Green with Envy

Green with Envy
Credit: By Jamie Matusow, Editor -- Copyright © 2011 Rodman Publishing.

From Unilever to L’Oréal, Aveda to Lather, beauty brand manufacturers large and small have taken great strides to deliver the sustainable packaging consumers are asking for—but they couldn’t do it without the extreme innovation of the industry’s packaging providers. Here, we look at some who are blazing the way and why they may inspire others who wish they were as far along on the compliant path to customer loyalty and boardroom approval.

Green consumer consciousness is on the rise, and packaging—the “face” of nearly every beauty product—has become the focus for consumers’ ever-more educated eyes looking for signs that they are making eco-responsible purchasing decisions.

Sustainable Management Expert Presents at Pack Expo 2010

Sustainable Management Expert Presents at Pack Expo 2010

Dr. Ron Nahser, Senior Wicklander Fellow at DePaul University, addresses 200 at packaging and processing industry’s annual conference.

SOLON, OH – November 15, 2010 – Two hundred consumer packaged goods executives, suppliers, contract packagers, educators, and trade association personnel gathered at Chicago’s Adler Planetarium on November 1st to attend the 4th Annual Environmental Expo sponsored by CardPak, Inc., a leading supplier of sustainable packaging for consumer marketers.

NextLife Packaging Group Announces Partnership with CardPak to Provide Sustainable Paperboard Packaging Solutions

NextLife Packaging Group Announces Partnership with CardPak to Provide Sustainable Paperboard Packaging Solutions

CardPak is the First NextLife Packaging Group Paperboard Packaging Manufacturing Partner

Press release from NextLife - Boca Raton, FL, November 01, 2010: NextLife, a leading provider of sustainable solutions for the consumer packaged goods industry, announced today a partnership with CardPak, a leader in custom engineered packaging designs and solutions for merchandising strategies that utilize carded packaging and specialty paperboard converting. Through the partnership CardPak will become the first carded packaging converter to promote NextLife Packaging Group’s 100% PCR PET blisters for club and warehouse retail packaging.

Apple highlights packaging reduction efforts in green report

Apple highlights packaging reduction efforts in green report
Simeon Goldstein, packagingnews.co.uk, Sept 2009

Computer manufacturer Apple has released details of its work to reduce packaging in a report looking at the environmental impact of its products.

The life-cycle analysis show all greenhouse gas emissions associated with Apple products including raw materials, manufacturing, transportation and a three- to four-year period of consumer use and subsequent recycling.

Recycled-paperboard symbol gains with sustainability popularity

Eighteen major consumer product goods companies sign on to use RPA-100% logo in first half of 2009.

PRESS RELEASE -- Converting Magazine

The 100% Recycled Paperboard Alliance announced that a record number of new licensees have signed up in the first 6 months of 2009.

During the period January 1st through June 30th, 18 of America’s best known brand owners ave chosen to sign a license agreement with the RPA-100% granting them the right to display the RPA-100% symbol on their packaging. In making the announcement Paul Schutes, Executive Director of the RPA-100% commented that, “this puts our organization on a pace to add 40 new licensees by the close of 2009, exceeding any previous year’s total new licensees and exceeding our goal for this year.”

These new licensees include companies such as Harland Check, Nestle’ Purina Petcare and Snyder’s of Hanover. New licensees are using 100% recycled paperboard to package organic foods, pet food, snacks, office supplies and even to manufacture coffee cup insulating sleeves. Mike Kiepura, Chairman of the Board of the RPA-100% noted that, “this high number of new licensees proves that today’s brand owners are increasingly interested in communicating to their customers that the products they are purchasing are packaged in 100% recycled paperboard. We are encouraged by this level of activity and are confident that 100% recycled paperboard and the use of the RPA-100% symbol will continue to play a key role in the drive for more sustainable packaging and the education of consumers with regard to the value of recycled paperboard packaging.”

The 100% recycled paperboard symbol is owned by RPA-100% and is reserved exclusively for licensed use on products and packaging made with 100% recycled paperboard. Use of the symbol is free for licensees of RPA-100%. Currently more than 150 companies have signed licensing agreements to display the symbol and become RPA-100% partners. More information on licensing the symbol is available on the RPA-100%. Website at www.rpa100.com.

Consumer packaged goods companies have used 100% recycled paperboard for more than 100 years. Recycled paperboard plays a pivotal role in making fiber based packaging one of the most environmentally beneficial and sustainable packaging substrates. Today, 100% recycled paperboard is used to package a wide range of goods including food (dry, frozen, ready-to-eat, microwave and fast food), beverages, pharmaceuticals, electronics/software and other consumer products. Nationally known names such as FedEx Corporation, Kraft, General Mills, Kellogg’s, Procter & Gamble and Reynold's Consumer Products, a division of Alcoa Consumer Products, are just a few of the companies using 100% recycled paperboard for their products.

The 100% Recycled Paperboard Alliance (RPA-100%) is a non-profit, independent trade group representing the leading manufacturers in the recycled paperboard industry since 1995. Based in Washington, D.C., RPA-100% serves as an information resource on the benefits of recycled paperboard and provides assurance of the recycled content of consumer packaged goods through its 100% recycled paperboard logo licensing program.

-- CardPak Inc.

Debunk five eco-packaging myths

The following thoughts can help you correct some of the commonly quoted inaccuracies for your packaging-material customers and their consumers.

By The Benson Group -- Converting Magazine

In these days of environmental focus, nothing seems to arouse the passions like food and medical packaging. Unfortunately, much of the "bad news" that circulates on the topic is based on myth and hearsay. Maybe some of the following thoughts will help to correct some of the commonly quoted inaccuracies for your packaging-material customers and their consumers.

Myth 1: Food Packaging is filling our landfill sites
Publicly available information suggests that the total volume of waste produced from all sources in the UK per year is about 300 million tons. Only some 10% of this is accounted for by household waste - about 27 million tons. Building sites, as one good point of comparison, produce about four times as much rubbish as households. Packaging of all types represents some 4.5 million tons of household waste, and the amount actually due to food packaging is likely to be no more than 1 million tons. The weight of food packaging per person is less then 44 lbs per year.

