Winning with Sustainable Packaging

For conscientious consumers committed to green initiatives, sustainability is a start-to-finish proposition. That path is becoming easier as brand-owners and retailers are increasingly choosing sustainable solutions for the containers of many products. One approach is through packaging materials that can be grown or produced, then used to protect and help sell a product. After disposal, the packaging can be easily recycled or renewed leaving no harmful environmental effects while requiring as little energy as possible throughout its usage cycle.

Still, organizations looking to meet customer demand and create or retain a green image know they need to remain competitive while reducing their carbon footprint, presenting an opportunity to think beyond established recycling strategies. As they do so, they join a growing number of companies that are working to trim costs even as they seek out innovative ways of meeting customers' demand for products packaged with the environment in mind.

Beyond Recycling:

At the legislative level, many green initiatives make little or no progress and can even be stymied by companies opposed to environmental issues. However, when the call for change comes at the consumer level—actual voters—change can sometimes be swift and sweeping. And it can come even faster when companies stand to reap economic benefits from changes in packaging. After all, money talks.

This is not simply about recycling, but the start-to-finish lifecycle of how products are made, delivered and disposed of—key factors in the Earth-friendliness of packaging. For instance, "biodegradable" is a loose, oft-used and frequently misleading term many companies throw around. But the fact is that just about everything biodegrades—if you wait long enough. So simply being "biodegradable" isn't sufficient. There needs to be a metric that defines how fast that happens.

Ecoterah

One approach is that of Franklin, WI-based Precision Color Graphics, which holds a patent for its line of Ecoterah packaging which will break down within 90 days when placed in a properly managed composting facility. In lieu of petroleum-based plastics Ecoterah uses paper, water-based adhesive and a plant-based biopolymer film layer that provides the barriers needed for safety and freshness. The film is EarthFirst PLA, made with dextrose-based Ingeo, which offers several advantages over petroleum-based plastics, most notably that the bags are safe for recycling, landfills and composting. (You can learn more about Igneo and download a white paper at http://www.natureworksllc.com/The-Ingeo-Journey).

Ecoterah bags from Precision Graphics are FDA human-grade compliant and to date have been fully implemented for pet treats and potato chips. They are certified to ATM 6400 standard by the Biodegradable Products Institute (BPI), an independent third party lab, making Ecoterah products the first multi-layer retail packaging to earn this certification in all of the United States, Canada, Europe and Japan.

A Win-Win-Win

In working to meet demand for products and processes that are both environmentally conscious and economically viable, companies that strive to make better use of resources and ensure sustainability may have a competitive advantage. That's a win-win-win proposition for consumers, industry and the environment. For now, there are three areas to focus on when trying to reduce your carbon footprint without compromising quality or profits:

• Look for start-to-finish solutions. These days, it's not enough to avoid the landfill. That's because savvy consumers seek out products made using earth-friendly materials and that are largely compostable or recyclable at the end of their life cycle. In our industry this means, among other things, using water- and soy-based inks and water-based adhesives and replacing petroleum-based plastics with plant-based biopolymers that still provide the needed barriers. These attributes make them safe for recycling, composting and landfills. Take the time to research what's available and identify substrates that will be appropriate for your customers' needs. (see sidebar: Getting Sustainable). Many companies have their own green initiatives, so there are ample opportunities for printers and converters to proactively suggest sustainable choices.

• Promote your own earth-first initiatives. Consumers committed to green initiatives actively look for businesses that share their values, so it's important that you make your sustainable business practices known. Seek industry-specific certification and include your earth-first messaging at every point of contact to address offshore competition and establish your company as a truly sustainable operation—and watch your business grow.
• Buy American. While there are European and Asian producers of biodegradable plastics and films, the demand for domestic products is growing steadily. Many American consumers respond positively to "Made in USA" messaging, which aids the economy while having a significant benefit of helping printers and converters re-establish the printing industry in the United States. Forging partnerships with domestic suppliers who share your customers' earth-first outlook will not only demonstrate a similar level of commitment but will also go a long way toward reducing your company's carbon footprint.

Finding Sustainable and Profitable Solutions

Because sustainability is a start-to-finish proposition equal attention must be given to what goes into bringing products and services to the market and to what happens long after the package is opened and the product consumed.

Brand owners need to know about the truly sustainable options available for many products and that they do not have to sacrifice quality or performance. They also need to be educated with respect to what materials are available, how they perform in the marketplace and how to select the correct material for their applications. An excellent way for printers and converters to add value to their services is by offering expert advice about sustainable packaging options.

One downside, as you likely already know, is that supporting sustainability comes with a higher price tag. This will change as the use of sustainable packaging increases and materials costs become more in line with conventional polymers, but this won't happen right away. There is, and may always be, a cost for being green.

However, if you're looking to meet customer demand, ensure you remain competitive in the marketplace and reduce your company's carbon footprint, added business from eco-conscience-influenced packaging may make up the for the cost difference in the long run. pP

About the Author:

Dan Brulz is vice president of Precision Color Graphics. He can be reached at (414) 209-0808 or visit http://precisioncolor.com