Insights from industry experts on building achievable PCR and compostable packaging programs for your company
If you’re in charge of packaging decisions for your organization, you’ve probably sat through meeting where leaders are discerning sustainability goals.
You know the one: Leadership announces an ambitious sustainability commitment—25% recycled content by 2027, 100% compostable packaging by 2030—and everyone looks to you to make it happen. On a limited budget. With existing supply chains. While maintaining product performance.
And you’re thinking: “Do they have any idea what they’re asking?”
You’re not alone. And more importantly, you’re not wrong to be skeptical.
The Dirty Secret About Sustainable Packaging Goals
Here’s what most sustainability consultants won’t tell you: Many of the commitments being announced today simply aren’t achievable with current infrastructure and economics.
Take PLA (polylactic acid) compostability as an example. It sounds perfect in theory: a bio-based plastic that breaks down in compost facilities. The problem? Reality is far messier than the marketing materials suggest.
“There is a difference between the ASTM test and field testing,” explains Kelly, a materials expert on the forefront of compostable packaging polymer science. The bench chemistry tests (like ASTM D6400) that materials pass to get certified? They don’t always correlate with what happens in actual compost facilities.
The infrastructure matters—a lot. Windrow composting systems, common in the Midwest, struggle with bioplastics because they’re moisture-dependent. Meanwhile, newer Gore process facilities (covered, heated, circulated piles) handle PLA well but only represent about 50% of U.S. commercial composting operations.
So when you specify “compostable” packaging, you’re essentially gambling on where your consumers live and what composting infrastructure they have access to.
What Mid-Sized Companies Should Do Instead
So does this mean you should abandon sustainability goals? Absolutely not.
It means you need to approach them differently—with strategies that actually work.
1. Start Small and Build Momentum “Let’s have some reasonable, attainable goals,” advises Daniel Peretz, who works on recycled content integration. “Forget the 25% by this specific date at this specific time… Let’s start small.”
Instead of: “We’ll achieve 25% recycled content across all packaging by 2027”
Try: “We’ll launch one product line with 10% recycled content in 2025, learn from it, and scale from there”
The second approach gives you room to:
- Test material performance in real-world conditions
- Work out supply chain kinks
- Understand true costs
- Build internal expertise
- Show measurable progress
2. Don’t Assume You Need Scale to Find Partners
Mid-sized companies often think they need to partner with suppliers as large as they are. Wrong.
“It’s amazing what some of the small to medium-sized companies can do from a volume perspective,” says Daniel. “There are so many small to medium-sized companies that have such tremendous capabilities.”
Your advantage: You’re actually more agile than the big players. You can pilot new materials, test innovative solutions, and pivot faster. Small and mid-sized suppliers are often more willing to work with you on custom solutions.
3. Focus on What Actually Gets Recycled
Before you jump on the latest bio-based material trend, ask yourself: Will this actually get recycled or composted in practice?
Consider this reality check from the transcript: Major fast-food chains switched from plastic to paper straws to show sustainability commitment—but many still don’t have recycling bins in their stores. “Every single cup is a PET thermoform,” notes one expert. “Why not put a recycling bin in your store?”
The lesson: Infrastructure and consumer behavior matter more than material selection.
Prioritize:
- Materials that work with existing recycling streams (PET, HDPE, PP where accepted)
- Clear consumer communication about disposal
- Partnerships with brands/retailers that have take-back programs
4. Accept That Consumer Confusion Is Real (And Factor It In)
“We’ve created this infinitely confusing spot for people,” says Jessie, describing seeing recyclable and non-recyclable M&Ms bags side-by-side on the same shelf during a packaging transition.
Your consumers don’t understand:
- Which plastics are recyclable in their municipality
- The difference between “compostable” and “biodegradable”
- What “store drop-off” means
- Why packaging claims vary by region
Your role: Don’t add to the confusion. If you can’t guarantee end-of-life success in most markets, be honest about it. Consider starting with applications where you control the disposal (B2B, food service, etc.) before moving to consumer-facing packaging.
Making Your Next Leadership Meeting Easier
Here’s how to reframe the conversation with leadership:
Old narrative: “We’re behind our competitors. We need 30% recycled content by 2028.”
New narrative: “We’re taking a phased, strategic approach that ensures our commitments are achievable and meaningful. Here’s our 3-year roadmap with realistic milestones and budget implications.”
Present it with:
- Phase 1: Pilot program on 1-2 SKUs (Year 1)
- Phase 2: Scale to product line based on learnings (Year 2)
- Phase 3: Expand based on proven ROI and infrastructure availability (Year 3)
“Those commitments long-term are wonderful, but they have to be attainable,” Daniel emphasizes.
Watch the full video:
The Bottom Line
The experts in this discussion aren’t sustainability skeptics—they’re realists who work in the trenches of packaging development every day.
Their message: Ambition without infrastructure is just greenwashing.
The most impactful thing you can do isn’t to make the boldest commitment. It’s to:
- Set goals you can actually achieve
- Start somewhere and build momentum
- Work with stakeholders who understand your scale
- Focus on solutions that work within existing infrastructure
- Be transparent about limitations
Move strategically. And move in ways that create real environmental impact—not just impressive press releases.
What’s your biggest challenge in meeting sustainability commitments? Let’s discuss in the comments.
This post was developed from insights shared during an IOPP webinar Q&A session featuring industry experts on sustainable packaging solutions, chaired by Strategic Packaging Partners CEO, Jessie Schwartz.