Can one believe that 2021 is almost done? Where
did this year go, and what a tumultuous year it has been for each of us
individually as well as from an industry global perspective.
Each year that passes seems to have its own character. This past year certainly had its challenges,
which greatly affected the WPO. As I look back over these past twelve months, I
know that it has affected some more than others. Covid19 has taken its toll on
us and our families across the world and continues to do so. In this busy time of year, I encourage you to
take a few minutes to count our blessings. We all have so much to be thankful
for, including our associations, businesses, family and friends, to name a few.
I would like to take this opportunity to thank
everyone for their efforts in putting the WPO where it is, globally. I am
particularly aware that the success of the WPO rests upon the valuable support
of our global members and the hard work of the committees who so generously
volunteer and give of their time. I take this opportunity to thank each of you
for your wonderful support and dedication. A special mention has to go to the
WPO Executive team.
Christmas is a time for reflection and a
rejuvenation of hope for the future. May we always be ever mindful of the
spirit of caring, sharing, love and generosity of the Christmas season, and do
our best at all times as we seek to develop our organisation,
improve the prosperity of our businesses and grow as individuals, contributing
in whatever capacity for the benefit of our families and communities in each of
our countries.
Regardless of your current level of
involvement, I challenge you to become more engaged with the WPO next year.
There is a direct correlation to the effectiveness of both the WPO and your national organisation, and how involved you are in the
activities and networking opportunities provided by your respective organisations.
So while many of you will be taking a
holiday, some short, for others longer. May I encourage you to take a few
moments to relax, to step out of the fast lane, and to consider what is important. Our definition of importance will vary due to our
backgrounds and lifestyle. For many of us, we consider three main categories to
be important: family, faith, and community. Family and faith tend to be more
private considerations; but we can all recognise the importance of community.
From our Board of Directors and all of us on
the WPO Executive team, thank you for the opportunity and the honour of being
the WPO president this past year. I look forward to 2022, with eagerness and
great expectations. It is my sincere hope that you will all have a very Merry
Christmas, a safe and joyous holiday season, and a Happy New Year.
In the document, I could bring a
comprehensive overview of global macro trends, based in Mintel and Euromonitor
studies, as well as in the packaging trends for various sectors, according to
what was detected in the winning packages of WorldStar 2021 edition.
According to Mintel´s study, it is
important to pay attention to the following facts that are happening around the
world:
Technology is facilitating methods of
verification, tracking and tracing that generate feelings of controling
consumers, such as QR codes on packaging and wearables that provide personal
health information.
More brands attach functional benefit
claims to their products, that can result in na overwhelming ingredient list.
To mitigate this effect, simple packaging will help to communicate
authenticity.
Individualised products that are
formulated based on consumer data and personalised features will give consumers
authority over what they put into and onto their bodies.
Financial uncertainty is leading to
innovation in banking, with apps providing simpler and more accessible ways for
consumers to control their money.
Readers will also find 04 key opportunities
for brands to be explored through packaging:
Understanding supply chains and what they
mean in terms of ethics and ingredients is growing in importance through
technology.
Packaging can be the ‘moment of true’ with
clear and simple messaging from brands.
Consumers are aware of their digital
footprints, prompting concerns over who has access to their data and how it is
being used and packaging can help with privacy control.
Brands that offer customised products, as
well as those that test and track consumers’ changing physical states, offer
more reassurance to consumers than the items they purchase and use will serve
them.
The document also lists some
recommendations to the packaging value chain, as a result of the trends noticed
in the packages analysed to produce this ‘Packaging Trends Report’. And they
are:
responsability is the new sustainability;
collaboration in sustainability + circular economy;
understand the revolution in chaging packaging materials and the supply
chain;
be in e-commerce no matter what;
packaging should trace consumers data;
the future is digital + sensorial;
protect what is good (food, nature and people);
recycling + recycled content are together;
consumer extended responsability is key;
less story telling and more story doing results in story changing.
