Elopak is a Norwegian company specializing in sustainable carton packaging solutions. Founded in 1957, Elopak operates globally, providing renewable, recyclable packaging alternatives to plastic bottles, aligning with a low-carbon, circular economy.
On April 30, you inaugurated a brand-new carton plant in Little Rock, Arkansas. Why is now the right time to invest in the US market, when so many others seem to be holding back?
Elopak’s expansion in the US is a strategic move grounded in clear market dynamics and long-term growth potential. While broader sentiment may be cautious, our decision is based on strong fundamentals and customer demand. We have seen strong revenue growth in the Americas over the past four years. Our new modern production plant enables us to offer more customers in the US reliable, high-quality, and sustainable packaging solutions. This new plant brings us closer to them, expanding our production plant footprint in the region, as well as optimizing our supply chain.
This is not about chasing general market growth; it’s about capturing market share and increasing share of wallet in a segment where we bring a compelling proposition. Our decision to invest an additional USD 25 million in a second production line at our new plant in the US reflects our confidence in the region’s potential and our readiness to scale. We have built a unique and strong foothold in the North American market. Elopak now has several production plants covering the continent from north to south.
How does this fit into your strategy?
Our strategy, “Repackaging tomorrow,” is built on three pillars: realizing global growth, strengthening leadership in core markets, and driving the shift from plastic to fiber-based packaging. The US expansion is a direct execution of this strategy, underpinned by operational readiness and long-term commitment.
While we acknowledge the global challenges—from capital investment cycles to export pressures —our portfolio of renewable, fibre-based packaging solutions is well-aligned with growing consumer demand for sustainable alternatives and with tightening regulations aimed at reducing plastic use. The shift away from plastic is accelerating across the globe, and Elopak is well-positioned to support that transition across different markets.
Beyond sustainability, what other factors are driving innovation and adoption in this space?
Regulation is a major driver, especially the EU Packaging and Packaging Waste Regulation (PPWR), coming in 2030, which mandates recyclability by design. That means not just using recyclable materials, but ensuring they are actually recycled. We’re working to further increase the fiber content in our cartons while reducing the share of other materials.
Currently, over 52% of cartons in Europe are collected for recycling, with the fiber layer being consistently recycled. Our focus remains on enhancing recyclability across all layers of the carton. To ensure food safety, cartons still need barriers to block oxygen and preserve nutrients. We’ve introduced a long shelf-life carton that eliminates aluminum foil, which simplifies recycling and reduces the CO₂ footprint. Meeting both recycling and emissions targets is critical—especially since we’re a scope 3 supplier for our customers. Right now, recyclability and carbon impact are the biggest drivers of carton innovation.
Your R&D work includes partnerships like the one with Blue Ocean Closures. How do these collaborations help tackle key challenges—like replacing the plastic lid—to move toward fully paper-based solutions?
One big plastic component in our packaging is the closure on top of the pack, and that’s where Blue Ocean Closures comes in. They’re working on making closures out of paper—fully recyclable with a vastly different CO₂ footprint. There’s a technology called molded fiber, which allows us to make precise, strong, 100% paper shapes—like a lid.
One million plastic bottles are produced every minute globally, yet only 8% are recycled—a clear sign of the need to reduce plastic use. That leaves 920,000 bottles per minute unaccounted for. We must reduce plastic use.
That’s why we partner with tech companies like Blue Ocean Closures—to help commercialize innovations more quickly through our market access, while also gaining valuable R&D know-how from them. It’s an important way to meet today’s regulatory and sustainability demands.
Why focus on markets like Morocco, the Middle East, and India—what’s driving demand there?
There are some similarities and some differences between these markets. Morocco has high milk consumption and a mix of chilled and long-life milk. The Middle East has a young and growing population, which is good for basic food packaging. India is unique—by far the world’s largest milk market. Most of the milk is unpacked or in plastic pouches. As modern retail grows and the middle class expands, there’s a move toward more hygienic, modern packaging. This is where Elopak adds value.
Whether it’s Asia, North America or Europe, consumers are expecting action from businesses when it comes to plastic reduction. A recent Ipsos poll revealed that 87% of citizens across 32 countries believe it is essential or important to reduce the amount of plastic produced globally. With more than a third of plastics produced used in packaging, switching to fiber-based packaging solutions can make a big difference and we're excited to be at the forefront of this shift.
