Inside Europe's Toughest Packaging Law | Anna Perlina

In this episode, Cory Connors sits down with Anna Perlina, a sustainable packaging and EU PPWR consultant with Integrity Solutions, to unpack why the EU's Packaging and Packaging Waste Regulation (PPWR) is reshaping how companies — even those outside Europe — think about packaging strategy. Anna traces her path from leading global packaging procurement at a major FMCG company to founding her own consultancy, and explains how the PPWR has turned "sustainable packaging," once a vague and subjective goal, into a concrete, common playing field with a roadmap running through 2040. The two also preview this November's Sustainable Packaging Summit in Utrecht, where they both serve as ambassadors.

Key Topics Discussed:

• Anna's journey from corporate packaging procurement to founding Integrity Solutions
• Why PPWR gives companies a concrete, common definition of "sustainable packaging" for the first time
• The business case for regulatory certainty: why clear rules unlock long-term investment in new materials and equipment
• The real-world testing and scale-up challenges of switching packaging formats (including a cautionary tale about pickle jars)
• Anna's role as an ambassador for the Sustainable Packaging Summit and her speaking history with Packaging Europe webinars and panels
• Reflections on last year's Sustainable Packaging Summit in Utrecht, including moderating the "paper vs. plastic" panel
• What's new for the 2026 Summit: three full days of programming, EU commissioner participation, and lessons learned from the PPWR's first milestone (August 12, 2026)
• Why non-EU companies should study the PPWR now, even if they don't sell into Europe
• Practical tips for attending the Summit, including train travel to Utrecht

Chapters: 

00:16 Introduction to Sustainability and Consulting
02:59 Understanding PPWR and Its Impact on Packaging
05:37 Challenges in Sustainable Packaging Implementation
10:06 The Role of the Sustainable Packaging Summit
12:46 Insights from the Last Summit and Future Expectations
15:23 Practical Tips for Companies on Sustainability
18:07 Conclusion and Networking Opportunities

Resources Mentioned:

• Integrity Solutions — Anna Perlina's sustainable packaging and EU PPWR consultancy
• Anna Perlina on LinkedIn
• Sustainable Packaging Summit, Utrecht — November 10–12, 2026, at the Beatrix Theatre, Jaarbeurs
• European Commission PPWR overview and guidance

Contact:

Listeners can connect with Anna Perlina on LinkedIn, where she regularly publishes free expert content and practical guidance on navigating the PPWR.

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Connect with Cory on LinkedIn here: 
https://www.linkedin.com/in/cory-connors/

I'm here to help you make your packaging more sustainable! Reach out today and I'll get back to you asap. 

This podcast is an independent production and the podcast production is an original work of the author. All rights of ownership and reproduction are retained—copyright 2022.

