René Heiden pulls two glass yogurt jars off the shop shelf, and lists nearby supermarkets in which they can be returned once empty. His Berlin grocery shop avoids single-use packaging in favor of reusable containers, a waste reduction model that is having something of a revival in Germany. Three of its favorite drinks -- beer, water and milk -- are covered by nationwide deposit schemes and food companies are starting to embrace the refill movement for other foods as well. The EU has set targets to reduce packaging 5% by 2030, 10% by 2035 and 15% by 2040. But campaigners say rules to reduce packaging are riddled with loopholes -- and are calling not just for tighter regulations, but also a culture shift. “The best packaging is the one you don’t produce,” says Nathan Dufour at Zero Waste Europe.

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