1. Safety regulations and expectations are constantly evolving
Packaging safety is closely tied to regional regulations, and we are currently seeing significant changes in this area. Across Europe and globally, new regulations and amendments are now being introduced to strengthen requirements for food contact materials and other sensitive applications. At the same time, consumer expectations are also increasing.
In practice, this means compliance should not be viewed as a one-time exercise. Brand owners have to continuously monitor, interpret, and adapt to the shifting regulatory landscape we are facing. It also requires a deeper understanding of the next two points on my list: how specific materials perform in real-world conditions over time, and how different points in the value chain can introduce product safety risks.
2. Material choice starts with understanding the raw material
Material choice is where I believe some of the biggest safety gains can be made. For food and other sensitive products, it is essential to understand what a packaging material is made of, where it comes from, and how it is processed. The consistency and purity of the raw material play a critical role in preventing unwanted substances from reaching or impacting the product.
Materials based on fresh wood fibres provide a highly controlled starting point in terms of purity, consistency, and traceability. This is particularly important in direct food contact applications, where the margin for safety is lowest and material composition directly impacts what may migrate into food.
Recycled materials can also be used in many applications, especially where there is no direct food contact or where appropriate functional barriers are in place. However, in direct contact applications they typically require more extensive controls, testing, and validation to ensure that potential contaminants from previous life cycles do not pose a risk.
When the origin and composition of a material are well understood, managing potential risks – and maintaining consistent quality over time – becomes significantly easier.
3. Collaboration across the value chain makes a real difference
One of the most important lessons I have learned is that product safety depends on constant collaboration and open communication across the entire value chain. Raw material suppliers, packaging producers, converters, brand owners, and retailers all play a key role and need to work together. Any gaps in communication or understanding have the potential to create safety risks.
It is equally important that all parties share a common understanding of the requirements, intended use, and potential risks. This means clear specifications, transparent information sharing, and ongoing dialogue between partners.
We have also seen that when structured and transparent material data is made available, decision-making improves significantly across the value chain. It helps all parties better understand not only performance and compliance, but also the conditions under which materials can be used safely.
One example of this approach is our Material Circularity Statement, which we introduced last year. It provides structured information on aspects such as end of life management, PPWR alignment, and recyclability and compostability properties, making this data more accessible to customers and partners. The response has been overwhelmingly positive, reinforcing the value of transparent, comparable information in supporting better, more informed decisions.
As a product safety team, we noticed that this kind of transparency leads to better decision-making for our customers and for other actors across the value chain. It ensures that safety is considered from the very start of the packaging design process. And when that is the case, it protects more than just the product. It helps ensure that what reaches consumers is safe, helps maintain consumer trust, and protects the brand behind the product.
