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PPWR will require 30% recycled content in PET bottles by 2030. At the same time, Europe is losing the recycling infrastructure needed to supply it. The result is a paradox: the regulation designed to increase recycled content could actually reduce it — because the legal floor risks becoming the industry ceiling. This is not a future scenario. It is happening now. And it demands a different approach to how brands source, secure, and think about recycled content. Recycling capa
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