aiming for standardised drinking water testing by 2026.

• Rhode Island: Introduced the Microplastics Reduction Act to prohibit intentionally added microplastics by 2030.

• EU: The European Commission has banned deliberately added microplastics, with a focus on the beauty and personal care industry. New formulations must now prove biodegradability in marine and soil environments.

Future-Proofing with Vivomer

By replacing traditional plastic components with Vivomer, businesses can seamlessly hit aggressive sustainability targets without sacrificing performance. Choosing a packaging partner that ensures compliance - while contributing zero microplastics - is a strategic move for both business longevity and environmental impact.

The team at Shellworks is here to guide you through this uncertain landscape. Together, we can turn regulatory challenges into a competitive advantage.