Extended Producer Responsibility

In order to transform the packaging industry, we must first take responsibility.

What Is Extended Producer Responsibility (EPR)?

Extended Producer Responsibility (EPR) is a policy approach that makes manufacturers responsible for the proper end-of-life waste management of their product.

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How Does Extended Producer Responsibility Work?

**1. Reduction Targets**
When it comes to packaging, EPR legislation employs a bevy of carat and stick incentives to shift producers away from problematic single-use plastics, into more earth friendly materials that can remain in circulation or be easily digested.
**2. Shifts the Cost Burden**
Today, consumers are paying top dollar for a recycling system that isn't functioning. EPR changes that, putting manufacturers on the hook for the proper collection, sorting, recycling, composting, and disposal of the waste they create. Consumers, after all, shouldn't be double paying for waste cleanup.
**3. Clarity and Consistency**
It's way past time to end the confusion around what's recyclable and what's not. Thanks to intelligent EPR policy, recycling (and composting) logos will only appear on materials that are ACTUALLY being recycled or composted at scale, and the same rules will apply across the entire states. And if we're successful, the whole country.
**4. Encourages Innovation**
Whether it's designing new reuse and refill systems, or earth digestible materials, by leveling the playing field, good EPR policy is designed to encourage the acceleration of innovation.
**5. Funds Mitigation**
Cleaning up existing messes and making sure disadvantaged communities aren't faced with the waste burdens is a key component of intelligent EPR.

Three Pivotal Steps Brands Should Take Immediately to Embrace the Coming EPR Future

Reduce packaging waste through optimizing around material reduction
Design packaging with recyclability and compostability in mind
Track and keep your receipts for the good reduction work you’ve already done

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Recycling 2.0 Must Be Grounded in Reality: The EPR Objective

"It shouldn't require a Ph.D. in recycling to know how to recycle properly in our society," - California State Senator Ben Allen, author of SB-54.

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Producer Responsibility Organization (PRO)

PROs are established by manufacturers themselves or by government agencies to ensure EPR programs are effectively implemented and that manufacturers comply with EPR.

Anyone who sells packaging into the state of CA must join the PRO and pay the agreed upon rates for packaging that the PRO says. This is how the PROs will raise funds that go into improving recycling programs and composting systems.

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Should Your Company Join the PRO?

Are you wondering whether your company needs to register for the Producer Responsibility Organization (PRO) to comply with California's new packaging legislation SB-54 and SB-343, the safe answer is likely ... yes.

As the Sustainability Director at Atlantic Packaging, North America's largest privately held packaging company, Caroline DeLoach spends most of her days helping brands navigate to more sustainable materials, and has keen insights into the evolving regulatory landscape.

Senate Bill 54 was signed into law on June 30, 2022

This bill, also known as the Plastic Pollution Prevention and Producer Responsibility Act, addresses California’s broken recycling system. When the law goes into full effect, in 2027, any producer wishing to participate in the world's fifth largest economy will have to comply. Learn about the five key takeaways of this bill and how its implementation will determine its success.

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California’s Powerful Combination of EPR Legislation

The Plastic Waste Reduction and Producer Responsibility Act (SB-54) combined with the Truth in Recycled Labeling Law (Sb-343) have created the most ambitious EPR policy to date. Here's what they do.

All covered materials for packaging to be recyclable or compostable by 2032.
25% source reduction by weight and unit by 2032.
65% of all single-use plastic packaging must be recyclable by 2032.
The recycling logo will only be allowed on materials being recycled at scale.
Recycling rules will be consistent across the state.

Atlantic Packaging takes a seat at the table to inform this process.

Caroline DeLoach, Director of Sustainability at Atlantic Packaging stresses the importance of implementing packaging EPR. The success of California, and the United States by extension, affects the world’s outlook. While EPR introduces many opportunities ahead, it also challenges us with hurdles. This is the time for us to come together as a community and tackle these hurdles. Quite literally, our future depends on it.

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More than one hundred companies endorse the EPR approach to packaging, including:

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Extended Producer Responsibility Examples

Packaging

EPR programs for packaging materials, such as plastic bottles, require producers to pay fees that fund the collection and recycling of this material.

Cars

EPR programs for cars can encourage manufacturers to design vehicles that are more fuel-efficient and environmentally friendly, as well as ensuring they are properly disposed of at the enf of their useful life.

Batteries

EPR programs for batteries are designed to ensure they are properly collected and recycled to prevent the release of hazardous materials.

Electronics

Many countries have implemented EPR programs for electronic waste which can be difficult and expensive to recycle.