Cross-Sector Initiative Will Scope Reuse Systems for Prepared Foods and On-Shelf Categories
Walpole, NH – October 27, 2025 – Responding to growing state EPR legislation and consumer demand for sustainable packaging, the U.S. Plastics Pact (USPP), WRAP, and Upstream launched the second phase of their joint Reuse in Retail Initiative (RRI). This next phase will determine how reusable packaging can be implemented across key grocery and retail categories. In this Scoping Phase, nine participating brands, retailers, and organizations — some of which are Ahold Delhaize USA, Unilever, Kraft Heinz, Henkel, L’Occitane, and Pact Collective — will collaborate with reuse experts, service providers, and local governments to select the product categories, reuse model, and region for implementation.
With new state EPR laws introducing reuse targets—and more on the way—the moment calls for action. Now is the time to move beyond pilots and build scalable, real-world systems. RRI is designed to help companies build a long-term, proven roadmap: catalytic systems and collaborative models that meet regulatory requirements, reduce virgin plastic use and deliver consumer-friendly reuse experiences.
The initiative brings brands and retailers together to achieve operational efficiencies that otherwise may be difficult to achieve. The USPP is convening the necessary players – drawing on Upstream’s reuse and asset expertise; WRAP’s consumer engagement research and pilot learnings; and the USPP Reuse Workstream of reuse providers, brands, retailers, local governments and nonprofits. Together, they will co-design a financially, operationally, environmentally, and socially viable reuse system that can scale nationwide.
In addition to determining the reuse model and region, participants will identify two priority product categories through guided workshops and discussions:
- Prepared foods and fresh-cut produce – targeting pilot launch by mid-2027
- On-shelf personal or home care products – targeting a 2028 launch
The program will leverage branded packaging with removable labels and standard messaging across brands, retailers and collection points, sharing both cost and risk amongst participants. Designing for high return rates and consumer accessibility is central to achieving desired outcomes.
Statements from partners:
Jonathan Quinn, CEO at the U.S. Plastics Pact: “The Scoping Phase of the Reuse in Retail Initiative is putting companies in the driver’s seat to make decisions about where this reuse system will be most successful and help reduce EPR compliance fees. Scaling reuse in retail has never been done before in the U.S., but the U.S. Plastics Pact is uniquely positioned to help companies successfully scale via this precompetitive effort that builds on existing and previous pilots and involves all necessary stakeholders.”
Leah Karrer, PhD, Executive Director for Americas at WRAP: “Scoping is a crucial time when organizations influence the design and experience people will enjoy when using returnable and reusable packaging in store. Get this right and we can achieve high return rates meaning environmental and commercial benefits. WRAP is delighted to be a part of the Reuse in Retail Initiative.”
Crystal Dreisbach, CEO at Upstream: “Upstream is excited to participate in the Scoping Phase as the project’s reuse expert to ensure that, together with enthusiastic retailers and brands, we set the stage for a successful project. We’re fully invested, because this work is foundational to the buildout of a robust and enduring reuse economy for the U.S., and a pivotal mechanism for companies to meet their packaging EPR obligations.”
The Scoping Phase will conclude with a set of data-driven recommendations, including an end-to-end reuse systems map, consumer engagement plan, and stakeholder analysis grid, designed to maximize consumer adoption and economic viability. Companies interested in participating are encouraged to join the Scoping Phase now to build holistic reuse plans. Future phases will finalize system design and implementation, enabling participants to replicate success across additional categories and regions nationwide.
For more information:
Email Annika Furr, Program Manager – Reuse and Reduction, at afurr@usplasticspact.org