CAA: Helping Producers Navigate the Evolving Landscape of EPR
This blog post is written by Geoffrey Inch, SVP, Producer Services at Circular Action Alliance.
Extended Producer Responsibility (EPR) represents one of the most significant shifts in how packaging systems are managed in decades, and it is reshaping how producers think about packaging data, operations and sustainability. As someone who works closely with producers every day, I see the complexity of this transition. But I also see the opportunity: to turn regulatory requirements into strategic capabilities and to transform packaging data into meaningful insights. This post is about how we at Circular Action Alliance (CAA) support producers through that journey, providing clarity, confidence and connection along the way.
Understanding the Landscape
Packaging EPR laws are expanding across the United States, and each state brings its own set of requirements, timelines and terminology. For producers, this can create confusion, especially when trying to align internal teams and systems. Our role is to bring structure to that complexity. We help producers understand what is required, when and why, consolidating guidance across states and providing a more harmonized experience wherever possible.
To support this, we have published guidance documents that drive consistency and help producers compare requirements across multiple states where CAA operates as a producer responsibility organization (PRO). We also work closely with state agencies to ensure our interpretations and timelines reflect the most current statutory and regulatory expectations.
Supporting the People Behind the Process
We know that EPR implementation often falls to individuals who are learning how to comply with requirements as they go. These may be packaging engineers, sustainability leads, operations managers—people who are already managing a full plate and now find themselves responsible for a new and evolving regulatory space. Our job is to empower them with the knowledge and support they need to tackle these new responsibilities.
We host regular webinars and training sessions to walk producers through requirements and best practices. We also respond to thousands of support cases each month, especially around reporting deadlines, ensuring producers get help when they need it most. Beyond webinars and support, we have created onboarding materials so our primary contacts can get up to speed quickly and confidently.
Making Your Data Work for You
One of the biggest challenges producers face is preparing data for EPR reporting. Most companies' internal systems were designed before EPR was top of mind, which means packaging data is often incomplete, inconsistent or scattered across teams. We recognize that for many producers this is the first time collecting and reporting this type of data, and we are committed to working alongside you to make these new requirements as manageable as possible. To help, we provide guidance and support to make the submission process more intuitive.
This year, we launched detailed reporting guidance ahead of deadlines, including information on how to prepare producer supply data for submission. We also successfully launched reporting portals designed to simplify the reporting experience, and we have already improved several key features based directly on producer feedback. These include data preparation workbooks, upload templates, and validation checks, all designed to reduce friction and improve accuracy during submission.
Turning Compliance into Capability
EPR is not just about meeting regulatory requirements. It is about building a foundation for smarter packaging decisions. When producers understand their packaging data, they can identify opportunities to reduce material use, improve recyclability and manage costs more strategically. This data can help producers move from reactive compliance to proactive planning, unlocking long-term value from the work they are doing today.
A Shared Commitment to Progress
At its core, EPR is about advancing circularity, one where producers play a meaningful role in the lifecycle of packaging. It is a big shift that will take time to implement, and every step forward matters. We are proud to support producers on this journey, not just by answering questions, but by helping them build the knowledge, systems and confidence to lead the way. If you are navigating EPR for the first time or trying to scale your internal processes, we are here to help. Our team at CAA is committed to making this journey more manageable, more strategic and more impactful. Let’s reduce waste and recycle more, together.
Looking Ahead: California Deadlines and What’s Next
As we look ahead, California is entering a pivotal phase. Producers should prepare and submit their company’s supply data by CAA’s upcoming reporting deadline of Nov. 15, 2025. In addition, registration is now open for a series of consultation webinars beginning in October to gather input from stakeholders across the value chain to help inform the initial California program plan for SB 54.
In future posts, we will take a deeper dive into several of the areas highlighted here—sharing lessons learned and practical tips to help producers build internal systems and capabilities that can scale with the evolving EPR landscape.
Registered producers can visit the “Help & Support” tab in the Producer Portal or contact the CAA team at producer.support@circularaction.org.