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The 11th Hour Eco Friendly DVD Packaging Differs Between USA and Europe

Packaging for Leonardo DiCaprio's documentary The 11th Hour needed to be in line with the film's strong eco-message.  The films producer Warner Bros was sensitive to not having the packaging conflict with the ethical message of the film whether it was sold in the US or European market.

As is not uncommon in the entertainment industry, packaging for the 11th Hour DVD was handled by different companies for the US and European markets. 

11th Hour EUROPE

St Ives Music & Multimedia in the UK created eco-friendly packaging for European market. The company is a leading supplier of print, packaging and promotional materials to the European home entertainment industry from its manufacturing sites in the UK and Holland.

St Ives chose chipboard made from 100% post-consumer waste supplied by Smurfit Kappa to give the outer casing a natural look.

Dutch firm PaperFoam provided the biodegradable DVD tray made from paper, cornstarch and potato.

St Ives Music & Multimedia special projects manager Martin Still said: "It was critical that the packaging for this documentary reflected the gravity of the subject matter, so making the DVD tray and case 100% biodegradable was the most significant way of achieving this.  As this approach had never been used for such a high-profile film, we were really excited to be involved in designing and printing such an innovative product."

As the tray was lighter than its plastic equivalent, the outer casing was upgraded to double thickness to give the box a more solid structure.

The whole project was developed, trialled and tested in-house at St Ives' Crayford design studio, where the team also created an envelope lock closure on the back of the DVD box that simply folds into the body of the packaging. All components are recyclable apart from the disc.

St Ives printed The 11th Hour pack using 6-color presses and eco-friendly, vegetable-based inks.

11th Hour USA

Interestingly much less is known about the packaging of the US market version of 11th Hour, despite the fact it has been available since April. 

The US release of the DVD was back in April before Earth Day.  Sustainable is Good can confirm Univenture produced the "wrapper" for the DVD packaging in the US market. 

A Univenture spokeswoman told Sustainable is Good, "Univenture was involved in the 11th Hour packaging for Warner Bros.  Univenture provided the “wrapper” to enclose the package for retail purposes.  Univenture’s EnvyPak technology was used for converting EarthFirst PLA film, a sustainable and renewable bio based film, to make the wrapper."

Sustainable is Good has not been able to confirm who produced the paperboard tray for the US release of the DVD. 

The two main players in the US eco-friendly DVD packaging market are IP's Shorewood Packaging who make REPAK in the US (read our recent profile) and Napco (past coverage).  We know the DVD tray was made from some type of recyclable "biodegradable" material. 

Sustainable is Good has repeatedly contacted Warner Bros. for information on the packaging but has not received a response from the company.

Coopbox NaturalBox PLA Fresh Food Packaging

Italian fresh food packaging company Coopbox has carved a niche with its NaturalBox line of Ingeo PLA tray packaging.  Designed for fresh meats and vegetables the packaging is being used for a number of applications in Europe.

Packaging World reported Coopbox's NaturalBox packaging has been available since 2005 and is currently used for fresh meat and fish packaging throughout Europe.

The PLA tray can be wrapped with a stretch film or a PLA-based film for a 100% biodegradable packaging solution.

“When the tray is used with PLA,” Coopbox's Cesare Vannini told Packaging World, “it is possible to obtain a 100-percent biodegradable solution. The system is suitable for protective atmosphere packaging of fresh foods with a shelf life of up to 15 days.”

NaturalBox trays with PLA lidstock are currently being used for several European fresh-food applications, including organic chicken (pictured) from Bodin, the largest poultry supplier in Europe; easy-peel, jumbo, ready-to-eat prawns from U.K. seafood company Dawnfresh Seafoods; and processed meat from Fresh Concept in Belgium.

Bacheldre Watermill Flour Packaging

Organic flour producer, Bacheldre Watermill has developed an environmentally friendly package design for its new flour packaging.

The company had developed a sustainable package for its flour.  The only component of the packaging that wasn't sustainable was the label. 

Bacheldre Watermill found a solution using a NatureFlex NM film from Innovia and a completely biodegradable BioTak adhesive.  The combination of the previous packaging with the new label have transformed their packaging into one that is highly sustainable.

