PPC Spring Meeting Highlights Paperboard Advantages

Paperboard-based packaging has been transporting and protecting products for more than a century, but there are several reasons why it remains among consumers’ preferred packaging formats.

The Paperboard Packaging Council hosted its annual Spring Outlook and Strategies Conference from March 29-31 in Charlotte, N.C., and throughout the two days dedicated to paperboard packaging education, the sustainability attributes, strong graphic quality and protection capabilities paperboard provides were hot topics.

Ron Sasine was the event’s first speaker and laid the groundwork for why consumers connect so strongly with folding cartons. Sasine is currently a principal at retail packaging consulting firm Hudson Windsor, but has also served as Walmart’s senior director of packaging and has worked for MeadWestvaco.

Ron Sasine, principal at Hudson Windsor, discussed the sustainability advantages of paperboard packaging.

Sasine’s presentation focused heavily on sustainability, but he also provided advice for folding carton converters on how they can best compete in an evolving retail environment. From a sustainability perspective, Sasine explained that based on the nature of its material, paperboard-based packaging provides substantial recyclability advantages over many other types of packaging.

“By nature, paperboard packaging is more sustainable than other packaging types,” Sasine said. “If you’re not talking about this with your customers every day, you need to start doing that.”

Additionally, Sasine described to those in the audience how the Millennial generation — particularly Millennial mothers — will determine the future of packaging businesses. He said that this younger generation shops much differently than its predecessors, as factors such as social media and constant connectivity impact their buying process.

Sasine suggested that the converters in the audience tailor their packaging to support the goals of retailers, recommending that they think about packaging from the perspective of CPG customers and how they interact with their retail customers.

Another highlight of the event’s first full day of presentations came from Shawn Rhodes, president of Shoshin Consulting, and a former Marine Corps war correspondent. As a Marine, Rhodes explained that being able to constantly adapt to change and evolving scenarios is imperative to success, and often to survival. Despite the paperboard packaging industry’s strength, Rhodes cautioned that without adapting to change, it could spell trouble for companies.

One of the keys to success outlined in Rhodes’ presentation was adding an additional element to the common action model of “plan and perform” that businesses often rely on. The addition of the “process” element, he said, will help give employees a sense of understanding why they are being asked to carry out various tasks.

By involving the entire team in processing wins, losses, and what caused them, Rhodes said it provides context for everyone involved to learn why an initiative may or may not have been successful, and then adjust accordingly.

From left, Eric Frank of KBA, Tony DiRico of Hub Folding Box Co., Jan Steiner of Thoro Packaging, David Taylor of Tavo Packaging and Shawn Rhodes of Shoshin Consulting take part in a panel discussion on leadership.

Another key element of the meeting was the importance of sharing the positive story of paper and paperboard. While those in the audience were certainly well aware of the importance and benefits of paperboard-based packaging, the general public may often overlook it. Joan Sahlgren, director of public relations for Paper and Packaging Board, provided an update on her organization's “How Life Unfolds” campaign, which seeks to promote paper and paperboard.

Sahlgren highlighted Paper and Packaging’s plans for how it will continue to promote paperboard packaging in the future. Specifically, she said its ability to more easily transport products and keep them safe has been targeted as a priority for consumers. Additionally, Sahlgren explained that spreading this awareness of paperboard’s benefits leaves an impression on the consumer. In its research, Paper and Packaging Board found consumers who are aware of the campaign think more highly of companies using paper-based packaging, and 66% believe paper-based packaging gives a product a more premium feel.

In addition to highlighting the strengths of the paperboard industry, the meeting also offered several networking opportunities, including a trip to the NASCAR Hall of Fame, giving attendees the opportunity to team up in a pit road simulator and try their hand behind the wheel of a NASCAR racing simulator.

The Paperboard Packaging Council will reconvene for its Fall Meeting and Leadership Conference from Oct. 4-6 in Scottsdale, Ariz.