Ellen MacArthur Foundation: Scale Up Reusable Packaging
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The Ellen MacArthur Foundation has called for a ‘reuse revolution’ that shifts the focus from recycling plastic packaging to greater levels of reusable and returnable packaging. The Foundation, which works to accelerate the transition to a circular economy, has issued a new report calling for the reuse of packaging materials to be urgently upscaled.

The report claims that a reuse revolution is critical to tackling the plastic waste and pollution crisis, and offers insights and recommendations into ways in which the use of returnable packaging can be increased.

Sander Defruyt, Plastics Initiative Lead at the Ellen MacArthur Foundation, said: “It’s time for a reuse revolution. Embracing this gives us the opportunity to tackle plastic pollution, ease pressure on our natural resources, and make strides towards net zero.”

“Scaling reuse will be a major transition and won’t happen overnight. This analytical study gives us greater insight into the key drivers that affect the environmental and economic performance of return systems.”

“Yet, it doesn’t have all the answers. We now need to see more research and groundwork in specific geographies and sectors to determine the best course of action and make return models at scale a reality.”

“No single organisation can drive the necessary change by itself; it will require a collaborative effort from businesses, policymakers and financial institutions. Together they can kick start the reuse revolution and get the world on track to tackling the plastic crisis.”

The Foundation has worked with consultancies, government agencies, brands and retailers. Some of the 60 businesses and organisations that were involved in the consultation process include Coca-Cola Danone, PepsiCo, Unilever, and the European Investment Bank.

The report makes three key recommendations. The first is to share infrastructure to make reuse simpler and more streamlined, and to reduce confusion among customers about how, where and when to return items of packaging. Secondly, it calls for more standardisation of packaging to make the sorting, cleaning and storing process more efficient.

Thirdly, it calls for companies to offer incentives to customers to return packaging to increase the rate of return.

Ambroise Fayolle, Vice President at the European Investment Bank, said: “This valuable study issues a blueprint for achieving the crucial step-change from recycling to reuse in a global economy. Shifting towards reuse systems can increase circularity at scale, whilst at the same time creating new business options and social benefits.”

Jolanda de Rooij, Senior Sustainability Manager Circular Economy at Unilever, added: “We’re pleased to be working with the Ellen MacArthur Foundation and other industry partners to explore the economic, environmental, and experiential impacts of reuse models versus single-use.”

The report claims that without more effort to reuse packaging materials from products such as personal care items, food cupboard, beverages and fresh food items, worldwide use of new plastics is unlikely to decrease before 2050.

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MATT BEVERLEY

A time served Mechanical engineer Matt’s background includes many high-profile projects within the Automotive Industry: The Rolls Royce Phantom, Rolls Royce Cullinan, Spyker Le-Mans racing teams, Bentley, Aston Martin, and Airbus A380. This history and knowledge of complex manufacturing and engineering projects have been transferred and further developed into the bulk material handling sector. Matt has work in Europe, North America, Indonesia, and China

He joined the bulk solids and bulk handling industry in 2019 as Managing Director of Hoverdale UK Ltd and subsequently completed a Management buyout in July 2020. The business has grown yearly, increased employment, its customer base, and worldwide reputation, and disrupted the market with groundbreaking innovative technology. Since Matt took over Hoverdale, the company has filed four patents for innovation; one was granted in 2023 for a design to improve bulk handling. The success had been driven by delivering tailored solutions to the waste recycling sectors that keep material flowing out and money flowing in.

Awards Include

  • 2024 – Shapa company of the Year
  • 2024- Shapa Innovation in Technology
  • 2024- MHEA Engineer of the year
  • 2021 – MHEA Innovation of the year
  • 2021- IMechE Innovation award

Current Positions Include.

  • Group Chairman Hoverdale UK Ltd
  • President (MHEA) Material Handling Engineers Association
  • Vice Chairman: IMechE Bulk Material Handling Committee
  • Council Member: (SHAPA) Solids Handling & Particle Association
  • Member: Chartered Management Institute

Matt has been happily married to Julie for 22 years and has 4 children, 3 of which are involved within the Hoverdale group of companies. He is an RFU level 2 qualified coach and referee having been in several head coaching roles at various age groups from under 6’s to adults for his local team Nuneaton RFC. He believes in the core values that rugby teaches of Teamwork, Respect, Enjoyment, Discipline, Sportsmanship and try’s to carry this through in his day to day business activities. He is passionate at brining the next generation of young, diverse engineers into the sector through promotion of apprenticeship scheme and further education routes.

DAVID BARTER

David is an experienced leader, with a background covering Operations, eCommerce, Finance, Compliance, HR and IT. His career spans Banking, Retail and Engineering, spending the majority of his career working for ALDI as they grew to become 4th largest supermarket in the UK, including seven years on their UK board as Managing Director of IT and eCommerce.

David joined Hoverdale’s Senior Management Team in 2023 to seek a fresh challenge in a completely different industry sector. He has applied his approach to Process Improvement, Efficiency, Customer Service and Teamwork to great effect during Hoverdale’s sustained growth.

Married to Jane, with three adult sons between them, David volunteers on the board of the Nottingham Playhouse theatre as well as his local rugby and football clubs. Any spare time he spends enjoying walks with their Golden Retriever, Buzz, who is also regularly seen in the Hoverdale office.

BEN DUCHESNE

Ben is a time serviced field service engineer in the busy waste and recycling sector, who’s career moved into to managing service teams and beyond. Originally beginning his career with a HGV repair and maintenance apprenticeship with IVECO, from there travelling and working in multiple countries moving towards waste processing shredders.

Ben joined the Hoverdale team in September 2024 seeking to apply his extensive knowledge to a new area. His values and ethics fit perfectly within the Hoverdale ethos.

He is happily married to Kristina, with 4 wonderful young children; 14, 11, 8 and 5. We the children he doesn’t get much spare time. He is a family man, who enjoys spending as much time with them as possible.