WBG-Pooling GmbH & Co. KG: Pioneering circularity in food logistics
WBG-Pooling GmbH & Co. KG is a pooling service provider with a mission to eliminate single-use packaging from European food supply chains.
The EU’s new Packaging and Packaging Waste Regulation (PPWR) sets ambitious targets for recyclability, reuse, and waste reduction, marking a major step toward harmonizing packaging rules and promoting circularity across Member States. Yet, while the regulation pushes for sustainable packaging, it still largely centers on recyclability and minimum recycled content, leaving gaps in how circularity is truly implemented. WBG-Pooling GmbH & Co. KG exemplifies a company that goes further by embedding circularity not just in product design, but across its entire business model, actively reducing single-use packaging in European food supply chains.
Based in Lower Saxony, Germany, WBG-Pooling GmbH & Co. KG is a pooling service provider with a mission to eliminate single-use packaging from European food supply chains. As part of the family-run Runden Group, WBG Pooling offers reusable transport packaging tailored to the diverse needs of the food industry: from Big-Boxes for the transport of different food products (like meat, meat alternatives, fish, vegetable and fruit) to Foldable Crates, and Logistics Pallets also suitable for cold storage.
Their product portfolio is one of the most diverse in the sector, designed not only for performance but also for sustainability.
Cradle to Cradle Certified®: taking a new holistic approach to circularity
In 2022, WBG Pooling began certifying its products under the Cradle to Cradle Certified® framework, starting with the BigBoxes 1000. This certification has enabled the company to implement a truly closed-loop system, ensuring food-safe reuse of materials and maximizing the longevity of plastics in a hygienic and meaningful way
Since then, more product groups have followed, including foldable crates and logistic pallets. Many of these are collapsible, reducing CO₂ emissions during empty transport: a smart design choice that reflects their commitment to efficient logistics while safeguarding the environment.
Circularity as a business model
At WBG Pooling, circularity is not a recent shift; it is a long-standing business principle. Inspired by the EU Green Deal and the UN Sustainable Development Goals, the family-run company has embedded responsible practices across all operations.
Their pooling model allows companies to rent reusable packaging rather than purchase it, saving money, space, and resources. This sharing economy approach is not only efficient but also deeply aligned with circular principles.
C2C Certified® as a catalyst for transparency
Cradle to Cradle Certified® has proven invaluable in improving upstream transparency. It helps WBG Pooling and its suppliers ensure reliable data availability, which in turn supports sustainable procurement and strengthens sustainability reporting. It is also recognized by financial partners and included in their scoring, supporting both transparency and long-term resilience.
“When we request data from suppliers for our sustainability reporting, the data basis is often not available on the other side. [C2C Certified®] certification creates this basis and helps us in terms of transparency, comparability, sustainable procurement, and sustainability reporting.”
What’s next?
WBG Pooling aims to certify all property of its product groups, expand its European partner network, and benefit from the heavy-duty e-mobility solutions implemented by its sister company, Rubetrans Logistics - also part of Runden Group. Their headquarters already operates as a net-zero emissions building, powered by fossil-free energy and equipped with cisterns and smart building systems.
The future of sustainability in packaging
Looking at the current legislative landscape, WBG Pooling sees a need for stronger political will and better education around circularity. Current subsidies and regulations like the Packaging and Packaging Waste Regulation (PWR) continue to favor single-use solutions, making it harder for truly circular solutions to gain visibility and traction. A meaningful transition from a linear to a circular economy will require not only policy reform but also a shift in mindset across industries and institutions.
Advice for newcomers to Cradle to Cradle Certified®
“Don't worry about not having enough data – you have to start somewhere. [C2C Certified®] certification is a huge help in this regard, as it provides guidance and a clear roadmap. Recertification always reveals potential for optimization and clear steps for advancing your own sustainability strategy in a targeted manner.” – a great reminder from Alina Meyer and Saralena Gülker who are driving circularity with conviction and purpose.
Conclusion: built to last, designed for the future
WBG-Pooling GmbH & Co. KG demonstrates a purpose-driven strategy for embedding circularity at the core of a business. Through reusable, long-lasting, and durable transport packaging solutions, they go beyond regulatory compliance to actively reshape the food logistics sector. As the industry navigates new sustainability frameworks, WBG Pooling stands out as a forward-thinking model for how circularity can be scaled with impact.
