This CD contains a special two-hour Webinar broadcast from December 5, 2007, that detailed up-to-the-minute insights into the market forces affecting package design and sustainability. The dense program ...
By CPP, Wendy Jedlicka
One of the more frustrating aspects of designing packaging to help create a sustainable product distribution model is the fact that, no matter how finely you eco-optimize your side of the supply chain, at some point the package must go out into the world and coax cooperation from the rest of its life cycle chain in order to complete that cycle.
This means the end-consumer must be an active partner. According to the US EPA's 2007 statistics for Municipal Solid Waste, while paper and paperboard enjoyed a fairly good recovery level (still only 54.4% in the U.S.), common packaging materials like steel (33.8%) and aluminum (21.8%) lagged far behind. Given how resource intensive these metals are to source from ore, yet how incredibly useful and versatile they are when held in a closed loop recovery system (unlike paper, they can be recycled nearly forever), the low recovery rates are very disturbing figures.
Starting this year, many Purina brands will begin allocating label space for stronger recycling messages—a really BIG deal on a tiny can. Purina packaging with a bit more real estate to play with will feature "did you know" facts to help further consumer understanding of the benefits of recycling. For example, one fact is: "Did you know making a 'new' aluminum can from recycled aluminum takes 95% less energy than producing the same can from virgin ore?" These messages will help the consumer connect with their part in a product's life cycle, and show them how their participation really does make a significant difference in resource use.
"It's our responsibility to educate and engage consumers on the many benefits of recycling our cans," says Mark Brodeur, director of sustainability for Purina PetCare North America. "As the largest manufacturer of wet pet food in the U.S., we produced over three billion aluminum and steel cans last year, which are 100% recyclable." (For more, visit www.petcentric.com)
In addition to consumer awareness efforts, Purina was the first pet food maker to participate in the RecycleBank's rewards system. Providing participating households a single-stream "smart cart" for recyclables, RecycleBank bins are marked and tagged with Radio Frequency Identification (RFID). The RFID bins trigger the recycling truck's weight sensor and credits RecycleBank Points to the participant's account.
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