sustainability
we’ve only just begun
Remember The Carpenters’ lovesick melody “We’ve Only Just Begun?”
So many roads to choose
We’ll start out walkin’ and learn to run
And yes, we’ve just begun
Little did the pop-duo know that they might just as well have been talking about sustainable packaging!
Sustainable packaging has traveled many a road in the past several years, and at times has appeared to be going in too many different directions, and nowhere in particular. It started out walking, but quickly learned to run. Now it has picked up speed and is running the race of a lifetime.
the roads chosen
The Consumer Packaged Goods (CPG) industry was challenged several years ago with reducing excessive packaging waste and started the ball rolling with the often-heard mantra “Reduce, reuse, recycle.” Programs that reuse packaging materials to make other products started popping up. Product owners started looking for recyclable materials for their packages, and worked to educate and compel consumers to recycle. Package size and reduction of packaging materials were top of mind and brought the added benefit of savings in material and transport costs to companies. The entire life cycle of a package had to be taken into account, and this required educating product owners, distributors, the supply chain, and consumers.
Large corporations, including Walmart, Coca-Cola, DuPont, Kellogg’s have been involved in this movement, which has allowed the materials manufacturers more financial support and opportunities for research and development, and they continue to develop new materials that use fewer resources, renewable resources, or materials that can be recycled, recovered or reused.
what’s in store for 2012
COLLABORATION BETWEEN ORGANIZATIONS – National and global organizations have been created in response to sustainable packaging needs; the collaboration among with these organizations to standardize language and metrics, and to provide numerous resources to the industry, is encouraging. That collaboration will only grow stronger in 2012 and beyond.
COMMON METRICS AND INDICATORS FOR ANALYZING PACKAGING SUSTAINABILITY – Released in 2011, the Global Protocol on Packaging Sustainability (GPPS) should help with this issue as businesses become aware of it and begin implementation.
WASTE RECOVERY – New packaging recovery analysis from GreenBlue introduced January 5, 2012, outlines practices to improve waste recovery in the United States.
NO PACKAGING STORES – Buying in bulk to avoid unneeded packaging has been around for some time, but we will see many more stores adopting this practice, in addition to seeing the new zero-packaging or no-packaging stores that are becoming popular.
WASTE TO ENERGY – We will see more taking place in 2012 with a new style of landfill being built to manage waste and turn it into energy.
We have only touched the surface of what’s in store for 2012. There are great strides being made, and sustainable packaging is quickly becoming an integral part of business and our lives. This year promises even more progress because, as Richard and Karen said…we’ve only just begun!
people are gobbling up Tofurky!
Tofurky! You can’t say it without smiling, can you? As a very satisfied Tofurky consumer myself, I have to say “don’t knock it till you’ve tried it.” Anyway, it just so happens that we have had the pleasure of working with Tofurky for over 10 years, and they are one of our favorite clients. So when we saw this article about how fast the company is growing, despite the obvious challenges of selling a product to replace the iconic symbol of one of our most treasured holidays, we just had to pass it along. Now that’s talking turkey!
MiM happiness!
Hip-hip hooray! Three cheers for MiM, the new summer schedule, and for another sustainability effort at Foerstel.
For the third year in a row, Foerstel has participated in the ACHD May in Motion campaign (MiM). This year we had 58% participation which is pretty good considering several of our people live out in the Meridian area, and several have children and the busy schedules that go along with those children! We were happy about the participation this year. We were also happy that Tom decided to trial the options of four 10-hour days and telecommuting for the month to see how it worked with a small group like ours. Tom is not sure he liked the echos he heard in the office on certain days. He also thought he heard crickets, but I think it was his imagination playing tricks on him…..or Ralphie up to her old tricks.
We have an internal prize drawing each year to motivate the staff and encourage participation. Linda is usually the top point earner, but this year, Daryl and Jeff gave her a run for her money! We had a three-way tie for the “Foerstel MiM Grand Prize Winner” and the fun fact about this is that Linda primarily biked, Jeff primarily carpooled, and Daryl primarily carpooled to work and took the bus home.
Since Tom is not particularly fond of “echos and crickets” he proposed a different schedule for the summer—9-hour days Monday through Thursday and four hours on Friday morning. Friday afternoons are pretty quiet anyway, so starting next week we will be closing the office on Fridays by 12:30. All of the Foerstel staff will be participating in the new summer schedule. Even Ralphie.
the ride to 6000 miles
May in Motion in Boise is a city wide promotion to get single drivers out of their cars to try alternative modes of transportation. I am lucky enough to live in a neighborhood close to downtown so that in the nicer months, my main wheels are attached to a 1964 Schwinn Hollywood that takes me where I need to go, whether that be work or out for an evening on the town. This bike has a Sears Roebuck odometer on it that unfortunately stopped working a couple years ago – forever frozen at 1667 miles.
