Reusable Packaging: The Missing Link in Sustainable Supply Chains 

Sustainability has become a defining priority for European supply chains. Retailers, manufacturers and logistics operators are under pressure to reduce waste, cut carbon emissions and comply with rapidly evolving packaging regulations. Yet despite the heightened focus on “sustainable packaging”, much of the conversation still centres on recycling. 

Recycling does play an important role in material recovery – but it tackles waste after it has been created. A truly sustainable approach focuses on preventing waste in the first place. That is where reusable packaging delivers the strongest impact. 

This shift is not just theoretical. It is reflected in the upcoming EU Packaging and Packaging Waste Regulation (PPWR), which requires reuse before recycling in certain instances.  

Understanding What Makes Packaging “Sustainable” 

Sustainability claims in packaging can be broad, and sometimes confusing. Not all “sustainable” packaging works the same way or delivers the same impact. 

Packaging solutions generally fall into four categories: 

Each approach has value, but only reusable packaging minimises environmental and social impacts along the value chain. Even highly recyclable single-use packaging requires continuous extraction, manufacturing, transport and disposal — all of which generate emissions consume resources and workforce health and safety exposure. 

True sustainable packaging aligns with circular economy principles, which are: reduce material use, extend product life, keep resources cycling for as long as possible and protect your workforce. 

Reusable vs Recyclable Packaging: Why the Difference Matters 

Recycling is necessary, but not sufficient to minimise environmental and social impacts. When we compare waste and carbon reduction between recyclable and reusable systems, the gap is significant. 

• Recycling reduces waste volume but still requires repeated manufacture of new packaging. 

• Reusable packaging dramatically lowers carbon by reducing production frequency. 

• A single reusable asset can replace hundreds of single-use equivalents. 

Operational Performance 

Reusable packaging performs better across the supply chain because it is engineered for repeated trips, consistent handling, and exposure to demanding conditions. Unlike single-use materials, which are often optimised for cost, reusable plastic assets are optimised for performance and longevity. This translates into tangible operational advantages at every stage of the journey. 

Reusable plastic packaging is: 

• Robust in cold chain environments — it maintains structural integrity in chilled and humid conditions without weakening, softening, or absorbing moisture. 

• Hygienic and washable — made from food-grade plastics that can be sanitised repeatedly, supporting strict food safety and contamination control standards. 

• Compatible with automation — uniform footprints and stacking behaviour improve performance in automated warehouses, conveyors, and robotic systems. 

• Dimensionally consistent — assets retain their shape, fit, and tolerances over hundreds of cycles, making inventory planning and transport optimisation more predictable. 

• Protective and damage-reducing — rigid walls and secure stacking reduce crushing, bruising, and spoilage, especially in high-value fresh categories. 

By contrast, cardboard and lightweight single-use plastics degrade quickly when exposed to moisture, temperature changes, or repeated handling. Over time, these inconsistencies lead to product damage, waste, inefficiency, and higher total system costs — even if the packaging itself appears cheaper upfront. 

Economic Efficiency 

Recycling has real value, but it is not cost-free. Recycling systems generate ongoing expenses tied to waste collection, transportation, sorting, and material reprocessing. In many cases, businesses also pay for disposal of contaminated or non-recyclable materials, and then must purchase new single-use packaging to replace what was discarded. 

Reusable systems operate very differently. Because assets circulate repeatedly, they deliver a significantly lower Total Cost of Ownership (TCO) over time. Value increases with every trip for several key reasons: 

• Cost per trip decreases over time — once the asset is in circulation, each additional trip amortises the upfront cost, driving the per-use cost down dramatically. 

• Assets last for years — durable plastics are designed for hundreds of cycles, spreading investment over a long functional life. 

• Product damage and waste are reduced — consistent protection and structural strength reduce spoilage, returns, and shrink. 

• Operations become more reliable and predictable — standardised assets improve stacking, automation, storage, and transport efficiency. 

This economic model explains why reusable plastic assets are recycled only at end of life. The sustainability value — and the commercial value — lies in the many trips before recycling ever occurs, not in a single-use cycle. 

The PPWR: A Regulatory Turning Point 

The Packaging and Packaging Waste Regulation (PPWR) marks the most significant overhaul of European packaging legislation in decades. Unlike previous frameworks, which largely focused on recycling and material recovery, the PPWR shifts  towards waste prevention through reuse. It establishes a clear hierarchy for future packaging systems: 

Reuse → Recycle → Dispose 

This hierarchy is reflected in several major policy changes, including: 

• Mandatory reuse targets across segments such as retail, transport, and e-commerce, requiring companies to integrate reusable formats into their packaging mix. 

• Durability and performance standards, ensuring that packaging assets can withstand multiple cycles and maintain functionality over time. 

• A stronger emphasis on waste prevention, aiming to reduce packaging volumes at source. 

