Steel for Packaging Europe

What Steel for Packaging Europe does

Steel for Packaging Europe (SfPE), legally APEAL, is a Brussels-headquartered, non-profit industry association founded in 1986 and rebranded from APEAL to its current name in June 2024. It represents the five major European producers of packaging steel — Acciaierie d'Italia, ArcelorMittal, Tata Steel, thyssenkrupp Rasselstein and U.S. Steel Košice — collectively covering all 27 EU Member States. The organization operates with a small core team of roughly six staff and is funded entirely by member contributions.

Its mandate is advocacy, research and communications rather than commercial sales. SfPE engages EU institutions on the Packaging and Packaging Waste Regulation (PPWR), the Circular Economy Act, the Waste Framework Directive, REACH and Food Contact rules; publishes annual recycling statistics (84% EU rate for steel packaging in 2024) and position papers; participates in industry conferences; and runs consumer education campaigns on food waste and circular packaging. It also co-developed the Chromium-Free Passivation Alternative (CFPA) and maintains European standards EN 10334, EN 10333, EN 10335 and EN 610.1996 for blackplate, tinplate and ECCS composition.

Revenue mechanics consist solely of recurring membership dues from the five producer members. The go-to-market is therefore policy- and event-driven: position papers, conference speaking slots, the Steel for Packaging Update newsletter, LinkedIn, YouTube and Bluesky channels, and joint coalition work through the Permanent Materials Alliance alongside European Aluminium, FEVE and Metal Packaging Europe.

Name

Steel for Packaging Europe

Legal name

APEAL

Website

https://steelforpackagingeurope.eu

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

1–10 employees

Short description

Steel for Packaging Europe (formerly APEAL) is a Brussels-based non-profit industry association representing the five major European producers of packaging steel, advocating EU policy, publishing recycling data, and promoting steel as a circular packaging material.

Ownership category

akta.pro rank

Product category

Industry Association / Steel Packaging Advocacy

SIC

Coating, Engraving & Allied Services (3470)

akta.pro primary industry

Metal Packaging Coatings & Linings (BPA-NI, Epoxy, Internal Coatings) (IMALADAK)

Keywords

• Steel packaging advocacy
• Industry association
• Circular economy
• EU policy advocacy
• Packaging recycling

Headquarters

HQ city

Woluwé-saint-lambert

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Member dues/association fees: Steel for Packaging Europe is funded by its 5 member companies (Acciaierie d'Italia, ArcelorMittal, Tata Steel, thyssenkrupp Rasselstein, U.S. Steel Košice). As an industry trade association, revenue comes from membership contributions used to fund advocacy, research, communications, and industry promotion activities.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Steel for Packaging Europe (SfPE, formerly APEAL) is a Brussels-based industry association representing the five major European producers of steel for packaging (Acciaierie d'Italia, ArcelorMittal, Tata Steel, thyssenkrupp Rasselstein, U.S. Steel Košice). It does not sell commercial products; instead, it provides advocacy, policy positioning, recycling data reporting, technical standards, and communications services that promote steel packaging as a sustainable, infinitely recyclable material and shape EU circular-economy legislation.

Product overview

Steel for Packaging Europe (SfPE), formerly known as APEAL, is an industry association representing the 5 major European producers of steel for packaging (Acciaierie d'Italia, ArcelorMittal, Tata Steel, thyssenkrupp Rasselstein, and U.S. Steel Košice). Founded in 1986 and headquartered in Brussels, Belgium, the organization does not offer a commercial product but instead serves as an advocacy, research, and communications body promoting steel as a sustainable packaging material. Their activities include publishing recycling data and reports (such as the annual 'Steel Ahead: Packaging for a circular future' recycling report), developing EU policy positions on packaging waste legislation, maintaining technical standards documentation, producing consumer and industry educational materials, and communicating the environmental benefits of steel packaging. The organization also developed the Chromium-Free Passivation Alternative (CFPA) technology as a replacement for hexavalent chromium substances in tinplate manufacturing, addressing REACH compliance requirements.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 84% EU recycling rate for steel packaging (2024 data)
• +7 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

13 partnerships are on record, tiered core and flagship.

