Steinbach
The Circular Economy in Action: How Steinbach & PreZero Are Shaping the Pool Industry
Steinbach and PreZero are optimizing pool chemicals packaging with recyclability in mind meeting customer expectations and already exceeding the EU requirements set to apply from 2030.
“When you take a dip in your own pool, you want to enjoy the experience to the fullest and to do so with a clear conscience. Today, our customers are paying more attention than ever to ensuring that the packaging for their pool accessories is also designed to be recyclable. That is why we have optimized our pool chemicals packaging to ensure a high level of recyclability and integration into the recycling loop,”
explains Peter Steinbach, CEO of Steinbach International GmbH.
As an expert in pool maintenance and technology, Steinbach centralizes its value-adding activities at its own facility. To meet customer demand for environmentally conscious products, the company has adopted a packaging strategy that combines high-quality design with a selection of materials optimized for high recyclability. Together with PreZero, Steinbach is driving the environmental transformation of the industry and already exceeds the upcoming EU requirements.
The Challange:
Secure Packaging. Designed According to the Principles of “Design for Recycling.”
With a forward-looking vision, Steinbach goes well beyond the legal requirements of the EU Packaging and Packaging Waste Regulation (PPWR): The company consistently integrates supply chain security, material availability and specific customer requirements into its overall packaging and product strategy.
This is also reflected in its ambitious goal: Steinbach is aiming to meet the strict PPWR requirements calling for a minimum of 35% recycled content in sensitive plastic containers well in advance of the 2030 deadline, without compromising on the brand-specific design or supply security in a volatile raw materials market. In addition, the packaging for pool chemicals must meet the highest standards, as the containers must be extremely sturdy, chemically resistant and completely break-proof.
The process of developing packaging that is made from recycled plastic and is optimized for recycling evolved into a joint innovation project. Initial sorting tests revealed that the brand’s characteristic gray color batches in the recycled material were not yet being optimally detected by sorting plants. However, Steinbach and PreZero did not view this as an obstacle, but rather as an incentive to work together to develop a technical solution.
The Solution:
A Shared Ambition. The Same Goal.
The solution lay in close, target-oriented collaboration. By carrying out a series of intensive tests, Steinbach and PreZero were able to develop a specific combination of recycled material and color that not only delivers the familiar dark gray Steinbach look but can also be accurately identified by modern sorting plants.
Thanks to these sortable color batches in the recycled material, materials can be returned to the raw material cycle and Steinbach’s vision of recyclable packaging is fulfilled.
This success is supported by a raw materials security concept under the brand “CIRCULAR.INSURANCE by PreZero”: Through its system participation agreement with PreZero Dual, Steinbach secures direct access to high-quality rPP and rHDPE plastics from PreZero Polymers.
This eliminates risky dependencies on global market fluctuations and ensures long-term supply security for the company’s in-house container production.
The Result:
An Early Finish.
What began as an ambitious project has evolved into a groundbreaking success story: Thanks to its close, trusting partnership with PreZero Dual, Steinbach is significantly exceeding the strict recycled material targets set by the EU for 2030.
The partnership proves that the highest safety standards, a striking design and a commitment to the circular economy do not have to be mutually exclusive.
“Our packaging strategy adopts a holistic approach. We wanted a solution that would not only meet our current needs but also ensure our long-term success as a leading provider in the industry. In PreZero, we have found a partner that shares our vision of a true circular economy,” says Peter Steinbach, CEO of Steinbach International GmbH, regarding this joint milestone.
The Next Step:
Thinking Ahead.
The focus on recyclable packaging design is just the beginning, and the collaboration is already being expanded further: The partners are testing the use of PCR stretch film in B2B logistics, for example.
Steinbach and PreZero are also working on integrating recycled plastics directly into core pool technology products in the future, in a project that involves producing glass granules (filter sand) from waste glass collected through the PreZero Dual dual system.
“By participating in PreZero’s dual system, we have not only increased recyclability and ensured a reliable supply of recycled materials, but are also able to further expand our comprehensive circular economy strategy and, in doing so, optimally meet our customers’ needs.”
Peter Steinbach,
CEO Steinbach International GmbH
About Steinbach
Steinbach International GmbH, headquartered in Schwertberg, Upper Austria, is a leading provider of swimming pools, pool technology, water care, and pool accessories. For over 25 years, the company has combined deep expertise with innovation, quality, and sustainable thinking to offer a comprehensive, single-source pool experience.
Through in-house manufacturing, robust logistics, and modern digital services, Steinbach continuously enhances the pool experience. Resource-efficient processes, durable product solutions, and the use of recycled materials form central pillars of its corporate development.
In addition to end consumers, commercial partners benefit from Steinbach’s extensive industry expertise, attractive product ranges, and tailored B2B solutions, including private labeling and OEM services. In this way, Steinbach merges decades of proven competence with forward-looking innovation to create summer and water experiences for generations to come.
About PreZero
PreZero is one of Europe’s leading partners for the circular economy. The company develops solutions that keep resources in the loop, reduce emissions, and turn waste into measurable value for businesses, municipalities, and communities.
Working with customers across sectors, PreZero helps strengthen resource sovereignty and supports decarbonization. Its comprehensive portfolio covers the full material cycle: from collection and sorting to recycling, energy recovery, and the supply of high-quality recycled materials.
Headquartered in Neckarsulm, Germany, PreZero is a company of Schwarz Group and employs around 30,000 people at 470 sites in ten countries across Europe.