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HOW IMPORTANT IS YOUR PA C K A G E ?
David Russell, Founder and Chairman of the Russell Partnership, explores the growth in sustainable packaging
David Russell
preserve the fl avour and freshness are key. Traditionally, packaging decisions were
Creating sustainable packaging is a contemporary business challenge, both ethically and commercially. The sustainability of any packaging
strategy is the result of a series of interactions between retailers and brand owners, manufacturers and raw material suppliers, waste management companies and consumers. The consumer tends to be the most important out of all these groups and the most infl uential over design. Packaging may seem like one of the less important factors when discussing food yet, in many circumstances, it is the fi rst impression we have before taking a bite! When picking products we know,
packaging forms a relationship of recognition and for unfamiliar products it acts more as a sales tool. Companies spend millions on package
design to ensure diff erentiation from the competition and to ensure the product façade is refl ective of the product personality and quality. Protection of the food inside the wrapper to deliver reliability to the consumer is an underlying practical reason for why packaging is so important and even more so for goods that are transported from distant sources or manufacturers. In these cases, the ability to reduce the likelihood of contamination and in many cases
driven by companies' bot om lines with lit le regard for anything else. However, through international government mandates, the food industry is now trying to reduce the impact their packaging has on the environment by using recyclable products and, where possible, less packaging. The lat er point of reducing the amount of packaging used is a powerful cost saving, initially through less materials during the manufacturing process, and subsequently through the ability to transport more items in one shipment due to less space required per product. The more product density in each shipment, fewer journeys are required driving less haulage on the roads, seas and in the air and thus a further reduction in costs and impact on the environment. Britain is making strong steps to reduce
landfi ll waste and increase industrial and consumer recycling. In most towns and cities in the UK, residents now have multiple bins for separating out waste items
for collection by the local councils. These types of initiatives are driving change in the underlying culture of consumers as demonstrated in surveys such as Mintel UK’s ‘Food and Drink Packaging Trends’ that has shown that eco-friendly packaging has a growing importance for individuals in parallel with ‘easy-open’ and ‘smart’ packaging. Eco is now looking on-trend. As with the
whole of the food industry, products that are natural, organic, boutique, authentic and ethical are growing in popularity, and eco packaging is perfectly placed to deliver the look and feel of earthy, simple, clean and unique designs that consumers connect to with ease. Brands such as Tea Pigs and Graze snack boxes are examples where their choice of eco packaging complements the identity of the products. Overall packaging has the power to
draw us to products through advertising and intelligent marketing. Governments are guiding industries to take more responsibility for the waste associated with their products and consumers are now more aware about waste due to recycling requirements in the home. The culture of recycling will continue to reduce landfi ll, reduce product size and therefore reduce transport emissions that will help environmental conservation for ourselves and future generations. We can help by making decisions at the till, and buying not just great products, but those with packaging that can be disposed of easily. Remember, every package counts. UB
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www.universitybusiness.co.uk/news/catering
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