Compare that 44 lbs of packaging with the 220 lbs per person per year of food waste that is put straight into the wastebin, and you begin to see that packaging is actually the least of our worries. The environmental impact of the food waste is compounded by the fact that the vast majority of this is also dumped into landfills. Food going to landfills will gradually rot and produce methane - a gas of significantly greater concern regarding global warming than CO2.

Myth 2: Everything is over-packaged
While there may be some mileage in this statement in certain sectors, food is unlikely to be one of them. The protection offered to food products by packaging provides a significant benefit, as illustrated by statistics from the World Health Organisation, which suggest that food waste in the Third World can be as high as 50%, while in developed economies as low as 3%. Much of this difference is due to good quality packaging. Under-packaging is 10 times worse for the environment that the same amount of over-packaging, as 10 times more energy and material resources go into the production of goods and food than into their packaging.

Additional fuel in favor of sensible packaging is provided by the Cucumber Growers' Associated, which showed that unwrapped cucumbers are unsaleable after three days. Plastic wrapping keeps them fresh for 14 days and untouched by dirty hands.

Cleaner and fresher produce and foodstuffs less likely to be damaged during transportation equals product less likely to be thrown straight into the wastebin. Smarter shopping and cooking, and more focus on producing less food waste is far more likely to provide the answer to environmental issues than simply reducing packaging.

Myth 3: Cardboard packaging destroys trees
An unfortunate perception of the print and packaging world is that it "eats trees." In fact, of the world consumption of wood only 12% is actually used for the manufacture of paper and board, and of this, just one tenth is used for cartons. Over half the cartons used in Europe are manufactured using recovered fiber from waste paper.

In Europe, over 90% of the wood needed by the paper and board industry comes from European forests, and responsible packaging producers ensure that their purchases are made from FSC- and PEFC-certified suppliers, which means that any new wood used has come from responsibly managed forests. Overall there are more trees planted than felled in Europe, and as forests absorb CO2 they combat greenhouse gases, and therefore have a positive effect with regard to climate change.

Myth 4: Burying plastic is harmful to the environment
OK, time for a bit of a controversial thought now. Anything that is taken to landfill and rots will give off methane - fact! Methane, as already mentioned, is a significantly harmful gas in environmental terms, and is the probably the weakness of the argument for so called "degradable packaging." While no one likes the idea of burying plastic, it will not rot, and therefore represents less of a climate-change issue than burying food waste or even paperboard and paper (which will also rot, but should, of course, be recycled instead). This text is not advocating burying plastics - just pointing out that actually in some ways it's not as bad for the environment as burying other things.

Myth 5: Not enough packaging is being recycled
This might appear to be another controversial comment to describe as a myth, but the statement does require further analysis to extract the real truth. Some packaging materials are more difficult to recycle than others, and some are particularly expensive or energy-inefficient to recycle. Generally speaking, cartonboard is easy to recycle, and an ever increasing percentage of the population is doing so on a daily basis. Boxes and cartons are easy to disassemble and place into the recycling bin for collection, as is probably typical across much of the country. Paperboard that is not recycled will at least compost easily. More cartonboard/paper is recycled than any other packaging material. Once recent claim suggested that recycled waste paper represented around 63% of the fiber used to produce paper and board in the UK.

Summary:
Food packaging represents a small fraction of UK waste
Food waste is significantly higher in terms of volume
Food waste is also significantly more damaging to the environment
Good packaging helps to prevent more waste
Paperboard packaging is produced from sustainable resources
Paperboard packaging is easy to recycle, and is being recycled

-- CardPak Inc.

Shifting to Sustainable Packaging

PMMI VP Industry Relations, Ben Miyares, kindly agreed to participate in a Q&A with packagedesign.com on sustainable packaging materials, energy-saving equipment and the upcoming PACK EXPO trade show (October 5-7; Las Vegas Convention Center).

Q: What attributes define a sustainable package?
A: Sustainability is often misunderstood and can be confusing when applied to packaging. In essence, it is having the tools in place to continue operating into the next generation. I like to use the following definition for sustainability: Resource, Conservation and Replenishment.

It is sometimes easier to think of sustainability in terms of farming and fishing. For example, salmon are at risk of being fished out in the Northwest, so the government has imposed a moratorium to give the fish time to breed and replenish themselves. The idea is that you control the eco-system so that it has time to replenish itself.

However, when you apply the concepts of sustainability – resource, conservation, and replenishment – to packaging, it becomes a different matter. Packages and systems themselves do not have a regenerative capability. And the term “sustainable” has been applied to packaging without precise definition and guidelines. It has evolved into a discussion of the environmental friendliness of packaging. That is, people equate “green packaging” with “sustainable packaging” and as a consequence, some in the packaging supply chain believe – mistakenly we feel that this will be a transient movement.

Q: Is there a governmental or industry organization that supervises or regulates sustainable packaging to assure consumers of the integrity of sustainability claims?
A: Currently, there is no official government arbiter of sustainability in the U.S. The Environmental Protection Agency (EPA) would be the default regulator of environmental issues. The Federal Trade Commission (FTC) monitors market claims, including sustainability claims. If you say a product is made of recycled content, the FTC takes the position that it must be made of 100% recycled content. If it is anything less than that, you better spell out the percent.

In Europe, there is a clearer definition of what they consider sustainable packaging. They equate “sustainability” with “environmentalism,” so certain materials are perceived to be better than others because they are intrinsically less harmful to the environment in the minds of those who issue the guidelines.

Q: If there are no regulatory institutions overseeing these procedures, what’s to prevent manufacturers from abusing the term “sustainable” for marketing purposes while their procedures could be far from it?
A: The introduction of the Wal-Mart scorecard at PACK EXPO in 2006 has been the greatest change agent and driver of interest in packaging sustainability. The company has become the de facto regulator or standard setter simply because of its enormous impact in the marketplace. Wal-Mart accounts for a very large percentage of Fortune 500 CPG sales and figured out how to develop a distribution system that is more efficient than its competition. The company’s goal is to reduce packaging of products sold in its stores by 5% by 2013.

