SUPPLY CHAIN SUSTAINABILITY
Most of it originates from short-lived products like packaging, yet alternatives have struggled to balance performance, affordability and sustainability.
The Morro material seeks to bridge that gap. Made entirely from plants and designed to leave nothing harmful behind, it represents a departure from petroleum-based logic towards a circular materials economy where waste no longer accumulates but decomposes naturally.
Austria may seem like just one market, but for Lieferando, it’ s a critical test ground for scalable, sustainable delivery models that can be replicated across Europe. The combination of consumer demand, environmental awareness and regulatory support makes Austria an ideal setting for piloting the next generation of eco-conscious packaging.
If early adoption rates mirror those seen in the UK and Germany, the Austrian rollout could become a blueprint for other European delivery markets seeking to meet the dual pressure of consumer expectation and regulatory compliance.
As reusable and compostable materials evolve, the packaging industry is poised to play a leading role in achieving net-zero goals.
For supply chain decision-makers, Morro offers a powerful example of how collaboration, technology and purpose can align to deliver tangible progress toward a circular economy.
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