Why bread artisans are struggling to get excited about reuse

Since the beginning of 2023, the fast-food sector has been forced to massively adopt reusable tableware, due to the implementation of provisions related to the so-called AGEC law (Anti-Waste for a Circular Economy, in French). While these provisions have affected some bakers, due to the configuration of their establishments, the sector is still struggling to change its practices, due to certain specificities and operational constraints.

At the beginning of the year, the eco-contribution due by craftsmen for the marketing of packaged products, allowing their end-of-life to be processed (collection, sorting, recycling, etc.), generated a lively controversy. However, the polluter-pays principle is not new. Its exact name? Extended Producer Responsibility, or EPR. This obligation was introduced into the Environmental Code in 1993. It has been reinforced by Article 62 of the AGEC law, which requires companies subject to EPR to have a unique identifier number (IDU) issued by ADEME (the Agency for the Environment and Energy Management), which must be included in contractual documents and general terms and conditions of sale. Baguettes, croissants, sandwiches... so many products delivered with packaging. Instead of carrying out a tedious count of these media, Adelphe, one of the organisations responsible for collecting the eco-contribution, has been offering since 1 January 2025 to make a simplified declaration of household packaging distributed in 2024. It is based on the number of checkouts made, at a rate of €0.0075 for each unit.

The lunch break goes green... with new constraints

Despite the economic pressure of packaging, few craftsmen have chosen to turn to reusable packaging. Unlike their counterparts in the fast food sector, most French bakeries have fewer than 20 seats, which means they don't have to adopt sustainable plates, glasses and cutlery. For larger establishments, such as bakery networks with large consumption areas, the obligation can be complex to manage. The very essence of their activity is different from burger, pizza or fried chicken specialists: unlike the latter, the bakery is a showcase profession, where the products are prepared beforehand... This involves pre-packaging certain types of products. A few months after the implementation of the new regulations, Jean-François Feuillette, head of the eponymous brand, testified to the complexity of the subject at a meeting of the Bakery-Pastry Study Circle (CEBP): "Unlike a traditional fast food chain, we cannot know the consumption pattern when producing our salads and hot dishes. This has forced us to adopt rigid plastic containers, including for take-away, which are more expensive. Almost all of them never come back, and for those reused, washing degrades them quickly." This is not enough to discourage the most committed craftsmen, such as the Blavette Brothers, based in the 14th arrondissement of Paris. This duo of bakers has made the eco-responsible approach their signature, with a structured zero waste approach. Not only can customers bring their own containers, but a "deposit" deposit system has been deployed in partnership with the start-up Vytal. Daily specials, salads and take-away coffees can be enjoyed in reusable packaging, which must be returned to one of Vytal's partner shops within 14 days, otherwise the deposit will be cashed. The result: 30 cents in savings on each product for the customer. On the business side, the cost is 25 cents per use, which is lower than the price of single-use packaging.

As for breads and cakes, the packaging has not (yet) changed 

To amplify the dynamic aimed at limiting the volume of disposable containers, the challenge is to go beyond the single moment of lunch... and to question the practices surrounding bread, pastries and pastries. Initiatives to offer washable cake boxes have emerged... but are struggling to expand and federate customers, as evidenced by the cessation of activity in 2024 of MadameZeFrench, at the origin of the pioneer of the genre called BentOgatO. The lower recurrence of purchases for this type of sweet treat, compared to catering, represents a natural obstacle to the adoption of such practices. Bread, on the other hand, is part of everyday life... But the return of cloth bags dedicated to its transport is just as complex. The habit of offering paper bags seems almost unassailable... unless we work, once again, on the economic variable. The "eco-responsible" loyalty card could be one of the most effective tools to lead the transition. In Saint-Malo (Ille-et-Vilaine), Maison Malécot has successfully implemented such a system, as its co-founder Giovanni Malécot testifies: "More than half of our customers, about 60% more precisely, reuse their packaging or use fabric bags" The secret? A simple operation: at each visit with reused or reusable packaging, the customer sees his card stamped. Once it is completed, a product is offered. Committing to a responsible approach can thus create links and allow you to differentiate yourself in an increasingly competitive environment... This could lead to more and more craftsmen getting excited about reuse.