Seda’s Circular Journey at Jova Summer Party 2026

539,270 paper packaging items selected for recycling throughout the tour

The Jova Summer Party 2026 has come to an end, marking the completion of a journey in which Seda International Packaging Group, as Environmental Partner, helped turn one of Italy’s major live music events into a tangible example of circular economy in action.

Throughout the tour, 539,270 single-use paper packaging items were selected for recycling. The result was made possible by a collective effort involving Seda, which developed the paper-based food and beverage packaging used at the Festival; Comieco, also Environmental Partner, supporting the recycling of separately collected paper and board; and, above all, the audience, whose participation and correct waste sorting played a key role. 

Among this year’s key innovations was the introduction of paper cups for beer, one of the most technically demanding applications in foodservice packaging. The solution reflects Seda’s approach to ecodesign, combining functionality, food safety, consumer experience and design for recycling. 

"This result - said Antonio D’Amato, Chairman and CEO of Seda International Packaging Group - shows how sustainability becomes real when it becomes part of people’s behaviour. At a large event, the energy and joy of coming together can go hand in hand with responsibility. More than half a million packaging items selected for recycling represent just as many individual actions which, together, can make a difference. This is the strength of the circular economy: turning individual participation into a collective result".

A circular journey experienced one event at a time, made possible by the entire value chain and by hundreds of thousands of people. Because every package correctly sorted can become a new recycling story.