Heineken has joined forces with UK-based charity Ellen MacArthur Foundation to promote the reusability of packaging.
The group, which will align its existing ‘Brew a Better World’ sustainability strategy with the organisation to “drive impactful change towards the broad adoption of reuse practices within the industry”, has agreed partnership status with the charity. Heineken joins other FMCG majors including Nestlé, PepsiCo and The Coca-Cola Co in the non-profit’s network.
Heineken is working to reduce the use of new packaging materials, as well as cut waste and emissions to support its long-term environmental objectives.
According to the charity’s 2024 Global Commitment progress report, 64% of brands and retailers have tested reuse models, “highlighting the willingness of the industry to move towards a circular economy”.
“As a leading global brewer, we recognise that industry collaboration is vital in creating a systemic shift towards scaling reuse,” said Heineken’s chief corporate affairs officer, Joanna Price. “Partnering with the Ellen MacArthur Foundation is crucial due to their convening power, bringing together industry leaders, governments, and NGOs to foster impactful change.
“By sharing our expertise in reusable packaging, we aim to drive adoption at scale and contribute significantly to a circular economy.”
The Ellen MacArthur Foundation is an international charity that is promoting the circular economy in order to tackle global challenges such as climate change, biodiversity loss, waste and pollution.
In March, Heineken expanded its tie-up with electric freight technology company Einride to include Austria.