Another of my bikes (yes…I have more than two) is a sharp contrast to my vintage ride. It’s about as opposite as opposite can be. It’s a sleek Trek Madone 5.2, all carbon road bike that is so light I can pick it up with just a couple fingers. It was a most generous gift for my 40th birthday. I couldn’t believe then, and sometimes still can’t, that I actually own such a beautiful piece of cycling mechanics. It’s really art - but art that is really, really fun to ride really, really fast.
I’m entering the 4th season with this bike, and my odometer just turned 6000 miles. I have taken it out for a special ride – just the two of us – to celebrate the turn of each 1000 along the way. As the miles clicked over this time, I pondered where I could have gone with those miles, if they wouldn’t have been spent touring around the Idaho countryside.
For 3361 miles I could have pedaled my way to Cancun… couldn’t have made it a roundtrip ride, but maybe staying in Mexico practicing my mad Spanish skills and learning to salsa dance wouldn’t be such a bad thing.
Honolulu is 3306 miles away, but am thinking there’s a bigger challenge to riding there than just the miles.
Miami is 2832 and one of my favorites, Boston, is only 2691 miles away meaning I could easily make the roundtrip for under 6000 with room to spare for some off-the-track sightseeing along the way.
I wish the old odometer on my cruiser was still clicking away the miles we spend together. In some ways, I feel like we’re missing out on the celebrations of our milestones but maybe that’s not what that bike is about. It’s not about going fast, being lightweight or even particularly attractive - it’s all about enjoying the ride.
it’s a blast working with dynamite
- new brand identity
- new packaging and brand architecture
Dynamite has a long history of commitment to providing the highest quality, environmentally sound products for animals, people, and the soil. We were impressed when they came to us with the primary goal of making their packaging more sustainable. It wasn’t easy finding the right solution for the packaging that protected the integrity of the product, fit the shape of the product better, weighed less for shipping, drastically reduced the amount of non-renewable resources being used in the manufacturing and shipping process, and finally, was a recyclable paper material.
Foremost in the new branding, messaging and package design was clear communication about the quality and integrity of this company and their products. In addition to quickly indicating the use of the product to the customer, it also had to convey an all-natural product which is handmade in small batches, and at the same time communicate the cutting-edge science that backed each of the formulations. Not to mention creating a clear differentiation between each of the product lines. It was a big job, but as you can see in the before and after photos, Debbie (the lead designer on the project) and the team did a bang-up job!
The launch was a great success , the new packaging was a hit, and we had a great time working on this project with Dynamite. Yeah, ok……we had a blast!
woodstock revival
Woodstock Farms was introduced over a decade ago to serve as the natural and organic value brand for both natural and conventional supermarkets needing an option in that category. With over 350 products Woodstock has a presence in almost every aisle of the grocery store. Here is an example of their previous packaging:
The branding, messaging and package design had not changed since its introduction. Our goal was to reinvigorate the brand and create a new image that was relevant and resonated with the natural and organic consumer of today–and tomorrow!
Our work included branding, messaging, brand architecture, package design, collateral, web design, brand style guide and market research components. A major consideration that influenced our work on the project was the client’s desire to research and implement sustainable packaging practices whenever possible.
A significant part of the Woodstock product offering is their packaged bulk items. Working with the client we developed a new system of categorizing the various products to help the consumer find the product they are looking for while quickly and clearly communicating its unique benefits.
The new packaging will start rolling out this summer and continue through the second half of the year.
ftc green guides - is this your opportunity?
As the FTC works through their final revisions to the Green Guides, there is a great opportunity for your company to not only stand out from the competition, but to form a more solid and loyal relationship with your customers.
The FTC Green Guides are intended to help marketers avoid making misleading environmental claims, and at the same time help the consumer have a clear understanding of what a claim means. Environmental claims such as “green”, “eco-friendly” or “environmentally-friendly” are just too general. They lack clarity, and in the past have not been substantiated. Enter the knowledgeable and savvy consumer who actually wants to know what commonly used terms such as “green” and “sustainable” really mean. And enter the era of company transparency–the opportunity for you to connect with your customers in a new way, building a relationship of authenticity, trust and loyalty.
In October 2010, the FTC proposed to revise their Green Guides for the first time in 10 years. Initially issued in 1992, the Green Guides were revised again in 1996 and last revised in 1998. With the proliferation of sustainable initiatives and environmental claims, the revisions are badly needed.
Currently the FTC is in the process of reviewing public comments and making final revisions to the guides. These updates are designed to make it easier for companies to understand and utilize them. Included in these updates are guidance on the use of certifications and seals of approval, “renewable energy” claims, “renewable materials” claims, and “carbon offset” claims. Other proposed changes will give guidance on how to qualify claims such as “green” or “eco-friendly” and how “recyclable” and “compostable” can be utilized. Even with these updates, there are still areas that are not included and will need to be addressed in the future such as guidance on claims regarding a product’s life cycle or hidden trade offs.
