Greiner Packaging CEO on Circularity, Partnerships & Sustainable Profitability

Date: January 22, 2026
Author: Natalie Schwertheim

Key Highlights

• Circular Economy Strategy: Greiner Packaging emphasizes reducing materials, reusing packaging, and enhancing recyclability to future-proof its products.
• Collaborations: Strategic partnerships with brands like air up, Henkel, Orthomol, and local Swiss companies drive innovative, sustainable packaging solutions.
• Technology & Efficiency: Utilization of digital tools and automation boosts efficiency, reduces waste, and sustains profitability.
• Regulatory Alignment: The company proactively aligns with upcoming EU Packaging and Packaging Waste Regulation (PPWR) requirements to ensure compliance and market readiness.

Circular Economy as a Competitive Edge

Beatrix Praeceptor, CEO of Greiner Packaging, asserts that circular economy principles go beyond compliance—they offer a strategic market advantage. The company focuses on the mantra of “Reduce, Reuse, Recycle” by:

• Minimizing unnecessary materials and virgin inputs through increased use of recyclates.
• Designing packaging with recycling in mind, e.g., K3 r100 material and washable inks.
• Producing reusable items like drinking bottles and meal boxes to replace single-use plastics.

Early investments in recycling infrastructure and partnerships via Greiner Innoventures lay the groundwork for new circular business models. This positions customers for regulatory compliance and sustainable growth in a rapidly evolving landscape.

Strategic Priorities and Market Adaptation

Since Praeceptor became CEO in May 2023, she focused on:

• Accelerating sustainable product development.
• Driving organizational transformation.
• Expanding global competitiveness.

Over the past year, these priorities adapted to market trends:

• Aligning closely with evolving EU regulations.
• Streamlining operations.
• Expanding North American presence, achieving above-average growth.
• Offering cost-effective packaging solutions to meet rising price sensitivity in Europe.

Partnership-Driven Innovation

Praeceptor highlights that authentic innovation derives from close collaboration with customers:

• air up: Redeveloped bottle components for improved durability and leak-proof performance; production localized to Austria to reduce CO2 emissions; packaging shifted to fully recycled cardboard.
• Henkel: Developed toilet-rim cages blending 30% post-consumer recycled materials with 70% renewable polypropylene, marrying functionality with environmental benefits.
• Orthomol: Customized high-tech production lines allowing use of 30% recycled PET while maintaining hygiene and quality standards.
• Swiss Initiative: Launching recycled polystyrene K3 cups in partnership with ELSA and Emmi to lower CO2 emissions and promote local sustainable practices.

These examples demonstrate Greiner’s dedication to integrating sustainability seamlessly into product design and manufacturing with trusted partners.

Conclusion

Greiner Packaging’s forward-thinking strategy turns circular economy commitments into tangible commercial strengths. By uniting innovative material reduction, recycling, reuse, and strategic partnerships, the company secures its position as a leader in sustainable packaging — helping clients meet stringent environmental regulations while maintaining profitability.

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Design Delight Studio curates high-impact, authoritative insights into sustainable and organic product trends, helping conscious consumers and innovative brands stay ahead in a fast-evolving green economy.