The ‘Packaging Trends Report’ takes into
consideration almost two years since the beginning of Covid-19 pandemic and
brings some packaging trends that should survive Covid-19 as:
E-commerce package with focus in flexible
plastic and corrugated packaging and the use of reusable labels; the packaging
structures are environmentally correct and aligned with the more sustainable
demands of new consumers.
Minimalism Aesthetics continues being
important in packaging, but the design is minimalist. Digital printing is more
popular, specially in premium packages due to the possibility of customization.
100% recyclable materials Sustainability is
still the big trend and companies should use 100% recyclable packaging materials.
Smart packaging consolidates through resources
as augmented reality (AR), cloud labeling, anti counterfeit and traceability technologies.
Edible packaging will continue being developed
through innovation based in solutions to reduce the consumption of packaging materials.
The document was officially presented to
WPO members during the virtual Board Meeting on November 25.
*Liliam Benzi is WPO Press & Communication Liaison
Officer and runs its own Communication & Strategy company for the packaging
industry, LDB Comunicação Empresarial.
Last issue of WPO News I’ve been enthusiastic
because of a trade show “Fachpack”, I visited. Well, meanwhile I’m a bit back
on ground: Covid numbers have been going up like hell here in Europe (not
because of that trade show, its hygiene concept proofed to be good). Meanwhile
numbers in Europe are going down again– vaccination works! So, I’m more
realistic about Covid, we have to live with it for still some time. But deep
inside I’m happy again. Really happy.
Met at least some few people of WPO two
weeks ago in Düsseldorf! Our hygiene concept worked, too. And believe me, that
feeling of having good (Not old! Ladies only in that group!) WPO friends by my
side was just amazing! Gives power for your work! Makes sense. What I want to
say (again): we will meet again. All of us. In person. One near day! It’s
necessary, and it will be good!
But, not only feelings. Some facts, please:
According to the actual Covid-19 situation,
our WPO Board Meeting in November 2021 was held virtual again. The WPO meeting
started as planned on Monday, 22nd of November with the Executive Meeting. Our
parallel working groups had good participation, and the webinar on packaging
recycling in Indonesia and our new guideline for recycling was a big success.
The World Star Judging, done on Wednesday, 24th of November, proofed the
concept of Soha and her team of even growing this program as good. Our crowning
finale on Thursday, 25th November was the WPO Board Meeting, where we welcomed
a new and interesting member from Northern Ireland: CAFRE.
Behind the scenes, we did an important
step. With my three colleagues from around the world (Iva, Czechia; Luciana,
Brazil; Soha, Lebanon) WPO tested the format of a hybrid meeting. That means:
some people are attending a meeting physically in a room, others are connected
via zoom virtually. This needs some technical infrastructure in the meeting
room. In Düsseldorf we learned, which camera and sound systems are necessary
for such WPO meeting formats of the future.
Next meeting, by the way, will be held in
Milan (Italy) alongside with IPACK-IMA tradeshow on 3-6.5.2022. Hope to see as
many as possible of you there in person. But for all others, we are prepared to
make you join our WPO meetings virtually again.
More news in a nutshell:
We did our first round of internal audits
for the quality management (ISO 9001), thanks Kishan! It showed that we are
doing well. But nevertheless, there is always room for improvement, so we
identified and set measures to realize. E.g. in WPO Secretariat we are working
on a new CRM database to manage membership, corporate partners and other WPO
contacts more efficiently. We are just finalizing our change to a new email
server. And, as discussed in the Board Meeting, we are planning to renew the
WPO webpage again. – Good to see, WPO is active and improving in such crazy
times.
Another reason to be happy, and I hope you
have seen the lovely pictures on our WPO WhatsApp channel: Tanja gave birth to
her lovely daughter Aurelia Alexandra Sophie on 24.11. - the day of WorldStar
Judging! So, we have one winner more!! All the best for the young family!
Greetings from Vienna!
Enjoy the last days of 2021 and may all
your wishes come true in 2022!
