An unprecedented territorial dynamic to transform the circular economy

From 2025, 16 million French people will be able to buy consumer products in reusable packaging, thanks to an ambitious experiment launched in four regions of the Grand Ouest (Pays-de-la-Loire, Brittany, Normandy, Hauts-de-France). This initiative, led by Citeo and nearly 100 players in the sector, marks a strategic turning point in the concrete application of the AGEC law.

The objective is clear: to generalize the reuse of food packaging in mass distribution. An approach that goes beyond the symbolic stage, with 30 million standardized packages planned and direct involvement of eight major distribution brands.

The ReUse system: pooling to accelerate

Called ReUse, the system is based on several structuring pillars:

• Open-source standardized packaging ranges, shared between brands and distributors ("R-Cœur" range);
  
  
• Collection and washing infrastructures integrated into customer journeys, with return of deposits;
  
  
• A shared information system to track flows, coordinate stakeholders, and secure the life cycle of packaging.
  
  

This standardization aims to create a scale effect, to reduce costs, improve environmental performance and strengthen traceability.

A full-scale test before generalization

This experimental project will serve as the basis for a possible national generalization. If the logistical and economic performances are there, the model could be extended to the entire territory. But several challenges remain:

• Ensure legibility of the return process for the consumer (machines, semi-manual, return of the deposit);
  
  
• Guarantee unfailing reliability of data and monitoring of packaging throughout the loop;
  
  
• Secure the financing and governance of a multi-stakeholder system over the long term.
  
  

An opportunity for producers subject to EPR Packaging to seize

This experiment is also a clear signal sent to producers and distributors: the regulation is evolving towards a systematic integration of reuse into EPR obligations. Anticipating today means avoiding costly adjustments tomorrow.

The companies concerned will quickly need to:

• Identify the ranges compatible with reusable standards;
  
  
• Adapt their logistics chains and information systems;
  
  
• Plan for the integration of reuse flows into their future EPR declarations.
  
  

CompliancR: your ally for integrating reuse into your EPR compliance

At CompliancR, we support producers and distributors in automating and bringing their EPR declarations into compliance, including within the framework of new reuse systems.

Our AI platform enables you to:

• Automatically identify reusable products in your catalog;
  
  
• Integrate deposit and return flows into your eco-contribution calculations;
  
  
• Track logistics and financial data throughout the entire loop;
  
  
• Anticipate future extensions of the regulatory scope related to EPR Packaging.
  
  

Reuse is becoming a strategic lever: master it today to combine compliance, environmental performance and brand image.

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