Neil Farmer HOLISTIC APPROACH NEEDED BY


THE PACKAGING SUPPLY CHAIN Neil farmer looks at the packaging challenges of the future


INTERNATIONAL BRAND SUMMIT


I was speaking at the International Brand Summit at the Easyfairs Packaging Innovations Exhibition at the NEC, Birmingham in February. My topic was: “Extending the Shelf Life, Innovation is the Future for Packaging Producers and Brand Owners”. In my presentation I observed that the challenge facing consumers was their requirement to have packaging which keeps food products clean and secure, ready to be eaten and in good condition, whilst at the same time wanting value for money, particularly in an economic downturn. I said that the speed of take up of packaging innovation in this sector would depend on the pace of the economic recovery. Of course, as I then observed, this was only part of the equation because, as was demonstrated at the show, more and more supply chain companies are adopting a holistic approach, including a commitment to long term sustainability programmes.


TOTAL SUSTAINABILITY VISION We are well aware of the huge packaging reduction initiatives which leading consumer goods producers have been undertaking in the past few years, and, will continue to undertake in the future. However, as we also know, material reductions are but one part of the bigger picture. The key to all these programmes is a “total sustainability vision”, an essential phrase in the lexicon of many international groups. During my Easyfairs presentation I used a quotation from Jay Gouliard, Unilever`s Vice-President of Global Packaging and R&D, which I believe sums up the whole agenda very well. He said: “I view sustainability as the opening of a new space for innovation and the opportunity to demonstrate our collective innovation power in Unilever.” Louis Lindenberg, Unilever`s Packaging Capability Director (Global Design and Sustainability), reinforced this message during his presentation at the Packaging Innovations Learn Shop. Unilever`s Sustainable Living Plan booklet is a document which contains details of how the company are integrating


sustainability into their brands. I quote one sentence at the very start which says: “Consumers around the world want reassurance that the products they buy are ethically sourced and protect the earth`s natural resources.” Unilever are one of several leading consumer goods producers who have adopted this type of initiative. Similarly Procter and Gamble have a sustainability vision which includes the requirement to “design products to delight consumers while maximising resource conservation”. All of which brings me back to the main thrust of my Easyfairs presentation. In acknowledging the need for extended shelf life, we have to adopt a holistic approach to the whole challenge of the future viability of the packaging supply chain. Sustainability and environmental factors, including enhanced recyclability and compostability will continue to impact in a big way as we attempt to avoid further depletion of the earth`s resources. Further material reductions will be inevitable, but a total sustainability vision will be vital.


THE CHALLENGE OF THE FUTURE In my presentation I used a quote from Kathy Groves of Leatherhead Food Research, when she spoke at Westminster Food and Nutrition Forum in July 2010.She said: “Emergence of new nanotechnologies in food packaging could help preserve the freshness and durability of products, so helping to cut waste.” In this context we are talking about exciting new ways to extend shelf life through innovation, with a holistic approach to preserve resources. The worldwide packaging market is forecast to rise to Euros 358 billion by 2015, from current levels of Euros 308 billion. There is huge scope for growth and now is the time to seize opportunities.


I concluded my Easyfairs


presentation by saying; “Ultimately we can succeed in meeting needs without depleting future resources.” There were many companies exhibiting at the Easyfairs show who were demonstrating that this creed is being put into practice.


Packaging Gazette 11


companies are adopting a holistic approach, including a commitment to long term sustainability programmes.


“More and more supply chain ”


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