Jennifer McCracken sheds some light on the lure of green packaging

When it comes to sustainability, food and beverage brand owners are eager for new packaging material. While the desire for a green product line seems to be stronger than ever, brand owners still take into account the cost, product compatibility, shelf life, and regulatory requirements. How can companies take advantage of new sustainable packing lines? Jennifer McCracken, director, sustainability, Global Innovation and Sustainability at HAVI Global Solutions provided some insight while speaking at the New Material & Strategies to Cost-Efficiently Enhance Your Sustainability Plan this past July in Chicago.

McCracken points out that while people have the desire to make an impact, they often do not have the time or resources to do so. By packaging companies offering sustainable options, they are giving the consumer the ability to make ecological choices and thus have an impact on the environment. This is giving the consumer the power to make a difference through their purchasing. Brands also want their customers to feel a sense of pride when they purchase a particular product and thus allowing consumers to feel good about their purchases.

Recently, there has been an enormous lure to green packaging options; however, McCracken points out that that some manufacturers have reservations about the complete transition to sustainable materials. For packaging developers, the biggest concern is the cost and performance of the materials. McCracken explains that developers are looking for cost neutral and of equal quality so the packaging is effective.

Another reservation is whether the materials are truly sustainable. Are these materials using land resources? McCracken gives the example of growing trees to produce paper. Furthermore, newer materials may not have the certifications to call it sustainable, or newer sustainable materials may be relying on a third party to validate their materials.

When a company considers going sustainable, McCracken advises to carefully consider the message before making a significant investment. The message conveyed to the public needs to be legal, meet regulatory standards, and meet qualifying technical language while resonating with customers.

For more information on the green process, read Federal Trade Commission Green Guides for a better understanding.

For the full Jennifer McCracken article please visit http://www.packagingdigest.com/sustainable-packaging/why-are-sustainable-packaging-materials-in-such-high-demand1507

 

Source: Packaging Digest