An unprecedented territorial dynamic to transform the circular economy

By 2025, 16 million French consumers will be able to buy fast-moving consumer goods in reusable packaging, thanks to an ambitious experiment launched in four regions of the Grand Ouest region (Pays-de-la-Loire, Brittany, Normandy, Hauts-de-France). This initiative, supported by Citeo and nearly 100 industry players, marks a strategic turning point in the practical application of the AGEC law.

The aim is clear: to make the reuse of food packaging widespread in the retail sector. The initiative is more than just symbolic, with 30 million standardized packs planned and the direct involvement of eight major retailers.

The ReUse system: pooling to accelerate

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

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

This standardization aims to create an effect of scale, to reduce costs, improve environmental performance and reinforce traceability.

A full-scale test before general roll-out

This experimental project will serve as the basis for a possible nationwide roll-out. If logistical and economic performance is satisfactory, the model could be extended nationwide. But several challenges remain:

• Make the return procedure easy to understand for the consumer (automatic machines, semi-manual, return of deposit);
  
  
• Guaranteeing flawless data reliability and package tracking throughout the loop;
  
  
• Secure the financing and governance of a multi-stakeholder scheme over the long term.
  
  

An opportunity for marketers subject to the Packaging EPR

This experiment is also a clear signal to producers and distributors that regulations are moving towards systematic integration of reuse into EPR obligations. Anticipating today means avoiding costly adjustments tomorrow.

The companies concerned must quickly :

• Identify ranges compatible with re-usable standards;
  
  
• Adapt their supply chains and information systems;
  
  
• Include re-use flows in their future EPR declarations.
  
  

CompliancR : your ally in integrating reuse into your EPR compliance

At CompliancR, we support producers and distributors in automating and bringing into line their EPR declarations, including in the context of new re-use schemes.

Our AI platform allows you to :

• Automatically identify reusable products in your catalog;
  
  
• Integrate deposit and return flows into your eco-contribution calculations;
  
  
• Track logistical and financial data for the entire loop;
  
  
• Anticipate future regulatory perimeter extensions linked to the Packaging EPR .
  
  

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

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