Fresh meat, fish, and poultry packs still need to protect the product, perform on high-speed lines, and look good on shelf. But today, they also need to support a longer shelf life, reduce food waste, align with retailer sustainability targets, contain recycled content where possible, and be designed for recycling from the outset.

It’s a mistake to think of Extended Producer Responsibility (EPR) as just another background compliance issue. As countries across Europe and the world implement packaging reforms, it is fast becoming one of the most powerful commercial levers in packaging design.

The food packaging industry is operating in a more demanding environment than ever before. Regulatory timelines are tightening, while sustainability expectations - from retailers, consumers and legislators alike - continue to rise.

As brands accelerate their sustainability commitments, packaging design has moved beyond aesthetics and shelf appeal. Today, recyclability starts with material choice. And labels play a critical role in whether a package truly supports a circular economy.

EPR only works effectively when all obligated businesses participate. When companies comply with the regulations and pay the required fees, they contribute to a system designed to support better recycling and waste management.

kp has built its reputation in food packaging by tackling complex challenges, addressing critical issues head-on and delivering effective solutions.