Beyond Greenwashing: Sustainability and the Complex Reality of Recyclable Coffee Packaging

The term “sustainability” has become nearly inescapable in the coffee industry. From sustainable sourcing to carbon neutral initiatives, more coffee brands than ever are positioning their products and practices as ones that prioritize environmental, social, and economic responsibilities.

Sustainable coffee packaging is also in high demand. But while many brands across industries tout eco-friendly packaging solutions, the reality of creating a fully recyclable flexible package for specialty coffee is far more complex. 

As a leader in flexible packaging solutions, we believe in addressing these challenges transparently while continuing to innovate toward more sustainable solutions. Our ongoing investment in research and development reflects our belief that these challenges are not insurmountable barriers, but rather opportunities for meaningful innovation that will benefit both our customers and the environment.

Rethinking Sustainability: The Full Picture of Flexible Packaging

Specialty coffee presents unique challenges that make packaging especially critical. Unlike other products, coffee requires exceptional barrier properties to maintain freshness, aroma, and flavor—qualities that directly affect brand reputation. These requirements make the creation of a recyclable film more difficult, but while innovations are in the works, flexible packaging can still be part of a larger sustainability narrative.

Flexible packaging films that currently exist for coffee, while not yet recyclable in traditional recycling streams, still results in less overall environmental impact compared to rigid packaging through reduced material usage, lower transportation costs, and better product protection that prevents food waste. For coffee producers, maintaining product integrity isn’t just about sustainability—it’s about protecting their brand’s reputation and ensuring customers receive the premium experience they expect.

When evaluated across its complete lifecycle, flexible packaging is still extremely efficient compared to rigid solutions and can help brands support sustainability efforts through the following:

• Using fewer resources, and generates less waste and emissions in production
• Reducing waste by extending the shelf life and freshness of coffee products
• Offering increased packaging durability, preventing product damage and spoilage
• Requiring fewer trucks for transportation, thereby expending less fuel and energy, and creating less air pollution 

The Evolving Journey to APR Design® Recognition for Recyclable Packaging

The Association of Plastic Recyclers (APR) is an international non-profit and the only North American organization focused exclusively on improving recycling for plastics. APR’s tools and resources help companies design packaging that can be recycled, support innovations that overcome existing recycling challenges, and encourage stable and reliable markets for post-consumer recycled content.

APR develops stringent design guidance that ensures packaging materials can be effectively processed through the existing recycling infrastructure. For coffee packaging, the guidelines are particularly demanding due to the unique barrier requirements needed to protect coffee’s complex flavor compounds and oils. The challenge isn’t simply about creating a recyclable structure—it’s about developing one that can maintain coffee’s quality throughout its shelf life while meeting APR’s protocols for recycling stream compatibility.

The path to APR Design® Recognition for flexible coffee packaging faces three fundamental challenges:

1. Living Up to Non-Recyclable Packaging’s Performance Standards

Creating a recyclable film that doesn’t compromise on quality remains a challenge. While non-recyclable structures combine multiple materials and layers to achieve high barrier protection, high-speed machine compatibility, and other features, creating a recyclable alternative that meets each is extraordinarily difficult.

Coffee is highly susceptible to oxidation and moisture, which can rapidly degrade product quality. A viable packaging solution must provide ultra-high barrier properties that protect against oxygen transmission that can cause staleness, moisture that can affect flavor and freshness, light that can degrade coffee oils, and aroma loss that impacts the consumer experience.

In addition, the material must maintain machinability at high speeds—a combination that’s difficult to achieve with recyclable materials. Modern coffee packaging lines operate at speeds of more than 100 bags per minute, requiring materials that can maintain seal integrity at high temperatures, resist flex cracking and pinholing, handle the stress of vertical form-fill-seal operations, and provide consistent performance throughout production runs.

Beyond these technical requirements, consumer-friendly features have become standard in non-recyclable packaging. Today’s coffee packaging needs easy-open functionality, resealable closures, degassing valves and high-quality printing surfaces for brand communication.

This creates a significant gap between what’s technically recyclable and what’s practically viable for coffee brands, particularly those in the specialty coffee segment where package performance directly impacts product quality.

At Fres-co, our R&D team is making progress in developing materials that bridge this gap, focusing on a non-metalized structure that can be engineered to provide the essential barrier properties and machinability coffee brands demand.

