Adrian Hawkes & Ursula Denison, M.A.

Valpak Limited

Adrian is the Director of Policy at Valpak Limited and is responsible for all aspects of Valpak’s interaction with UK and EU public authorities including formal and informal consultation responses. His 21 years’ experience at Valpak includes him being instrumental in establishing the market based packaging compliance system in the UK. He is a respected advisor to European, National and Local Government.

Prior to joining Valpak Adrian trained as a mechanical engineer and gained over 15 years’ experience in both manufacturing and consulting with leading companies in the consumer goods industry.


Ursula Denison has been with the pioneering German packaging recovery organisation, “Der Grüne Punkt - Duales System Deutschland GmbH” (Green Dot), from its beginning in 1991. She has since then led strategic projects within DSD involving pricing, market research, brand development, and improvement of customer services, and was actively involved in the change management process of Green Dot during its transformation from a monopoly non-profit organization owned by obliged industry to a privately owned, for-profit company in 2005, as well as its further development toward a "recycling economy"; service provider to producers.

She has been actively involved with ProEurope s.p.r.l., the European Association of 31 “Green Dot” Packaging Recovery Organizations, and is leading the organization as Managing Director since 2013.

In addition, she frequently contributes to international conferences on Extended Producer Responsibility (EPR) and packaging recycling in Europe, North America, and Asia, and has served as a consultant to multinational brand owners as well as other EPR schemes in Europe and North America.

Mrs. Denison has lived and studied in Germany and the United States, and received an M.A. from the University of Maryland in 1991. She is married to a U.S. citizen and has two sons.

dont miss

German experience compare and contrast

“Germany was the first country to introduce packaging regulations and has often been the first to try new systems of EPR. In recent years they moved from a monopoly system to a competitive system, coexists alongside a DRS model and also has developed end markets and sorting technologies plus extensive consumer awareness campaigns. What if anything can UK learn from Germany as we seek to change our systems for the better.”

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