With the establishment of the scorecard and its various components, Wal-Mart has been able to encourage suppliers to reduce the size of their packages. From a design standpoint, one of the early success stories that Wal-Mart points to is the introduction of Unilever’s All® Small & Mighty™ triple-concentrated detergent. The concentrate in the 32-ounce bottle cleans as many loads as 100-ounces of unconcentrated liquid detergent, but in a more compact package that's easier to pour, store and carry. The bottle also uses less plastic in its packaging, less water in its formula than regular detergent and fits into smaller cases, saving on corrugated. And, more of these smaller cases can be stacked onto a conventional pallet for improved cube efficiency throughout the distribution pipeline.

Wal-Mart instructs its category buyers to use scorecard scores as an element in purchasing decisions. Still, Wal-Mart makes it clear that the scorecard will not be used to make bad purchasing decisions. At the end of the day, that suggests that a ketchup package with a better scorecard score but lower consumer preference will probably not push off Wal-Mart’s shelves the brand/package that the market prefers, and get a high rate on the scorecard, would I replace the category leaders on the shelf? Probably not.

Q: When people think of sustainability, they often think of the material itself. How does packaging machinery contribute to the sustainability equation?
A: In the discourse about packaging sustainability, you don’t hear much about packaging machinery. And that is really a major omission. Greenhouse gas counts for 15% on the Wal-Mart scorecard and a company’s energy footprint and emissions are seen as contributing to environmental damage. The package sitting on the shelf is not emitting much GHG. It’s the MANUFACTURING process of that package and the distribution system that contributes significantly to the package’s sustainability imprint.

Sustainability is part of the DNA of packaging operations managers. Typically at inception they will over-package a product, often protecting it more than it requires. But once a product begins to succeed in the marketplace, the first initiative that the packaging department is challenged with is, “how can we reduce the weight of that package without compromising its impact on the shelf?”

That is the type of message that will resonate at PACK EXPO in October. Technology advances will vary, ranging from let’s say a machine that can bundle a 6-pack of product with a thinner film that won’t break or one that reduces the amount of material needed, to systems that demonstrate a much longer Mean Time Between Repair (MTBR) so that they don’t break down as much. These are all important messages to decision-makers because in some categories, a minute of lost production can equate to tens of thousands of dollars per line.

Q: How will the sustainability trend be reflected at PACK EXPO this year? What resources can designers, CPG’s and retailers expect to find that will help them achieve sustainability goals?
A: At PACK EXPO, attendees will find many machinery and materials exhibitors highlighting technologies that use fewer resources and some that may in fact replenish them.

Hartness International (Greenville, SC) is a good example. The company has evolved into a machinery manufacturing company from a traditional packaging manufacturer and has numerous sustainability messages, such as remote diagnostics for repair of downtime and damages. The company has determined that 90% of the problems that occur can be addressed and repaired remotely over the phone and Internet. That reduces the time, cost, fuel consumption, etc. of a repair technician being there in person. Additionally, Hartness has a dry lubrication system that uses ounces of water in the course of production instead of the thousands of gallons traditionally used to lubricate a conveyor line in a can/bottle line.

Companies exhibiting materials at PACK EXPO will have the classic sustainability stories to tell in terms of lightweighting, increased use of recycled material, reusable palletization and tertiary packaging. For example, CHEP, started in Australia after WWII, is now global and provides a much more robust wooden pallet and service program to reuse that pallet. There are alternatives, including plastic or metal pallets that because of the nature of their composition can make a lot more trips. The initial cost may be higher, so on the surface, one may not want to invest more for these materials. However, if that metal pallet will make a lot more trips, you get into a concept that is sustainable without ever mentioning the environment, and that is considering the total cost of ownership of a technology.

Q: What are some of the newest packaging materials that you’ve seen and are excited about?
A: There are four core materials used in packaging – paper, metal, glass and plastic – where advances continue to be made.

In the plastics area, we have seen the emergence of biopolymers, or plastics derived from plants vs. geologically derived plastics. They have created a lot of buzz but are not quite ready for prime time. The principle biopolymer material that is currently being used in packaging is a PLA formulated by NatureWorks. It is derived from corn right now, although the company is talking about going from the corn we eat to “cellulosics,” the leaves and stalks of the plant.

The Dow Chemical Company also makes a monopolymer polyethylene and copolymer of polyethylene, used for milk bottles and laundry detergent respectively, from sugar that chemically functions as an equivalent to traditional petrochemical derived polyethylene. So they break down sugar to its chemical component and from there build a polyethylene that is chemical and functional equivalent of petrochemically derived polyethylene, virtually the same. From there we would potentially have a source of renewable plastic, which is really exciting.

I recently saw a thermoformable structure that looks like plastic but is made of “stone” where they take geologically derived components and press them in a form that is usable for packaging. Additionally, Cornell University has started a company called NOVOMER that is introducing eco-plastics or eco-polymers, as opposed to biopolymers. These plastics are not derived from plants, but instead from carbon monoxide and carbon dioxide. While still in early development, this approach could help address the greenhouse gas problem and create a source of feedstock for these polymers.

In the metal area, what is “new” are ever-lighter structures and shaped cans for added shelf appeal. For example, compared with 20 years ago, aluminum beverage cans are 28% lighter, steel food cans are 33% lighter and tinplate aerosols are up to 18% lighter – without sacrificing performance. In addition, new printing technologies result in photographic quality graphics or engage the senses, such as thermo-chromic inks that change color based on temperature, or feel soft to the touch.

In glass, the typical bottle is produced by a “blow and blow” blow technology that results in an irregular wall thickness, the thinnest part being the weakest. When breakage occurs, it breaks at its thinnest part, whereas a newer technology called “press and blow” does what it suggests: presses the mold so that there is a more even wall thickness and the result is a thinner yet stronger glass bottle.

