Packaging optimisastion under the microscope

24 January 2007



Not-for-profit waste minimisation and recycling strategy specialist WRAP, the sponsor of a key “green' award at the 2007 Starpacks, highlights the growing emphasis being placed by brand owners and retailers on minimising the environmental impact of their packaging


According to Starpack 2007 organiser IOP: The Packaging Society, ”the packaging is a rip-off” campaign was “back with a vengeance during 2006”, with UK Minister of State for Local Environment, Marine and Animal Welfare Ben Bradshaw and the women's campaigning and pressure group the Women's Institute both reportedly encouraging consumers to leave “excess” packaging at the checkout.

Unfortunately, the Society believes, it seems little thought was given to packaging's true role in product protection throughout the supply chain. “To learn that consumers are tearing off such vital elements as vacuum packaging at point-of-sale surely proves there is a lack of understanding of packaging's true role in saving food waste, and underlines the need for educational programmes such as those run by IOP: The Packaging Society,” says Gordon Stewart, head of both PIABC (the only recognised UK providing qualifications specifically for the packaging industry, and IOP: The Packaging Society.

“Nonetheless it is essential the sector responds to consumer criticism and the Starpack Industry Awards 2007 provide a real opportunity for the industry to fight back by demonstrating how it is seeking to optimise packaging while ensuring fitness for purpose.

“Consumers need reassurance, and the whole packaging chain must demonstrate how it is investigating sustainable sourcing of materials, incorporating recycled content, ensuring that, even when used in combination, materials can be recycled or composted, and using the minimal amount of material possible.”

Environmental considerations will form a major element of the judging criteria for all the award categories this year, but most particularly for the (Government-backed) WRAP (Waste and Resources Action Programme) Award for the Best Innovation to Reduce Waste.

WRAP's Retail Team is working with the Starpack Industry Awards for the third year running and is also co-sponsoring IOP: The Packaging Society's Student Starpack Awards. The Team works with the complete supply chain on projects aimed at reducing the amount of food and packaging waste that ends up in household bins.

While conceding that consumers are “increasingly concerned about the amount of waste created by packaging” WRAP contends this creates opportunities for packaging companies, designers and brand owners to differentiate and add value to products while focusing on packaging optimisation.

The quality of Starpack winners through the last few years has clearly shown that packaging optimisation is a key consideration for industry: it saves costs, reduces waste, and promotes good design.

Special adviser to WRAP Mark Barthel says: “Reducing the amount of packaging waste is a growing priority for many consumers, as is the ability to recycle it once it has served its purpose. Reducing the volume of material used in packaging also helps manufacturers and retailers manage their costs and remain competitive.”

Student Starpack is designed to attract the cream of the UK's young people into a career in packaging design and technology. By sponsoring Student Starpack and promoting packaging optimisation to young designers, WRAP says it can help to save materials, energy and emissions long-term.

WRAP product designer Helen Hughes, herself a previous Student Starpack winner, will be a judge. She explains: “It is our role to ensure new ideas and innovative designs are developed so as to have minimal environmental impact and, where possible, demonstrate how an existing product can be packaged to optimise materials whilst still taking consideration of commercial constraints and brand appeal.”

“Any question about packaging trends today provides one answer - environmentally sustainable packaging,” says Terry Robins, formerly Sainsbury's packaging innovation manager and chairman of the 2006 Starpack judging panel.

Entries to last year's Industry Awards showed just how successful the packaging supply chain has been in working towards sustainable packaging objectives. “Many winning packs were based on this premise,” says Robins. “There were some superb examples of how environmental issues are moving up the agenda, with entries reflecting weight reduction, and real consideration of sustainability and recyclability.”

Another area making giant strides is bio-packaging. Organic produce, for example, is an obvious vehicle for such packaging as fresh produce is the first thing consumers see when walking into a supermarket so it makes sense to concentrate developments in this area, explains Robins.

Of course organic produce can bear the increased cost of bio-packaging simply because there is a higher profit margin. Nonetheless, as oil prices rise and technologies improve the time will come when packaging made from bio-crops will be able to compete on a more level playing field.

“Environmentally responsible packaging will be a key driver in the judges' eyes,” says Robert Simpson, chairman of the Starpack Working Group 2007. “We should all be mindful of the wastage levels in the use of packaging; pack minimisation is major factor.” Entrants be warned; the judges will accept nothing less.


Consumers are becoming increasingly discerning about seeing packaging on items ... Consumers are becoming increasingly discerning about seeing packaging on items ...
Sainsbury's recently announced the introduction of a more “environmentally friendly” ... Sainsbury's recently announced the introduction of a more “environmentally friendly” ...
WRAP product designer Helen Hughes: “It is our role to ... WRAP product designer Helen Hughes: “It is our role to ...


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