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PPWR applies to the companies that mostly sell in the EU. But I'd like, even if you don't do that, if you're the company based outside of the EU, you're not selling to the EU, but still take a moment, look at the PPWR. I think it's unprecedented. Welcome to Sustainable Packaging with Cory Connors presented by Atlantic Packaging. I'm your host, Cory Connors. In today's episode, I got to connect with Anna Perlina about her role as a sustainable packaging and EU PPWR consultant with Integrity Solutions. She is also an ambassador like me for the Sustainable Packaging Summit in Utrecht this November. Please be sure to subscribe to this podcast so you don't miss any episodes. I'd also like to thank our sponsors,⁓ 3M and Specright and Forest We couldn't do this show without them. Welcome Anna Perlina. So excited to have you on. Hello, Cory. Thanks for inviting me to your podcast. I'm looking forward to our conversation today. It's my honor. We've known each other a long time. We've been to many events together, especially the Sustainable Packaging Summit in what used to be in Amsterdam and now it's in Utrecht. But I'm excited to talk about that show. But let's start with you. Let's start with your background. How did you get into sustainability? can say I got into it naturally. So I currently I do consulting, but before I used to have a corporate job. many years in multinational FMCG business, basically having different roles. And many of them were in packaging procurement. In my last role, I was leading global packaging procurement team. So all the packaging strategy was part of my scope. And that's also been the time when all the companies do the packaging commitments goals. and also like any other company, we had a lot of initiatives on packaging sustainability and being in procurement, you're there to enable all those initiatives to help company go through. So I've been through that looking how challenging it is because of scalability of the solutions, of the cost, of the CAPEX, of different aspects. So it's really not easy. to implement sustainable packaging solutions. And after that, I started my own business consulting on sustainable packaging. So I was thinking, what can I do the best and which value I could bring to the market? So there are a lot of consultants in sustainable packaging. And I was thinking, which is my personal value. And I was thinking that experience that I had helping the company to enable direction they'd like to take into the transition into sustainable packaging. I was hoping that I can actually support that. That's excellent. And where are you based now? Where are you calling from today? Yeah, I'm based in Switzerland. So in the center of Europe, but not part of Europe, anyway, in the European Union. Right. Well, I think that's perfect location for you and what you do. you And I'd love that you have that background of being behind the desk and being the purchasing team, because I know as a salesperson who has sat on both sides of that desk, it can be very challenging to be the buyer and working with salespeople. But I think you having that that history and that background. gives you all the credibility you need to go into a company and say, I can help you. And here's how. And so nice work. done. Yes, thank you. Are you finding most of the consultancy work that you're doing is on PPWR reporting and how that system works? Yeah, actually, so as I mentioned, I started on sustainable packaging and in a way it used to be quite vague. What is sustainable packaging? If you ask 10 people in the room, what is sustainable packaging? You're going to get a lot of different answers. And also we see that when you try to improve something in packaging, one element and then the other element goes down. So who sets that priority? What goes first in those parameters of sustainability? And then last year in Europe, we got this PPWR, Packaging and Packaging Waste Regulation published. And it became very concrete what it calls sustainable packaging. So now in Europe, we have this vision of sustainable packaging up to 2040. So it became very precise. We can debate there are different elements which are not known yet, but we're going to go through them as time goes and as we get more clarifications. What's important is it's not anymore a games game for the companies. It's a common playing field. Basically, if you think about the investments now, there is some assurance that if you invest, that's going to be long term. So basically, it became very, very tangible. So I'm now consulting only on that. So there's a lot to do in general. It's very big regulation with a big timeline. But I find it quite... Yeah, quite well done, actually, and well thought through. ~ That's good to hear because I think you're right. It's been a challenge for, for a very long time of companies not trusting that the laws would stay consistent. So it sounds like PPWR Yeah. has, has caused a, a direct link to the future and people are comfortable investing in new innovations, new equipment. Cause I think a lot of non-packaging and maybe even some people don't know that It can take years to implement a new Yeah. packaging design, a new material, a new way of sealing a Yes. tube, all these things that people don't think about when they're using items Yeah, in packaging. indeed. It takes a lot of time and it's also not sure