Training program on Paper & Paperboard Cartons in India
WPO member, SIES (School of Packaging - Packaging Technology
Centre), from India, successfully organised a 3-day (Nov 18-20) intensive
Training Program on Paper & Paperboard Cartons for micro and small business
owners under Maharashtra State Industries Cluster Development Programme
(MSI-CDP). There were 16 delegates and the cluster members were graduates from
different fields and second generation of their business. The training covered
advanced machinery and other related facility.
Participants were entrepreneurs, manufacturing different
types of packaging boxes/cartons and printing. They currently use conventional
machinery and are based in Solapur district of Maharashtra State. They had an
overall experience of 10-15 years in this field. At the end, they agreeded that
the learnings during the program would help to develop/update their micro/small
printing and packaging businesses in the near future.
For more information, contact Prasad Balan Iyer, Director of
SIES, by e-mail [email protected].
AIP releases findings from 2021 Salary Survey
WPO member the Australian Institute of Packaging (AIP – www.aipack.com.au) have released key
findings from the 2021 Salary Survey which is a first-of-its-kind for the
Australasian Region. The report was developed in partnership with the IoPP
(Institute of Packaging Professionals – www.iopp.org),
also a WPO member, to provide a more detailed breakdown of the people who make
up the industry including their roles, education, experience, career
satisfaction, concerns and salaries.
Some of the key findings that stood out were how
well-qualified packaging professionals are in our region with 46% of the total
respondents having a Postgraduate Degree, how 34.20% have more than 20 years’
experience in the industry and how, even during a Pandemic 41.30 % were very
secure in their job and 27.50% were somewhat secure.
According to AIP Education Director and WPO President,
Pierre Pienaar, “the Australasian Region needs to see more people working in
the packaging industry undertaking degrees such as the Diploma in Packaging
Technology, the Certificate in Packaging, the Fundamentals in Packaging
Technology and the Master of Food & Packaging Innovation. Having a degree
in the science of packaging and understanding the fundamentals of packaging
will go a long way in improving the overall knowledge and skill sets available
to ensure that we do not have a technical knowledge void within the industry in
the next 5-10 years.”
Some relevant insights from the Survey:
Experience
34.20% of the total respondents have more than 20 years’
experience in the packaging industry. This is an indication of longevity in the
industry and stable careers.
There is an increasing amount of people in the industry that
have up to 10 years’ experience which shows that there is a continued
opportunity for new comers to the industry to establish strong careers.
Education
46% of the total respondents have extremely high educational
qualifications including Postgraduate Degrees.
21% of the total respondents have an Undergraduate Degree.
Job Function
25.20% of the total respondents indicated that they work in
Packaging Technology/Design.
This was followed closely by Marketing/Sales at 24.40%
Industry/Products
47% of the total respondents work in Food followed by 13% in
the Beverage industry.
11% indicated that they work in packaging materials.
Career Satisfaction
What is the one thing that keeps you awake at night
regarding job security?
The impact of COVID-19 on my job
Lockdowns & current working conditions
Redundancy/Job & Business Insecurity
My company not moving towards the 2025 National Packaging
Targets
Plastics Ban
Negativity around packaging and plastics
Lack of career progression
High expectations and tight deadlines
Satisfaction with Job Security
41.30% of the total respondents are very secure with their
job, while 27.50% are ‘somewhat secure’.
For more information, contact Nerida Kelton by e-mail [email protected].
Liderpack 2021 has 46 winners
The contest, organized by WPO member, Spanish Packaging
Association of Graphispack Association (www.graphispack.org),
with the support of Hispack exhibition (www.hispack.com),
has awarded a total of 46 packaging. The best of the Liderpack 2021 awards were
Estrella Damm pack and a Mumm Champagne POP display.
In this edition, 99 works from Spanish companies and
schools, were presented. After evaluating each product, the jury awarded 22
prizes in the packaging speciality, 17 in the POS section, 06 in "Young
Design" and 01 in the special category "new projects and innovation”.
Since 1995, Liderpack award is the most important in Spain
in packaging and POS material. The award ceremony will take place within the
framework of the Hispack 2022 that is scheduledd to May 18-21 at Fira de
Barcelona's Gran Via venue. The last Hispack, held in 2018, joined 843 exhibitors representing more than 1,400 brands from 24
countries.
