Zoe Kavanagh
CEO, Repak
Innovations in packaging design are contributing to a greener future for Ireland, making meaningful progress in reducing waste, supporting reuse and producing sustainable packaging.
For more than 25 years, Repak has been at the centre of Ireland’s packaging system, providing expertise to companies on sustainable packaging design, compliance with regulations and achieving EU recycling targets.
Central in Ireland’s packaging system
With a broad membership base, the company supports businesses across manufacturing, retail, e-commerce, food service and logistics in meeting their legal obligations for packaging waste, while collectively funding Ireland’s recycling system.
“We have around 3,500 members throughout Ireland, making up around 60% of the national packaging footprint,” explains Zoe Kavanagh, CEO. “We secure member funding based on the packaging they place on the market, covering at least 80% of recycling costs, with eco-fee modulation and reduced fees over ten years.”
This producer funding allows them to work with Ireland’s waste industry and ensure packaging is collected and prepared for recycling in accordance with EU packaging regulations.
Network of continuous improvement
Continuously working with members on practical and innovative packaging solutions, the organisation hopes that small, medium and large businesses can learn from each other throughout the network. Examples of good practice include Donnelly Fresh, a supplier of fresh produce, which recently launched ‘Earthpak’ for its citrus produce, made from paper and bamboo fibres, 100% plastic-free, biodegradable and recyclable.
Badger & Dodo, a coffee roaster in Cork, transitioned from foil-lined coffee bags to mono-material plastic bags, diverting 40 tonnes of packaging from landfill and repurposing jute bags for reuse by local farmers. Another member, Boots Ireland, the healthcare company, established in 2023, ‘Recycle at Boots Scheme.’ To date, it has saved over 500,00 hard-to-recycle items from being sent to landfill, exchanging them for vouchers.
“We want to support small and medium enterprises in ways that work for them,” says Kavanagh. “By learning from larger, multinational members and sharing best practices and case studies, we help smaller businesses adopt proven strategies and make meaningful progress on sustainability.”
Recently surveying its members, they’re actively supporting more than 250 smaller enterprises with practical resources. “This includes digital toolkits, design-for-recycling guides, prevent-and-save resources and our plastic pledge,” she continues. “We also provide guidance on engaging employees and customers around correct bin use, helping businesses to reduce contamination and lower their waste costs.”
By 2030, packaging considered unrecyclable cannot be placed on the market, and all labels must be harmonised by 2027.
Ongoing support and the Irish infrastructure
By 2030, packaging considered unrecyclable cannot be placed on the market, and all labels must be harmonised by 2027. The organisation will play a central role in guiding its members through these new requirements, aligning packaging design with real-world recycling systems, while supporting environmental targets. “We’re working with our members proactively to transition to compliant packaging and labelling, which takes time,” says Kavanagh. “We don’t want to create waste; we want a seamless transfer to new label requirements.”
“One of the biggest challenges for both our members and wider industry is ensuring we have the infrastructure needed to meet these new recycling targets,” she continues. While members are compliant, Ireland currently sits at around 61% against a 65% national target, and according to Kavanagh, it must push further, particularly on plastics. This means investment in a coordinated infrastructure to divert more plastic from landfill and incineration into recycling streams. “Ireland needs greater capacity if we are to close that gap and meet future obligations.”
Repak also plays a central role in educating and creating awareness of best practise recycling and valuing of resources. To this end, the organisation is involved in a number of pilot projects , trialling novel technologies to improve waste segregation, reduce contamination and increase recycling rates nationwide.
“We’re piloting AI and camera technology with waste operators to improve bin use,” explains Kavanagh. “As bins are lifted and tipped, AI captures images to identify contamination and provide households or businesses with guidance on correct sorting. Innovations like this can significantly reduce contamination, boost recycling rates and ensure society plays its part in effective waste segregation.”
EU packaging and packaging waste regulation
The new EU packaging and packaging waste regulation (PPWR) harmonises rules around recycling and packaging throughout Europe to reduce waste and promote a circular economy. With stronger recyclability and design requirements, greater focus on minimal packaging, an increase in recycled contents expectations and enhanced data and reporting standards, the regulation represents a significant shift in standards.
“With this new regulation coming into force in August of this year, there will be added obligations for all businesses in Ireland that place packaging or packaged products on the market,” explains Kavanagh. “With Ireland’s waste industry entirely privatised, it’s important all obligated producers join their scheme to ensure the waste system is properly funded.”
With Global Recycling Day on March 18, the organisation will continue to lead and support Irish businesses , in the delivery ofsmarter packaging solutions, stronger recycling performance and a more sustainable future.
