Kunststoffenbeurs: circular plastic requires courage and scale

The annual Plastics Fair in the Brabanthallen in Den Bosch has been considered the meeting point for the plastics industry in the Benelux for many years. From material suppliers and machine builders to designers, recyclers, and brand owners: the entire chain is present to share knowledge and showcase innovations. Sustainability has been an increasingly important theme in recent years, but this edition, once again organized by Mikrocentrum, takes the cake: absolutely everything is focused on the transition to circularity.

For visitors, there is no escaping it: slogans such as “Recycling is not circularity,” “This is how we achieve circularity,” and even “This is green serendipity” are visible at every corner of every aisle. At the same time, there is realism. Regardless of whom you talk to, the message is that circularity is achievable, that we must do it, but also that there are still many obstacles. The government, as the party responsible for getting things moving, is therefore never far away.

This is also evident during the lecture by Thor Tummers of Unilever. The company sells products that are used by 3.4 billion people every day. It is precisely this scale that makes the impact of choices so great, but also brings limitations. “We are a large company, but not so large that we can make the transition to circular plastic on our own,” says Tummers.

He points to the tension surrounding the green premium: recycled plastic is more expensive than virgin plastic. Although consumers indicate in surveys that they are willing to pay for sustainability, the reality is proving difficult. “Consumers say: I want sustainable products and I am willing to pay more. But in practice, that extra cost still forms a barrier,” says Tummers.

According to him, the key lies in collective action. Unilever is working on design for sustainability and above-legal pilots, but emphasizes that legislation and sector-wide agreements are crucial. “Our model is ‘Raising the Floor, Lifting the Ceiling’: legislation pushes the market up, while we ourselves start projects to accelerate innovation,” he said. In short, the government must step in. According to Tummers, this is the only way to reduce the green premium and truly scale up circular plastics.

Circular Plastics NL: capacity is there, demand is not yet

In another lecture, Marc Spekreijse took visitors through the current state of affairs surrounding Circular Plastics NL, a National Growth Fund program that has €220 million available to accelerate the transition. This money is used to finance innovative projects, pilots, and demos, ranging from sorting and washing installations to new applications for recycled materials.

However, Spekreijse believes that progress is still far too slow in practice. “What is alarming and, in our opinion, unacceptable is that almost 60 percent of the available plastic waste in the Netherlands is incinerated.” The problem is not a shortage of recycled material—recyclers' warehouses are full—but a lack of demand. Companies are often reluctant to take the plunge due to concerns about higher costs. Spekreijse dismisses that argument. If companies were to use 30 percent recycled material, the cost increase would, in practice, be limited to a few percent, as he demonstrates with spreadsheets. “Don't be that buyer who, in 2025, has to explain why you did nothing when everything was on the table,” he warns.

His underlying message: The Netherlands has the knowledge, infrastructure, and materials to lead the way, but without courage and demand creation, the chain will stall.

Timmerije

Not all exhibitors at the trade fair need to feel addressed by this. Frank Bruins (Timmerije) uses two examples to show how ‘Design for Circularity’ has been ingrained in the processes of the injection moulder from Neede for years. "We are specialists in injection moulding, but it takes much more than that to be a successful company these days. We ensure this by working together with the customer right from the start of the production process. By having a clear picture right from the start of what is needed for an end product that is not only of the highest quality, but also recyclable as a new raw material or reusable as a refurbished product, we achieve the best results."

Timmerije

Pointing to a number of bicycle parts on the stand (part of a collaborative project with the telling name ReCycle), he explains that everything revolves around everyone's position in the chain. Together with Gazelle and the Polymer Science Park, among others, this project is creating a closed loop of raw materials and product components. “The OEM naturally plays an important role in this, but so does the party that can process the used products, a party that turns them into new granulate, and we as the processor of that granulate. Coordination between these players is crucial.” A similar approach applies to the circular school chair line that Timmerije developed in collaboration with Ahrend. Prominently displayed at the stand are the chairs in various stages of production, made from 100% post-consumer recycled plastic, including fruit crates.

Dopper: mission above market

For Dopper, 100% circularity of its own product is not yet feasible. However, new accessories are already being made from the returned water bottles. In her keynote speech, Dopper CEO Virginia Yanquilevich leaves no room for misunderstanding: everything revolves around achieving that circularity. With a very personal story, she explains Dopper's mission to make water available to everyone at all times. That is also where the company's origins lie: the desire to combat single-use plastic: “We're here to end packaged water.” The iconic reusable bottle came later. “We want to start a movement that shows that sustainability is not only necessary, but can also be attractive and fun,” she says.

Dopper aims to encourage behavioral change through targeted campaigns, educational initiatives, and international collaborations. Yanquilevich emphasizes that small, visible steps can have a significant impact: reducing single-use plastic means not only cleaner oceans but also a shift in mindset among consumers and businesses. “If we want to reduce plastic, we shouldn't wait for regulations or subsidies. Everyone can start today,” she tells the audience.

In her story, Yanquilevich outlines a clear path away from disposable products, aiming to link behavioral change to systemic change. To this end, Dopper is making its own chain transparent (Cradle to Cradle Gold, product passports with QR codes), investing in filling stations (including those listed on Google Maps with over 300,000 locations), and building coalitions with festivals, sports clubs, Schiphol Airport, and retailers such as Albert Heijn. The data is concrete - an average of 104 fewer disposable bottles per person per year - and the call to action is direct: governments regulate, companies facilitate, consumers bring their own bottles. Mission above market, she says. “You don't have to buy anything from us; you just have to organize and do things differently.”

From vision to action

This year's plastics fair once again shows that the transition to circular plastics has multiple dimensions. Within this, the participants demonstrate the value of bringing together idealism, policy, and industrial practice. It is clear that the route to circular plastic is not only a technological challenge, but above all, a matter of doing.

What unites all participants and speakers is the call not to wait. The resources, materials, and knowledge are there; now is the time for action. Spekreijse: “Just start. By doing so, you will help yourself, your own company, and also the Netherlands move forward a little bit.”