Converting Case Study


finish, from initial concept right the way through to production and delivery. With the market now firmly embracing a sustainable ethos, the process employed helps to ensure customers meet their environmental objectives and reach out to their consumers with the right message and appropriately packed product. Park2Nature home and industrial


compostable laminates have the durability and quality of conventional plastics, with the high barrier performance required to maintain product freshness and shelf-life. The innovative packaging comprises a cellulose multi-layer laminate created from wood-pulp that has been sustainably sourced from waste from managed forests. The range emulates the qualities and performance of standard flexible packaging, appealing to the food manufacturer, packer and consumer, and is a real breakthrough for today’s eco- conscious society. Unlike standard biodegradable packaging, compostable solutions do not produce toxins or harmful residues as they break down, making it an overall more environmentally-friendly format of packaging. The extensive range of compostable


substrates developed by Parkside means that the company is able to target a wide variety of market applications, from coffee to confectionery, both of which can have challenging pack functionality requirements. In fact, Parkside has recently been shortlisted for two prestigious Starpack Awards for compostable packs it developed for coffee brand, Percol, and crisp manufacturer, Two Farmers, which enabled them to each become the first in the world to utilise compostable packaging in their respective market categories. For a manufacturer like Parkside that manufactures traditional, recyclable and compostable flexible packaging solutions, integrity is crucial when it comes to validation of its compostable packaging claims and environmental accreditations. Consumers are clearly confused about packaging. There is widespread misinformation, often spread through the media, about the role of packaging, its use and disposal. Combine this with the number of accreditation schemes vying for space on food and drink brands and the situation can become overwhelming.


ALIGNING THE BRAND WITH THE CONSUMER With the consumer becoming ever more concerned about the ethics and sustainability of the products they are buying, independently verified assurances and guidance are helpful. These usually take the form of small visual logos and cues printed on to product packaging, enabling the consumer to buy consciously and confidently. Combining materials, typically through an adhesive lamination process, creates challenges for effective recycling


convertermag.com


where multiple polymers or materials are used. For example, highly functional films used in flexible retort pouches can incorporate up to 11 layers of different materials to create the desired pack performance. The pack is lightweight and provides excellent performance in its intended application. However, it will typically end up being incinerated or disposed in landfill, because the individual layers of material cannot be separated into their constituent parts and enter a single material recycling waste stream. It is estimated that approximately 20% of all flexible packaging today in the UK cannot be recycled due to this issue. Compostable packaging has been


developed as a sustainable flexible packaging alternative to designs that use non-recyclable multi-layer film barrier laminates. Flexible compostable packaging is made from substrates based on renewable resources such as plant fibres, resulting in less reliance on plastics


“Consumers are becoming ever more concerned about the ethics and sustainability of the products they are buying...”


manufactured from fossil fuels; an attractive proposition. However, consumer confusion often arises from all the buzzwords currently being used by companies to explain the sustainability credentials of their packs. Connecting your product to the sustainable values afforded by compostable packaging is a fantastic example of the value transfer model. From the consumer perspective, the container that the product comes in is environmentally responsible, so the brand as a whole must be too. Consumers are joining the zero-waste movement in their droves and many are putting the proverbial flag in the ground with their buying habits, committing to only purchasing from brands that offer sustainable packaging that aligns with their values. Consumers may lead the way in terms of market direction, but it falls to brands and packaging converters to make this a reality. Brands that steadfastly refuse to move with the times and adopt eco-friendly practices, as well as not reaping the inherent benefits, must prepare themselves for increased public pressure on the brand and its reputation. When brand identity and the associated equity is so important to commerce, this can present real impacts to bottom-line and market share. One of the most attractive features of compostable packaging to shoppers is that there is absolutely no waste on their part, enabling contemporary consumerism with a conscience. Reports published by market analyst agency Shelton Group identified that not only do 86% of today’s consumers want brands to stand for environmental and


social issues, but that 64% are more likely to purchase from businesses that outwardly- display these principles.


SO, WHAT IS THE OUTLOOK? The dichotomy of growing customer concern for sustainability and advances in the packaging market have combined to present vast opportunity for brands. As well as protecting brand reputation, sincere adoption of eco-friendly practices can build long-term loyalty. It is a question of engagement; customers want purchases to be an experience and that originates with shared values. As the buying public steers towards heightened need for sustainabiitly oriented products, it falls to brands to meet the demand. The ‘value-action gap’ as it’s been termed, is


the disparity between words and actions. Sustainability is no longer 'a nice to have’, it’s a key metric by which businesses are measured in public consciousness. Packaging converters such as Parkside have invested heavily in developing substrates that bring an additional dimension to the value proposition in from the very beginning. Brands that want to remain competitive


need to find new ways to connect with consumers’ lives and embed sustainability as a principle in a meaningful and organic way. In addition to the most powerful asset a business has, the brand is a fantastic vehicle for conveying these values to provide customers with the emotion-led wellbeing they now seek in their purchases in what sociologist Adam Arvidsson termed the ‘post-modern consumer identity creation project’. It has been argued that brands today no longer sell products in the traditional sense, but become a service- provider instead, with a core objective of facilitating customer attempts to act on their own values. Competitive advantage in contemporary retail is not connected with the control and application of resources, but with the ability to apply knowledge and value in a way that aligns with the emotional needs of the consumer. For brands today, the message is clear; proactive brand reputation management relies on integrating sustainability into core business practices. The Parkside team thrives on creating sustainable packaging solutions that act as a truly holistic marketing vehicle in terms of building and protecting brand reputation. As more manufacturers aim to weave sustainability into the fabric of their business rather than seeing it as the mere lip service it has arguably been for a number of years prior, many are looking for innovative packaging alternatives that don't sacrifice durability or quality. In compostables, Parkside has implemented years of research and development to present a fully accredited alternative to traditional plastics that perfectly meets the challenges of modern sustainability.


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