Packaging manufacturer DS Smith has today announced it has joined 4evergreen, a new Cepi-lead industry alliance to increase awareness of fibre-based packaging materials in a circular and sustainable economy.

4evergreen was created as a forum to engage and connect industry members from across the fibre-based packaging value chain, from paper and board producers to packaging converters, brand-owners and retailers, technology and material suppliers, waste sorters and collectors.

This move from DS Smith comes almost a year after the sale of its plastics division and aligns with the company’s increasing investment in alternative packaging solutions.

Peter Clayson, Head of Government and Community Affairs at DS Smith said: “DS Smith will play a leading role in the work of this new forum which has a vision to ensure that all fibre-based packaging released on the market is part of a circular system that avoids landfill or incineration. The initiative supports innovation in product design for recyclability and calls for the development of optimised collection systems and appropriate recycling infrastructures.”

“Our involvement will complement our activity with the Ellen MacArthur Foundation as we continue to increase the contribution that fibre-based packaging can play in a circular economy, minimising climate and environmental impacts.”

Jori Ringman, director general at CEPI said: “The time to act is now, our industry already has a strong track record in environmental performance and recycling, but our ambition is higher.”

“We are driving a system-wide shift to transition to the next level of circularity and climate resilience. 4evergreen will be the place for the whole industry value chain to co-create and collaborate for a change.”