Defra
Setting a new standard for sustainable packaging
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The Recyclability Assessment Methodology (RAM) is UK government guidance that ensures packaging is assessed on recyclability based on waste infrastructure, helping producers meet legal requirements and, ultimately, design more sustainable packaging.
We worked with the UK government to develop a robust, industry-supported methodology to underpin new packaging legislation. Collaborating closely with the Department for Environment, Food & Rural Affairs (Defra), we co-developed the RAM which is now a central element of the UK’s Packaging Extended Producer Responsibility (pEPR) policy that determines eco-modulated fees.
By linking eco-modulated fees to packaging recyclability, the policy incentivises producers to minimise waste and design for greater recyclability – driving resource efficiency and accelerating the shift to a circular economy. These changes will finance significant investment across the UK’s recycling sector, supporting economic growth, and – alongside broader packaging reforms – unlocking the potential for the industry to invest £10 billion in new recycling infrastructure over the next decade.
Overcoming more than a technical challenge
Defra is responsible for improving and protecting the UK environment. As part of its remit, it needed to deliver a Recycling Assessment Methodology (RAM) on behalf of the four nations that was informed by industry input and built on consensus. The primary objective was to provide businesses with a clear, robust methodology for assessing the recyclability of packaging placed on the UK market. These assessments would feed directly into financial obligations under the eco-modulated fee framework, ensuring the system was fair, effective, and delivered on the objectives set out in the new packaging legislation.
We knew we had to build trust with key industry members from across the packaging sector from the very beginning. The legislation was already in force, requiring us to work at an exceptional speed.”
Defra needed a methodology that could classify packaging materials across eight different types into red, amber, or green categories – each with financial implications for producers. But the landscape was fraught with complexity: a lack of shared definitions, stakeholder fatigue, and the sheer diversity of the industry landscape across all material categories.
The challenge was not just technical – it was political, logistical, and reputational. The team needed to bring together an industry fragmented across material categories, adapt to evolving policies and definitions, and develop a solution that was both robust and practical, while remaining accessible and easy to interpret.
Applying proven expertise
Defra recognised our extensive experience and proven track record in sustainable packaging innovation, including our work supporting leading global brands in reimagining their packaging design and development processes.
Our experience working across different material categories and the entire value chain, including material recovery and reprocessing, gave us unique insight into the technical and operational constraints of recycling packaging waste – insight that we drew on to inform the design of the RAM.
Building consensus in a complex landscape
To overcome the challenge of stakeholder fatigue, we prioritised meaningful engagement throughout the project. We established four dedicated working groups and hosted a series of material-specific sessions to ensure our industry partners remained informed and involved. These forums provided structured opportunities for feedback as the RAM evolved, helping to maintain transparency and build trust across the different stakeholders.
Operating under a tight six-month deadline driven by legal requirements, we adopted a disciplined and agile approach. A tightly managed schedule, reinforced by a collaborative ‘One Team’ ethos, enabled us to stay on track while remaining responsive to emerging challenges.
One of the most complex hurdles was reaching consensus on key definitions and thresholds among different segments of the industry. We maintained a balanced perspective, guiding all parties toward a shared understanding, and ultimately agreement on a workable framework for the RAM.
We weren’t just ticking boxes. We genuinely listened, and that made all the difference.”
We were clear that a ‘One Team’ approach was the only way, and PA were able to bring agile delivery expertise paired with a holistic view of the packaging sector. They considered a broad range of stakeholder impacts, consumer behavioural insights, international contexts, and the future policy landscape. That was invaluable for us.”
Creating a sustainable foundation for the UK’s future
The RAM was delivered on time and is now a key component of the pEPR landscape, affecting every producer that places household packaging on to the UK market. It’s a foundational piece for the UK’s future circular economy ambitions.
PA’s willingness to listen to all the relevant stakeholders, take the time to understand their views, and consider whether their suggestions were appropriate, was critical. They were able to distinguish between genuine technical input and industry lobbying to provide a meaningful and accurate assessment. Their ability to build trust across the value chain ultimately reset the work for Defra and PackUK.”
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