InformPack: making food package recycling simpler for consumers
InformPack is a public engagement initiative to demystify waste disposal through tailored educational campaigns in multiple European countries. By bridging key information gaps, it empowers consumers to change their disposal patterns at home and on the go.
As the food industry works to reduce waste, the challenge of food packaging has become a key component. Incorrect disposal has significant environmental consequences, many of which could be prevented with better systems and practices.
Consumers’ expectations regarding packaging are changing; they expect it to generate less waste, use recyclable or compostable materials, and be easy to recycle. And although people are more aware of the need to adopt better disposal habits, the practical application can still be difficult. Complex materials and unclear symbols often make it hard to decode labels and know how to recycle items correctly. Packaging and disposal systems also differ between countries and local regions, which adds to the confusion.
InformPack is a public engagement initiative to demystify waste disposal through tailored educational campaigns in multiple European countries. By bridging key information gaps, it empowers consumers to change their disposal patterns at home and on the go.
Understanding consumer barriers
Most packaging waste starts at home. In 2021, the EU generated 188.7 kg packaging waste per inhabitant (1), while households alone accounted for 54% of food waste (2). This waste often ends up in landfill, leading to increased greenhouse gas emissions and pollution, while also contributing to the depletion of natural resources. These figures emphasise the need to focus efforts at consumer level. By promoting concrete behavioural changes, we can take vital steps toward a collective transition to a more sustainable and responsible food system.
InformPack is based on an important question: what do people want to know? To answer this, the project follows a four-stage approach. It begins with surveys to identify clear opportunities for addressing gaps in knowledge. Based on these insights, InformPack creates tailored campaigns that reflect the specific needs and behaviours of consumers in different countries, co-created with input from industry experts. Rather than dictating choices, InformPack focuses on empowering people with the knowledge they need to make informed and sustainable decisions.
Common issues include lack of understanding of packaging symbols, confusion about cleaning of food packaging before recycling, and the use of excessive packaging for fresh produce. Recycling systems, consumer awareness, attitudes and practices can also vary from country to country, with cultural or institutional factors influencing how consumers perceive and act on environmental issues. Understanding these geographical differences is key to creating better strategies and implementing appropriate solutions that enable people to make sustainable choices.
Inspiring more responsible choices
InformPack was one of two successful public engagement proof-of-concept (POC) projects funded in 2021, with a phase one budget of €50,000, €45,000 of which came from EIT Food. After the successful pilot, the project applied for Stage 2 funding and was selected to become a three-year initiative. Over this period, InformPack was awarded a total budget of €1,412,000, with €1,135,000 provided by EIT Food. Beyond financial support, InformPack gained access to EIT Food’s network, including connections to external organisations, increased visibility, and opportunities for collaboration with potential partners.
The initial POC phase focused on Greece and the United Kingdom. In 2022, the project expanded to Spain and Poland, targeting Gen Z and Millennial participants aged 18 to 45. Over its course, InformPack expanded to cover nine European countries, creating around 12 digital campaigns in two formats (video and infographic) and available in six languages. These campaigns reached almost 3,500 consumers.
InformPack has also run coordinated school programmes in Spain and Poland for students aged 9-12, turning educational quizzes into more dynamic and practical ways of learning. The ‘Recycle Hero’ initiative showed success in Spain during its pilot programme. Engaging activities were designed to raise awareness among students, focusing on promoting better waste management practices from a young age.
Activities included visits to waste sorting facilities, workshops where students created their own reusable water bottles and containers, and visual experiments to observe how packaging degrades over time.
"The workshop on recycling and the 3 Rs (reduce, reuse and recycle) was a very valuable experience for the children. Through practical, manipulative activities and clear explanations, the students were able to understand the importance of adopting more environmentally responsible habits. These types of initiatives not only reinforce theoretical learning, but also generate a sense of responsibility and commitment to caring for the environment from an early age. In addition, it was done from a collaborative and transversal approach, which allowed the students to understand that recycling is present at any time and in any action of our lives."
The project also focused on co-creation with key industry stakeholders and academic institutions to develop actionable insights for sustainable packaging solutions. InformPack partnered with Aarhus University, the University of Reading, Bioazul, VTT Technical Research Centre of Finland, and the Institute of Animal Reproduction and Food Research of the Polish Academy of Sciences (IARFR). Other successful collaborations included Maspex Group in Poland, Eroski supermarket in Spain, and the Food Bank in Olsztyn (FBO).
"Thanks to the activities carried out, the participation of the university community has been achieved in creating recycling islands in some centres with the customisation of containers, as well as raising awareness among students about the culture of packaging and recycling in general. Developing this type of project is essential to continue generating a participatory network of committed citizens who are part of the change."
Early results show not only an increase in knowledge but also a strong intentions for more sustainable behaviour. Initial data reveals that 75% of participants showed a willingness to adopt sustainable practices after the campaigns. Over 89% of Polish participants and 96% of Spanish participants reported they intended to adopt at least one action into their daily routines. Apart from this, a 64% in Poland and 85% in Spain claimed to have learned something new and useful from the campaigns.
Building on impact
Although InformPack concluded in 2024, its influence is expected to continue. The findings and collaborations developed during the project are paving the way for future initiatives.
There are ongoing conversations with food educators to develop additional educational materials and activities for schools. Though these plans are still in the early stages, there is strong interest to integrate InformPack’s insights into lesson plans, educational resources, and practical activities aimed at promoting sustainability among younger generations.
At the same time, industry partners are exploring opportunities to apply for innovation projects that expand on the ideas generated by InformPack. These projects could help bring its concepts to life on a larger scale.
One of InformPack’s greatest challenges has been simplifying complex, technical topics into clear, digestible, and easily understood messages. By meeting people where they are, the project has ensured its content is both relatable and accessible. It highlights the central role consumers play and how engaging with people in a way they understand isn’t just the goal – it’s also the most ethical and effective way to inspire real change. Ultimately, the project’s practical and collaborative approach highlights the need for collective understanding and the importance of working together to build a more sustainable future.
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References
- Eurostat: EU packaging waste generation with record increase
- EU Science Hub: Reducing food waste: how can science help?
