Sustainable is Good | Where design, lifestyle and packaging meet

Sustainable Packaging Hot Topic at HBA Global Expo

Industry publication Women's Wear Daily (WWD) reported last week's HBA Global Expo in New York had a major focus on sustainable and more eco-friendly packaging.

Packaging options that companies are exploring include everything from glass containers to vegetable inks and from paper and outer packaging made from recycled materials to biodegradable or recyclable packaging.

“Last year, it was all about biodegradable plastics and I feel that this year there’s been a shift to using recyclable glass,” Taya Tomasello, senior beauty analyst at market research firm Mintel told WWD.

She also said she’s seen more and more companies do away with the outer packaging.

Italy-based Leoplast Group, which uses natural vegetable-based and renewable sources such as biopolymer produced by NatureWorks LLC, said companies don’t realize the kind of impact they can have by using more eco-friendly packaging.

The company supplied Cargo Cosmetics with its VegetalPlastic for the Plant Love makeup line, which was launched early last year.

“From using PLA [polylactic acid] packaging, you can save 60 percent [of the] fossil fuel in comparison to using traditional plastics, in addition to reducing greenhouse gasses up to 90 percent,” said Graziano Reggiani, general manager of Leoplast.

Reggiani told WWD that he finds the U.S. market is more ready to understand and explore more eco-friendly alternatives in terms of packaging, in comparison to the European market, which he said still has a ways to go.

via Women's Wear Daily

Toronto Considers Retail Packaging Ban

The city of Toronto is considering tough action to address a waste produced by overly packaged consumer products. 

The Toronto Globe and Mail reported  the city is considering all options including an outright ban on materials used in food takeout to a tax on retail plastic bags to a city-run deposit-return program.

"I expect there may be some voluntary measures, and there may be some that have other strategies," said Mayor David Miller, after he spoke to the forum that drew heavy attendance from uneasy retailers and the packaging industry.

Any move to ban certain types of packaging or impose new taxes or fees would put Toronto at the forefront of Canadian municipalities, but the mayor emphasized "no decisions have been made."

He praised individual efforts by some retailers, but warned time is running out for action on waste reduction.

"A lot of it can be voluntary, but on the other hand, why has it not happened yet?" he asked. "If industry is capable of doing it voluntarily, they have not chosen to today."

Kim McKinnon, Ontario vice-president of the Canadian Council of Grocery Distributors, told the session her members support voluntary action on packaging.

As proof of what is possible, she cited a 2007 plan by her association and other retailers to cut plastic-bag use by 50 per cent by 2010, with a 9-per-cent drop in consumption so far.

Joseph Hruska, a municipal relations official with the Environmental and Plastics Industry Council, whose members make packaging, questioned the need for imposed measures.

"We have a blue box [recycling] or we have these return to retail programs," he said, citing options for consumers to leave packaging at stores. "Why regulate when you already have the tools to divert?"

As they reported the answer lies in Toronto's strategy to divert 70 per cent of waste from landfill by 2010, up from 42 percent today.

Beyond recycling, with polystyrene and plastic film to be added to the blue box later this year, and extension of "green bin" organic waste pickup from multi-residential units starting this November, the city wants a 10,000-tonne reduction in packaging use. A drop in outright consumption would extend the life of the city-owned Green Lane landfill by 10 years to 2034, say Toronto officials.

via Toronto Globe and Mail

European PET Recycling Increases

Petcore (PET containers recycling Europe a non-profit European trade association) announced that European post-sorting PET collection reached 1.13m tons in 2007, an increase of about 20% on 2006.

In 2007 just about 40% of all PET bottles in the market were collected for recycle.

The overall share of fibers as an end use for recycled PET decreased from 52% to 47%, although the tonnage processed continued to grow. The sheet market tonnage increased and its share
rose to 24%.

“I am delighted with the continued increase in PET collection throughout Europe and our high rate of recycle. Thanks to the efforts of the Collection Agencies, National Bodies, European Recyclers
and the PET Industry Chain, recycled PET has become a reliable and sought-after feedstock in the PET resin portfolio.” said Roberto Bertaggia, Chairman of the Petcore Board.

He commented further that it should be recognized that PET is the most important polymer in contributing towards achieving the plastics targets stipulated in the Packaging and Packaging Waste Directive (2004/12/EC) which lays down that most Member States should recycle 22.5% minimum of plastics packaging this year.

These recycling targets will further increase to 50% recycling or reuse of plastics from household streams by 2020 and PET will be an important part of this sustainability activity.

The Chairman emphasized that Petcore’s task will be to ensure that the growth in PET recycling continues such that it remains an important mainstay in meeting future recycle legislation.

It was estimated that there is a total mechanical reclamation nameplate capacity in the European region of 1.2m tons in 2008 with approximately 100 ktes of extra capacity planned.