AIP (Australian Institute of Packaging – www.aipack.com.au), a WPO member, is
pleased to advise that its President (Jason Fields) and two Board Members
(George Ganzenmuller and Kevin Truong) have become the latest CPP (Certified
Packaging Professionals) for the Australasian Region. CPP designation is the
leading mark of excellence internationally and a must-have recognition of
industry proficiency and achievement for packaging professionals.
The CPP program is owned by the WPO member is USA, IoPP
(Institute of Packaging Professionals – www.iopp.org)
and is exclusively delivered through the AIP in Australasia; it is
internationally recognised by WPO.
WPO supports the creation of the first packaging award in
Chile
On November 18, WPO member in Chile, CENEM (Centro de
Envases y Embalajes de Chile – www.cenem.cl),
launched the first edition of ‘Premios Viva Chile Packaging’ (www.vivachilepackaging.cl)
which aims to recognize successful and innovative packaging ideas from the
local industry ( https://youtu.be/wL4AKMvJbZ8).
“The main focus is packaging that contribute to a more sustainable world”,
states Mariana Soto Urzúa, General Manager of CENEM. And adds: “This Award
creates incentives for innovation, technological development and creativity
associated to packaging in Chile, focusing in circular economy, attractiveness
in POS to consumers, safety and functionality, as well as innovation and use of
new materials.”
It is also a recognition of the efforts of the Chilean
packaging industry, suppliers and brand owners to differentiate brands through
packaging. The awarded packages will be recognized not only in Chile, but
around the world, thanks to the massive support of WPO, throughout its global
packaging competition, WorldStar (www.worldstar.org).
It is worth to remind that WorldStar coordinator, Soha Atallah, was one of the
great supporters in creating this first and unique packaging competition in
Chile.
CAFRE is an integral part of the Northern Ireland
Department of Agriculture, Environment and Rural Affairs.
The college supports the agri-food sector through industry
training, knowledge and technology transfer, benchmarking and business
development planning. It also provides a range of short training
programmes to their members.
WPO develops a ‘National Recycling Framework’ to Indonesia
In March 2020, WPO member, Packforce Austria (www.packforceaustria.at), appealed to the
WPO to take the leadership in tackling the global packaging waste issue in a
more practical and measurable way. “We agreed that much was being taught and
spoken about on this global challenge, but there was a way to go still in the
implementation of international standards and responsibilities”, remembers
Pierre Pienaar, WPO President. The region chosen for a pilot program was
Indonesia where it is evident that packaging waste is a major problem.
The first local body invited to be part of the project was
another WPO member, Indonesian Packaging Federation (IPF www.packindo.org). Another key national
player approached for this project, the Packaging and Recycling Association for
Indonesia Sustainable Environment (PRAISE www.praiseindonesia.com). Through PRAISE,
the program also counted with the commitment of international brand owners and
packaging converters like Coca Cola, Nestle, Unilever, Danone, Indofood and
Tetra Pak.
The result, after 18 months of weekly meetings, has
been the implementation of ‘Indonesian Recycling Design Guidelines’, in
October 2021. The project was handed over to the newly-created Indonesia
Packaging Recovery Organization (IPRO www.indonesiapro.org).
The second outflow of the project is the formation and completion
of the first edition of the ‘Packaging Design for Recycling Guide’, which
the WPO delivered to all members on 4 October 2021.
On November 23, during the second meeting of 2021, WPO
offered its members and key national players (manufacturers, recyclers, brand
owners) an opportunity to know the project in details through a virtual and
free webinar with the participation of the Indonesian stakeholders. At
this occasion, participants discussed plans and actions to implement future
packaging circular business model. The webinar can still be seen at WPO YouTube
channel – https://youtube.com/c/WorldPackagingOrganisation.
Access WPO Board Meeting minutes now!