Businesses that invest early in reusable packaging and pooling systems will not only be more prepared for regulatory compliance — they will also reduce Scope 3 emissions, strengthen supply chain efficiency, and gain a competitive advantage. 

How Reusable Packaging Supports Sustainability Goals 

Reusable packaging contributes to meaningful sustainability outcomes by removing waste at the source and reducing the need for constant material production. 

• Lower Scope 3 Emissions 
  Because assets circulate for years, upstream manufacturing emissions decline significantly. In addition, the product protection afforded by rigid reusables reduces product loss which eliminates the emissions (and cost) of disposing, but more importantly replacing that lost product.  

• Less Single-Use Waste 
  Each reusable crate, pallet or container replaces hundreds of disposable equivalents over its lifetime. 

• Reduced Resource Extraction 
  Fewer raw materials are needed for continuous production, cutting energy use and environmental impact. 

• Operational Benefits That Reinforce Sustainability 
  Reusable assets provide consistent protection, hygiene and automation compatibility, reducing product damage and spoilage. 

How Pooling Makes Reuse Scalable 

A common barrier to reusable packaging is logistics: Who owns the assets? Who retrieves them? Who washes and repairs them? 
 

Without a system in place, reuse can seem difficult to operationalise. This challenge is solved through pooling. 

What Is Pooling? 

Pooling is a shared model in which reusable packaging circulates between multiple users rather than being purchased and managed by each company. Instead of every business running its own fleet of crates or pallets, they draw from a professionally managed pool. 

How It Works 

The cycle is straightforward: 

1. Assets are delivered to the user 

2. They move through the supply chain 

3. They are collected after use 

4. They are washed, inspected and repaired if needed 

5. They are redeployed for the next cycle 

This creates a continuous loop of clean, fit-for-purpose assets. 

Why Pooling Matters 

Pooling removes cost and complexity by providing: 

• reverse logistics 

• sanitisation and washing 

• quality inspection and repair 

• asset tracking and control 

• guaranteed availability 

As a result, businesses can adopt reusable packaging without: 

• capital investment 

• storage space for empties 

• washing or repair facilities 

• reverse logistics planning 

• administrative overhead 

Pooling is what makes reuse practical at scale, particularly in fast-moving sectors such as fresh produce, retail, FMCG and cold chain logistics. It turns reusable packaging from a sustainability concept into a reliable piece of supply chain infrastructure. 

A Real-World Example: Tosca’s Reuse Ecosystem 

Tosca has built one of Europe’s most advanced reusable packaging pools, spanning crates, plastic pallets, dollies, displays and bulk containers — all tracked, washed and redistributed to support circular supply chains. 

This ecosystem enables: 

• predictable operating costs 

• high asset utilisation rates 

• consistent hygiene standards 

• traceability across the network 

• regulatory preparedness (PPWR, EPR) 

And crucially, the impact is measurable. 

Measurable Sustainability Outcomes 

Tosca’s 2024 sustainability results demonstrate how reuse drives both environmental and operational performance: 

Environmental Impact 

• 268,000+ tons of single-use cardboard eliminated 

• 339,000 metric tons of CO₂ avoided (≈ 707 million miles not driven) 

• 57 million m³ of water saved 

• 10% reduction in water use intensity vs. 2022 

• 51% of electricity sourced from renewables 

Circularity & Operations 

• 100% RFID tagging on new products (EU, UK, US) 

• 47% reduction in Scope 3 emissions vs. 2023 (surpassing 2030 target) 

• Enhanced washing, inspection and repair infrastructure across the network 

Regulatory & Customer Value 

• Support for PPWR and EPR compliance across EU, UK and US 

• Reduction in food loss, waste and single-use packaging 

• Shared value: cost savings + operational efficiency + environmental benefit 

These results confirm that sustainability is not only compatible with operational excellence — it enables it. 

Looking Ahead: Why Reuse Is the Future of Packaging 

At its core, sustainable packaging is about using fewer resources, not simply switching materials or improving recyclability. Reusable packaging delivers on this principle today by preventing waste at source, reducing upstream emissions, and extending the life of valuable resources. With new regulatory frameworks such as the PPWR formalising reuse as a priority, adoption will only accelerate across Europe in the coming years. 

The organisations that act early will not only achieve compliance—they will shape the competitive landscape. By embedding reuse into their supply chains, forward-looking businesses will be able to: 

• reduce emissions and single-use waste at scale 

• strengthen supply chain resilience and predictability 

• meet PPWR and EPR requirements ahead of enforcement 

• unlock operational efficiencies and lower total system costs 

• avoid costly and disruptive late-stage transitions 

The industry is moving towards circular logistics because it delivers environmental, economic and strategic advantages—not just because regulation demands it. Reuse is no longer an interesting sustainability concept; it is fast becoming the operating model for modern supply chains. 

The shift is already underway, and the most successful organisations will be those that embrace it proactively rather than reactively.