Senate Bill 778 establishes a comprehensive packaging reduction and recycling program in Wisconsin, to be administered by the Department of Natural Resources (DNR). The bill mandates DNR to contract with a nonprofit organization, referred to as a packaging reduction organization (PRO), which will implement a producer responsibility program aimed at reducing packaging waste. Producers will be required to register with the PRO and comply with program requirements, including annual reporting of packaging materials sold and achieving specified recycling rates, with a target of 70% recycling within 12 years. The bill also prohibits the use of certain toxic materials in packaging and outlines the responsibilities of the PRO, which include collecting data, managing funds, and providing technical support to producers.

Additionally, the bill includes provisions for DNR to create rules for the program, including establishing fees for producers based on the type of packaging material. These fees will cover the costs associated with managing packaging waste and administering the program. Violations of the program's requirements can result in significant penalties, with fines of up to $100,000 per day for each noncompliant product line. The bill aims to enhance recycling efforts and reduce environmental impacts associated with packaging waste, while also ensuring that producers contribute to the costs of these initiatives.