If you were not able to participate in the 106th WPO Board
Meeting, that happened during WPO week (Nov 22-25), access all documents at the
link:
And if you still have any doubt, contact General Secretary,
Johannes Bergmair, by e-mail [email protected].
Next WPO Board Meetings agenda
Add to your agenda the next WPO meetings:
1st meeting 2022 – May 03-06 - Ipack Ima, Milan (Italy)
2nd meeting 2022 – October 12-14 – Tokyo Pack, Tokyo (Japan)
1st meeting 2023 – May 4-10 – Interpack, Düsseldorf
(Germany)
2nd meeting 2023 - South Africa (date to be defined)
1st meeting 2024 – Argentina (date to be defined)
2nd meeting 2024 - India (date to be defined)
WPO and ECR release ‘Packaging Design for Recycling Guide’
A global ‘Packaging Design for Recycling Guide’ has been
developed by ECR Community (Efficient Consumer Response – www.ecr-community.org), WPO and FH Campus
University of Applied Sciences (www.fh-campuswien.ac.at),
Austria, and is available for download in WPO webpage (www.worldpackaging.org).
Design for recycling is part of circular product design and
represents an important basis for holistic sustainability assessment.
Accordingly, circularity means that the packaging is designed in such a way
that the highest possible recycling of the materials in use can be achieved.
The goals are resource conservation, the longest possible service life,
material-identical recycling (closed-loop recycling) or the use of renewable
materials.
Circular packaging should therefore be designed and
manufactured in such a way that it can be reused (reusable solution) and/or
that the raw materials used can be reused to a large extent as secondary raw
materials after the use phase (recycling) and/or consist of renewable raw
materials.
In order to be able to apply recyclable packaging design, a
certain fundamental knowledge of sorting and recycling processes is necessary.
Packaging must, therefore, be suitable for state-of-the-art sorting and
recycling processes in addition to its basic functions (e.g., storage,
transport, product protection, product presentation and convenience).
The ‘Packaging Design for Recycling Guide’ is a starting
point to understand Best Practice examples using state-of-the-art technology
that can then be applied and tailored to suit the recovery and recyclability
capabilities and infrastructure on a regional and local level. The guide can be
applied to products from the Food, Near-Food and Non-Food segments and is
applicable to all primary, secondary and tertiary packaging; provided that
product-specific regulations of the packaging system are observed.
The guideline will be continuously updated and adapted to
changes in collection, sorting and recycling technology, as well as to future
material developments. The next step is to encourage all WPO members to not
only use the tool but also work with the WPO to develop more localised versions
that suit their countries and regions.
The project was coordinated by Nerida Kelton, WPO Vice
President Sustainability & Save Food. For more information, contact Nerida
by e-mail [email protected].
The ‘Packaging Design for Recycling Guide: A Global
Recommendation of Circular Packaging Design’ can also be accessed through the
link https://www.worldpackaging.org/resources/41/.
WPO ‘Packaging Design as a Tool in Consumer Marketing’
position paper is available
The recently launched document prepared by WPO Vice President Conferences,
Exhibitions and Awards, Soha Atallah, shows that packaging is part of the
marketing mix. Therefore, a well-designed packaging should perform the
following marketing roles: capturing attention & differentiation; brand recognition;
and communication.
Soha also gives 10 tips to design a successful packaging:
WorldStar and WorldStar Student register record of entries
During
WPO virtual Board Meeting, on Nov 25, WorldStar Award (www.worldstar.org) coordinator, Soha
Atallah, reported the 2022 edition registered a record of 440 entries in total
and 240 winners, which means a 30% increase comparing to the previous edition.
During the meeting, participants also voted and approved the
creation of 03 new categories: ‘Packaging Machinery’, ‘Digital Packaging’ and
‘Gift Packaging’.
They also voted for the creation of an additional Special
Category, ‘Accessible Packaging Design’ and to remove the “Merit” status from
WorldStar judging.
WorldStar Student (www.worldstarstudent.org)
also had a record of entries - 297 – that means an increase of 36% compared to
the previous year. The results will be published on January 24,2022.
WorldStar and WorldStar Student ceremony is planned to
happen during IpackIma, in Milan, in May 2022.