“With the introduction of these new compostable labels, our packaging is now fully sustainable and is able to achieve biodegradation within just a couple of months," said Matt Scott, co-owner and founder of Bacheldre Watermill.

The company's flour packaging is stylish thanks to some simple graphic design and creative use of the metallised  NatureFlex NM labels.

According to Innovia, NatureFlex NM is a unique cellulose-based film, manufactured from renewable wood pulp and metallised in-house. 

It is the only metallised biodegradable film suitable for home composting because the level of metal is so small - less than 0.02% - which slows the film's degradation by a matter of days but does not interfere with its biodegradability in any other way.

"It certainly stands out as something special in the flour category, and it is!!," said Scott referring to his company's new packaging.

Bissell Little Green Packaging

Bissell has recently launched a rather dramatic environmentally-friendly redesign of its popular compact spot cleaner vacuum. 

The new Little Green Multipurpose Deep Cleaner - is virtually PVC free and made from recycled and recyclable plastic.

The packaging for the new cleaner is equally impressive. 

No Styrofoam or plastic is used in the packaging except for a small thin plastic bag used to hold the directions and warranty information.

The packaging is made from corrugated paperboard stock. 

The carton and inner packaging are made from a minimum of 75 percent recycled corrugated materials.

For more information on the Little Green visit our sister site Sustainable is Good Products.

Dundee Brewing Company Changes Packaging in Support of Honey Bees

New York based Dundee Brewing Company makers of the popular Dundee Honey Brown beer have created a "Save the Honey Bee" program. 

The program is designed to raise awareness to the plight of honey bees and support ongoing research efforts to the cause of Colony Collapse Disorder (CCD). 

In 2008 a portion of every Dundee beer sold in the U.S. will be donated to the Foundation for the Preservation of Honey Bees. 

As part of Dundee's new program the company has updated the name and packaging of its flagship beer their Honey Brown Larger.  Dundee Honey Brown's new packaging has been updated to include a prominently displayed honey bee on both the bottle labels and their six and twelve packs. 

“The new name and new packaging for Dundee Ales and Lagers symbolizes the renewed energy and innovation we’re putting behind our brands,” said Patrick Magallanes, vice president of marketing, High Falls Brewing Company. “We’re very proud of our brewery, people, and products. Now, more than ever, the Dundee brand will reflect our rich craft tradition, proud heritage, and award-winning quality.”

The company has also launched a new web site, dundeeforthebees.com to promote its focus on the honey bee and related products and marketing.

Ecolean Packaging

Heres an interesting new packaging concept from the Swedish company Ecolean. The packaging is based on a patented material they call Calymer.

Made from 40% calcium carbonate (natural chalk) the material is similar to that of an eggshell.  It is then combined with polymers which serve as the binding agent and yield the final product.

The flexible packaging is approved for food use in Europe and the company released a study available on its web site indicating their packaging is more efficient than other dairy packaging as it reduces food waste and materials required.

Ecolean is designed primarily for the food industry.  Its competitors include traditional plastic dairy packaging and some of the Tetra Pak line of products.

Ecolean says its packaging can be recycled at end of life like a traditional plastic (PP or PE) or incinerated for disposal.

Jordans Organic Cereals Packaging

New bio-based plastic packaging for UK-based Jordans Organic Cereals is a major packaging achievement.  The packaging was recognized last month at the 20th DuPont Awards for Packaging Innovation and is featured in a piece by Steve Sterling in this month's Packaging World.  Both Jordans Cereals and the packaging's producer Alcan Packaging were recognized at the DuPont Awards. 

The new packaging uses two different types of bio-based films.  The outer layer is made from Innovia's clear NatureFlex film which was reverse printed according to Steve Sterling.  NatureFlex is made from cellulose derived from non-genetically modified wood pulp.  The inner layer is made from Mater-Bi film from Novamont, according to Sterling.  Mater-bi film is made from non-genetically modified cornstarch. 

Alcan says for the first time, consumers can dispose of their cereal pack in a home or industrial compost thanks to the new packaging.  Developed and manufactured by their Dublin, Ireland plant, the bio-based films, as well as the inks and adhesives used in its conversion, have been certified to conform to the EN 13432 composting standard.

