The Circular Economy on Climate Rising: Reusable Packaging Startup Vytal CEO Fabian Barthel

Fabian Barthel, Cofounder of Vytal, a circular economy packaging-as-a-service startup, joins host Mike Toffel in this episode of Climate Rising to explore the innovation, behavioral science, and regulations shaping the market for reusable containers for take-out food and beverages. Fabian shares how Vytal is tackling packaging waste by building a reusable container system for restaurants, canteens, and major events. He explains why deposit-based systems often fail, how Vytal’s “borrow and return” model changes consumer behavior, and how data, technology, and behavioral science underpin their service design. Fabian also discusses the evolving regulatory landscape, including Germany’s reuse mandates and emerging municipal single-use taxes, and offers advice to circular economy entrepreneurs about how to align impact with profit.