Country Report
An active year for the Hungarian packaging
industry
The year 2021 has been extremely active for WPO
member, Hungarian Association of Packaging and Materials Handling (CSAOSZ – www.csaosz.hu). The
Association held tailor made professional trainings, thematic workshops and
conferences almost monthly and also published the Hungarian Packaging Yearbook.
There were a record number of entries for the HUNGAROPACK Student Packaging
Design Competition and it was possible to submit an outstanding number of
entries to both the WorldStar Award and WorldStar Student Award, WPO global
packaging competitions.
The entry into force of the Single-Use Plastics
Directive in Hungary and the interpretation of the regulation by obligors have
given CSAOSZ a lot of work. In recognition of its professional work, the
Ministry of Innovation and Technology has repeatedly asked for CSAOSZ professional
position to shape national regulations.
In Hungary, the government is re-regulating
the entire Hungarian waste management system due to the Extended Producer
Responsibility rules amended by the EU. This process is still under
development, but CSAOSZ has already many advocacy tasks in this area.
In addition to this advocacy work, there is also
a great emphasis on the transfer of professional knowledge. During the spring, the
Association held a professional online course tailored to the needs of
companies; a thematic day on the International Day of Logistics was also
organized in partnership with GS1 Hungary.
In June, CSAOSZ was able to hold an online
conference on the interpretation of the SUP Directive, with great interest in
Hungarian conditions.
In November, it was time to hold a hybrid
conference, mostly in person and to a lesser extent online. In total, there
were over a hundred registrations.
As mentioned before, HUNGAROPACK Student
Packaging Design Competition received a record of entries compared to the
previous 12 years. These were not only great works, but based on plans
presented in the trade press, students also received direct inquiries from
market participants. The interest of the students remained and it is great to
report that we were able to enter the WorldStar Student Competition in record
numbers.
Also among the winners of the HUNGAROPACK
Hungarian Packaging Contest, there were more entries to the WorldStar
Competition this year than in 2015, the year before the WorldStar Gala
organised by CSAOSZ in Budapest, Hungary.
Another important
project to CSAOSZ members was the translation of ‘Packaging Design for
Recycling’, the important FH Campus Wien/WPO/ECR study. While the translation
is not ready, the English version has been distributed to the local professional
community.
For more information about the Hungarian
Association of Packaging and Materials Handling (CSAOSZ) contact Miklós Nagy,
Secretary General, by e-mail [email protected].
Special Article
Using intuitive and interactive packaging
as a marketing tool
By Nerida Kelton*
I often find myself stopping to take pause
when a random pack catches my eye as I am wandering down a supermarket aisle. Packs
that stand out on shelf in a sea of similar shapes and materials tend to be ‘different’
in some way. The pack might be visually a brighter colour, a different shape,
an usual size, or calls for consumer engagement. One such pack that caught my
eye was the Monday haircare range from New Zealand. What made this pack stand
out was the neutral pink tone that they selected and the shape of the bottle.
The pack made me feel like it was a premium range at a supermarket price. I must
confess that I bought a set, even though I do not use that shampoo brand, all
because I loved the packaging.
Other packs that have stood out to me
lately are those that create consumer engagement and invite you to become a
part of their story.
Looking at the broad range of finalists in
the newly established Marketing Design of the Year category for the 2021
Australasian Packaging Innovation & Design (PIDA) Awards there are some
innovative examples of how packaging can become one of the strongest and most
important tools for marketing a product and the brand.
Packaging should be seen as an opportunity
to create powerful and evoking messages with your consumers and to establish
brand loyalty. This can incorporate the functionality of
the pack, the aesthetic design and the outstanding visual appearance that makes
the pack stand out on shelf, the premium and gifting style design, and/or
unique and interactive communication tools on the pack.
Two
unique and innovative examples within the Marketing category finalists are
Cutri Fruit ‘Galaxy’ peaches and the KitKat ‘Recycle Me, Give the Planet A
Break’ wrappers.
