Excess quality not on the agenda

14 March 2007

For a number of reasons, packaging has been in the spotlight in recent times. Most noticeably, perhaps, for the general “plastic bag furore” and a campaign by the UK national newspaper The Independent - subsequently backed by a number of MPs - calling for a ban on “excess packaging”. One result of this campaign has been the suggestion that recycling receptacles be placed between supermarket checkouts and their exits, so that shoppers may remove any packaging they consider to be “excess”, as is the case in some German outlets.

This may be a laudable idea, but a response to the campaign by Tesco chief executive Sir Terry Leahy noted that when his company tried to dispense with the cardboard sleeve that wrapped some of its ready meals in its “Value” range and printed the ingredients and serving instructions on the tray film, customers “hated the packaging and took their money back to products with a cardboard sleeve”. He concluded that, “you can't force the pace of change.”

This is an excellent example of a “hands-on” experiment which suggests that while consumers may intellectually embrace a concept, when it comes to fulfilling the wish, the commitment evaporates. And, of course, this is an example of what might fairly be dubbed “excess”. Tesco's removal of the sleeve made no difference to the safety, quality, shelf-life, or convenience of handling. Most forms of packaging contribute in a number of ways to a food product, as IOP: The Packaging Society's Gordon Stewart's excellent commentary on the subject pointed out in the February issue of Packaging Today.

Beyond the “green” debate however, there is a real concern about modern packaging and apologies for using the now hackneyed phrase, but some is now “not fit for purpose”. There are a few examples that could be mentioned in this context, but I shall relate to one that is close to my heart in two major ways. Firstly I use it every morning while struggling to come to terms with the start of a new day, and secondly I have had a close relationship with the pack format in question.

It concerns a very well known proprietary shave gel dispensed from an aerosol. The problem is that while it dispenses through the correct orifice, it also exudes via the rim of the actuator and continues to egress from the valve after operation. The result is unwanted foam on closure assembly, the hands and, the next morning, dried product on the inside of the overcap.

Bad design or manufacture would be the obvious culprit, but after working closely with the aerosol sector for over 20 years, I personally doubt it. It may therefore be the case that continual pressure to reduce costs may be forcing packaging suppliers to “cut corners”, with resulting effects. If this is so, and it continues, then consumers really will have something to complain about.

Gerry Duggin




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