The word ‘sustainability’ has been stretched thin – plastered across campaigns, labels and press releases with varying degrees of substance – but SealGlobal.Co insists on something sharper: measurable impact.
For the South African coatings innovator, sustainability is not a business accessory – it is business. And thanks to its strategic partnership with BASF, SealGlobal.Co® is showing how packaging can be simultaneously more responsible, more profitable and more aligned with the realities of looming global regulation.
‘Think of it as a symbiotic relationship,’ says Marc Lewis, SealGlobal.Co’s marketing director, describing the alliance with BASF. ‘We lean on their global credibility and large voice, and they benefit from the sustainability rub-off of what we’re developing. Together, we bring credibility and innovation into one conversation.’
That conversation, however, is happening against a shifting legal and cultural backdrop. In Europe, where regulators are moving swiftly to outlaw vague environmental claims and ban ‘greenwashing’ altogether, packaging companies face a future in which every word must be backed by proof. As of January 2024, EU member states have just two years to incorporate new rules into national law. Gone will be the days when a label could be casually stamped ‘eco’ or ‘biodegradable’ without evidence. For Marc, this is an opportunity. ‘The market is cluttered with empty claims,’ he says. ‘We’ve designed our solutions to withstand that scrutiny.’
From South Africa to the world
SealGlobal.Co’s model is deceptively simple: create coatings and materials that reduce or eliminate plastics in FMCG packaging without compromising performance. But behind that simplicity lies an arsenal of science, patents and international reach. Already operating in 19 countries, the company has built a reputation for designing packaging solutions that are both repulpable and recyclable. The result: packaging that doesn’t just disappear into a recycling bin or compost pile but also generates real savings for the companies that adopt it.
That dual focus – profitability through sustainability – is what sets SealGlobal.Co apart. ‘We’re not offering customers a halo effect,’ Marc says. ‘We’re offering them business tools: reduced waste, regulatory compliance, enhanced consumer trust and the ability to build margins through smarter, leaner packaging.’
BASF’s involvement is what gives this approach its global weight. Known for its breakthroughs in chemistry, BASF has been pushing the boundaries of how petrochemicals can be reimagined as enablers of sustainability rather than be the scapegoat in the story. In partnership with SealGlobal.Co, these innovations become tangible: coatings that allow paper to replace plastic, recyclable barriers that still protect product integrity and scalable solutions that multinationals can adopt without rewriting their supply chains.
SealGlobal.Co is already thinking ahead. ‘What excites me is that we’re aligned with where the law is going. We’re not scrambling to retrofit our claims or find loopholes. Our solutions were built to stand up to this new level of scrutiny.’”
The coming reckoning
For years, sustainability messaging in packaging has been a marketing exercise, more about optics than impact. But the incoming EU legislation signals a reckoning: every claim will need to be verified, certified and measurable. Generic labels such as ‘climate neutral’ or ‘environmentally friendly’ will be outlawed unless substantiated by rigorous evidence. Offsetting schemes – long the darling of corporate sustainability reports – will no longer be allowed to mask a product’s footprint.
SealGlobal.Co is already thinking ahead. ‘What excites me,’ Marc explains, ‘is that we’re aligned with where the law is going. We’re not scrambling to retrofit our claims or find loopholes. Our solutions were built to stand up to this new level of scrutiny.’
The message to brands is clear: partner with companies who can prove their impact or risk being left behind when regulations tighten. For SealGlobal.Co, this is the very landscape the company has been preparing for.
Great business for good
At its core, SealGlobal.Co is motivated by a deceptively ambitious mission: to prove that profitability and sustainability are not competing forces but interdependent ones. A brand that can reduce plastic dependence, improve recyclability and meet the demands of eco-conscious consumers both protects the planet and positions itself for growth.
SealGlobal.Co calls it Great Business for Good™, and with BASF as a partner, the company’s solutions aren’t confined to the laboratory or pilot projects – they are being rolled out across global supply chains, offering brands a chance to align credibility, compliance and commercial success.
‘Now is the moment for brands to choose substance over style,’ Marc says. ‘Sustainability has to be science-driven, commercially viable and resilient to regulation. That’s what we deliver.’
Looming EU regulations: Why they matter
Europe is rewriting the sustainability rulebook and the impact won’t stay in Europe. SealGlobal.Co’s Marc Lewis shares insights with PPM on why South Africa’s packaging industry should take note.
You’ve been keeping a close eye on new EU legislation. What’s coming, and why should the packaging industry in South Africa care?
The European Union is about to change the global rules of the game. Under the Green Deal, Brussels wants net greenhouse gas emissions cut by 55% by 2030 and net zero by 2050. To get there, it’s tightening how companies make environmental claims. The Green Claims Directive will require scientific proof, third-party verification and full transparency. If you call your product ‘biodegradable’ or ‘eco-friendly’ without hard evidence, you’re breaking the law. And while it starts in Europe, the ripple effect will be global.
What does that mean for packaging specifically?
First, it means the end of greenwashing. Claims based on carbon offsets won’t fly. Labels will need to be backed by approved certifications. And the Single-use Plastics Directive is pushing countries to phase out problematic materials –polystyrene food containers, cutlery, straws and even PFAS ‘forever chemicals’. Paper or board with plastic linings? They’re in scope too. Every design choice will be under the microscope.
How will companies feel the impact on their bottom line?
Through carbon pricing and reporting. The EU’s Emissions Trading System is expanding to more sectors in 2027, and the Carbon Border Adjustment Mechanism will make importers pay for embedded emissions. Add to that the Corporate Sustainability Reporting Directive, which forces large companies to disclose environmental impacts in detail, and, suddenly, packaging isn’t just a design issue – it’s a compliance cost.
So what’s the opportunity?
Simple: align now. Companies that adopt repulpable, recyclable, renewable materials won’t just stay compliant – they’ll stay competitive. The legislation may be European, but the standard it sets will soon be everyone’s problem. Better to prepare today than pay tomorrow.