Fragility vs. Utility ~ Less Packaging is more acceptable to consumers

Packaging is a utilitarian necessity.  The egg is a delicate and fragile item.

Then how can an egg be safely and economically packaged in a light weight Styrofoam, or recycled paper board carton, designed to carry/transport, store and protect the “product”?

Sturdy objects such as a kitchen faucet, shower head or stapler for example, are packaged in thick, hard, plastic shells that generally take a knife or scissors and too much time and effort to open!  To some degree, the weight of the product should not dictate the heft and weight of the package.

I can understand that type of packaging for a kitchen knife, or object that can potentially be harmful to the consumer unless properly handled, but many of today’s products are over packaged in this era of ‘less is more’ and ‘eco-friendly’.

Designers need to explore and introduce other forms of packaging, and present to their clients the concept of “non-traditional” as an approach, in an effort to challenge common associations between product and packaging.

Recently, designers have tried to respond to the perception that plastic is environmentally unfriendly.  But, the fact is that decreasing the amount of material in packaging, is usually more important than the composition of the package, to get the most environmentally friendly form of packaging.

LESS IS TRULY MORE

At the Art Center College of Design in California, students take courses in "Unpackaging" - learning to simplify and use more recycled materials.

Consumers do not want a lot of excess waste in packaging, and often times will avoid buying products that they think are over-packaged ~ not only for the obvious waste of materials and negative impact on our environment ~ but also because it of the perceived notion that they are paying a premium for the additional packaging, above and beyond what the product is worth.

Typically, consumers make clear distinctions between product and packaging ~ except for the case of a banana, where the product is the packaging and visa versa ~ and so unobtrusive that it is not even noticed.

Today, marketers are looking for ways to more effectively understand the consumer psyche and experience with their brand.

They are employing state-of-the art neuro-science, semiotics (study of signs) and facial coding (for example), to identify “hidden emotional triggers” ~ that through design ~ will more accurately connect the customer with the brand at retail.

But now there is another key challenge consider: how to successfully market eco-friendly products, that are designed with minimal yet appropriate packaging, to protect and promote the brand.

And, since aesthetics are a primary consideration in our style conscious society, there is a fine line when marketing these “green” products in more eco-savvy wrappings.  They have to still look great to sell!

So, remember the power of the package and all it’s glory in less truly being more!

Jackie DeLise is Vice President of Zunda Group LLC.  Zunda Design Group creates brands that inspire, by designing visual identity and packaging that evoke emotions and connect consumers to their brand, ultimately captivating attention and purchase intent at retail.  Jackie can be reached at j.delise@zundagroup.com.

New HP Notebook with No Packaging

HP has developed a new notebook PC which is sold directly in a messenger bag virtually eliminating all consumer packaging.

As part of a design challenge by super retailer Wal-Mart, HP developed the concept of selling a laptop computer directly in a stylish messenger bag. 

The result of the new retail concept reduces consumer packaging by 97% for each laptop sold.  Each new laptop is shipped in a master box of three to retailers like Wal-Mart.  Factoring over box and master carton the total reduction of overall packaging waste is 65%.

The HP Pavilion dv6929wm Entertainment Notebook PC is sold in the unique HP Protect Messenger Bag, which guards the notebook during shipping and is put directly on a Walmart shelf. Customers leave Walmart with just their new notebook, accessories and a convenient, reusable messenger bag— and avoid the hassle and waste of boxes and excess packaging.

The HP Protect Messenger Bag is made from 100% recycled materials.

Green Mountain Coffee Roasters Complete Transition to PLA Packaging

Green Mountain Coffee, the coffee division of Green Mountain Coffee Roasters, Inc. (GMCR) unveiled new packaging for its 10-ounce and 12-ounce coffee lines including Signature, Fair Trade Organic, Flavored and Seasonal coffees.

Sustainable is Good reported extensively on the initial roll out of the new packaging. 

This latest step completes the packaging makeover that began with roll-outs of the Newman's Own(R) Organics and Single Origin lines of coffee.

The redesign includes a vibrant palette of line-specific colors and illustrations that clearly differentiate one line of coffee from the other. The crisp, contemporary look also features improved communication that identifies the roast level, grind type, Fair Trade and organic certifications, and decaf options.

Along with an updated logo, these features help consumers easily find their favorite Green Mountain coffee.

As with Green Mountain Coffee's other recent packaging modifications, these bags also offer an environmental benefit. The film contains 19.4% PLA (polylactic acid), a polymer made from plant-based renewable resources.  The company claims the use of PLA helps reduce the environmental impact of the packaging.

The packaging is made by fres-co.

Susan Cote, Director of Brand Marketing at Green Mountain Coffee, said, "We used a collaborative approach to design the new packaging lines, listening to the needs of our consumers, our wholesale customers, our sales team and our manufacturing group. Consumers will be really pleased with the strong visual shelf presence and clear product identification the new packaging provides."

The redesigned packaging is already appearing on store shelves.