The European packaging industry faces a major challenge: by 2030, all packaging must comply with the ambitious targets set by the Packaging and Packaging Waste Regulation (PPWR). HolyGrail 2030, an initiative led by AIM – European Brands Association, aims to accelerate this transition by making high-quality, affordable recycled polypropylene (rPP) streams available across the value chain, including food-grade applications.
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How HolyGrail 2030 works
With the EU’s 2030 PPWR recycling targets in mind, the HolyGrail 2030 Circular Packaging Consortium is working to pave the way for true circularity in PP plastic packaging through full-scale market demonstrations: flexible PP in Belgium and rigid PP in Germany. MCC’s goal is to prove that recycled PP can be made economically viable and accessible to all stakeholders across the packaging value chain by assessing the business case of different intelligent sorting technologies.
Why joining HolyGrail2030 matters for converters
Converters play a critical role in this transformation. By joining HolyGrail2030, they gain:
• access to controlled contact-sensitive rPP for aligning their injection molding and thermoforming processes with upcoming PPWR requirements.
• compliance readiness for mandatory recycled content percentages and recycling efficiency targets.
• a competitive edge in technology and market readiness, positioning converters as leaders in sustainable packaging solutions and saving them money for eventually buying rPP.
Key pillars: Availability, Compatibility, Affordability
HolyGrail 2030 goes beyond technology. It’s about creating a viable business case for circular packaging. The project focuses on:
• Availability: Unlocking consistent streams of high-quality recycled PP for all stakeholders.
• Compatibility: Ensuring trials include all parts of the value chain so current packaging solutions work with the emerging supply.
• Affordability: Increasing total supply so the average market price trends down over time.
Join the movement – don’t wait!
MCC has been actively participating in the HolyGrail initiative from the very start. Why? Because joint efforts and insights will secure the market and the plastics industry for the future. The clock is ticking: without intelligent sorting and feedstock control, compliance with the PPWR regulations for packaging is impossible.
Picture: MCC
