At the Australasian Packaging Conference, Pact Group NZ executive general manager Deanne Holdsworth offered a frank and insightful look at the real-world challenges in achieving plastic circularity. Drawing from Pact’s trans-Tasman experience, Holdsworth explored both the wins and the sticking points for a packaging industry striving to close the loop.
Holdsworth (who is a finalist in PKN 2025 Women in Packaging awards in the Sustainability Leader category) opened by outlining Pact’s broad operational footprint – spanning 15 countries and four divisions covering packaging, reuse, recycling and contract manufacturing – describing it as a “circular model brought to life”.
She focused her presentation on two key challenges: consumer trust in recycling systems, and the fragmentation of stewardship schemes.
The first was illustrated with a case study from New Zealand. A decade ago, Pact set an ambitious goal to transition to a tray-to-tray recycling system for protein packaging. That meant rethinking materials, shifting away from foam trays to clear PET, building technical capability, and forging partnerships across the value chain. Today, PET trays represent 30% of curbside PET collections in New Zealand – a marked improvement from 10 years ago.
But replicating that success in Australia remains elusive. “We’ve done the hard work,” Holdsworth said, “but it doesn’t work unless consumers are on board.” She recounted a recent flight where fellow passengers lamented plastic waste, unaware of the existing recycling systems in place. It underlined a critical gap: consumer perception and understanding.
Holdsworth argued for multi-layered communication to rebuild trust and drive behaviour change. “The message needs to come from everywhere – industry, government, brands, retailers, educators, even TikTok and Insta.”
The second issue she tackled was the operational complexity caused by multiple, often voluntary, stewardship schemes. While Pact is involved in several successful programs in New Zealand – from silage wrap collection to paint pail recycling – she cautioned that fragmented schemes risk confusing consumers and increasing costs for manufacturers.
“Standardisation offers consistency, shared infrastructure and reduced complexity,” she said. “But there’s still value in targeted schemes where gaps exist. The challenge is finding the balance.”
Holdsworth concluded with a call for a coordinated national approach that unites standardisation with selective stewardship. “Can we create an efficient, effective recycling framework that works for consumers, brand owners and the environment? That’s the challenge we must rise to.”
