As the European Union’s Packaging and Packaging Waste Regulation (PPWR) reshapes the future of packaging, companies across the value chain are racing to adapt. At the center of that transition is Paul Krochak, Graphic Packaging International’s packaging circularity manager international, whose work is increasingly defined by aligning product design with sweeping new regulatory demands.

“The PPWR has had a huge impact on my work,” Paul said, describing how the regulation has become a daily touchpoint for innovation, compliance and strategy across the business.

A Regulation Redefining Packaging Design

At its core, PPWR aims to significantly reduce packaging waste across Europe by enforcing stricter design, material and recovery requirements. For companies like Graphic Packaging, this means rethinking packaging from the ground up.

Paul explains that the company’s approach to circularity already aligns closely with PPWR’s objectives. “It’s based on the raw materials we use, how we design packaging and how much value we can retain at end of life,” he said.

This includes prioritizing renewable and recycled materials, minimizing packaging weight and waste, and ensuring packaging and materials can be reused, recycled or otherwise recirculated.

That philosophy mirrors PPWR’s framework, which introduces measures such as:

• Mandatory design-for-recyclability requirements
• Minimum recycled content thresholds
• Packaging minimization rules
• Market restrictions on certain single-use plastic formats

“Design for recyclability is really the foundation,” Paul noted, emphasizing the need for packaging that can be collected, sorted and reprocessed without disrupting recycling systems.

Preparing for 2030: Innovation and Collaboration

With key PPWR milestones approaching — particularly recyclability requirements by 2030 — Graphic Packaging is pursuing a multi-pronged strategy.

A central component is rigorous recyclability testing, ensuring new packaging innovations meet performance standards while minimizing exposure to extended producer responsibility (EPR) fees.

At the same time, the company is deeply engaged in industry-wide collaborations. One example is the 4evergreen Alliance, which includes over 110 stakeholders working toward a 90% recycling rate for fiber-based packaging in the EU by 2030.

Collaboration extends both upstream and downstream:

• Working with suppliers to improve material performance
• Helping customers understand how packaging design decisions affect recyclability
• Participating in EU-funded innovation projects to develop next-generation solutions

Embedding Circularity Into Design

Graphic Packaging has also formalized its approach through a Better by Design methodology, which integrates regulatory compliance directly into the innovation process.

This system uses quantitative circularity metrics — including renewable, recycled and recyclable content — to evaluate packaging concepts early in development. Designers are supported by a circularity assessment tool and regulatory requirements mapping that help them flag applicable PPWR measures during the design phase.

“We cross-check design concepts with relevant regulations early on,” Paul explained, allowing teams to iterate quickly and ensure compliance before products reach market. “Where possible, we also take into account upcoming requirements that may apply in a later stage.”

Beyond circularity, the approach also considers:

• Broader environmental impacts such as carbon footprint
• Operational functionality for brands and retailers
• Consumer convenience and usability

Driving Standardization Across Europe

Another critical element of PPWR is the creation of harmonized recyclability standards. Paul noted that Graphic Packaging is playing an active role in shaping these through European standardization bodies.

“We’re contributing with our expertise and testing data to ensure the standards are science-based and feasible,” he said.

This involvement gives the company early insight into evolving requirements and positions it to guide customers through regulatory changes.

Paperboard Packaging Gains Momentum

As PPWR tightens restrictions on plastics and raises recycling expectations, Paul sees a clear shift toward paperboard alternatives.

“There’s no question that PPWR creates a huge tailwind for plastic substitution with paperboard.”

— Paul Krochak, Packaging Circularity Manager International

The trend is already visible across multiple sectors:

• Beverage multipacks shifting from plastic film to paperboard
• Increased adoption in the foodservice (HoReCa) segment
• Emerging changes in fresh produce

This momentum is supported by strong existing infrastructure. Paperboard packaging in the EU already achieves 87% recycling rates, the highest among material categories.

However, challenges remain, particularly in collecting and recycling on-the-go packaging. Paul estimates that around 3 million tonnes of fiber-based packaging currently goes uncollected due to consumer behavior and system gaps.

Solving this will require improved collection systems and consumer engagement, he said, calling it a key opportunity to push recycling rates beyond 90%.

A Turning Point for the Industry

For Graphic Packaging and the broader sector, PPWR represents more than regulatory compliance — it is a catalyst for transformation.

By embedding circularity into design, investing in innovation and advancing collaboration across the value chain, companies are not only meeting new requirements but unlocking new growth opportunities.

“The regulation is creating tailwinds for more sustainable packaging solutions,” Paul said.

As Europe moves toward a fully circular packaging economy, those that align early — like Graphic Packaging — may be best positioned to lead the next chapter of packaging innovation.