HEINEKEN has announced today its membership in the Ellen MacArthur Foundation Network, aiming to promote widespread use of reusable packaging. This alliance will enable the brewer to collaborate with other leading companies within the network, with the goal of promoting more sustainable practices in the industry.
The reuse of packaging has been integrated as a fundamental pillar of HEINEKEN’s circularity strategy, aimed at reducing the need for new packaging, minimizing waste, and reducing carbon footprint. As part of its “Brew a Better World” initiative, the company commits to progressively increasing the use of reusable packaging, contributing to a circular economy and promoting a more sustainable and profitable business model.
According to studies by the Ellen MacArthur Foundation, increasing the reuse of packaging is one of the most effective ways to reduce waste and decrease the use of virgin materials. The latest ‘Global Commitment 2024’ report indicates that 64% of brands, retailers, and other commitment signatories have implemented reuse pilot projects, highlighting the industry’s willingness to move towards a circular economy. Collaboration between companies has the potential to enhance reuse and more effectively address the global waste crisis.
