New Era - New European Reuse Alliance

What New Era - New European Reuse Alliance does

New European Reuse Alliance (New ERA) is a Brussels-based trade association incorporated as a non-profit (asbl) under Belgian law, with its headquarters at Avenue Louise 209 in Ixelles. Founded in 2022-2023, the organization represents businesses operating across the European reusable packaging value chain, including activities spanning design, manufacturing, labelling, pooling, traceability, software and technology, collection, cleaning and reconditioning, certification, research, and representation. Its membership serves four primary sectors: Hospitality, Retail, E-commerce, and Transport & Industrial.

New ERA's functional model rests on three pillars: advocacy, intelligence, and collaboration. It coordinates pan-European policy advocacy around the Packaging and Packaging Waste Regulation (PPWR), the Ecodesign for Sustainable Products Regulation (ESPR), and Extended Producer Responsibility (EPR) schemes. It disseminates regulatory intelligence through position papers, open letters, and a public research repository, and it operates as a convening platform for cross-sector collaboration, including through the We are rEUse campaign and the Reuse Manifesto. The organization is structured around formal coalition partnerships with national reuse associations in Belgium, Germany, France, the Netherlands, and Spain, and with broader circular-economy coalitions such as Zero Waste Europe, Planet Reuse, PR3 Standards, and Ecopreneur.

The business model is membership-based, with specific dues not publicly disclosed and no financial figures reported in source materials. Headcount is 1-10 and no funding rounds, acquisitions, or parent-company relationships are disclosed. Revenue therefore is not quantifiable from available data. New ERA's strategic positioning is built around two structural EU tailwinds: stagnating packaging recycling rates (64%, unchanged from 2010-2013) and a 21% rise in EU packaging waste between 2011 and 2022, which together create regulatory pressure favoring reuse-based solutions. The organization has active projects including the Interpool initiative under INTERREG NWE for interoperable glass packaging systems, and is led by Director General Fernando Rodríguez-Mata and Head of Public Affairs Ulysse Revat-Dontenwill.

Name

New Era - New European Reuse Alliance

Legal name

New European Reuse Alliance asbl

Website

https://newreusealliance.eu

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

New European Reuse Alliance (New ERA) is a Brussels-based non-profit trade association representing businesses across the European reusable packaging ecosystem. It provides policy advocacy, regulatory intelligence, and cross-sector collaboration spanning Hospitality, Retail, E-commerce, and Transport & Industrial sectors.

Ownership category

akta.pro rank

Product category

Trade Association / Circular Economy Advocacy Services

SIC

Miscellaneous Publishing (2741)

akta.pro primary industry

Reusable & Refill Packaging Systems (Returnable Packaging, Refill-at-Home/In-Store) (IMALAMAE)

akta.pro secondary industries

Circular Economy & Waste/Materials Reporting (Zero waste, packaging) (EUAHAJAL), Packaging Recovery & Closed-Loop Programs (Take-Back, Deposit-Return, EPR Support) (IMALAMAF)

Keywords

• Circular economy advocacy
• Reusable packaging policy
• Trade association services
• EU regulatory intelligence
• Reuse refill systems

Headquarters

HQ city

Ixelles

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Distribution channels1 record

Marketing channels7 records

Core offering

New ERA is a Brussels-based membership trade association that represents businesses across the reusable packaging value chain. It delivers pan-European policy advocacy on the EU Packaging and Packaging Waste Regulation (PPWR), regulatory intelligence, an industry research repository, networking events, and cross-sector collaboration to advance refill and reuse systems as alternatives to single-use packaging. The organization does not sell commercial products; its offerings are advocacy services, intelligence, and convening platforms for member companies.

Product overview

New European Reuse Alliance (New ERA) is a trade association (not a product company) dedicated to advancing a circular economy by promoting refill and reusable packaging solutions. The organization does not offer commercial products or services but instead provides advocacy, industry intelligence, and collaboration platforms for its member businesses across sectors including Hospitality, Retail, E-commerce, and Transport & Industrial. New ERA supports activities such as Design, Manufacturing, Labelling, Pooling, Traceability, Software & Technology, Collection, Cleaning & Reconditioning, Certification, Research, and Representation within the reuse ecosystem. The association's offerings are centered on policy advocacy, research repository access, industry events, and networking opportunities rather than software products or technology platforms.

Differentiator

Problem solved

Functional benefit

Products and services

• Membership in New ERA Trade Association
• EU Policy Advocacy Services (PPWR/ESPR/EPR)
• Reuse Research Repository
• We are rEUse Campaign and Reuse Manifesto

Quantifiable outcome

• 468,000 net full-time equivalent jobs expected to be created by 2030 through reuse systems
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

14 partnerships are on record, tiered core, minor and flagship.

