Brazil Selected as Hub for Global Initiative to Tackle Plastic Waste

The country will function as a testing ground where different approaches to addressing plastic waste can be implemented and evaluated. Insights gained from these efforts are expected to inform broader international strategies, potentially allowing successful practices to be adapted and applied in other regions.

Florianópolis, Brazil, was also named as one of the “20 Cities Towards Zero Waste” in advance of the March 30 observance of the International Day of Zero Waste. This was announced by the UN Advisory Board as part of a global effort to highlight city-level leadership in waste reduction. The pilot program entails testing and scaling solutions that reduce waste generation, improve recycling systems, and promote circular economy practices, with participating cities serving as models for replication worldwide.

At the core of the plan are sustained investments over an extended period, alongside the introduction of updated guidelines for packaging. These measures are intended to support more responsible production practices and improve systems related to waste reduction and recycling. Companies are expected to play a larger role not only in compliance but also in financially supporting the transition toward more sustainable packaging solutions.

Led by the Ellen MacArthur Foundation, the initiative positions Brazil as a pilot project for rethinking the entire system of how packaging is produced, consumed, and reused.  Recent workshops in Brasília have brought together key stakeholders to co-develop interventions that will be implemented in a Brazilian capital, to be announced in the coming months. The program also focuses on addressing three systemic barriers: improving collection and recycling infrastructure, scaling reuse systems, and advancing material innovation to replace difficult-to-recycle packaging.  The approach is based on an urgent assessment of the global plastic crisis.

Mr. Tariq Hassan, Head of Media Affairs and Public Diplomacy at the Embassy of the United Arab Emirates in Brazil, held a series of meetings with Julia Cruz, Secretary of Green Economy at the Ministry of Development, Industry, Trade and Services; Adalberto Maluf, National Secretary of Urban Environment; as well as representatives from the Clean Rivers Foundation, including Reinier van der Lely, Associate Director of Programs and Impact, and the Ellen MacArthur Foundation (EMF).

The meetings aimed to support the Clean Rivers Foundation in advancing the development of projects in partnership with the Brazilian government, promoting collaboration on sustainability initiatives and solutions to address river pollution.

According to Abiplast (Brazilian Plastics Industry Association) Perfil 2025, there are 1742 plastic recycling companies, producing more than 1 million ton of PCR. According to Townsend Solutions data, Brazil is the fourth PE consumer and the eighth PP consumer in the world – indicating a large improvements possibility in all the fields.

Together, these efforts reinforce Brazil’s strategic importance as both a major plastics market and a critical testing ground for scalable, global solutions to plastic waste.

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