Summary: Heineken collaborates with the Ellen MacArthur Foundation to accelerate global adoption of reusable packaging and advance circular economy goals.
On April 22, 2025, Heineken announced a strategic partnership with the Ellen MacArthur Foundation’s Network in the Netherlands. This collaboration aims to accelerate the global adoption of reusable packaging, supporting Heineken’s sustainability commitments and circular economy initiatives.
Heineken’s Commitment to Circular Economy
Heineken’s long-term environmental ambition is to embed circular economy principles throughout its operations. Through its ‘Brew a Better World’ program, Heineken strives to increase reusable packaging usage, thereby reducing the need for new packaging materials and minimizing waste and emissions. This strategy supports Heineken’s vision for a sustainable business model balancing profitability with environmental responsibility.
Collaborative Industry Movement Towards Reuse
The partnership with the Ellen MacArthur Foundation enables Heineken to collaborate with multiple industry leaders dedicated to scaling reusable packaging solutions. Research by the Foundation demonstrates that reusable packaging significantly cuts waste and dependence on virgin materials, making it a key approach to combating packaging pollution. Additionally, the 2024 Global Commitment report shows that 64% of brands and retailers have experimented with reuse models, signaling industry-wide momentum toward embracing circular systems.
Driving Systemic Change Through Partnership
According to Joanna Price, Heineken’s Chief Corporate Affairs Officer, industry collaboration is essential for systemic change. The Ellen MacArthur Foundation brings together businesses, governments, and NGOs to amplify impact. Heineken plans to share its reusable packaging expertise to promote widespread adoption. Rob Opsomer from the Foundation highlights that addressing packaging pollution requires cross-sector cooperation, where experienced global companies like Heineken play a crucial role in scaling reuse models effectively.
This partnership represents a significant milestone in the packaging industry’s drive towards sustainability. By joining forces, Heineken and the Ellen MacArthur Foundation aim to foster broader reusable packaging adoption, advancing circular economy objectives. This collaboration not only benefits the environment by reducing packaging waste and emissions but also unlocks opportunities for innovative business models in reuse logistics and sustainable production.
Source: Packaging Gateway
Tag: Business,Recycling,Sustainable Packaging