Training can reap "EPIC" rewards

21 June 2006

Although the acronym “EPIC” can help many understand the functions of a pack it is brand owners that are ultimately responsible for ensuring that the environmental, economic, protection, preservation, promotion, information, containment and convenience features to which EPIC refers meet the user’s needs.

This list is not exhaustive; each company must develop its own criteria for optimal pack design. Take any pack today, however, and analyse its conformance to the above parameters, and most would not meet the majority of these basic requirements. Of course we now also have an additional new wave of confusion in sustainability, fit for purpose and the premise and promise of added value.

Each company should have an employee or working group investigating and analysing their pack portfolio against key performance indicators. For many this does not come easily as the knowledge base may be insufficient, the options seem too few and the methodology remains a mystery.

It is pleasing, though, that some multinationals still want to learn more about the principles and processes of packaging to boost competitive advantage, and do so by turning to institutions with both the necessary in-house knowledge and external contact network to help them.

We are all still learning, and those managers with the foresight to send their staff on training courses and seminars, or to conferences and exhibitions, deserve credit. This knowledge is vital for all: from production and QA personnel to engineers, designers and national account managers. In fact aiming packaging education and training at all those with a direct or indirect input into the product launch or life is crucial. Companies that place a high priority on training have clearly thought about the commercial benefits and can give themselves a template for all current and future packaging development.

Knowledge really is power. It can cost little to make enormous changes; often dedication, time, effort and insight are the most important ingredients, but good training helps enormously and supplying tailor-made courses gives immediate practical and financial benefits. EPIC packaging indeed!




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