• VAL'UPcoreStrategic or Co-development Partner · 1 May 2026Belgian steel recycling company that cooperated with SfPE in filming the 'Recycling in Action' video showing the steel can circularity journey in Belgium.
• ArcelorMittal BelgiumcoreStrategic or Co-development Partner · 1 May 2026Steel manufacturing company that cooperated with SfPE in filming the 'Recycling in Action' video in Belgium, demonstrating real circular economy operations.
• Acciaierie d'ItaliacoreStrategic or Co-development PartnerOne of the 5 major European producers of packaging steel and founding member of Steel for Packaging Europe. Contributes to industry advocacy, recycling initiatives, and EU policy development.
• ArcelorMittalcoreStrategic or Co-development PartnerOne of the 5 major European producers of packaging steel and founding member of Steel for Packaging Europe. Active participant in industry initiatives and policy advocacy.
• Tata SteelcoreStrategic or Co-development PartnerOne of the 5 major European producers of packaging steel and founding member of Steel for Packaging Europe.
• thyssenkrupp RasselsteincoreStrategic or Co-development PartnerOne of the 5 major European producers of packaging steel and founding member of Steel for Packaging Europe.
• U.S. Steel KošicecoreStrategic or Co-development PartnerOne of the 5 major European producers of packaging steel and founding member of Steel for Packaging Europe.
• Permanent Materials Alliance (PMA)flagshipStrategic or Co-development PartnerCoalition comprising Steel for Packaging Europe (formerly APEAL), European Aluminium, the European Container Glass Federation (FEVE), and Metal Packaging Europe. Jointly advocates for permanent materials (steel, aluminium, glass) in EU circular economy policy.
• European AluminiumflagshipStrategic or Co-development PartnerPart of Permanent Materials Alliance, advocating for aluminium alongside steel and glass as permanent materials in EU circular economy policy.
• European Container Glass Federation (FEVE)flagshipStrategic or Co-development PartnerPart of Permanent Materials Alliance, advocating for glass alongside steel and aluminium as permanent materials in EU circular economy policy.
• Metal Packaging Europe (MPE)flagshipStrategic or Co-development PartnerPart of Permanent Materials Alliance representing rigid metal packaging industry alongside steel, aluminium, and glass associations.
• EUROFER (European Confederation of Iron and Steel Industries)coreStrategic or Co-development PartnerSteel industry partner providing expertise on climate and energy policy, low-carbon steel projects, and technology transformation initiatives.
• World Steel AssociationcoreStrategic or Co-development PartnerInternational steel industry partner providing global data on steel recycling, sustainability, and market statistics.

Scale indicators15 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• World Steel Association: Global industry association for the steel industry, providing international data on steel recycling, sustainability, and markets. Broad incumbent peer because it operates at the global level rather than European packaging-specific focus, and SfPE draws on its global statistics for European policy work.
• Plastics Europe: Pan-European trade association representing plastics manufacturers. Broad incumbent peer because it advocates from a competing material's perspective on the same EU PPWR, Circular Economy Act, and recycling legislation files that SfPE engages with, often in opposing positions.

Emerging players

• Reloop Platform: International NGO coalition promoting deposit return schemes (DRS) and circular packaging policies across Europe and globally. Emerging player peer because it engages on the same PPWR/DRS regulatory files that SfPE influences, often as a coalition partner or counterparty depending on the file.
• European Recycling Industries' Confederation (EuRIC): Brussels-based federation representing Europe's recycling industry across material streams including metals. Emerging player peer because it engages on the same EU recycling legislation files that SfPE addresses, particularly around PPWR recyclability definitions and EPR scheme design.

Direct peers

• Metal Packaging Europe (MPE): Industry association representing the rigid metal packaging industry (cans, closures, aerosols) in Europe. Direct peer as the fourth Permanent Materials Alliance member alongside SfPE, and because both organisations jointly promote metal packaging's sustainability credentials to EU policymakers and brand owners.
• EUROFER - European Confederation of Iron and Steel Industries: The Confederation of the European steel industry based in Brussels. Direct peer because it represents the broader European steel sector (of which SfPE's members are a part), engages on the same climate/energy/decarbonisation files, and partners with SfPE on policy advocacy.
• European Container Glass Federation (FEVE): Brussels-based industry association representing Europe's container glass manufacturers. Direct peer because it is one of the four members of the Permanent Materials Alliance alongside SfPE, jointly advocating for permanent/inherently recyclable packaging materials in EU circular economy policy.
• European Aluminium: Brussels-based industry association representing the European aluminium value chain. Direct peer because it co-founded the Permanent Materials Alliance with SfPE and competes with steel in beverage cans and other rigid packaging applications, sharing the same EU policy advocacy model.

Regional players

• APEAL Brasil (Brazilian Association of Steel Packaging): Brazilian steel packaging industry association, sharing the APEAL heritage name. Regional peer because it represents Latin American steel can makers with the same trade association model and sustainability messaging, but serves a different geography than SfPE.
• Metal Packaging Manufacturers Association (USA): U.S. trade association for the metal packaging industry. Regional peer because it represents North American steel and aluminium can makers with the same advocacy and sustainability messaging model, but in a distinct (non-EU) regulatory environment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/steelforpackEU
• YouTubeyoutube.com/@SteelforpackagingMedia
• LinkedInlinkedin.com/company/steelforpackagingeurope
• Instagraminstagram.com/steelforpackaging

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Steel for Packaging Europe