“We don't think in quarters, but in generations”

Lorenz Dobiaschowski heads the packaging development team at Develey Senf & Feinkost GmbH. He began his career at Develey in 2010, working in food law and risk management for packaging. Via various roles in packaging development project management, he went on to take over leadership of the packaging development team in 2018. In the interview, he discusses how the family business balances sustainability, food safety and the requirements of the new EU Packaging and Packaging Waste Regulation (PPWR).

Mr Dobiaschowski, Develey emphasises its commitment as a family-owned company to thinking in terms of generations. What does this principle mean for food products and packaging development?

That is correct. As a family-owned company, we do not think in quarters, but in generations. It is particularly important to us to make long-term decisions and to treat one another fairly, respectfully and reliably. Responsibility, reliability, quality and a spirit of innovation are therefore among our core values. This understanding influences our daily work and naturally shapes both our food products and our packaging. For our products, this means ensuring consistently high levels of quality, safety and enjoyment. In packaging development, it means making decisions that are viable over the long term. Our aim is to use materials efficiently, improve recyclability and simultaneously ensure the best possible product protection. Ultimately, the most efficient packaging is packaging that prevents food waste while using as few resources as possible.

Between sustainability, costs, food safety, retail requirements and consumer acceptance, how do you define the “sweet spot” for a good packaging solution?

For us, the “sweet spot” is where all relevant requirements come together in a balanced solution. First and foremost, packaging must ensure product safety and quality. At the same time, it must be economically viable to manufacture, meet retail requirements and convince consumers through successful design and good handling characteristics. In addition, compliance with legal requirements is becoming even more central with the European Packaging and Packaging Waste Regulation (PPWR).

How is the packaging development team involved in product or portfolio decisions within your company?

Firstly, Develey’s packaging development team is involved in innovation projects at an early stage. This is the only way to ensure that we develop a coherent concept combining the product and its packaging, while also differentiating ourselves through design. Secondly, the packaging development team aims to know and thoroughly understand the market and the available technical possibilities in order to play an active role in shaping the company’s strategic direction. A key factor in our success is constructive and goal-oriented cooperation with the relevant departments and partners, including marketing, research and development, purchasing, production and quality management, as well as, of course, our customers and suppliers.

How has Develey responded to the requirements of the PPWR? What changes have they brought about in the company’s packaging?

The requirements of the PPWR broadly confirm the direction that Develey has already been pursuing for several years. Topics such as recyclability, material efficiency and the increased use of recyclates are already firmly established on our agenda. The PPWR has prompted us to analyse our packaging portfolios even more systematically and to incorporate future requirements into development projects at an early stage. For example, we examine material combinations in terms of their recyclability, reduce material use wherever possible and evaluate alternative packaging concepts.

How do you assess the use of recyclates in food packaging? Where do you see potential, and where do technical or regulatory obstacles currently remain?

Recyclates are an important element on the path towards a functioning circular economy. At present, the main challenges are the availability of suitable material qualities and the regulatory requirements governing direct food contact. While established solutions already exist for PET, for example, the options remain limited for other plastics. Recyclates must also meet stringent requirements relating to product safety, functionality and consistent quality. In the long term, we expect significant progress in this area, particularly as a result of the impetus provided by the PPWR and improvements in collection, sorting and recycling technologies.

Develey is involved in the “Glas kann mehrWeg” initiative. What do you consider the greatest advantages of reusable glass compared with single-use glass?

Reusable glass can offer advantages, particularly within regional and well-established reuse systems. However, the overall picture must always be considered. The actual environmental footprint depends on factors including transport distances, the number of reuse cycles and the requirements of the respective product. Packaging requirements relating to logistics, product protection and consumer needs vary considerably between product categories. We therefore do not believe in a single standard solution for every application. Reusable glass may have a role to play in the future, but as part of a diverse packaging mix tailored to specific requirements.

Thank you for the interview, Mr Dobiaschowski.