Q. Do you think consumers have been over-hyped with the sustainability message by marketers?
A: Absolutely. To date we have seen a rash of certifications, brands and logos put on packages that are pretty meaningless to consumers. Some early studies indicate that the consumer has very little understanding of sustainability. The average consumer equates sustainability to recyclability. Further, they still prefer packages that are “recyclable” to those that are recycled.

There are probably 30 or 40 “green” or “sustainable” certification brands in the marketplace today. Most are pretty meaningless to the consumer due to lack of knowledge. They pick up a package and see chasing arrows with a number in it and they say “this is recyclable.” Unfortunately the industry has not done a good enough job clarifying for consumers that the numbers “1–7” are not recyclable codes, but rather resin identifiers.


About PMMI
PMMI is a trade association with more than 550 member companies that manufacture packaging and packaging-related converting machinery, commercially-available packaging machinery components, containers and materials in the United States and Canada. PMMI’s vision is to be the leading global resource for packaging, and its mission is to improve and promote members’ abilities to succeed in a global marketplace.

PACK EXPO will be held October 5-7, 2009 at the Las Vegas Convention Center. To register for the show or obtain more information, visit www.packexpo.com or contact PMMI’s Show Department at 703.243.8555 or expo@pmmi.org.

Posted on Monday, June 8, 2009 at 10:36AM by packagedesign.com

-- CardPak Inc.

Forming Green

'Green thermoformer' - that is becoming an increasingly common label (or at least a popular goal) as the packaging industry continues to adjust to the market's demand on environmental awareness.

With films such as Eco-therm, distributed by IPF Inc., (a biodegradable, 100% Post Consumer Content, Recycled PET Film that is thermoformable) available and currently being used in the marketplace, thermoformers can now join in on the 'sustainable packaging' revolution and have a key ingredient to offer, instead of trying to fight the trend, and the inevitable.

Innovative Plastics South, located in Nashville, TN., is one company that has embraced this opportunity, with the directive of being recognized as one of the industry leaders... take a few minutes and check out their video below:

-- CardPak Inc.

Picture perfect

Nikon has releases a new product - Ecobins 'green' binoculars, where all components; the binoculars, the carrying case, and the retail packaging are all 'green', sustainable, and environmentally friendly.

This comes off as one of the best examples of what is possible when going to market with a vision of what is truly important... and believing in the environmental movement within the consumer market.

Below are the specs of the packaging... click here for the specs of the binoculars and carrying case as well.

Green Packaging Features:
* Nikon Ecobins binocular packaging is constructed from 85% recycled material
* Printed on recyclable and waterproof FiberStone™ paper
* FiberStone™ paper is TREE-FREE and created from post-consumer limestone collected from existing quarries
* FiberStone™ paper is made with a clean production process that does not utilize water or emit toxins into the air
* FiberStone™ paper is photodegradable after a period of about one year!

-- CardPak Inc.

"Green" packaging sales top $37 billion

US demand for recycled-content, biodegradable-plastic and reusable packaging is increasing 3.4 percent annually. Total sales to reach nearly $44 billion in 2013.

Converting Magazine (Press Release) - US demand for green packaging -- comprised of recycled content, biodegradable and reusable packaging -- is projected to increase 3.4 percent annually to $43.9 billion in 2013, using 59 billion pounds of material. Growth will outpace overall packaging but will remain modest due to the maturity of many products and the fact that recycled content packaging has a large existing presence in paperboard and metal packaging.

The fastest gains are anticipated for biodegradable plastic packaging and plastic recycled content packaging. Biodegradable plastic packaging is forecast to climb nearly 13 percent per year through 2013, driven by increased price competitiveness with conventional resins, rapidly expanding capacity and lower pricing volatility than petroleum-based plastic packaging materials.

Additional stimulants include enhanced performance properties brought about by more sophisticated polymerizaton and blending techniques; efforts by brand owners to improve the environmental footprint of their packaging; and legislative bans on polystyrene foam foodservice disposables in some parts of the country. These and other trends are presented in Green Packaging, a new study from The Freedonia Group, Inc., a Cleveland-based industry research firm.

While recycled content packaging demand is expected to increase in line with the overall green packaging average, robust growth for plastic recycled content packaging will be aided by more concerted efforts to boost collection volume, an increased focus on the development of food-contact approved resin grades, and further sustainability initiatives by plastic processors and brand owners. Gains will be moderated by slow growth for paper recycled content packaging, which is dominated by the large but mature corrugated and paperboard box segment.

Reusable packaging is forecast to expand more slowly, held back by marginal growth for drums, which face competition from larger formats such as intermediate bulk containers (IBCs). More favorable prospects are anticipated for reusable plastic containers, IBCs and other reusable packaging types. In general, value gains will decelerate sharply from the 2003-2008 pace due to an expected moderation in raw material prices, especially for plastic and steel. The relatively long service life of most reusable packaging also limits the need for replacements, a factor that restricts growth in demand for new units.

-- CardPak Inc.

Sony DVD packaging goes green

Sony DVD packaging goes green
- Suzanne Ault

Paul Blart: Mall Cop has a new job, as Sony Pictures Home Entertainment's green ambassador.

The title, releasing on DVD and Blu-ray May 19, will kick-off a launching a massive green packaging initiative at the studio.

From Mall Cop on, all of Sony's single-disc standard-definition DVDs will incorporate ultra-light cases that feature 20% less plastic than Sony's previous single-disc standard DVDs and will be covered with plastic shrinkwrap that is 20% lighter. The printed artwork that wraps around boxes will use paper that contains 30% post-consumer waste. Previously, Sony had been using 100% virgin paper.

The studio's goal is to reduce carbon emissions associated with its DVD manufacturing and distribution by 2 million pounds in North America by the end of 2009.

"What we were looking to do was be efficient and over time, deliver cost savings," said Lexine Wong, senior executive VP of worldwide marketing for SPHE.

The lighter cases also should help the studio trim both packaging costs and freight charges.

"For the last couple of years, we have been looking at ways to be sustainable and make a difference," said Wong. "I think our industry and our studio is really committed to environmental issues. All the studios are."

