The agri-food sector, and the poultry industry in particular, faces growing sustainability challenges, especially regarding the packaging of products reaching retail shelves and the generation of waste. In this context, the circular economy emerges as a fundamental model for minimising waste and maximising resource reuse. The European Union, through new regulations such as the regulation approved in December 2024, sets clear targets for 2030, seeking a significant reduction in plastic packaging waste through methods such as promoting recycling and, crucially, the use of returnable packaging.
It is within this framework that pioneering initiatives take on special relevance. BonÀrea has launched RetornA, a circular packaging return system that allows consumers to return the trays from meat products for reuse. This initiative not only seeks a more responsible and sustainable consumption model, but also directly involves customers in the packaging reuse process.
The initial product chosen for this system is the chicken breast fillet, a high-volume product with regular household consumption. This underscores the relevance of RetornA for the poultry sector, demonstrating how the circular economy can be applied to high-demand meat products.
How does RetornA work? A simple and beneficial process:
The RetornA system is based on a simple four-step process for the consumer:
- Purchase the product (chicken breast fillet, initially) in a special tray in store.
- Separate the protective film containing the product at home.
- Enjoy the product.
- Return the empty tray to any BonÀrea store, without needing to wash it.
At the time of purchase, the customer pays a deposit of €0.45 per tray. Upon returning it, they receive a full refund of €0.50, representing an incentive of €0.05 for their participation in the circular system. Furthermore, the chain highlights that this initiative makes it possible to offer a lower price per kilogram of chicken by not passing on the cost of single-use packaging to the product.
Impact and technology of RetornA:
This initiative is a pioneer in the sector and represents a projected investment of over €10 million by BonÀrea. Its potential impact is significant: each tray can be reused up to 50 times while maintaining quality and safety standards. It is estimated that, in the province of Tarragona alone, RetornA could prevent the use of 80,000 new single-use trays every year.
The tray used is a specific design, patented by BonÀrea, which incorporates a separator film to prevent direct contact with the product, thus facilitating its return without washing. To ensure traceability and monitoring of the packaging throughout the entire cycle, the tray features a proprietary RFID device and a specific QR code.
The project, developed over nearly three years with experts in materials, logistics and technology, began with a pilot phase in 57 stores in Tarragona and two in Guissona. The plan is to progressively expand to the entire store network in Catalonia and, subsequently, to the rest of Spain.
RetornA is not merely an isolated initiative by a retailer, but a concrete example of how to implement the circular economy within the value chain of the poultry industry. It demonstrates the technical and logistical feasibility of returnable packaging for fresh meat products and anticipates the type of solutions that will be increasingly necessary to comply with future regulatory requirements and adopt models enabling packaging reuse.