ETERNITY Systems contributes to the creation of the New ERA Alliance

Last updated: 12 / 11 / 2025

Summary

Creation of a new European Reuse Alliance laying the foundations for sustainable and efficient reusable packaging systems across Europe

The new group will focus its efforts on public policy development, public awareness and networking opportunities among its members.

Brussels, February 8, 2023

“Smart packaging is reusable” is the motto of the New European Reusable Alliance (New ERA), a non-profit association made up of 20 organizations representing the heterogeneity of the reusable packaging value chain.

New ERA aims to make packaging reusable, practical and sustainable for everyone. This implies not only a change in the way materials are used, but also a major change in societal and political behavior.

The vision of this new alliance goes hand in hand with current trends and growing calls for greater adoption of reusable packaging. This is shown, for example, by the adoption of the European directive on single-use plastics in July 2021, which bans the marketing of certain plastic items.

"We want to enable European economies to move away from the throwaway society in key market segments and become truly circular, waste-free and less toxic“, says Gérard Bellet, president of New ERA and founder of Jean Bouteille. Through joint international efforts, he says, the group will raise awareness of the benefits of well-managed reuse systems, demonstrate that reuse can and does work, and, where possible, influence key policy debates and legislation at the European and national levels to create the conditions that allow reuse to realize its potential.”The association's goal is to shape legal incentives, infrastructure, and funding models to accelerate the transition from single-use to reusable systems.“, summarizes Jeannette Morath, treasurer of New ERA and founder of reCIRCLE.

A new European regulation that paves the way for more reusable packaging

On 30 November 2022, the European Commission presented a proposal for a regulation on packaging and packaging waste. New ERA welcomes this proposal, which encourages reuse and refilling and includes targets for certain products and markets, while recognizing that there is scope to set more ambitious targets in the segments already proposed and beyond, based on demonstrated examples of best practice.The proposal represents a great opportunity to establish the conditions for the adoption of reusable packaging and accelerate the development of the infrastructure needed to build robust, cost-effective and environmentally friendly reuse systems.“, says Oriol Segarra, secretary of New ERA and founder of Bumerang.

In addition, New ERA aims to raise awareness in society and consumers about reusable and reusable solutions, as well as to create a space for players in the reusable container sector to meet and exchange knowledge and experiences, so that Reuse systems are becoming ever more practical, more ecological and less expensive.

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For more information on New ERA, please contact info@newreusealliance.eu or visit their website https://www.newreusealliance.eu/.

Note to Editors

New ERA is a non-profit association founded in 2022 with headquarters in Belgium, which represents the interests of economic operators who offer, use and promote reusable packaging systems, services and/or products across Europe. New ERA is formed by organizations involved in different activities (manufacturing, delivery, logistics, infrastructure, transport, digitization, washing and cleaning) and present in various sectors (HORECA, FMCG, e-commerce, industrial and transport packaging, etc. )

New ERA is registered in the EU Transparency Register.

Organizations interested in joining New ERA and benefiting from the advantages of the alliance member network can contact the following email address: info@newreusealliance.eu.

Members of New ERA

Arbeitskreis Mehrweg GbR
End to end'
Bumerang
Crafting Future
ETERNITY Systems
fritz kola
Jean Bottle
Mehrwegverband Deutschland
Pop
Pyxo
reCIRCLE
Recovery / Rebowl
ReFrastructure
Network Setpoint
Bulk network
Retoornado & reboot
Reusable Packaging Europe
SEA ME
Uzaje
world bag

About the Author

Anthony ADAM

Communications and Marketing Manager at ETERNITY Systems, Anthony designs strategies and content to promote more sustainable consumption. He is a committed agent of change who combines creativity, rigor, and action to strengthen the visibility and impact of projects related to reuse and the circular economy.