The Mall Cop box has walls that are cut out to use less plastic. The DVD also will be packaged without a cardboard outer sleeve, saving more than 2,200 trees, or 322 tons of wood, according to Sony.

Several studios have been using greener packaging solutions, following Wal-Mart mandates that vendors both clamp down on carbon emissions and reduce packaging.

Already studios have worked to meet Wal-Mart's goals, slimming average DVD packaging weight by about 30% between 2006 and 2008. The carbon imprint for a title (encompassing emissions from manufacturing, packaging and transportation to retail) dropped to 0.98 lbs. in 2008, down from 1.1 lbs. in 2006, according to the Digital Entertainment Group.

-- CardPak Inc.

Consumers Still Buying Green...

Consumers Still Buying Green Despite Economic Downturn
Research shows that 82 percent of shoppers continue to seek eco-friendly products - Packaging Digest

Four out of five people say they are still buying green products and services today—which sometimes cost more—even in the midst of a U.S. recession.

A new study commissioned by Green Seal and EnviroMedia Social Marketing and conducted by Opinion Research Corporation reveals peoples’ opinions and behaviors about products that claim to be environmentally friendly.

Half of the 1,000 people surveyed say they are buying just as many green products now as before the economic downturn, while 19 percent say they are buying more green products. Fourteen percent say they are buying fewer environmentally green products.

Other key findings in the new research conducted by telephone in a random-digit-dial sample:

Brand Reputation Matters More Than Ads
Twenty-one percent (21%) of consumers say a product’s reputation is the biggest factor they weigh when making purchasing decisions followed by word of mouth (19%) and brand loyalty (15%). Just 9 percent say green advertising is their primary influencer.
More “Green Claims” Education Needed

About one in three say they don’t know how to tell if green claims are true.

One in 10 consumers blindly trusts green product claims.

Consumers are verifying green claims by reading the packaging (24%) and turning to research (going online, reading studies; 17%).

What Consumers Say Versus Do
While 87 percent of people surveyed say they recycle, the Environmental Protection Agency reports just 33 percent of our waste is diverted from landfills.

The other things people do are look for minimally packaged goods (60%) which is statistically tied with buying green cleaning products (58%). Buying green personal-care products came in at 31%.

"This research suggests that consumers are buying green products second only to participating in recycling,” said Arthur Weissman, Ph.D., Green Seal's President and CEO. "This increased consumer demand sends a signal to manufacturers to produce products that are truly green.”

Green Seal, an independent nonprofit product certification organization, and EnviroMedia Social Marketing are releasing the research today from the first-ever Greenwashing Forum in Portland. The forum, hosted by the University of Oregon, was inspired by the Greenwashing Index, which was launched in January 2008 by EnviroMedia and the UO School of Journalism and Communication. Since the popular watchdog Web site was founded, consumers in 138 countries have been posting and rating ads to “out” greenwashers and showcase companies that employ sound environmental marketing efforts.

“There’s a real opportunity for authentic green marketing, despite the tough economy,” said Valerie Davis, EnviroMedia Principal and CEO. “This research proves people want to do what’s best for the environment, but it needs to be easy and accessible. Companies should be clear about the environmental benefits of their products and services and make sure what they claim in the TV ad is backed up consistently on product packaging and on the Web site.”

Sources: Green Seal, EnviroMedia Social Marketing

-- CardPak Inc.

Product captivity & security

It is well known (and old news) now that Wal-mart, Target, Amazon, and Sears, among others, have all jumped on the sustainable bandwagon and have taken a public stance in regards to the use of PVC, most commonly in a clamshell design, for the packaging of retail products.

But with the 'negative' perception to clamshells comes the one main point of backlash that there is a the lack of product security when switching to a more sustainable package.

Well this has been debunked, as it has been noted by many of the major retailers that regardless, whether the product is in a traditional clamshell, a tear-resistant replacement (Natralock), or a sustainable micro-flute clamshell replacement (ClubPak)... the security is equal because the method of stealing the item remains the same.

* With a box cutter, slice the lip of the blister, pull the product out, and then stash the remaining package somewhere else in the store.

Below is a photo from a recent trip to Costco. This item was found on the complete opposite end of the store, stuffed into a toolbox that was on display. Clamshell, tear resistant... it wouldn't matter, this would still happen.

So with that in mind, the retailers have made the choice to be more 'environmentally friendly' knowing that they will continue to deal with the same thief issues.

In this same vein, sustainable micro-flute clamshell replacement packages are typically marketed as more 'user friendly' and easier to open... so for some humor, I threw a few key words into youtube, and the search yielded an incredible amount of 'clamshell rage' videos.

Below is just one of hundreds, and this is definitely one of the more 'civil' ones, as many had clamshells getting backed over by cars and shredded open by a gas powered chainsaw.

Yes, without a doubt or argument, there are products out in the retail environment that require a clamshell package. But for a majority of products on the shelves of the mass retailers, that is not the case.

In the end, the key is to know both sides of the story when talking security and sustainability, it is an advantageous position to be in when dealing with the mass retailers that are controlling the climate of retail packaging.

-- CardPak Inc.

Case Study: Paul Mitchell - sustainable & elegant

A great case study involving Paul Mitchell Systems and JohnsByrne (Graphic Technologies) in regards to meeting a client's needs and desires from an sustainable aspect, as well as providing the 'look' that is demanded, expected, and customary in the marketplace.

Click on photo below to enlarge and read the case study...
-- CardPak Inc.

New CardPak website

After a period of redesign, the new www.CardPak.com is now live!

There are still more additions & features coming soon to the website, so visit frequently, but this is a great upgrade and reflects the corporate direction and sustainable focus that CardPak continues to integrate.

-- CardPak Inc.

What’s the Score?

What's the Score?
As they say, you can't tell the players without a scorecard!
By Tom Polischuk (PackagePrinting.com)

Wal-Mart has clout—there’s no doubt about that. When Wal-Mart speaks, people listen—especially its suppliers.

