As sustainability becomes a core purchasing criterion, procurement professionals are facing growing pressure to distinguish genuine environmental performance from increasingly complex marketing claims.

According to Daisy Hunter, Sustainability & Innovations Manager at Jangro, businesses need to move beyond labels such as “recyclable” and “eco-friendly” and evaluate how packaging performs in real-world waste systems.

Why Recyclable Does Not Always Mean Recycled

Many packaging claims may be technically accurate but fail to reflect actual disposal outcomes.

Examples include:

• Compostable packaging requiring industrial composting facilities unavailable to many businesses
• Recyclable materials contaminated by food residue
• Mixed-material packaging that cannot be processed through standard recycling streams
• Regional differences in waste collection infrastructure

As a result, packaging designed for recycling may still end up in landfill or energy recovery systems.

Regulations Are Raising the Bar

Procurement teams must also adapt to evolving regulatory requirements.

Several initiatives are reshaping purchasing decisions, including:

• The UK’s Green Claims Code
• Extended Producer Responsibility (EPR) legislation
• Simpler Recycling reforms

These measures place greater emphasis on transparency, accountability and end-of-life outcomes.

Recycling Performance Still Varies by Material

According to Defra, 64.1% of UK packaging waste was recycled in 2024.

However, performance differs significantly across material categories.

• Paper and cardboard continue to achieve relatively high recycling rates.
• Plastic packaging remains more difficult to collect and process consistently.

The findings highlight the gap between theoretical recyclability and actual recycling outcomes.

What Procurement Teams Should Ask Suppliers

Hunter argues that procurement decisions should be based on evidence rather than broad sustainability language.

Buyers should seek:

• Independently verified certifications
• Lifecycle assessment data
• Clear recyclability guidance
• Disposal instructions aligned with existing waste contracts
• Supply chain transparency

Recognized frameworks can also support decision-making, including:

• FSC
• PEFC
• EU Ecolabel
• Cradle to Cradle
• Nordic Swan
• Global Green Tag

Procurement’s Expanding Influence

Procurement teams increasingly shape environmental outcomes across entire supply chains.

Their purchasing choices influence:

• Packaging design
• Supplier practices
• Waste generation
• Resource efficiency
• Operational sustainability performance

Organizations making the strongest sustainability progress are often those willing to challenge vague claims and investigate what happens after products enter the waste stream.

Industry Outlook

As environmental scrutiny intensifies, businesses can no longer rely solely on packaging marketed as “green.”

The next phase of sustainable procurement will require buyers to focus less on headline claims and more on measurable performance, verified data and real-world recycling outcomes.

For procurement professionals, asking tougher questions may prove to be one of the most effective sustainability tools available.

Source: Jangro

Last Updated on 12/06/2026 by Jota Machinery