Celab-Europe appoints new project management partner

Celab-Europe, a consortium hosted by the European label industry association Finat, has appointed Marius Tent of ViaPackaging UG in Munich, Germany as its new project management partner.  

ViaPackaging UG will succeed Sloop Consulting (advisor Graham Houlder and project manager Ophélie Gourdou) who have chosen not to renew their assignment in 2025. Marius Tent will assume his responsibilities on January 1, 2025. 

Throughout his career, Tent has been active in driving packaging and sustainability innovation. After more than 20 years at corporate level in Wrigley, Mars Wrigley and Danone SN, Tent became his own entrepreneur and founded two businesses, 360PackMastery.com and ViaPackaging UG. In this capacity, he is already supporting Ceflex, the flexible packaging consortium in working with brand-owners, EPR schemes, sorters, recyclers as well as municipalities on implementation. 

Current chairman of the Celab-Europe Steering Group, Clément Lesniak (Fedrigoni Group) commented on the assignment: ‘Since 2020, Celab-Europe has laid a solid foundation for its mission, to promote the circularity of label materials through increasing membership, mining critical data, testing collection and recycling solutions and advancing industry alignment on legal and logistical frameworks. Celab is increasingly visible among our target. Looking ahead to 2030, Celab-Europe is now preparing to shift focus and engage more actively with downstream stakeholders, including brand owners, recyclers, and legislators, all parties without who circularity will not be possible. We are convinced that with Marius, we have found a partner who can drive this process and close the loop. At the same time, I also wish to express our gratitude to Sloop Consulting and Graham and Ophélie for their excellent work during the past five years.’ 

Tent commented: ‘I am truly honored to take on this role at such a pivotal time for Celab-Europe. Over the past years, the groundwork laid by the team has been great, and it’s clear that the journey towards full circularity in label materials demands even greater collaboration and innovation. My vision aligns with Celab-Europe's commitment to building a robust, inclusive framework that brings together all key stakeholders—packaging suppliers, brand owners, recyclers, legislators, and others. By strengthening these connections and leveraging the progress achieved so far, I believe we can accelerate the transition to sustainable, circular systems. 

‘The challenges ahead are highly complex. However, they are also opportunities to create impactful change. I am eager to lead efforts that address these challenges head-on, ensuring Celab-Europe continues to be a driving force in the industry. My thanks go to the Steering Group for their trust and vision, and to Graham and Ophélie for their invaluable contributions, which have set the stage for this exciting next chapter.’