2. The Circular Economy Challenge

The United States’ recycling infrastructure presents another layer of complexity that extends far beyond the creation of recyclable materials. While developing recyclable packaging is a crucial first step, it’s just one component of an intricate system that demands seamless coordination across multiple stakeholders and processes.

Currently, most municipalities lack the sophisticated collection systems needed for flexible packaging. Unlike rigid containers or cardboard, flexible packaging presents unique challenges in residential collection programs. Many curbside programs explicitly exclude flexible packaging, creating a significant barrier to widespread adoption. Even in communities where collection is available, consumer confusion about what can and cannot be recycled often leads to contamination issues that can compromise entire batches of recyclable materials.

Sorting capabilities represent the next critical challenge. Material Recovery Facilities (MRFs) must invest in advanced technology to effectively separate different types of flexible packaging. Traditional sorting equipment, designed primarily for rigid containers and paper products, struggles with the unique characteristics of flexible materials. The lightweight nature of flexible packaging can cause it to mix with paper streams or become tangled in machinery. 

The most significant hurdle lies in developing robust end markets for recycled materials. Currently, the main applications for recycled flexible packaging remain limited. While TREX composite decking has been a pioneer in utilizing these materials, and plastic bags represent another established market, these applications alone cannot sustain a truly circular economy. The challenge extends beyond simply finding uses for recycled materials – it’s about creating high-value applications that can drive demand and justify the investments needed throughout the recycling chain.

3. The Dynamic Landscape of APR Design® Recognition 

Adding to these challenges is the evolving landscape of recyclability guidelines. The APR Design® Guide for Plastics Recyclability serves as a widely recognized authority on packaging design for recyclability, providing valuable guidance that drives innovation and environmental responsibility.

The APR Design® Guide is updated through a structured committee process that reflects advancements in recycling infrastructure and material innovations. As guidelines evolve, manufacturers should work to adapt their development processes and packaging solutions accordingly. Packaging structures in development might need to be reassessed against new guidelines. 

Despite these challenges, Fres-co remains committed to staying informed on the APR Design® Recognition Guidelines. Our development processes aim to align with these industry-recognized best practices while maintaining momentum on creating a recyclable flexible package. This effort also means we’re working toward receiving APR Design® Recognition, which will allow us to better help brands navigate the guidelines and the landscape of recyclable packaging compliance.

Validating Sustainability Claims in Coffee Packaging

While the challenges of creating a recyclable flexible coffee packaging are substantial, the pursuit of more sustainable solutions remains both necessary and worthwhile. However, as the industry works toward these innovations, we’ve seen an increase in unsubstantiated environmental claims and greenwashing. 

Coffee brands need to be vigilant in evaluating packaging sustainability claims to ensure they’re making genuine progress toward their environmental goals rather than simply following marketing trends. We recommend the following tips:

• Third-Party Validation: Look for sustainability claims backed by independent third-party studies and life cycle assessments. Organizations like the Association of Plastic Recyclers (APR) maintain rigorous guidance that packaging must meet to receive APR Design® Recognition.
• Performance Documentation: Request comprehensive testing data from packaging providers, including machine trials and performance metrics under real-world conditions.

By maintaining these high standards for verification, coffee brands can ensure they’re making truly sustainable packaging choices while avoiding potential greenwashing pitfalls.

Fres-co’s Commitment to Sustainable Innovation

At Fres-co, we’re actively working toward developing APR Design® Recognition for a recyclable flexible package with superior machinability and durability at high speeds. Our approach includes:

• A Performance-First Approach: Our R&D team is focused on developing a recyclable flexible packaging that maintains the superior barrier properties coffee brands require. This means creating solutions that don’t compromise on machinability, durability, or consumer convenience features, ensuring brands can maintain efficiency and product quality.
• Transparent Development: We believe in honest communication about both the challenges and the progress we’re making, helping our customers make informed decisions about their packaging choices.
• APR Design® Recognition Support: We’re actively working toward receiving APR Design® Recognition, which will enable us to serve as a knowledgeable partner for brands navigating the evolving landscape of recyclable packaging compliance.

Contact us to learn more about how we help you achieve your packaging objectives.

For more than 40 years, Fres-co System USA, Inc. has manufactured high-performance flexible packaging systems and invented dozens of innovative breakthroughs including degassing valves, modified atmosphere technologies, and reclosure systems.

Topics: APR, Coffee Packaging, Flexible Packaging, Recyclable Packaging, Sustainability, Sustainable Practices

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