that the solution you take is eventually you're going to scale it. So there are a lot of obstacles, especially for the sensitive applications like food. That's very challenging. I totally agree with that. you It's one of the most difficult things to change because the last thing you want to do is make packaging that doesn't support the longevity of your item that you're selling or successfully get it there. We always say there's nothing sustainable about rotten food, Yeah, no indeed. right? So,~ My dad often tells me an old story. He was in packaging a long time ago too, which is something I haven't talked about a lot. Okay, it's a family business. Family business, he talks about how a pickle company he was working with Mm. wanted to change from glass to plastic jars. And ~ they thought it worked good and then they realized that it didn't. And so they had a lot of spoiled ~ pickles on their hands. The seal wasn't. ride or something on the top. But I think we need to understand that these processes take a lot of testing. yeah. Indeed, yeah, Very expensive as well for the companies. Very expensive, ~ very expensive. And especially if you're trying to reduce costs, like most companies are, this can often represent a cost increase, which is a challenge. But let's talk Yeah. about the Sustainable Packaging Summit in Utrecht. You and I are both ambassadors.~ So congratulations to another year. Yeah. ~ Yeah, I think this is a big deal, one of very few. happy to be part of it. It's an honor to work with that team. know you enjoy it like I do. Hey friends, we are going to take a quick break to thank our sponsors. Please be sure to support them. Are you shipping with recycled corrugated? Think outside the box with 3M tape. 3M packaging tape can help you overcome your recycled corrugated challenges with confidence, making sure your boxes are sealed securely the first time, reducing downtime, and providing consistent performance. With 3M as your partner, you can maintain productivity, achieve cost savings, and turn packaging problems into ceiling success. When you use recycled corrugated shipping boxes, think 3M packaging. Sustainability starts long before a product hits the shelf. It starts with the spec. ⁓ That's why brands choose Specright,⁓ the leader in intelligence specification data management ⁓ and modern product lifecycle management.⁓ Specright turns siloed packaging and product data to connected,⁓ reliable intelligence ⁓ so AI can identify waste,⁓ optimize materials, ⁓ streamline supplier collaboration,⁓ and accelerate sustainable product design. If you're trying to reduce packaging complexity ⁓ or meet evolving⁓ it's time for a spec first approach.⁓ Specright, ⁓ the intelligent foundation for every product.⁓ Discover more at specright.com. In packaging, still, I know a guy,⁓ but what happens when you don't?⁓ Or when you need something beyond your network?⁓ Forest is built for that. ⁓ A platform that connects packaging knowledge AI intelligence, giving you access to verified suppliers, real capabilities, and actionable data in one place.⁓ Take action at speed. ⁓ Execute with intelligence. That's Forest. ⁓ Tell us how you got involved with that event. We can say it was an accident. But yeah, basically when I started my own business consulting on sustainable packaging, I was looking around what are the forums, platforms, also other experts, what's happening in the industry, because now technology is changing so fast and there are so many innovations you need also to keep yourself updated with what's happening. also to continuously, right, you need to learn. And that's one of the events on one of the platforms I've discovered because it's also called the way I call myself, sustainable packaging consultant and sustainable packaging summit. was thinking we just made for each other. And then I seen there are some colleagues in the industry, were announcing they were ambassadors or partners of that event. And I was thinking. Maybe I could also try my chance. And yeah, worked excellent to be part of that event because it's a high quality event with high quality attendees. And also the team that was going to organize in this event is very pleasant. I mean, it's always nice. have a lot of, between the summits, they have a lot of events, also knowledge sharing. So I find that very beneficial for me as an expert. and for all the members of that event as well. Yeah, you're often speaking on webinars and panels for Packaging. Europe and the Sustainable Packaging Summit all year long. think that's maybe a lot of people don't know about this service that Packaging Europe provides. Yeah, they actually have a lot of webinars very frequently. And even being in the industry myself, I often go to see what's happening, how also other people see certain trends, because, I mean, we all have different experience and look at the same things different angles. all the suppliers also share the innovations and how they fit into the regulation or anything of that sort. So for me, I find it very useful to join them. Yeah, and I participated on talking about the PPWR. So trying to pass some practical guidance to help companies at least to get couple of tips how they could approach this thing. Yes, people are concerned, right? They're nervous, they're excited, they're cautious, they're all of these things, overwhelmed. So I think what you do and your team does is a really good