The company created a real buzz for RFID a few years ago, when it announced that it was mandating the use of this technology from its suppliers. Although this effort has faded from the limelight and has been largely redefined in scope, RFID technology received more attention during a two-year period than it would have gotten in a decade. RFID technology still has a ways to go in terms of reliability and cost, but Wal-Mart’s initiative probably did a lot to advance its development.

Before the dust had a chance to settle on its RFID efforts, Wal-Mart took on another noteworthy initiative—sustainability. In September 2006, the company announced that it would institute using a Packaging Scorecard with its suppliers to help the company meet its commitment to reduce the use of packaging materials across its global supply chain by 5 percent by 2013.

The Scorecard, unveiled at Pack Expo 2006, is based on metrics for how packaging impacts sustainability factors throughout many aspects of the entire supply chain. They were developed over many months by the Packaging Sustainable Value Network, a group of 200 suppliers, experts, and other Wal-Mart stakeholders. These metrics and their Scorecard weighting factors are: greenhouse gases/CO₂ per ton of production (15 percent); material value (15); product/package ratio (15); cube utilization (a measure of storage efficiency in warehousing and shipping trailors/containers, 15 percent); transportation (10); recycled content (10); recovery value (10); renewable -energy (5); and innovation (5).

The Scorecard has been in various stages of use and implementation since its introduction. Even before it officially went online in February 2008, Wal-Mart reported that more than 97,000 products had been entered into the Scorecard by more than 6,300 vendors.

Diamond Packaging and CardPak are just two package printers that have been actively involved with the Scorecard and have been experiencing its impact firsthand.

Diamond Packaging has been proactive on the sustainability front for a number of years now, having committed to the use of renewable wind energy, and started a program called the greenbox initiative to develop and implement sustainable packaging solutions for its customers.

Dennis Bacchetta is director of marketing for -Diamond Packaging. Although he believes that sustainability has gained a great deal of traction from “a confluence of legislative, corporate, and consumer interest,” he also says that the Wal-Mart Scorecard has done its part in raising the stakes.

“Wal-Mart’s Packaging Scorecard tool has helped put the concept of sustainable packaging in the forefront of many companies’ and consumers’ minds, and thus been a key driver in trying to understand what sustainability truly is,” he says. “As a result, many consumer product companies [CPCs] have requested information on sustainability, including our efforts to design more eco-friendly packaging, and our experience with the Wal-Mart Packaging Scorecard tool. We anticipate that as sustainability continues to grow in the public and corporate awareness, it will become ingrained in our corporate and social structure.”

David Himmelein, regional sales and marketing manager for CardPak, also recognizes the impact that the Scorecard has made and the opportunities that it presents to his company and others. “The Packaging Scorecard is one of the first tools of its kind to judge the entire package that hits the Wal-Mart shelves,” he notes. “This has been beneficial to CardPak because our EcoLogical Line of Packaging eliminates the harmful PVC plastic clamshells from the waste stream. The scorecard now gives us an opportunity to measure the differences in the original packaging and our solution.”

The ability to provide a tangible measurement system lies at the heart of the Scorecard’s value to its users. When something can be measured, it can be improved. “The value we get from the Wal-Mart Packaging Scorecard is that it provides measurable evidence that our designs have increased a package’s sustainability,” says Bacchetta.

CardPak uses the Scorecard as an additional sales tool in its arsenal, and performs mock-Scorecard analyses to show the impact that its packaging system has when compared to traditional clamshell alternatives. “This information is then presented to our customers for them to use in making their decisions on the engineering of each product package. They are well aware of Wal-Mart’s objectives for the Scorecard, so will want to have the best possible score for each package,” notes Himmelein.

It is not surprising that Himmelein reports all of CardPak’s customers that sell to Wal-Mart are involved with the Scorecard in some form. To provide a value-added service to its customers, CardPak hosted an exclusive training event early in 2007 with ECRM and Mars Packaging that allowed its customers to get answers to their questions concerning the Scorecard.

Bacchetta notes that even companies that do not directly supply Wal-Mart have been impacted by the Scorecard due to increased sustainability awareness. “They see it as an opportunity to support a sustainable use of resources and cultivate a positive emotional connection to their brand,” he says.

Diamond Packaging has used the Scorecard for many customer projects. One in particular—done for a well-known personal care company, says Bacchetta—rated various products and developed a plan for redesigning their packaging based on weight, environmental impact, and material. “We then scored the new packaging to ensure that, when compared to the existing packaging, it resulted in a score improvement,” he explains.

CardPak successfully implemented a redesign for the packaging of GE’s compact fluorescent lamps (CFLs) that are carried in Sam’s Club stores, says Himmelein. “The original package was in a PVC clamshell, and scored a 3.5. By switching to the ClubPak™ style, we were able to more than double the scorecard value to a 7.5.”

Of the Scorecard’s nine metrics, both Himmelein and Bacchetta agree that a package printer can have the greatest impact on the product/package ratio.

In CardPak’s case, the traditional PVC clamshell is a prime target. “Oftentimes, the overall weight and size of the clamshell is too much,” says Himmelein. “We have reduced the footprint of the package and removed up to 85 percent of the plastic materials, resulting in a better score for this particular metric.”

According to Bacchetta, reducing the weight of a package can impact several areas in the Scorecard’s metrics, including conserving raw materials and energy, reducing greenhouse gases, and minimizing discards. “This can be achieved through careful material selection, reduced board usage, and the elimination of components (e.g., thermoform and shrink wrap).”

Another area of focus for package printers is cube utilization, says Baccetta. “However, this requires a higher level of collaboration with other partners throughout the supply chain (marketing/sales, distribution, retailer, etc.) in an effort to reduce material and energy usage, and maximize shipping efficiencies.”

Going forward

Since it was first announced in 2006, Wal-Mart’s Packaging Scorecard has made a significant impact throughout the consumer products arena. Last November, Wal-Mart again used Pack Expo as a forum to announce evolutionary changes to the system.

