Verpact strengthens position with a single recognisable name

Verpact is scaling up its efforts in the transition to a circular packaging chain. From now on, all campaigns, services and knowledge activities will be brought together under the name Verpact. As a result, the separate names Supporter van Schoon, Kennisinstituut Duurzaam Verpakken (KIDV) and Afval Goed Geregeld will be phased out.

A single recognisable sender

The ambition to achieve a fossil-free and circular packaging chain by 2050 calls for a clear and unified message. According to strategic consultancy De Positioneerders, which carried out research commissioned by Verpact, consumers and partners are currently confronted with “a jungle of initiatives” and lose sight of who is behind them.

“The societal challenges around sustainability and circularity are becoming more demanding for all of us,” says Hester Klein Lankhorst, Chair of the Executive Board at Verpact. “That requires close collaboration and active contribution from everyone in the packaging chain — including consumers. Communicating under a single name helps us get our message across more effectively.”

A broader role for knowledge

The expertise and work of the KIDV are now fully integrated into Verpact. The scope of knowledge will expand to cover the entire packaging chain, from consumer behavior to legislation, and from design to recycling. “Knowledge is an essential part of who we are. By presenting our insights under the Verpact name, we make it clear where they come from,” Klein Lankhorst explains.

The objectivity of the knowledge shared will continue to be safeguarded by the College of Independent Experts. Under the new structure, this College will still provide both solicited and unsolicited advice. Its remit is being expanded to include all aspects of the packaging chain.

Statiegeld remains a separate entity

Statiegeld Nederland will continue to operate as a separate organisation within Verpact. It will maintain its own board and brand identity. Since Verpact is responsible for legal objectives, including the deposit system, both names will be used together more frequently in communications.

Verpact.nl