Cradle to Cradle

Sustainability is a worldwide concern that is getting well-deserved attention. It’s going to impact every phase of our lives, so it’s not surprising that package printing will be in the thick of things (packagePRINTING, too).

If melting glaciers, disappearing rain forests, depleting oil reserves, and increasing CO₂ levels weren’t enough to get you’re attention, those playing in the packaging arena got a kick start (maybe a kick in the pants) from their friendly neighborhood Wal-Mart store.

Much like it did with RFID technology back in 2003, Wal-Mart helped bring sustainability to the forefront of the packaging supply chain with its “Packaging Scorecard.” This was one element of a broader “Sustainability 360” program the company initiated at the end of 2005. With this initiative, Wal-Mart made a commitment to three broad sustainability goals: to be supplied 100 percent by renewable energy, to create zero waste, and to sell products that sustain resources and the environment.

One thing is for sure, however—Wal-Mart didn’t create the sustainability movement in the packaging arena—it just added some weight. There are many package printers that have been hard at work for a number of years providing environmentally sound solutions to their customers. This article will highlight the initiatives that several forward-thinking printers in our packaging segment have taken.

Sustaining leadership

Curtis Packaging (Sandy Hook, Conn.) has taken an increasingly active role in environmental stewardship during the past five years, says Don Droppo, senior VP, sales and marketing. “Senior management was able to foresee the importance of including environmental sustainability as part of the company’s overall corporate social responsibility,” he reflects.

The company has taken several significant initiatives that highlight its commitment to sustainability. Droppo says that Curtis Packaging is the first printing and packaging company in North America to power its entire operation with 100 percent renewable energy, be 100 percent carbon neutral, and be FSC- (Forest Stewardship Council) certified.

Its conversion to using of renewable energy sources includes 85 percent wind power and 15 percent hydroelectric. This will offset more than 7,100,000 pounds of CO₂ per year, he notes.

Although the company had worked for many years to reduce internal factors that contributed to its carbon footprint, it took the additional step of neutralizing unavoidable CO₂ emissions by investing in a portfolio of independently audited, high-quality projects. By working with The CarbonNeutral Company based in London it is supporting a forestry project in Wales and a methane-capture project in Germany.

The purpose of the FSC organization is to promote management of sustainable forestry practices worldwide. In addition to being a member of this organization, Curtis Packaging has also joined the Sustainable Packaging Coalition, an organization that promotes economically and environmentally sustainable packaging.

To support the sustainability efforts of its customers, Curtis has developed an array of environmentally friendly printing alternatives. As an example, Droppo says the company custom-configured a press to develop CurtCHROME™. “CurtCHROME is a biodegradable and recyclable printing alternative to foil lamination and hot stamping,” he says.

Zumbiel Packaging (Cincinnati, Ohio) has also begun purchasing renewable sources to offset a significant portion of the energy consumption at its beverage-products plant. Working with Colorado-based Renewable Choice Energy, the company purchased renewable energy credits (RECs) from facilities including wind farms and biomass converters. The RECs ensure that the amount of energy consumed at this plant is replaced on the power grid with renewable energy. When this arrangement was made last year, the company estimated that more than 700 tons of CO₂ pollution would be avoided during 2007 alone.

“Seeding the grid with renewable energy is more expensive than juicing-up with electricity from a coal-fired plant, but environmental stewardship is important to Zumbiel, is important to Zumbiel’s customers, and is important to beverage consumers,” explains Ed Zumbiel, president of the company’s beverage packaging division.

The company has also received FSC’s Chain of Custody certification, which validates sustainable raw material sourcing. “We feel strongly about sourcing our raw materials from suppliers who are committed to preserving the environment for future generations,” Zumbiel states.

To assist its customers in their packaging reduction efforts, Zumbiel Packaging has developed a beverage packaging concept called Z-View™. According to Marketing Director Tom Zumbiel, Jr., Z-View uses a lower basis weight board that is significantly lighter than commonly available paperboard. Along with design techniques to minimize material use and maximize product viewing, the Z-View concept can provide anywhere from 10 to 24 percent overall reduction in board material use.

