At UBITE, we care about the people shaping a more sustainable future. In this series, we're excited to introduce you to our inspiring staff, valued partners, and individuals whose innovative work motivates us. Today, we're delighted to chat with Tine Bakia, one of the visionaries behind Packback, a company revolutionizing how we think about packaging.

Dutch entrepreneur Tine Bakia is on a mission to fundamentally change how we view packaging, asking a pivotal question: “What if packaging didn’t have to be discarded? What if reuse wasn’t just an ideal but a mainstream reality?” 

Her journey into this space wasn't a traditional one, sparked by her early involvement in social entrepreneurship and a stark awakening to the environmental consequences of single-use waste during her time with a food delivery service. It was there she witnessed the problem, noting, “Restaurants told me they loved delivery but hated all the waste it created.” 

This realization ignited the core concept behind Packback: “In a time where we can share bikes and scooters, why couldn’t we share packaging?” Packback makes circular packaging easy and cost-effective for foodservice. Their automated system handles reusable container distribution and collection effortlessly. With real-time tracking and incentives, they ensure high return rates, proven by saving over 7.5 million disposables with partners like Burger King and NS. 

Packback’s initial steps were humble yet resourceful, involving a small-scale pilot powered by “cargo bikes, friends and family, and repurposed dishwashers.” This early phase established the fundamental principle: “People returned their containers, got their deposit back, and we washed and recirculated them. That was the start, about three years ago.” From the outset, data collection was paramount, driven by the understanding that, “If the system you design isn’t more sustainable than the single-use alternative, what’s the point?”

The power of data quickly became evident, leading to surprising insights into consumer behavior. As Tine recalls, “One thing that was really surprising to me was when we started out. We began with the assumption that consumers who had their food or drinks delivered would mandate collection from home. However, our data revealed that consumers actually prefer returning items themselves.” This data-driven approach informs every aspect of Packback’s operations, allowing them to “pinpoint if something isn’t working, whether it's a packaging flaw, a communication gap, or a logistics issue.

Furthermore, the availability of this data serves as a crucial motivator, with Tine stating, “For consumers, it lets them know that they’re a part of something larger. They see that others before them have already reused, which makes the behavior more normalized.” For businesses, it provides tangible proof of impact and cost savings, as “every time you reuse a packaging you avoid buying essentially a single-use packaging.”

A central tenet of Packback’s vision is the creation of an “interoperable return system that works across industries.” Tine elaborates on this ambition: “We need a unified system that allows consumers to return any type of reusable packaging, anywhere, regardless of brand. We’ve already piloted this concept with major brands like Albert Heijn and Starbucks in Rotterdam, and the results are promising.” 

The collaboration with UBITE, a fellow Dutch company, is seen as an exciting partnership. Tine notes, “I think it’s really cool. UBITE is innovating with bio-based materials that can be reused and recycled even after their lifecycle ends. That’s the kind of closed-loop thinking we need.” This synergy is vital, as Tine explains, “A system without good packaging can’t scale, and great packaging without a system can’t reach its full potential.” Packback's system and UBITE's sustainable packaging create a powerful circular solution. Packback's data optimizes UBITE's designs for reuse and recyclability, while UBITE's materials enhance Packback's sustainability impact, ensuring efficient reuse and responsible disposal.

Ultimately, Tine’s work at Packback, fueled by data-driven insights and strategic collaborations like the one with UBITE, offers a compelling roadmap towards a future where packaging is a valuable resource, not a burden. As her vision continues to unfold, the combined efforts of technology, community engagement, and innovative materials are making a truly circular economy an increasingly tangible reality.