The biggest challenge facing the glass industry is a lack of understanding around the health, taste and environmental benefits that it offers as packaging, said Erik Bouts, president of the European Container Glass Federation and O-I Europe. Bouts wants FEVE and the industry to develop a unified marketing strategy and continue to partner with organizations such as Friends of Glass. "These benefits are not known and that means we can do a better job in communicating and engaging with our stakeholders," he said.

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