job of kind of consulting and easing their fears and guiding them through the process. I hope so. Yeah, but we're all learning Yeah. ~ every day. So I'm learning with them. And it also Mm-hmm. helps me to see different experiences and different approaches. And it helps me to, let's say, propose some practical guidance on difficult matters, on very difficult. Yeah, exactly. We have to learn from each other. I think that's what makes this event so valuable Yeah. Yeah. is to be in person and to get to rub shoulders with the people that are doing this every day and learn from them. Some excellent panels. What was something that you really enjoyed at the last Sustainable Packaging Summit Mm-hmm. in Utrecht? Yes, last year, so it was the first year when in Europe we had the PPWR published. So again, as we discussed, the package of sustainability became very concrete. And already last year, there were a lot of discussion around that, a lot of concerns, mean, opportunities, I mean, depends how you look at it, right? So, but there were already practical discussions on what to do with all this that's coming. So I found those panels that were organized very... high quality panels where you could learn. I also hear frustration and also understand that you're not alone. Also last year, myself, I participated in one panel on Q &A. We had a Q &A session with colleagues. And I also was leading one panel on the main stage on paper, evolution, innovation, technology, and how it looks versus plastics. So we actually had a very important discussion of it's not paper or plastic. It's like what makes sand and how to make those choices. I think it was also very valuable in this context. Yes, I got to hear that panel and you were excellent as a moderator and a speaker. I think. But first time for me on such a big stage, Nice job. And that honestly. That's challenging. ~ stage was enormous. It's like, I don't know how many, yeah, I think maybe a thousand seats or more. it was, it's, beautiful and intimidating and,~ but you did a great job. And I think you're right. Thanks, Claudia. The top. top minds in the packaging industry are speaking about the nuances of these changes and why it's not paper versus plastic. It's what's the best solution for your situation. yeah, that's really important. What did you think of the difference between Amsterdam and Utrecht? I don't know, for me as long as you can get there by train that's fine. Yeah. I think both locations are very convenient and in Utrecht it was just next to the railway station so if you come from Amsterdam airport it was very quick and so very convenient. There are also hotels around but for me I think it's not a question of the place but the quality of discussion, content and people that come there. And for me, that just keep increasing that standard for this event. Yes, exactly. And this year it'll be three full days instead of two and a half. And the speakers that they've got noted already are top notch. mean, they were last year, but this year it seems to be even more speakers and more value to the attendees. Yeah, was also valuable to have EU commissioners come in and actually and hearing from the industry their concerns. I think it was a very open conversation last year and I'm sure it will be another one this year. Yeah, congratulations to Tim Sykes and the whole team there at Packaging Yeah, well done. Europe. Wow, they've done amazing things. So what Mm-hmm. are you looking forward to this year at the Sustainable Packaging Summit? Do you have some speaking engagements again? I hope so. Hahaha. But I go there to share and to learn, obviously. I think this year will be really special because again, coming back to the PPWR, I'm sure all the discussions will be around this because it's all that companies have on their mind these days. That's a priority. That's a business risk and a business priority. So the first milestone of the PPWR will have August 12. 2026, so this year. And basically the summit will take place in November. So this time it will be really insightful event, I think, because companies will share how they've been through this first milestone, how did they approach it, what's actually happened to them, whether they were ready or not. And I think there will be really, really practical there. So that's the place to see what your peers... have done or how they approach certain things. I think it's going to be very valuable, especially this year in this context of the regulation. Exactly right. It's we've been talking about these things so much that they're coming, they're coming, they're coming. Now they're here. They're, they'll be here. Yeah. Yeah. And, um, I love your, your thought process of let's, let's talk about, okay, what worked, what didn't work, what Yeah. were, you know, what did you do that was successful? Uh, what, how did you fail? You know, things like that, I think are, these are going to be very valuable conversations for Yeah. these global companies that attend. And I am since because of my job, I also see how that's happening across the industry. I hope also I will have a chance to share probably certain practical aspects of how to do certain things. But then we have other milestones up to 2040. I think we have discussions for many packaging summits, honestly upfront. This, we're just getting, it feels like we're just getting started. Even though we've been doing this for many