In a keynote presentation, Amy Zettlemoyer-Lazar, packaging director, Sam’s Club and co-manager of Wal-Mart’s Sustainability Value Network, reported that the Scorecard’s metrics would be adjusted to increase the focus on greenhouse gas and packaging weight reductions. She also said that in 2009, Scorecard implementation would begin to move beyond the U.S. and include other countries such as Canada, Mexico, Puerto Rico, and China.

For many North American package printers, the Scorecard’s impact has already been felt. Himmelein attributes some of CardPak’s success with its EcoLogical Line to the Wal-Mart Scorecard. “Wal-Mart is the driving force in sustainable package leadership,” he says. “Our customers know this and we, in turn, want to be able to meet our customers’ needs. This is a growth opportunity for us as a company. Two years ago the EcoLogical Line of packaging did not exist at CardPak, and today it is almost 50 percent of our total product mix.”

“The Scorecard has had a positive impact on how we approach our business and our customers,” adds Bacchetta.

With the focus that the Scorecard is receiving from the packaging arena, it appears that Wal-Mart is well on its way to achieving its 2013 goal of a 5 percent reduction in packaging throughout its supply chain.

-- CardPak Inc.

Packaging Design Insight from XO Create!

This is the main body from an interview conducted by Packaging Digest (David Bellm) with Jim Stringer, the Creative Director for XO. Jim provides some great substance and insight into packaging, branding, creativity, design, as well as client relations... the whole gamut.

Packaging Design Insight from XO Create!
Packaging Digest, David Bellm

Jim, Do you feel that packagers are getting more sophisticated about branding?
Yes and for good reason. We have all read the statistics about in-store purchase decisions, how long it takes a consumer to make one and so on. These are all true but the real reason packagers have to become more brand savvy is that their product (the package) is on the front line of their client’s battle - the store shelf. The package has for many become the first touchpoint, the first interaction with a brand and it had better speak the right message in the right voice to its audience or they may never interact with it. We are talking about more than slapping a logo on a box as big as you can and calling it branded. These days the shape, the color, the material all must align to tell one concise, succinct story - the brand promise - and we must do it in way that captures our audience and provides a real value in their life. Quite a role for packaging, but one that can be achieved with the right team and the right framing of the project.

What do you feel is the biggest (missed?) opportunity clients have with their packaging?
Telling their story. Delivering on the brand promise or at least starting to clue the consumer in on what the brand represents. Also it's the experience after the consumer gets the package home. Does it store the product well? Was it easy to open? Properly childproofed? What post-purchase value can be designed into the package? Also packaging can be a source of tremendous savings when approached from the right point of view. Can we use less material, fewer inks? different substrates? There are so may variables that go into a package it's no wonder that the right packaging firm can assess the situation and often find ways to shave production costs without sacrificing on the brand or the experience.

What do you see as the most important design trend in packaging in the next five years?
Reduction of materials and sustainability, so start doing your homework! Honestly, these areas are going to continue to be hot and there are a lot of misconceptions out there about what's green and what's sustainable. This leaves us, the packagers and package designers, to learn more and lead the way for our clients in these areas including educating them on the facts.

What do you see as the most worrisome design trend happening in packaging?
Moving packaging design overseas. I certainly understand the reasons behind outsourcing, but often any savings realized is spent on production management (are the colors right, is the substrate correct?) and time getting things back and forth. The bigger issue is if your actual design is outsourced, because more often than not these designers have no concept of our varied cultures and emotional triggers. This often leads to very alien looking design and messaging that leaves the consumer more confused than informed. If you are going to outsource your packing production that's fine as long as you have a qualified person representing the project and it's objectives dedicated to the outcome of the work.

What do you have to educate your clients about the most when it comes to packaging design?
Production. Many of our clients are new to the world of manufacturing, conversion, printing and fulfillment of packaging. It can be quite intimidating when you have no idea where to start or what's involved, but over the years we have become very good at bridging the gap between client and production processes. Of course many times the client has never budgeted for this type of education or production management. Yet when it's all said and done most feel it was worth the extra investment to avoid production pitfalls which can quickly drain a budget.

Describe your approach to redesigning a clients packaging
We first begin by asking the client to write a creative brief describing the general reasoning and objectives that are driving the project. We often help with this brief in areas the client is unsure of or may have difficulty articulating. From this brief we begin to ascertain what areas of the existing packaging may or may not be supporting the desired outcomes. Many times we discover disconnects not necessarily with the packaging but with the product or it's presentation. For example, a client may have a game aimed at adults, yet the colors of the product itself and/or it's packaging may unknowingly cause consumers to see it as a child's product. The copywriting could have the wrong voice, the images could have the wrong art direction, or the client may just being trying to brilliantly solve the wrong problem. This is why we constantly question and circle the project from so many viewpoints; to discover these hidden issues and then design for or around them in order to more clearly articulate the brand or product message.

Is there any kind of packaging that your firm specializes in?
Not particularly since we approach package design as an extension of a brand. We design almost any type of packaging that achieves the client’s objectives, whether it's glass, plastic, toys or appliances. We have a very talented team here at XO Create! and I personally feel there isn't much they can't accomplish. If we were forced to niche I would say most of our work lends itself to the unusual or atypical type of packaging solutions.

What packaging design are you the most proud of?
We are quite proud of all our packaging work, so it's hard to pinpoint any one project. Just about everything we are really proud of is featured on our website - www.xocreate.com under the portfolio section.

What types of projects are the most exciting to you?
Any project that has a genuine objective to reach or problem to solve. For XO Create! packaging is not a form of decoration, it's a real opportunity to communicate on may levels and solve some real issues on both the client and consumer sides of things. When we have a defined goal or objective and are allowed the creative freedom to discover solid solutions, we always get excited!

What kind of packaging would you love to design if you had the chance?
Cosmetics packaging would be exciting! Beauty and style products always seem to have a very high aesthetic and this team could really sink their teeth into those values and produce something exceptional!

Do you work remotely often? (email, web, phone, etc.) Or do you prefer working face-to-face with clients?
We work in any capacity that provides the level of detail and responsiveness the client or project desires. This is often a marriage of all forms of communication and we make sure anyone assigned to a project can communicate with a client about the work.

