Williams Medical’s Sustainability Drive

Sustainability is a central focus at Williams Medical and we are focused on enhancing sustainable sourcing, reducing waste, and lowering our carbon footprint across all areas of operation. Our partnership with forward-thinking companies like Keeler is essential to our mission of promoting sustainability across the healthcare sector.

Keeler’s Sustainable Packaging Initiative

In April 2022, as part of their rebranding effort, Keeler launched a comprehensive sustainable packaging initiative. Recognising the opportunity to not only refresh their brand but also make a positive environmental impact, Keeler devised a strategy that focused on reducing plastic waste, improving recyclability, and enhancing product protection—all while reducing carbon emissions. The project initially targeted 12 key product lines, including the redesign of bulb packaging. Keeler’s approach involved minimising plastic use, transitioning to eco-friendly materials, and improving the sustainability of the overall packaging process.

Key Elements of the Sustainable Packaging Initiative

The new packaging introduced by Keeler prioritises reducing environmental impact. The transition from plastic and foam, traditionally sourced from China, now Keelers sustainable materials are sourced from Sweden. The use of Kraftpak—a 100% recyclable and compostable material made from unbleached virgin Kraft fibres—has helped achieve this goal. Furthermore, Keeler reduced ink coverage by 80% and implemented lithographic printing, resulting in a premium finish with a reduced environmental footprint.

Keeler’s sustainable packaging now extends to 40,000 products annually, offering a balance of functionality, sustainability, and innovation. This initiative is a great example of how smart, eco-conscious design can be integrated into high-quality healthcare products.

How This Benefits You

Keeler’s eco-friendly packaging brings direct benefits to customers. The shift to recyclable materials and the reduction of plastic usage have not only led to lower production costs but also shorter lead times. By sourcing materials within Europe, Keeler has reduced lead times on packaging supplies, further enhancing efficiency.

With this new packaging, customers benefit from:

• A reduction in CO₂ emissions related to shipping and production


• The complete elimination of plastic from packaging


• 80% less ink use, providing a more sustainable print finish


• Reduced lead times


• A more premium print finish with more vibrant colours

What’s Next?

Since the launch of the new packaging in July 2023, Keeler has successfully phased out older stock and continues to transition their entire product line to more sustainable materials. Keeler is also exploring additional ways to enhance sustainability throughout their supply chain, a commitment we fully support at Williams Medical.

At Williams Medical, we are proud to work with partners like Keeler who are dedicated to improving sustainability in healthcare. Through these efforts, we are making a positive impact on both our industry and the planet.

Shop Keeler’s Sustainable Products

We’re transitioning our wide range of Keeler products, including otoscopes and ophthalmoscopes to sustainable packaging.