What does all this really mean to you? It means more clarity in how to make accurate environmental claims on your packaging and your collateral as you comply with the new rules. It also translates into new opportunities. This is an ideal time to amp up your package design efforts. It is also an incredible opportunity for your company to form closer ties with your customers by communicating what you are doing to help the planet. Not just on your packaging, but also through your website and social media efforts. How can you take advantage of these opportunities?
- Utilize the FTC guides to help the consumer understand your message
- Consider cost-saving sustainable options for your packaging
- Ensure that your brand message is conveyed on your package to the consumer
- Utilize “Creative + results”–a successful approach to differentiating your package in the marketplace
- Utilize your website and social media efforts to reinforce your sustainability message
“Opportunities are never lost; someone will take the one you miss.” ~Author Unknown
2010 blanket drive
Last year we were very surprised by how many homeless people were out in the cold, and not able to fit into shelters or left outside between shelter openings. Because our office is at the crossroads of those shelters, we see it every day and wish we could help them all. We realized that we all had unused, extra blankets at home that would help these people.
We also thought that if we had some to give then other people must have extras too! We posted the request on facebook and the blankets came pouring in. We were so thrilled! We were able to literally hand the blankets to people who were on the streets and so thankful to have them! An added bonus is the sustainable practices aspect: creating a way for the blankets to be reused rather than going to a landfill.
This year we are doing it again. We will be collecting the blankets and handing them out, with all extras going to Corpus Cristi House and Interfaith Sanctuary. We’ve also teamed up with MUUV Studio in east Boise as an additional blanket drop-off point.
We were also very honored to be asked that during this drive we set aside blankets to hand out at the Homeless Memorial Service which will be held the evening of December 21st to honor those homeless who passed away in 2010.
So, please bring your extra blankets from home that you are not using…you know you have some!
cleaning up organic personal care standards
Will Whole Foods keep your product on their shelves?
In June of this year, Whole Foods announced that, “all personal care products and cosmetics making an organic claim sold in its U.S. stores must be third-party certified by June 1, 2011.”
If your organic personal care products are sold at Whole Foods, this is an opportune time to have a professional review your packaging and product claims.
Even if you aren’t in that category, the fact that Whole Foods, one of the largest organic & natural retailers in the nation, is setting standards for what they will and won’t accept is big news!
Consider this:
• Is your current packaging up-to-date and compliant with existing regulations?
• Are changes necessary to ensure that Whole Foods will accept your products?
• Will you potentially lose market share if your products are not certified organic?
• Is your consumer-targeted messaging clear and accurate?
• Does your certification messaging create possible confusion for a consumer?
• Does your product stand out from the competition on the shelf?
Additional food for thought:
An article from November Natural Foods Merchandiser addresses consumer confusion that might arise from the new labeling/certification process, and some of the issues to think about with new packaging.
The savvy Organic & Natural consumer expects quality, transparency, and a genuine brand promise. Take the proactive stance—it could put you ahead of your competition.
graphic design with the planet in mind
In an on-going effort to offer our clients up-to-date, relevant knowledge about packaging trends, we invited John Bernardo of Sustainable Innovations to hold a seminar at Foerstel last week on The Essentials of Sustainable Packaging. What an amazing and complex subject, as well as timely and important to our industry!
John’s long history of consulting to assist businesses with their triple bottom line and sustainable operations, along with his association with the Sustainable Packaging Coalition (SPC), GreenBlue, and the Dupont Innovative Packaging Awards provides him with a strong knowledge base and true, hands-on experience.
At Foerstel, one of our requirements in package design development is to consider the sustainable potential for each project, and we encourage and assist our customers in doing the same. John’s seminar was based on the SPC’s 8-part definition of sustainable packaging, which provided a deeper understanding of how these criteria can be integrated into packaging development. This definition has been widely adopted throughout the packaging industry and provides a common vision, framework and strategies that work towards more sustainable packaging.
A key point in the seminar was that trade-offs are an inherent part of pursuing sustainability. The SCP definition considers all facets of design and production, which results in the bar being set so high that today there is no such thing as a completely sustainable package. But there are eight steps, so the key is to choose one or two to focus on initially, determining which aspects of Sustainable Packaging are most important to your company and its mission and vision. It’s important to inform your suppliers of your interest and emphasis on Sustainable Packaging. The other key point that we found interesting is that committing to sustainable package design and production reduction typically saves money in the long run.
Many thanks to John for a truly fascinating and significant seminar, and thanks to Treasure Valley Packaging Group and our client, Kelly Kunzweiler of Good Cow, for attending the seminar with us!
