Post by Richard Macien

Most cafés are still treating takeaway cups like regulation is something that will “arrive later.” It won’t. That mindset is already outdated. Across Europe, packaging regulation is tightening fast — from EU-level packaging rules to national shifts in places like the Netherlands, Belgium, and Luxembourg. And whether the industry likes it or not, the direction is clear: away from single-use convenience and towards reusable systems that actually scale. But here’s the part people are underestimating: Most of the coffee industry is not operationally ready for what this does to real life. Not theory. Reality. Because this doesn’t just touch sustainability reports — it hits: – café speed at peak hours – staff workflow and hygiene systems – unit economics on every drink – distributor logistics and demand planning – and ultimately, customer experience at the counter And right now, there’s a gap. Roasters will feel it first through retail pressure and brand expectations. Cafés will feel it in friction, cost, and execution complexity. Distributors will feel it when demand shifts faster than their systems can react. Meanwhile, a lot of “reusable programs” being launched today still assume customers will simply change behaviour without friction. That’s the optimistic version. The controversial version? Most of what’s being called “progress” is still not built for scale. I’m heading to World of Coffee Brussels to see something very specific: Who is actually building for the operational reality… and who is still designing for presentations. If you’re going, open to comparing notes. #CoffeeIndustry #Sustainability #CircularEconomy #ReusablePackaging #EURegulation #PPWR #CoffeeBusiness #FoodService #PackagingInnovation #WorldOfCoffee #WorldOfCoffeeBrussels #FutureOfCoffee