years, Yeah. Yeah. it feels like there's so much to learn. There's so much to do. So many mistakes to be made yet, unfortunately. ~ But I think you're right. course. Yeah, so much money to be spent ~ as well. Yeah. And it sounds like they're going to have not just, they're going to have some different formats of discussions this year, workshops and, you know, I talked to Danielle Goad from SpecRight. They're going to have a workshop about how specification management has helped implement, you know, EPR and PPWR changes, things like that. So maybe that's something they'll have you do because your expertise. Yeah, yeah, because we're shifting into implementation rather than just debating. So yeah, I think it will be a lot of practical workshops like this and panels. It's worth attending. Well, you mentioned taking the train to Utrecht.~ Yeah. Would you recommend that to people listening that if they can take the train because it's a convenient way to do it? Any other tips for those attending?~ Definitely taking a train. You can even travel the same day. I think that's the beauty of soul traveling in Europe. So if you're limited in your time, choose your sessions, choose the day you would like to attend the flight, take a train. I think it's very convenient from that perspective. I was blown away by the city. It's a beautiful place. It felt ~ Yeah. like a smaller town version of Amsterdam and I really enjoyed that. Yeah, yeah, and the bicycles all over the place. So many bikes. I think they I read somewhere they have more bikes per capita than anywhere in the world that they're in Utrecht. per person. Wow. That looks like data. It's great. But yeah, and it felt like that. And ~ yeah, for anyone listening, make sure you know, bikes have the right away. You do not as a pedestrian. So watch out. Yeah. ~ But no, it's safe for sure. So what's the, anything else that you want to talk about before we finish this up? Any stories or insights into your business maybe? Yeah, any stories? Yeah, maybe just the practical tips since I don't give Yeah, please. practical guidance. So we said that PPWR applies to the companies that mostly sell in the EU. But I'd like, even if you don't do that, if you're the company based outside of the EU, you're not selling to the EU, but still take a moment, look at the PPWR. I think it's unprecedented. regulation where we have a kind of complete picture of packaging So when you would like to introduce your own packaging strategy, sustainable packaging strategy, maybe you don't need to reinvent. Take a look at this one and maybe you can use it as your, let's say, internal, for your internal guidance, this type of regulation, because also we see that many markets, they do follow European direction. So sooner or later, it's going to come in one way or another, I mean, across our planet. So if you'd like to prepare, take a look and see the elements that you could maybe already implement. And if you'd like to know more about this, definitely this event that we're having in November, Sustainable Packaging Summit is the event to come and really see the insights how companies are implementing it. So maybe you can just do the same and benefit. from that and let's say move forward on your package and sustainability. Yeah, that makes a lot of sense. Even if you don't sell into Europe today, that system, that PPWR system could very easily be adopted or adapted to other locations around the world because it seems like it's working. that's a really good insight for people listening. Cause a lot of Mm-hmm. people that listen only sell in the US or only sell in Canada Mm. or have a more regional system, but I think Mm-hmm. it's good to know what everyone's doing. Frankly, we've learned so much from Europeans as Americans and as other people around the world about sustainability because you've been about this for much longer, I think, actually, and making mistakes and that's okay. Yeah, and then impressive how Europeans try to have the same standards across the markets. I think it makes it even more challenging and it's not a straight road, but I think there is idea of single market and having the same standards, especially in packaging sustainability, right? I think it makes a lot of sense to have the same approach. Well, thank you so much, Anna. What's the best way for people to get in touch with you and your company? Thank you, Cody. Yes, I'm present on LinkedIn. I actually have been publishing a lot of free expert content with some practical guidance, get feedback that I help to simplify complex things. So maybe you could check out and find out something for yourself. Now I don't post too much because I'm very busy. Because of the deadline of the PPWR, I get a lot of requests. Mm-hmm. You can find me always there on the LinkedIn. Your content is great. So for everyone listening, Thank you. make sure you follow Anna Perlina. She's Yeah. great. She's got some good insights and ~ definitely worth your time. So thank you again for being on. We appreciate your wisdom. We'll see you in Utrecht. Thank you, Cory. It was pleasure. Thank you so much. All the best. Have a good one. Yes, Okay. All right. Bye-bye. of course. Bye-bye. Thank you all for listening. Really appreciate it. Please be sure to subscribe so you don't miss the next episode. Also, I'd like to encourage you to check out my friend Adam Peek's podcast, The People of Packaging. It's great.