Strengthen your strategy

How to recognize the business opportunities of sustainability?

Sustainability is a commercial opportunity. All parts of the value chain have to act more sustainably. It is not a question if, it’s a question how and when you’ll start. All possible solutions are needed. Become the one who best recognizes the opportunities and turn them into business.

But sustainability is also complex. It requires an understanding of developments in the world and in the market, of sales and operations and of consumers and psyche. You need broad knowledge, good analyses and a large network to determine the right path through this sustainability maze.

In the world it’s all about data and money. Smart sustainability will become an essential part. Everything is linked. In a good strategy, all three parts flourish.

A strategy or even a sustainability strategy is often already available. But often written from a limited point of view. I like to sharpen it with you, because a different perspective makes it stronger and more robust. In addition, I create order and focus.

In short sprints, in workshops or in more extensive processes with deep analyses, I challenge assumptions and priorities. I combine strategic and commercial thinking, together with in-depth knowledge of the packaging and recycling market.

Do you have doubts about your (sustainability) strategy and choices for the future? I help directors and sales managers to come to a stronger strategy including an action plan.

How does the PPWR affect your product portfolio?

The PPWR leads to a complex and cross-sectoral challenge that will affect all involved parties in the value chain. It will significantly change the way we design, produce, consume, transport and dispose. The law will come into effect in Q2 2026.

Companies get lost of all details and uncertainties. As a result they often lack a good overview how to prepare themselves for the PPWR. This leads to discussions, but not to action and an energetic joint approach. A pity, as you need to comply in 18 months from now.

This EU regulation forces the packaging- and food industry into a more sustainable way of acting. It mandates the reduction of the amount of packaging and so packaging waste. It requires more attention to the recyclability of products during the design phase. It pushes to an increased use of recycled plastics in packaging. And the PPWR sets reuse standards for key sectors and so requires rethinking of logistical infrastructures.

Main goal in the EU is a 50% reduction of raw material use by 2030.

In a step-wise approach I will help directors and managers to get overview. I start with an analyses of your product portfolio. Where are the biggest challenges ánd where are chances? I will check the robustness of your data and your supply chain. You get a custom-made overview, with risks and opportunities. This gives focus, control and energy.

Interim board member

Need temporary support in your management team? Are you looking for someone with a combination of strategy, sales and sustainability? Need decisiveness, inspiration and energy?

As a people-oriented strategist, I naturally combine growth of people and achieving goals. As a decisive realist, I create a getting-things-done mentality. Complexity makes my heart beat faster. My energy, creative approach and passion for sustainability are often a source of inspiration for others.

Variety and action drive me as a solution-oriented team player. I stand for a more sustainable world, but in a concrete way and economically and ecologically feasible. Successfully connecting diverse cultures and players from all kinds of sectors and levels is my natural approach. 

I have in-depth knowledge of and vision about the packaging and recycling market. I want to make an impact at the intersection of strategy and commerce, recycling and plastic, change and innovation.

Get inspired

How will packaging look like in 2030>>?

The current chaos in the packaging makes it difficult to make the right decisions for the future. Every department and company has its own interests. With more knowledge, better understanding of connections and good discussions, you can move forward togéther. Through this inspiring presentation and acquired energy, your employees and/or your customers become valuable sparring partners.

By analyzing the value chain and indicating macro- and micro economic developments, a clear picture of the future of packaging is created.

During this 2-hour presentation, your team will gain insight into the packaging chain. All shared knowledge, examples and information leads to inspiration and ideas. My energy and fresh perspective provide a clear vision of the future of packaging.  

For directors, managers and packaging experts.

Team work makes the dream work

I am convinced that only organizations mastering to cooperate will remain relevant. Internally and externally. As a fanatic ex-volleyball player, I know the power of a good team. I like to help people grow. I believe that when people grow, a company grows.

Sustainability is change. Change is not easy. Our mind prefers that everything stays the same. This applies to your own employees, but also to customers. I notice that by interactively sharing knowledge and sharing experiences (you learn most from mistakes), people dare to act sooner and can convince better.

Through in-company training or customized presentations, I help your (sales or management) team to grow by recognizing opportunities and thinking differently.

Product design with recycled content

The PPWR sets minimum recycled content requirements that have to be used in plastic packaging from 2030. The Netherlands aim to implement them even in 2027. A package must then contain 10 to 35% recycled content per unit. PET bottles must already contain 25% recycled PET from 2025. This recycled material must be recovered from post-consumer plastic waste. We are currently around 7% recycled content. 

I was the driving force behind various product-with-recycled-content development projects for major brands such as IKEA, Unilever and Ahold. For both food (including EFSA) and non-food applications. These are long processes with many ups and downs. Starting today makes you just-in-time ready.

Due to Dutch and European legislation, everybody has to renew their vision about ‘raw’ material sourcing. The demand for recyclate will increase due to the upcoming laws. Currently there is not enough recycled material feedstock.

I help companies with an inventory of opportunities and risks. In addition, I can strengthen the project team with my broad experience in this field. My international network and perseverance helps me to achieve concrete successes.