JBP Communications has been appointed by the Packaging Scheme Forum (PSF) to lead a major integrated communications and public affairs campaign aimed at influencing the future of the UK’s packaging recycling system.
The consultancy will coordinate the Keep Packaging Recycling Working campaign, devised by JBP, to provide a national platform for making the case for evolution of the existing packaging recycling system rather than the wholesale reform being advocated in some quarters.
The PSF believes improvements should build on a system which has helped the UK meet statutory packaging recycling targets for almost three decades, supported the economics of recycling and helped drive investment in UK reprocessing infrastructure.
JBP will manage and direct the full campaign programme, encompassing government affairs, parliamentary engagement, national and trade media relations, stakeholder engagement, research, thought leadership and digital communications.
Chris Lawrance, Managing Director of JBP Communications, said: “Packaging recycling may appear to be a highly technical policy issue, but what is ultimately at stake is the future sustainability and viability of an important part of the UK economy.
“The current system has supported the commercial sustainability of recycling businesses, encouraged investment in infrastructure and helped the UK meet its packaging recycling obligations. That does not mean it is perfect or that it should be protected from change.
“But there is a huge difference between improving a system that has delivered for almost 30 years and removing it. This is the fundamental purpose of Keep Packaging Recycling Working.
“This is an important appointment for JBP and one which plays directly to our strengths – combining political insight, strategic communications, media relations and stakeholder engagement to influence decisions that matter. It also builds on our growing client portfolio of membership bodies, as well as our experience across the waste, recycling and sustainability sectors.”
The PSF represents 13 of the UK’s 15 packaging compliance scheme operators, with its members representing 96% of registered producers that chose to comply through a compliance scheme in 2025.
Its membership brings together major organisations from across the waste, resource management and packaging compliance landscape, giving the Forum extensive practical knowledge of producer responsibility, recycling evidence, reprocessing markets and packaging regulation.
Packaging compliance schemes help producers fulfil their legal packaging responsibilities, including the management and reporting of packaging data and, for large producers, obtaining the Packaging Waste Recycling Notes (PRNs) and Packaging Waste Export Recycling Notes (PERNs) required to demonstrate that statutory recycling obligations have been met.
The Keep Packaging Recycling Working campaign will make the case that identified shortcomings in the current system can be addressed through targeted change, not wholesale reform
George Atkinson, Chair of the Packaging Scheme Forum, added: “We were looking for a communications partner that understood both the political environment we are operating in and the commercial realities of the recycling industry.
“JBP brought together strategic communications expertise, considerable political know-how and business nous with a strong understanding of the waste and recycling sector and the scale of the challenge facing our members.”