Circular supply chains, standardization, and collaboration are becoming essential to improving efficiency, reducing waste, and ensuring shelf availability across modern retail, according to Marcin Wasilewski, Commercial Director Mid Europe at CHEP.

Speaking at the Future Retail & FMCG Forum organized by The Diplomat-Bucharest, Marcin Wasilewski explained how circular platform model of CHEP supports the entire value chain — from raw material suppliers and manufacturers to retailers — through shared, reusable assets.

“When we look at the circular model we provide on the market, we start at the very beginning of the cycle by delivering our pallets and containers to suppliers and manufacturers. From there, the assets move through the entire supply chain,” he said. “We provide a unique, standardized platform shared and reused by every participant in the system.”

Key statements

• Standardization is critical, particularly on the retailer’s side. CHEP circular model optimizes processes and eliminates unnecessary handling through shared, compatible platforms.
• The company continuously collects, repairs, prepares, and reuses pallets, creating a closed-loop system with full control. Across Europe alone, CHEP manages around 150 million assets that remain permanently in circulation among partners.
• Collaboration and network optimization are central to the model. CHEP facilitates not only bilateral cooperation but also joint initiatives between manufacturers, retailers, and logistics providers.
• Through transport collaboration, the network avoided almost 9 million empty kilometers in 2025, demonstrating how shared resources and know-how reduce inefficiencies and emissions.
• “It’s no longer a question of who wants to join. The real question is how fast we can move forward together to transform the model and eliminate unnecessary costs,” Wasilewski noted.
• CHEP operates more than 300 service centers across Europe, many located directly on manufacturers or retailers’ premises. This proximity eliminates extra transport legs, reduces costs, and lowers CO₂ emissions.

• Standardization: Working with over 16,000 partners and 60,000 locations across Europe requires common formats and processes. Whether it’s Euro-size pallets or branded in-store display solutions for companies like Mondelez International, standardized assets reduce wasted time, handling, and productivity losses.
• Visibility: Data generated across the network allows CHEP and its partners to track exactly where assets and goods are located, quickly identify bottlenecks, and optimize collections and deliveries.
• Digital technologies: The next step includes tracking not only location but also conditions such as temperature and on-shelf positioning, helping protect product quality and further enhance performance.

According to Wasilewski, improving shelf availability requires constant listening, continuous evaluation, and close collaboration across the entire supply chain.

“Only through strong partnerships and shared objectives can we build a more efficient, sustainable, and future-ready solution — ensuring that products are always available for the consumer on the shelf,” he concluded.