Which package has more fun – a box of fruit or a bag of candy?
A bag of candy! It's far easier to carry around a bag of jelly beans than a box of kiwi!

If you could be a package for one day, what would you be?
A bottle of high-end liquor - it would be a celebration everywhere I went!

Is there anything you’d like to tell prospective clients?
Hire a good packaging firm, one that can assist with everything from budget and production constraints to branding and emotional touch point creation. Choose them not on the work they have done for others in specific product categories, but on the ground breaking work you believe they can achieve for your unique product or situation. Also, clearly define what you hope to achieve with your packaging and bring your chosen firm in early on in the game, it's their unique problem solving perspectives and experience that you hired them for, not their software skills, so utilize it and allow them the room to do something you would have never thought of. After all, isn't that the reason for hiring professionals?

How can clients get in touch with you?
You can contact me via email at - jim@xocreate.com.

Complete article/interview can be viewed by clicking here.

-- CardPak Inc.

Coke Teams with MSU School of Packaging

Coke Teams with MSU to Create Packaging Innovation & Sustainability Center

Michigan State University (Press Release) - Improving the global sustainability of product packaging took a meaningful step forward with a new collaboration proposed by The Coca-Cola Company and Michigan State University. Coca-Cola awarded $400,000 to MSU’s College of Agriculture and Natural Resources to helpestablish a new Center for Packaging Innovation and Sustainability.

The planned center, to be housed in the MSU School of Packaging, will serve as a think tank for packaging innovation and sustainability and a research and education hub to measure and reduce packaging’s environmental impact. The Coca-Cola grant represents the initiating gift in a campaign to establish the global center.

"The Coca-Cola Company is honored to collaborate with Michigan State University in its quest to bring corporate, academic and packaging professionals together to foster new ideas in sustainable packaging,” said Ingrid Saunders Jones, senior vice president of global community connections for The Coca-Cola Company, “Our company has set ambitious environmental goals to not only deliver quality products, but to also have minimal impact on the environment. Research and work generated through this collaboration with MSU will assist us in reaching our goals.”

The center will involve the MSU colleges of Agriculture and Natural Resources (School of Packaging), Engineering and the Eli Broad College of Business (Department of Supply Chain Management). It will provide a platform for both collaborative, non-proprietary research and proprietary work conducted by industry partners, both in partnership with and independent of MSU researchers, to develop innovative packaging solutions that reduce production costs and improve sustainability.

“The center will offer an entry point for industry to have easy access to MSU expertise. It will serve as a bridge between corporate and packaging industry professionals and university scientists in engineering, packaging, business, the environment and other areas,” said Satish Udpa, dean of the MSU College of Engineering.

“The center will be a clearinghouse that disseminates information and encourages action that speeds the adoption and implementation of sustainable practices.”

“By bringing together university and industry resources in supply chain, packaging and engineering, this center will be able to effectively address issues of sustainability, discover environmentally and economically operative solutions and consider new ways to manage environmental impact throughout the value chain,” said Elvin Lashbrooke, interim dean of the Eli Broad College of Business.

The center will include state-of-the-art technology for bench research and testing of packaging materials and will offer academic, outreach and continuing education programs. It is anticipated to eventually expand its reach internationally through research, development, education and training facilities in Dubai and Shanghai.

“Packaging is ubiquitous throughout the food system and a critical component to the quality, safety and sustainability of the products we buy and eat,” said Jeffrey Armstrong, dean of the MSU College of Agriculture and Natural Resources.

“Coca-Cola’s funding commitment to establish the Center for Packaging Innovation and Sustainability will move us toward an unprecedented level of industry collaboration that will have global implications for improving packaging performance and sustainability.”

Scott Vitters, group director, Global Sustainability for the Coca-Cola Company, will speak during the luncheon program of the Packaging Executives Forum II being presented by the School of Packaging on Jan. 27 at the MSU Kellogg Hotel and Conference Center. A discussion of the Center for Packaging Innovation and Sustainability is also scheduled for the afternoon program. This will be the first opportunity for packaging professionals to meet with the deans of the involved colleges and the acting director of the School of Packaging to learn more about the center and discuss its launch.

Details are available at http://www.packaging.msu.edu.

Established in 1952, the MSU School of Packaging is the first and largest packaging program in the U.S. The school supports the packaging industry through education, research and outreach focused on solving problems and developing improved technology.

Source: Michigan State University / Packaging Digest

-- CardPak Inc.

Case Study: Beiersdorf Nivea ShelfPak

The following is a case study featured in the December issue of Package Design Magazine. The case study focuses in on the Beiersdorf Nivea for Men ShelfPak design as an alternative to a stand-up clamshell package.

Click on photo below to enlarge and read the case study...

-- CardPak Inc.

Sustainability story telling

'Sustainability' still has some growing up to do as a concept and label. It brings about many opinions and debates... some see it as a marketing ploy, while others see it as a sincere and legit foundation of doing business. Either way, 'sustainability' success stories need to be shared with hopes that these stories will help other ideas and initiatives to be developed and fueled. Plus, the more success that is being reported, the less negative connotations will be linked to the term.

For example, GE has been telling such a story on the back of their CFL light bulb packaging. GE backed up the talk by reducing the amount of plastic used in the packaging and replacing the plastic with recycled and recyclable materials.

Wal-Mart scorecard proof aside... this package is one of the best on-the-market examples of what is possible when considering and developing sustainable packaging.

As we look ahead to 2009, GE was ahead of the times with this sort of 'story telling' approach.

As the new year approaches, consumers will be seeing more and more 'green stories' being told on the packaging of products they buy. Sustainability labels will also become a common sight, with major retailers like Wal-Mart hoping to standardize and require such information.

The labels, which some companies have already starting using (hoping for a competitive edge) will have information on the various categories like: carbon footprint, an index measuring recycled content, what raw materials were used to produce the product and/or package, and how sustainable those materials are.

Sustainability labels will soon become as common as nutrition labels on food, especially since it will be driven by the retailers, which is great for the everyday consumer looking to make a difference.

-- CardPak Inc.