The New European Reuse Alliance (New ERA) has announced the first recipients of its Reuse Champions Award, a new annual event celebrating individuals whose ‘leadership, persistence and measurable impact’ are helping to advance reuse across Europe.
Presented during the REuse Economy Expo in Paris on the 19th-20th of May, New ERA says the award recognizes individuals who have made ‘outstanding contributions’ to advancing reuse systems through industry innovation, policy leadership, education, measurable impact or long-term commitment. Each year, up to three Reuse Champions will be appointed by New ERA’s Board of Directors, and past recipients will retain their status.
The first three Reuse Champions are Catherine Conway, founder of the ‘world’s first’ modern zero waste shop, Unpackaged; Boris Palmer, mayor of Tübingen, Germany, recognized for introducing and defending a landmark city-wide tax on single-use takeaway packaging; and Alexis Dusanter, founder of Bocoloco and operator of Go Réemploi, recognized for helping to build a national reuse model in France.
New ERA states that Catherine Conway founded Unpackaged in 2006 and later brought together a team to grow the initiative into UK reuse consultancy GoUnpackaged. The consultancy works with businesses, governments and NGOs to develop reuse models and deliver evidence-based research to help shape effective reuse policy. Conway is also a member of DEFRA’s Circular Economy Taskforce.
Boris Palmer, mayor of Tübingen in Germany, introduced a city-wide tax on single-use takeaway packaging in 2022, applying a charge to disposable food and beverage containers, cutlery and straws. New ERA says the measure led to a ‘significant increase’ in businesses offering reusable alternatives, reduced the use of disposable packaging among local eateries and generated revenue that could be reinvested into environmental initiatives. The policy was challenged in court by a McDonald’s franchisee and upheld by Germany’s Federal Constitutional Court in 2025.
Alexis Dusanter has contributed to developing a national reuse model in France through his work at Bocoloco and as an operator at Go Réemploi. New ERA adds that his work focuses on connecting stakeholders, overcoming operational barriers and creating conditions for reuse to scale beyond pilots.
In related news, VTT Technical Research Centre of Finland and the University of Vaasa recently announced the advancement of their reuse pilot for takeaway and grocery packaging, designed to be ‘as easy as buying a ready meal’ in European supermarkets. Consumers pay a €3 deposit at the point of sale, then receive a refund when the container is returned.
The same month, Flanders’FOOD revealed it is working with Albert Heijn, Aldi, Carrefour, Colruyt, Delhaize, and Lidl to pilot reusable packaging for mushrooms in line with the Packaging and Packaging Waste Regulation’s upcoming ban on single-use plastics for fresh produce. The scheme invites consumers to pay a €0.30 deposit to buy mushrooms in a reusable container, then receive a refund when they return the container to any participating store.
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