Q&A: Trivium Packaging on Circular Supply Chains and Waste

Trivium Packaging integrates sustainability throughout its supply chain by prioritising circular design, carbon reduction and responsible sourcing.

Using endlessly recyclable aluminium and steel, it supports industries with packaging that cuts waste and reliance on raw materials. These choices strengthen closed-loop recycling and reduce supply chain risk.

Alice Bazzano, Trivium Packaging's Sustainability Director, leads efforts to expand recycling efficiency and promote a circular economy.

Her work ensures sustainability principles are applied across procurement, production and distribution, making Trivium’s supply chain resilient, resource efficient and aligned with global environmental goals while meeting customer demand for sustainable packaging solutions.

Alice shared her expertise with Sustainability Magazine, Supply Chain Digital's sister title.

What prevents consumers from recycling efficiently?

What prevents consumers from recycling efficiently isn’t just individual behaviour; it’s that most systems today aren’t designed for true circularity. 

A closed-loop model, where materials are collected, reused and reintroduced into the supply chain, is still the exception rather than the rule. 

Recycling plastic, for example, has never been scalable: only 9% is recycled globally and just 5% in the US. 

Without packaging designed for circular systems, like refillable models, minimalist designs that use fewer materials, or infinitely recyclable materials such as aluminium – recycling will always fall short.

On top of that, confusing labels and vague sustainability claims make it harder for consumers to make the right choices. 

The chasing-arrows recycling symbol, for example, often misleads people into tossing plastics in bins that can’t be processed curbside. 

This “wishcycling” contaminates the stream and can cause entire loads to be sent to landfills.

Combined with systemic gaps, like inefficient recovery facilities, weak reverse logistics and underdeveloped supply chain coordination, it’s clear the infrastructure isn’t keeping pace with demand.

While consumers increasingly want to support sustainable products, habits are hard to break. 

That’s why policy changes and company-led solutions working together can create real progress. 

With stronger infrastructure from governments and company adoption of circular packaging solutions with clear communication, sustainability becomes the standard, not the exception.

That’s why government policies like EU’s Packaging and Packaging Waste Regulation (PPWR) are so important because it ensures that companies are held accountable for the full lifecycle of their packaging, drives innovation in circular design and creates a level playing field where sustainability isn’t optional, it’s required.

Trivium’s 2023 Global Buying Green report showed that 82% of consumers are willing to pay more for sustainable packaging, with Gen Z hitting 90%. 

When companies adopt circular packaging and clear communication, sustainability becomes the default option. The burden shifts away from consumers and progress becomes possible at scale.

How can companies help gain consumer trust when it comes to recycling?

Companies can help gain consumer trust in recycling by using clear messaging like “metal recycles forever,” “Rinse & recycle curbside,” or “Cannot be recycled curbside. Check the local facility.”

Companies can also establish trust by developing campaigns that increase consumer awareness and educate them about the correct procedures for recycling. 

In addition, cross-functional collaboration is needed. 

For example, companies can partner with waste management facilities to improve collection and infrastructure, making it convenient for consumers to recycle.

Being transparent and authentic with consumers drives trust. 

An annual sustainability report can also give visibility into the efforts that your company makes holistically to contribute to industry-wide solutions and create trust within your industry.

What is the Packaging and Packaging Waste Regulation?

The Packaging and Packaging Waste Regulation (PPWR) is the latest rules laid out under law that regulates what kind of packaging can be placed on the EU market. 

For background, the EU states, 'All packaging must comply with essential requirements related to its manufacturing, composition and reusable or recoverable nature.' 

Metal packaging is well-positioned for PPWR because of its circular material qualities.

This includes packaging waste management and prevention measures, which serve to help reduce confusion, standardise practices and improve recycling outcomes. 

The regulation applies to all packaging materials, such as plastic, paper, cardboard, metal, glass, wood and composites, and covers consumer, group and transport packaging, both single-use and reusable.

In the EU, greenwashing is under a lot of scrutiny and regulators are introducing stricter frameworks in the upcoming Packaging and Packaging Waste Regulation – which will set rules for labelling, recyclability claims and communication standards.  

What is a closed-loop system?

A closed-loop system is an economic model that allows products and materials to be continuously reused. 

A circular economy is an example of a closed-looped system that minimises waste and maximises resource utilisation. 

How can a closed-loop system help reduce waste?

A closed-loop system helps reduce waste by keeping resources in use for as long as possible.

Circular packaging approaches, such as refillable bottles, are being welcomed by both brands and consumers as viable ways to reduce plastic waste. 

Minimalist designs are also emerging, using fewer materials while still providing adequate product protection – meaning, the use of fewer materials does not sacrifice the overall durability of the product.

A great example of this is KOPU Water, an American premium water brand serving luxury and upscale restaurants, resorts and hotels across the hospitality industry. 

Traditionally reliant on imported glass, they collaborated with Trivium to make sleek, infinitely recyclable aluminum bottles (made from 25% recycled content). 

The hotel industry alone produces 290,000 tonnes of waste annually, including billions of pieces of single-use plastic.

KOPU water has already helped luxury properties cut up to 52 tons of landfill waste per year.