Heineken announced it has become a partner of the Ellen MacArthur Foundation’s Network. The partnership will focus on driving scaled adoption of reusable packaging, together with other leading businesses in the Foundation’s Network.  

Heineken has embedded the reuse of packaging as a central element of the company’s circularity strategy to reduce the need for new packaging, limit waste, and reduce carbon emissions. 

Guided by its ‘Brew a Better World’ strategy, Heineken is committed to continuously increasing the volume of reusable packaging used for its products, supporting the move towards a circular economy and building a more sustainable and commercially attractive business model.  

The Ellen MacArthur Foundation’s research demonstrates that scaling packaging reuse offers a powerful pathway to reduce waste and virgin material use. The latest ‘Global Commitment 2024 progress report’ shows that 64% of brands, retailers, and packaging signatories have launched reuse pilots, highlighting the willingness of the industry to move towards a circular economy. Collaborative action can unlock the potential of reuse and help tackle the global waste crisis. 

Joanna Price, chief corporate affairs officer at Heineken, said: “As a leading global brewer, we recognise that industry collaboration is vital in creating a systemic shift towards scaling reuse. 

“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.”

Together with the Ellen MacArthur Foundation, Heineken is perfectly positioned to capitalise on this willingness and drive impactful change towards the broad adoption of reuse practices within the industry. 

Rob Opsomer, executive lead plastics and finance, Ellen MacArthur Foundation, said: “Scaling up reuse is critical to tackle packaging pollution. To do so, collaboration is crucial. 

“No single organisation can drive the necessary change by itself. Leaders across the private, public, and finance sectors need to collaborate and take a fresh approach to expanding reuse. 

“We look forward to working with Heineken, a company that has experience implementing reuse models globally, to drive reuse at scale.”