Industry News
Global brands implored to reduce packaging with third party approval
A supply chain assurance expert is imploring global fast- moving consumer goods brands to put claim substantiation at the top of their agenda, after the European Union introduced new rules on packaging and packaging waste. LRQA said the new rules – which have been introduced to tackle increasing quantities of packaging waste – will lead to further scrutiny on global brands to have better practices in place. Kimberly Coffin, supply chain assurance specialist at LRQA, said these changes
mean it’s even more important that organisations can demonstrate how they have delivered on promises with independently verified data. “Reputations are at stake, so it’s in businesses’ best interests to put verification at
the top of their agenda,” Ms Coffin said. “We’ve seen from last year that words are not enough, with negative headlines resulting in a damaging shift in consumer attitudes. “It has, therefore, never been more crucial that claims are backed up with data and appropriate solutions are identified to plug the gaps.” Unilever said a lack of flexible packaging and appropriate infrastructure are said
to be the main barriers to meeting plastic reduction targets. Ms Coffin said: “In the current economic climate, facing these barriers to meet
plastic reduction relies heavily on identification of alternative materials and/or suppliers. “Regardless of the action taken, it’s crucial to understand the risk impact of
change, and this relies heavily on sound supply chain awareness. Through third party audits and assessment, businesses can identify and address gaps in process and policy, to prove to consumers and investors that products and services are environmentally and ethically sound.”
Time for a packaging rethink
The new EU packaging regulations will demand manufacturers, retailers and businesses to develop recyclable and eco-friendly packaging. Rob Brown, head of European business development at OKI Europe said: “The impact of this regulation forces the printing and packaging industry to rethink how they create eco-friendly products. In just two years, all packaging will need to be
designed with recycling in mind which for smaller producers and smaller retailers may be a challenge. “The material used is one piece of the printing and packaging eco- puzzle. Regulations and consumer
awareness are pressuring brands to up their green credentials, but yet customers desire a personalised product that doesn’t compromise their expectations. Thankfully,
technology has evolved to enable retailers to print sustainable packaging affordably and profitably in-house or for print service providers to accept lower volume orders from their customers.” Mr Brown said the industry must not be
afraid to challenge existing processes. “Brands that remain agile in the face of
regulation change and customer pressures will come out on top,” he added.
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