• Planet ReusecoreStrategic or Co-development PartnerPlanet is a partner organization focused on reuse systems, collaborating with New ERA on research and advocacy initiatives including the 'Give rEUse a Green Light' reports that demonstrate the environmental, economic, and social benefits of reusable packaging.
• PR3 StandardscoreStrategic or Co-development PartnerPR3 Standards is a coalition partner developing standards for reusable packaging systems, working with New ERA to establish harmonized certification and quality frameworks for the reuse sector across Europe.
• Zero Waste EuropecoreStrategic or Co-development PartnerZero Waste Europe is a coalition partner with shared objectives on circular economy and packaging waste prevention. New ERA collaborates on policy advocacy, research publications, and awareness campaigns across European markets.
• Prevent WasteminorStrategic or Co-development PartnerPrevent Waste is a European coalition partner working on waste prevention strategies. New ERA participates in joint initiatives to advance reuse and refill solutions across member states.
• Business for a Better TomorrowminorStrategic or Co-development PartnerBusiness for a Better Tomorrow is a coalition focused on sustainable business transformation. New ERA contributes expertise on reuse and circular packaging as part of this multi-stakeholder initiative.
• Business for Plastic TreatyminorStrategic or Co-development PartnerBusiness for Plastic Treaty is a coalition advocating for international agreements on plastic pollution. New ERA provides input on reuse policy frameworks and reusable packaging solutions.
• EcopreneurminorStrategic or Co-development PartnerEcopreneur.eu is a coalition partner representing green entrepreneurs. New ERA collaborates on initiatives supporting sustainable packaging innovation and circular economy business models.
• ESAEminorStrategic or Co-development PartnerESAE (European Sustainable Aeronautics Association) is a coalition partner. New ERA participates in joint activities to advance sustainable practices including reusable packaging in aviation and related sectors.
• MehrwegverbandcoreStrategic or Co-development PartnerMehrwegverband is a German national association representing reusable packaging systems. New ERA works with them on policy harmonization and best practice sharing across EU member states.
• ES ReutilizacoreStrategic or Co-development PartnerES Reutiliza is a Spanish national association focused on reuse and refill solutions. New ERA collaborates with them on Mediterranean market development and regulatory alignment.
• Réseau Vrac et RéemploicoreStrategic or Co-development PartnerRéseau Vrac et Réemploi is a French national association for bulk and reusable packaging. New ERA partners with them on research initiatives and policy advocacy in the French market.
• Hergebruik NucoreStrategic or Co-development PartnerHergebruik Nu is a Dutch national association promoting packaging reuse in the Netherlands. New ERA collaborates on Benelux market coordination and regulatory implementation.
• ConsomActioncoreStrategic or Co-development PartnerConsomAction is a Belgian national association focused on sustainable consumption. New ERA partners with them on Belgian market development and circular economy initiatives.
• Interpool Project (INTERREG NWE)flagshipStrategic or Co-development PartnerThe Interpool project, developed through INTERREG NWE European funds, aims to develop reusable and interoperable primary glass packaging systems initially between France, Germany, Belgium, and the Netherlands, with potential expansion across Europe. New ERA is a key partner in this initiative.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Zero Waste Europe: European coalition advancing circular economy and packaging waste prevention. Direct peer because New ERA lists it as a 'Core' coalition partner with shared objectives on circular economy and joint policy advocacy on PPWR.
• Mehrwegverband: German national trade association for reusable packaging systems. Direct peer operating in the same niche (reusable packaging advocacy) at national level; New ERA works with them on EU policy harmonization.
• Prevent Waste: European coalition working on waste prevention strategies. Direct peer as New ERA participates in joint initiatives to advance reuse and refill across member states — overlapping mandate and stakeholder base.
• ES Reutiliza: Spanish national association focused on reuse and refill. Direct peer in identical niche at national level, collaborating with New ERA on Mediterranean market development and regulatory alignment.
• Réseau Vrac et Réemploi: French national association for bulk and reusable packaging. Direct peer — New ERA partners with them on research and policy advocacy in France, operating in identical reuse/refill niche at national level.
• Planet Reuse: Partner organization focused on reuse systems research and advocacy. Direct peer because of co-developed 'Give rEUse a Green Light' reports demonstrating environmental, economic, and social benefits of reusable packaging.

Regional players

• Sustainable Packaging Coalition: North American industry working group on sustainable packaging. Regional peer — operates in the same sustainable packaging domain but in a different geography; useful as a structural comparison for membership-based advocacy.

Emerging players

• Rethink Plastic (Break Free From Plastic alliance): European alliance of NGOs working on plastic pollution. Emerging player peer — overlaps with New ERA on EU plastics policy advocacy and the broader anti-single-use-packaging movement.
• ECOS (Environmental Coalition on Standards): Environmental coalition advocating for sustainable standards including packaging. Emerging player peer — overlaps on packaging policy advocacy and standard-setting, though broader in environmental scope than reuse specifically.

Broad incumbents

• European Recycling Industries' Confederation (EuRIC): Industry confederation representing European recycling industries. Broad incumbent peer — represents the incumbent recycling value chain that New ERA's reuse advocacy partially competes against in the EU policy debate.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/EUreusealliance
• LinkedInlinkedin.com/company/new-european-reuse-alliance

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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