Diamond Packaging (Rochester, N.Y.) is another company that has signed on to use renewable wind energy to supply all of its electrical energy requirements. Working with its utility supplier, RG&E, and wind energy marketer and developer, Community Energy, the company will purchase about 6,723,600 kWh of wind energy credits during a one-year period, according to Dennis Bacchetta, director of marketing. “Compared to the average generation mix in the regional electric grid, the environmental benefit from this purchase is equal to offsetting approximately 4,156 metric tons of carbon dioxide per year.”

While the company had long incorporated sustainability into its processes, Bacchetta said it formally created a sustainability task force in early 2007. “There is a solid business case for sustainability,” he espouses. “It optimizes the value of packaging through every phase of its life cycle, from design to end of use. Through creative design, careful material selection, and best practices at the plant level, Diamond is able to minimize waste, reduce shipping costs, and increase efficiencies—all of which support a sustainable use of resources and cultivate a positive emotional connection to the brand. We see this as benefiting our customers, our company, consumers, and of course, the environment.”

The wind energy investment is one element of Diamond’s comprehensive greenbox initiative it announced last year. This sustainability initiative is a broad commitment to research, design, and implement packaging solutions that are innovative and sustainable, says Bacchetta. “It balances business with environmental considerations by promoting sustainability in all aspects of package production. As part of the program, Diamond carefully evaluates all materials and suppliers in order to make the best recommendation to its customers,” he explains.

Disc Graphics (Hauppauge, N.Y.) has historically focused on waste reduction while meeting strict environment regulations, says John Rebecci, senior VP. “This includes a vigorous recycling program and launching a lean manufacturing initiative. In 2006, we began to focus attention on how sustainability could be designed and engineered into packaging. We took several actions, which included receiving FSC certification and developing our DISCover Green eco-design program,” he says.

This effort also led to a commitment to purchase more than 575,000 kWh of green energy via RECs purchased from Renewable Choice Energy. “Disc Graphics’ purchase of green power helps avoid the carbon dioxide emissions associated with our purchased electricity use,” said Margaret Krumholz, president. “Disc Graphics realizes that through aggressive recycling and use of cleaner energy sources, our organization can become better stewards of the environment. We know it is not only possible, but essential that the printing industry continues to move forward with eco-friendly initiatives.”

Disc Graphics has positioned itself as a resource to its customers in the area of environmental sustainability, because [customers] “came to us confused and needed answers on meaning, cost, methods, etc.,” relates Rebecci. “We took a consultative approach to their issues and even created the position of eco-resource coordinator to help our sales group and customers understand the complexities of eco-design.”

In an effort to operationalize the company’s commitment to sustainability, it has developed an environmental mission statement: “Moving eco-consciousness into action.” The DISCover Green program epitomizes this action-oriented approach through its three-step model:

• Define your environmental objectives;

• Create package attributes that match the objectives;

• Measure the results against environmental and package-performance objectives.

The company is pleased with the results of its sustainability efforts. “On both the top and bottom line we are seeing positive results,” says Rebecci.

Fad or culture shift?

Fads come and go, as do marketing programs and gimmicks. So, is sustainability the latest “flavor of the month” or will it provide a significant and lasting shift in our corporate and social cultures?

“Curtis does not expect sustainability to fade away in the near future,” says Droppo. “As consumers become more knowledgeable about environmental issues, they are going to demand more.”

Bacchetta believes that sustainability will become an inherent part of our business and social cultures. “The sustainability movement has gained tremendous momentum due to a confluence of legislative, corporate, and consumer interests,” he states. He expects this to continue to grow over time.

Rebecci says that the strength of the sustainability movement will come from actions and results. “Sustainability will become ingrained in both corporate and social structures if we take positive, measurable steps and share the results with others. Not every action will culminate with a dramatic impact on the environment. However, add up many small steps and the cumulative effect will be just as powerful,” he says.

Tom Zumbiel predicts that the infrastructure for sustainability will continue to grow, just as the curb-side recycling infrastructure has gotten much better over time. “We have to operate with a headset of cradle-to-cradle versus cradle-to-grave; our waste is a raw material down the line. Sustainability is not a gimmick; it has to be addressed,” he summarizes. pP

(Editor’s note: A book on the topic of industry and environmental cohabitation may be of interest for follow-up reading: Cradle To Cradle/Remaking the Way We Make Things by William McDonough and Michael Braungart, North Point Press, 2002.)