“Sustainable” is the most misused word in packaging marketing. Some claims are accurate, others are hot air. And in between lies the vast majority: partial truths that look good on the packaging but mean little for your reporting or for the planet.
Until recently, brands could get away with it. Not anymore. The European PPWR regulations set firm deadlines: from 2030, all packaging in the EU must be recyclable, with interim steps already in effect. If you sell in multiple EU markets, sustainability shifts from a marketing claim to a legal obligation.
This guide helps you make the distinction. Five concrete questions you can ask any packaging partner, and what a good answer sounds like. No vague promises, but verifiable criteria.
Question 1: Where does the cardboard come from?
The difference between “recyclable cardboard” and “responsibly made cardboard” lies at the source. FSC®-certified cardboard guarantees that the wood comes from responsibly managed forests — audited by an independent organization, traceable back to the tree.
That is not marketing; that is a chain of custody.
- FSC® 100% — entirely from FSC forests
- FSC® Recycled — from recycled material with traceable origin
- FSC® Mix — a combination of both, with percentages on the label
➡️ What a good answer looks like: your supplier can provide the FSC® license number and can demonstrate at the product level that the delivered boxes fall under that certificate. No logo without proof.
Question 2: Is the CO2 impact measured or estimated?
“We are climate neutral” without a dataset behind it is a statement, not a fact. For your reporting to retailers, investors, or regulators, you need measurable, source-specific data.
At J&S, this is anchored via Climate Camp, an independent monitoring program that measures — rather than estimates — our CO2, water, and energy impact. What that delivers in practice:
- Source-specific data per production process
- Year-on-year evolution visible
- Available at project level — useful when you need to provide reporting for a single campaign or product line
➡️ What a good answer looks like: a supplier who can share data per project, not just a general “we offset” story. Ask specifically: “Can you provide the CO2 data for my order?”. The answer will tell you a lot.
Question 3: How much plastic can be replaced? What is realistic?
Not all packaging can be plastic-free today. However, for many applications — especially in food and fresh produce — cardboard alternatives exist that use substantially less plastic without compromising shelf life or presentation.
The four solutions we standardly deploy for fresh produce and fresh food:
- Easy Close baskets — 100% cardboard, no plastic lid. Closing system integrated into the cardboard itself
- Banderole trays — cardboard sleeve around a neutral tray. Branding on the cardboard, plastic kept to a minimum
- Topseal trays — sealed with thin film. Up to 97% less plastic compared to a traditional lid
- Click trays — efficient closing method with minimal material impact
➡️ What a good answer looks like: a partner who can indicate at the product level how much plastic is replaced by switching, and who provides samples so you can test if the solution fits your products.
Question 4: Does it comply with PPWR regulations?
The European Packaging and Packaging Waste Regulation (PPWR) is no longer a thing of the future. From 2030, all packaging in the EU must be recyclable, with interim steps already taking effect. For brands selling in multiple EU markets, this is not optional.
What the PPWR specifically requires:
- Recyclability — packaging must be processable in existing streams
- Reduction of over-packaging — less air, less filler material
- Recycled content share — minimum percentages for certain applications
- Reuse quotas — for specific packaging categories
➡️ What a good answer looks like: a partner who proactively considers PPWR compliance without waiting for you to ask. Question: “Which of my current packages already comply, and which still need to be adapted?”. The answer must be specific, not general.
Question 5: Does it align with the existing recycling stream?
Packaging that is “compostable” on paper but does not fit into local composting facilities in practice does not contribute to sustainability. The right question is not whether the material is recyclable in theory, but whether it can be processed in the existing local stream.
For cardboard, the answer is simple: yes, in almost all European countries. Cardboard enters the paper/cardboard stream and is effectively recycled at a rate of 80-90%. For mixed materials (cardboard with plastic film or metal layer), this rate is much lower.
✅ Mono-material cardboard — very high recycling rate
⚠️ Cardboard with plastic coating — recycling rate decreases
❌ Cardboard with aluminum layer or grease-resistant plastic — often difficult or impossible to recycle
➡️ What a good answer looks like: a partner who informs you in advance whether your packaging can be designed as a mono-material, and who adjusts the finish to ensure it remains in the paper stream.
The biggest sustainability mistake brands make: optimizing for only one criterion
Packaging is sustainable based on a combination of factors, not just one. Those who focus only on CO2 may end up with packaging that consumes more material. Those who focus only on recyclability may design packaging that fails to protect the product, leading to food waste.
The four trade-offs that must always be considered together:
- Climate impact — CO2 in production and transport
- Closed-loop — recyclability in the existing stream
- Product protection — prevents food waste or damage (this often has a larger CO2 impact than the packaging itself)
- Cost and feasibility — sustainability that is not financially viable is not a long-term solution
A good packaging partner explicitly balances these four. No tunnel vision on a single KPI.
Would you like to know where your current packaging stands?
Send us your current packaging or a spec sheet, and we will evaluate it with you based on the five criteria in this guide and provide a concrete report. No sales pitch, just an honest baseline measurement.
- Book a consultation call with one of our packaging experts
- Or read about what J&S Packaging is committed to in terms of sustainability.