Q&A: General Mills Reveals Packaging Sustainability Plans
How is General Mill improving its packaging sustainability? Policy leader Neil Menezes offers a behind-the-scenes look at the global giant’s recent wins and progress toward its 2030 goals.
At a Glance
- Menezes' focus is on established EPR programs in Canada and emerging policies in the US and global markets.
- Safety, quality, and consumer experience factor into innovations like the compostable cup (above) for Annie’s Mac & Cheese.
- General Mills targets 100% recyclable or reusable packaging to be by 2030, up from 93% by weight today.
Sustainability is the name of the game for CPG companies. But as businesses big and small know, it’s never an easy undertaking. Packaging Digest recently had the opportunity to speak with Neil Menezes, packaging sustainability policy manager at General Mills, about how his company is navigating packaging sustainability and circularity, and the role he’s played in the process.
What are your responsibilities at General Mills as they relate to sustainable packaging, and how long have you been doing this work?
Menezes: I worked as a consultant with a focus on extended producer responsibility (EPR) for about ten years prior to joining General Mills a few years back. My role sits within the Innovation, Technology, and Quality (ITQ) function at General Mills, alongside technical engineers and scientists, and my responsibilities are two-fold.
First, I work to ensure that the enterprise is compliant with established EPR programs, primarily in Canada. This includes oversight of reporting and packaging classification and program compliance.
Secondly, I monitor new sustainability policies that are being introduced within the industry, like those centered on EPR, post-consumer recycled content, and more. For new policies in discussion, I work closely with colleagues to identify areas of opportunity and ideate solutions; and ensure alignment with our sustainability commitments.
What are some of most interesting and exciting — and the most challenging — aspects of your work?
Menezes: There are two main aspects of my work that I find interesting and exciting. First, I get to work with an incredible team that spans multiple business areas across the company – all focusing on advancing packaging sustainability. And secondly, I get to see tangible impacts of the work I’m involved in.
I work most closely with our Food Safety, Government Relations, Packaging, and Sustainability teams. I’m constantly learning from them, which helps me evolve my thinking and approach to addressing packaging sustainability topics. I then get to share this knowledge with external stakeholders who are also looking to address this topic.
The most challenging aspect of my work is working towards a common goal across different stakeholders. Every action or decision has a trade-off, and there is often no right or wrong answer, so it really comes down to what stakeholders believe is the greater priority.
How would you describe your experience navigating the variety of EPR regulations in the US/North America and globally? How does maintaining brand continuity factor into this experience?
Menezes: The broad range of products and global reach does pose unique challenges. To maintain brand continuity, we strive for packaging consistency, however, that can also create challenges with meeting local packaging regulations.
Each jurisdiction approaches EPR differently. For example, the definition of a producer, obligated materials, and reporting structure can differ from one jurisdiction to another. We thoroughly review the definitions and guidance provided by the Producer Responsibility Organization (PRO) and government agencies. Overall, it requires keen attention to detail and collaboration across teams.
How is the company faring with EPR regulations globally and what factors influence your packaging decision-making?
Menezes: First and foremost, the safety and quality of our food is our number one priority. Other factors like the consumer experience, compatibility with our existing infrastructure, and cost are considered when exploring new packaging solutions.
General Mills is committed to making necessary packaging updates to ensure recyclability and compliance with EPR laws. We’re always focused on innovating and recently, our team developed a compostable cup for Annie’s Mac & Cheese, which earned an AmeriStar Award in 2023. [See link for details.]
Tell us how some of your recent packaging work helps improve General Mills’ sustainability profile.
Menezes: We have used post-consumer recycled (PCR) content in Annie’s & Cascadian Farms cereal packaging, converted our value-size cereal bags and Betty Crocker baking mixes to fully recyclable packaging, and piloted reusable steel containers for Blue Buffalo products. We were also one of the first companies to participate in the Recycle Check Pilot – a consumer-focused initiative.
Our goal is to lead by example and demonstrate that there are different ways to move toward recyclable packaging. Once we demonstrate that it is operational, we hope peers adopt similar changes, and ultimately, create economies of scale.
How have EPR regs impacted progress toward the company's 2030 sustainable packaging goals? Have you experienced any unexpected benefits — or unexpected setbacks — as you work toward the 2030 goal?
Menezes: Sustainable packaging is a top priority, and General Mills is committed to designing 100% of our packaging to be recyclable or reusable by 2030. Ninety-three percent of our packaging by weight is recyclable today and other updates can be found in our latest Global Responsibility Report.
Some states are using EPR regulations to bundle other requirements like source reduction and/or post-consumer recycled (PCR) content use. It can be a challenge to develop a recyclable packaging solution that can meet all the technical specifications in these instances. As an analogy, it is easier to find three people who each possess a different talent than to find one person who possesses all three talents. This applies to packaging as different types provide different benefits when they are combined. Additionally, we need to ensure that recyclable formats meet other industry requirements.
We are making major investments to move toward additional recyclable structures, however, also recognize that a lot of communities don’t have access to recycling. Well-designed EPR can provide the benefit of common collection and sorting infrastructure to help enable recycling at the community level.
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