Collaboration as the Key: Rob Verhagen on StiMo’s direction

“The strength of StiMo is that we do not focus on differences, but on what unites us.”

The packaging sector is facing major challenges. New European legislation, changing consumer behaviour and the pressure to become more sustainable all call for collaboration across every link in the value chain. Rob Verhagen, Chairman of the Stichting Materiaalorganisaties (StiMo), sees the true strength of the foundation precisely here: bringing together organisations that would normally be competitors. In this interview, he talks about his personal background, StiMo’s mission, the impact of the new Packaging and Packaging Waste Regulation (PPWR) and the role of Lejeune Association Management.

Rob Verhagen on the Role of StiMo in a Circular Future

When you meet Rob Verhagen, it immediately becomes clear how broadly engaged he is in the packaging industry. As a board member in several trade associations and Chairman of StiMo, he is at the heart of discussions on sustainability, regulation and innovation. “My role is mainly to translate external trends into a shared strategy,” he says.

A Broad Background

Verhagen is Sustainability Director at OPACKGROUP, a Dutch family-owned company with ten production sites. The company produces packaging and films made from paper and plastics for a wide range of markets, from food to high-tech. Sustainability is high on the agenda. “You cannot achieve sustainability on your own,” he emphasises. “That is why collaboration within the sector is so important.”

Before his work in the packaging industry, Verhagen spent 25 years at Mars Incorporated, where in his final role he was globally responsible for health and wellbeing strategy. He brought that international experience with him into the packaging sector. “You learn to recognise trends and translate them into practice. That is extremely valuable in this sector.”

From Competition to Connection

Since 2014, StiMo has been active as a collaborative platform between different material organisations: paper, cardboard, glass, wood, metal and plastics. Verhagen has been Chairman for several years now. “What makes StiMo unique is that it brings together sectors that are competitors in the market. Each material has its own strengths, weaknesses and applications. Too often the focus is on the differences. Within StiMo, we achieve more by focusing on what we have in common.”

According to Verhagen, StiMo’s core task is to combine forces. “Our focus is on circularity: how can we keep materials in the chain for as long as possible, and how can we improve collection and recycling? How do we ensure a level playing field within the Netherlands and Europe? Only together can we achieve that.”

The strategic agenda

StiMo works with a clear strategic agenda, jointly defined by its members. Verhagen explains: “For example, we look at so-called ‘disruptive substances’ – materials that interfere with the recycling process, such as packaging made from multiple materials which are therefore difficult to recycle. We also carry out impact analyses of new legislation, such as the PPWR, to clarify what this actually means in practice.”

He does, however, strike a critical note when it comes to European decision-making. “The harmonisation of rules in Europe is definitely a step forward. But sometimes provisions are added in Brussels that are technically almost impossible to achieve. That shows there has been too little consideration of the practical realities.”

Sustainability as a common thread

Sustainability runs as a common thread through all of StiMo’s activities. This goes beyond the mere quantity of material collected. “The quality of the recyclate is just as important,” Verhagen emphasises. “There is little point in collecting tonnes of material if the end product can hardly be reused. That is why we are increasingly focusing on the quality of recycling streams.”

He illustrates this with an example: “A bread bag made partly of paper and partly of plastic may look appealing, but not for recycling. Such choices are often made for marketing reasons, but they come with high costs and environmental damage.”

Collaboration with stakeholders

An important part of StiMo’s work is collaboration with other parties, such as Verpact and the Ministry of Infrastructure and Water Management of the Netherlands. “If each material organisation speaks out individually, it creates noise. By formulating a shared vision and speaking with one voice, we have more influence and can genuinely contribute solutions to create a level playing field.”

This also means that StiMo does not only identify issues but also comes forward with concrete proposals. “It is easy to protest, but we believe you should also point out what can be done. Only then can you make real progress.”

Looking ahead

Where does Verhagen see untapped potential? “We can do more when it comes to sharing knowledge and data. For example, through seminars and reports in which we make our insights widely available. In doing so, we strengthen the sector as a whole.”

De role of Lejeune

Verhagen is clearly enthusiastic about the collaboration with Lejeune Association Management. “What Lejeune does very well is creating connections. You can see this in the way association manager Luc Lejeune and his team work. They do not just support the process, but also think strategically. In addition, they have in-depth knowledge of sustainability, which makes them a true sparring partner for us. Lejeune is therefore much more than a facilitator who organises meetings or writes minutes. They are a centre of expertise that helps guide the course we as StiMo members want to take. That enables us to move forward together and stay on track with our strategic direction.”

A shared responsibility

What does the future hold? Verhagen has a clear vision: “It is about StiMo growing as an organisation, being recognisable and having a strong position in the field. Showing that through collaboration, you achieve more than on your own.”

He concludes with a call to action: “Embrace change, because it will come anyway. The sooner you do, the more positively you can deal with it. The strength of StiMo is that we do not focus on differences, but on what unites us. That is where the future lies.”

Note:
In addition to his chairmanship at StiMo, Rob Verhagen is also Chairman of NRK Packaging and holds several other positions:

• Member of the council of experts of Verpact

• Member of the advisory board of Wageningen University, department of Food Technology and Food Safety

• Member of the steering committee of EUPC, the European Plastics Converters Association

• Member of the council of partners of MVO Nederland

Text: Ria Luitjes
Photo: Rob Verhagen