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"Coatings can make paperboard more resistant to water, grease, oil, and other chemicals that contact the board either in their environment or from the actual product contained therein," DiMino said.

This includes boxes for juice, detergents, and freezer and refrigerated foods.

• Durability—If a package can withstand the taxing trials of filling, shipping, and retail without scuffs and other markings or dents, it's more likely to catch the eye of a consumer and be purchased.