This compostable and biodegradable alternative to polypropylene structures and laminated metallic plastic films was launched following three years of research. “Alcan Packaging is always looking at new ways to expand its product offering and this innovative compostable packaging is the embodiment of our continued efforts in research and development,” said Michael Cronin, president, Food Packaging Europe.

The finished pack provides the same look and feel as a heavy-weight plastic film alternative, with a glossy, printable surface and a tactile finish.

Judges at the DuPont Awards said they felt the use of the bio-based films in the company's cereal packaging was inline with its brand identity and message.  They also commented that the use of bio-based films in packaging in the UK was a significant sustainable development as compared to in the U.S. where facilities are still lacking for proper composting of the materials.

Ball Corporation Recognized for Painted Turtle PET Wine Bottle

Ball Corporation (BLL) received two Sustainable Packaging Leadership Awards for its 750mL PET wine bottles for Painted Turtle wines from Artisan Wine Company of British Columbia.  Ball received the Canadian Packaging Magazine Best-of-Show Eco-Choice Award, as well as the bronze award in the international branded package category. 

The awards were presented by the Packaging Association of Canada in conjunction with Wal-Mart Canada and Canadian Packaging Magazine to recognize companies that have demonstrated sustainable packaging leadership.

"The objective of the Sustainable Packaging Leadership Awards is to accelerate the progress of the packaging industry to environmental, social and economic sustainability," said Jim Downham, president, Packaging Association of Canada.  "These awards recognize and honor packaging industry leaders that compete with the best-in-class on a global scale daily."

According to the judges, Ball's PET wine bottle was selected for the Eco-Choice award because "it has the potential to launch a whole new trend and change the way that wine is packaged.  The decrease in greenhouse gases related to the transportation of this lightweight container -- compared to glass -- is a huge plus for sustainability, while the colorful, well-designed label is certain to attract consumers to the product, ultimately drawing attention to the environmental merits of this highly functional package."

Ball's 100% recyclable, 750ml PET wine bottles offer consumer convenience and weigh only 54 grams, providing savings through the supply chain. Ball is the only PET bottle manufacturer in North America to offer SIG PLASMAX, an ultra-thin, commercially proven, transparent, internal silicon oxide barrier coating technology that protects the wine inside the bottle and is easily removed during the PET recycling process.

Mystery Surrounds New Whole Foods Reusable Bag

Whole Foods A Better Bag (photo: www.made-in-china.com)

When I started this story last month, I never expected a standard interview request with a designer to turn into a bureaucratic two-step that took us to China and back.

Austin-based Whole Foods Market officially phased out the use of plastic shopping bags on Earth Day last week. 

In December Whole Foods announced their intention to eliminate plastic bags and unveiled their new reusable bag called “A Better Bag.”  Following that announcement we reached out to the bag’s designer to learn more about the design and concept behind this colorful new bag. 

The response we received may be an indication of just how important reusable bags are becoming for Whole Foods. 

The colorful bags are quickly becoming the primary reusable bag the company sells, and their customers are embracing them thanks to their bright fun design, durability, low price and unique look and feel.

Perhaps an indicator of their popularity is the fact they are even selling on eBay.

A Better Bag was designed internally by Whole Foods staff who work on the company’s branded products.  The bag’s graphic design depicts blues and greens and a fresh cut apple.  Sustainable is Good attempted to obtain information on the bag’s artwork for this story.  However the bag’s designer was unable to answer any questions, citing a strict non-disclosure policy Whole Foods maintains with its employees.

Sustainable is Good contacted the Whole Foods corporate office in March for information on the bag for our story.  Initially we were turned down, being told the company doesn’t speak to “trade publications.”  After some follow up we were then informed a “rare exception” was made at the approval of the director of PR for Whole Foods – the company would participate in our story.

We submitted several questions to the company on the design and concept of the bag and also sought information on consumer reactions. 

Then began a back and forth process that in the PR world can only be described as odd.  Weeks passed with no information, then “availability” issues cropped up and more time passed; finally the company’s participation in the story came to an end last week over supply concerns. 

In an email a Whole Foods spokeswoman told Sustainable is Good, “We won’t be able to help on this story due to the reasons that I described earlier. As we had discussed, we were making an exception with your website as we know you do great work.  However, since we don’t know when our supply issues will be resolved, our team has opted to not go through with the story.”

