LAST WORD
Sustainability issues are at the forefront of retailers’ minds as never before and consumers could be forgiven for thinking that food and packaging waste are the sole contributors to global warming such has been the intensity of government and retailer focus on this issue.
In the UK, a key task for the metal packaging sector in recent months has been responding to government initiatives including the recently launched Packaging Strategy for England, Scotland’s zero waste plan and the WRAP Courtauld Commitment, whilst meeting ever increasing supply chain demands related to innovation, cost and sustainability in a difficult economic climate.
Recycling continues to dominate the environmental debate: with Local Authorities acting independently across the UK and no cohesive national recycling strategy, advice to consumers is made especially difficult. Fortunately metal packaging is, by and large, protected in that metal is both universally recyclable and recycled. It does, however, become caught up in the backwash of decisions designed to impact other packaging materials and the MPMA is working with its members to present its credentials to packaging decision makers in particular and ensure that metal is not incorrectly disadvantaged as part of this process.
This summer the MPMA began spearheading a publicity campaign directed at key retail decision makers to support the sales activities of can producers, fillers and marketers. Direct mail presenting eye-catching, humorous pop-art style cards, delivered in a tin, conveys important messages in an amusing and memorable way. This theme is extended through grocery trade advertising and underpinned by a new website www.canfacts.org.uk which, as its name suggests, presents straightforward facts and statistics relating to metal packaging. The site will be updated regularly and provide retailers with new information regarding issues such as recycling rates as they become available.
The can’s sustainability credentials, unsurpassed by most packaging formats, are the result of the industry’s multimillion pound investment over many years in building a recycling infrastructure for the can and organizing campaigns to encourage consumers to recycle their cans. And this investment has clearly paid off: cans have held their own in recent strained economic conditions and retain their high status amongst consumers as a grocery staple.
By purchasing food in manageable portions in cans, which have a shelf life of up to three years, consumers know that they can save money by reducing waste. Cans also prevent product waste because they provide total protection against water, light, oxygen and, being hermetically sealed, also protect food products and keep the nutrients locked inside. While lightweight, the can remains very robust and this impacts hugely on another major environmentally sensitive area for retailers – storage and distribution. Cans can be stacked high in ambient conditions with no refrigeration or freezing required; remain undamaged in transportation; and require less secondary packaging.
In the UK two thirds of food cans are recycled and more than half of beverage cans - essentially every can recycled means that an equal amount of virgin material is displaced and CO2 emissions are reduced by between 70 and 95%. What’s more, metal is infinitely recyclable – it can be re-used again and again with no loss of quality, all of which must be music to the ears of retailers: a recession-proof package that is not only popular with consumers, but ticks all the sustainability boxes too.
Despite its longevity, metal remains at the forefront of packaging innovation. Environmental developments aside, the industry is characterised by high speed continuous production processes with manufacturing and filling speeds which could be in excess of 2,000 cans per minute having an unparalleled record of continuous technological improvement. Recent consumer innovation highlights include a self-dispensing 10-litres beer keg; processable peelable lids for food cans; and a resealable drinks can – all stars in their own right but brought together through the sector’s annual Best in Metal Awards.
This year the can has risen to unprecedented economic and environmental challenges and with continued innovation, and unparalleled environmental characteristics metal will continue to be the packaging material all other materials can only aspire to emulate.
Note
Views expressed on this page are those of the author and may not be shared by this publication
Nick Mullen, director, MPMA Nick Mullen
