Pro Carton, the European Association of Carton and Cartonboard manufacturers, has appointed Andreas Birmoser, Executive Vice President, Cartonboard at Stora Enso, as its new President.

Birmoser succeeds Michele Bianchi, CEO of RDM Group, who has served as President for the past four years. During this time, Pro Carton navigated a period of significant change, including the integration of another cartonboard association and evolving into a 360° industry body. This came as policymakers and businesses prepared for the EU’s Packaging and Packaging Waste Regulation (PPWR).

With more than 20 years’ experience in the forest and cartonboard industry, Birmoser brings extensive international leadership spanning strategy, commercial development and operational management. In his current role as Executive Vice President, Cartonboard at Stora Enso, he is responsible for the company’s global cartonboard business. Throughout his career, he has held senior leadership positions across Europe and South America, including CEO of Veracel Celulose, and has played a key role in driving business transformation and sustainable growth.

As President, Birmoser will work alongside the Pro Carton Board to strengthen collaboration across the value chain. They will continue to champion fibre-based packaging and ensure Pro Carton remains a trusted voice in shaping science- and fact-based policies that support competitiveness and sustainability.

Marking Global Recycling Day 2025, Winfried Muehling, Marketing & Communications Director at Pro Carton, celebrates increased recycling rates and consumer trust of fibre-based packaging

On this Global Recycling Day, Pro Carton celebrates the progress made by consumers and the packaging industry in advancing sustainable recycling practices, demonstrated by the results of the Pro Carton European Packaging Perceptions Survey 2025. Across Europe increasing numbers of consumers are taking action, with 62% of Europeans increasing their recycling rates in the last 12 months. Notably, 65% of Italians and 70% of Spaniards report that they have recycled more waste in the past year. This highlights a growing commitment to reducing packaging waste and mitigating the impact of climate change through responsible recycling.

Recycling remains one of the most effective solutions to counter packaging waste and environmental impact, with 67% of European respondents citing it as the most promising method to combat climate change. Cartonboard packages after use are not waste; they are a valuable resource that enables the production of new, high-quality packaging materials. By recognising the value of recycled cartonboard, we can further strengthen the circular economy and reduce dependency on virgin materials.

The recycling rates of different packaging materials vary, but paper and cartonboard lead the way with an impressive recycling rate of 83.2%, making cartonboard a key enabler in the transition to a truly circular packaging economy. With consumer trust in the recyclability of cartonboard at an all-time high of 85%, even surpassing glass, this confidence supports the continued reliance on cartonboard as the preferred packaging choice. Cartonboard fibres can be recycled twenty-five times, enabling the production of new, high-quality packaging materials.

Pro Carton advocates for a well-structured, separate collection of fibre-based packaging material that supports consumer participation and maximises material recovery. With resilient materials, consumer engagement, and established collection infrastructure in place, the fibre-based packaging industry is poised to drive meaningful environmental progress.

As we mark Global Recycling Day, Pro Carton reaffirms its commitment to promoting sustainable packaging solutions that align with consumer expectations and strengthen the circular economy. By prioritising recyclability and material recovery, we can create a more sustainable future for packaging and beyond.