Throughout the more than one month process to obtain basic information on the new bag, it was never clear exactly what any of the issues raised had to do with the design and concept of the bag.   It is also not known why the director agreed to participate in the story with these apparently severe supply issues looming.

Following this angle, Sustainable is Good spoke to regional sources who indicated they were unaware of any supply issues affecting the availability of the bags in their regions.

Where is the bag made and what makes it unique?

We were also able to establish where the bags are made and obtain information on what makes these bags unique within the reusable bag world.

The bags are made in the busy city of Shenzhen in China’s Guangdong province.  The city is booming with companies making reusable bags and nearly everything else imaginable for the U.S. market.  We also learned the reusable bag industry in China is riddled with misinformation over environmental claims and there is intense competition over U.S contracts.   

Based on publicly available trade information we were able to establish Charrmy Industries Co., Limited appears to be involved in the production of the Whole Foods bags.  In fact, the company’s web site proudly displays images of the bag.

What makes the Whole Foods bag different is the original artwork, design and high quality materials. 

Most of the Whole Foods bag is made from 100% post-consumer rPET (plastic bottles) material.  The tag that comes with the bag states 80% of the bag is made from rPET.   rPET material is quickly becoming the choice for high quality reusable bags destined for the U.S. market, because of its post-consumer recycled properties and its durability.

The Whole Foods Better Bag goes a step further by adding an outer layer of Oriented Polypropylene (OPP) film.  This material provides its unique look and texture as well as the ability to print high quality colorful artwork.  OPP is an excellent material for printing – for example the popular book Cradle to Cradle by the MBDC co-founders is made of OPP as are ReProduct greeting cards.   

By adding the outer OPP layer Whole Foods was able to take a reusable bag and make it fun and exciting for customers.

Aren't reusable bags for the greater good?

All of these points are interesting, innovative and exciting.  So why then did Whole Foods agree to participate in the story, and then over a month later back out?  Wouldn’t the company want to share its creative design work and innovative bag with its customers?   

The piece that Whole Foods is missing here is consumer interest; people are actually quite concerned with things like this.  People see these fun new bags in the stores, they see the store aggressively pushing them it’s not hard to see how interest is generated. Plus it’s a known fact eco-conscious consumers value design and innovation.

Reusable bags are designed to reduce waste and better the planet for everyone.  With that idea in mind you would think Whole Foods would be open about their new bag design and do anything they could to promote it and encourage others to follow in their footsteps and create their own. 

After all if more people embrace and use reusable bags and have access to bags that are fun and fashionable, then it stands to reason an increasingly significant dent can be made in the reduction of plastic bag waste, right? 

Is this more about protecting the design of a reusable bag than encouraging more people to use them?  That’s a fair question.

We Love Jam: Small Company Finds Sustainable Packaging Solution

A small San Francisco-based company, We Love Jam is using some creative sustainable packaging for a new series of products it has just added to its lineup.  We Love Jam makes a variety of high quality jams and pickled goods and has recently expanded its line to include biscotti.

The company was looking for a sustainable solution to offer single biscotti for sale in coffee shops and also for a box of nine biscotti customers could purchase.

Concerned about the environmental impact of their packaging, co-founder and president Eric Haeberli was looking for a biodegradable alternative to plastic. Running a two person company means hands on involvement in all aspects of packaging design. 

He found an ideal solution from a supplier making bags from a biodegradable Innovia film.  The compostable bags turned out to be the perfect solution to keep their products safe and fresh.  Made from sustainability harvested wood pulp the packaging can then be composted by the consumer where it will decompose

Haeberli also handled the design of the paperboard box the biscotti are sold in.  He licensed an image from an area artist and worked with a company in the area to design the box itself. 

The box is a custom box made by Tharco. It is made from 30-40% post consumer recycled material and took around six months to produce said Haeberli.

We Love Jam's biscotti packaging is a great example of how a small company can create sustainable packaging.

We are often asked by small business owners for help in navigating the packaging industry. Too often they find resistance every step of the way from manufacturers due to low order volumes and often find themselves having to compromise on sustainability in order to get their packaging produced on time and within their budget.

Examples like We Love Jam show small businesses can succeed and produce high quality well designed packaging that meets their needs and satisfies their customers.