Cutri
Fruit Galaxy Fruits ‘Saturn Peaches’ bring outer space to the aisles
When
designing the Galaxy Fruits ‘Saturn Peaches’ packaging for Cutri Fruit, N.A.V.I
Co Global ventured into new territory and created an intuitive and interactive
consumer-facing brand. For over 40 years, Cutri has only supplied generic,
unbranded produce to supermarkets and for the first time decided to formally
introduce their own brand to consumers. Cutri wanted the packaging to provide a
positive first impression that was unique and engaging for the customers, and also
fit-for-purpose.
Cutri
was looking for an out-of-this-world offering for their uniquely shaped peaches
and wanted the packaging to create a point of difference on shelf.
The
Galaxy Fruits ‘Saturn Peaches’ branding is family-friendly, using bright
colours and eye-catching graphics, including interactive elements to build an
emotional connection and ultimately pique interest and awareness of this new
variety. Centred in the attention-grabbing design is a window to show off the
unique flat, saturn-like peaches. The pack utilises interactive pop-outs to
create collectibles and encourage repeat purchase. The window can be used as a
projection screen and reused over and over by the children. Cutri wanted the
interactive section to create activities for the children such as colouring in,
to encourage creativity and mental stimulation.
The
packaging created its own version of Augmented Reality with the mobile phone
projector, bringing outer space into living rooms all over the country, and
acting as a conduit for kids to learn about space, creativity and healthy
eating.
Cutri
incorporated a QR code on-pack for consumers to find out more about the Galaxy
Fruits ‘Saturn Peaches’ and also used the packaging itself to include a variety
of messages around the health benefits and origins.
KITKAT
‘Recycle me, Give the Planet A Break’ wrappers shift the recycling message to
the front of pack
According
to a recent survey undertaken by Nestle Australia 80% of Australians show a
strong desire to recycle correctly, however almost 48% of the nation simply get
it wrong and end up disposing of the packaging incorrectly.
To
encourage and educate Australians to ‘Give the Planet a Break’ by recycling
their soft plastics correctly, KitKat has made the bold move to temporarily
replace its logo on the iconic four-finger milk chocolate bar with a call out
to recycle in store.
The
limited-edition bars feature a KitKat-inspired recycling symbol and an explicit
call to action for everyone to actively drop off wrappers at REDcycle
collection bins, located in most major Australian supermarkets.
What
makes this pack stands out is that the design of the KITKAT wrapper artwork
completely removes the KITKAT branding on the front of pack and replaces it
with a mobius loop, a symbol which consumers associate with recycling.
The
use of the mobius loop symbol takes up the front of pack, is eye-catching and
delivers the message clearly to consumers about the importance of packaging
that is recyclable.
The
mobius loop symbol is accompanied by the tagline ‘Recycle me, give the planet a
break’, which is also a play on words on the ‘Have a break, have a KITKAT’
tagline. This ties the Nestle KITKAT brand with their sustainability message
and has a long-lasting impact on the consumer.
The
front of pack design also includes an arrow pointing towards a bin which has
the message ‘In-store drop off’ which informs and educates the consumers on the
method of recycling soft plastics. The ‘Store drop off’ statement links to the Australasian
Recycling Logo (ARL) instruction of going into a REDcycle participating retailers
and dropping off soft plastic packaging in the collection bins.
On
the shelf, the combinations of these front of pack designs can incite a
sustainability message that consumers can quickly associate with, while at the
same time giving informative messaging on recycling.
In
the past, packaging sustainability messaging has typically been placed on the
side or back of pack. The previous packaging artwork focused on the product or
brand itself, and not on the recyclability of the packaging.
This
new KITKAT design enables packaging sustainability to be the primary element of
the packaging artwork, without taking away the consumer's ability to recognise
the product. The core design elements of the KITKAT brand - the KITKAT red
colour, the iconic shape, and the white oval background is still maintained.
Consumers are therefore able to quickly associate the product with the same
KITKAT they love. In addition, the mobius loop symbol is made using KITKAT
fingers and further associates the product with the brand.
Next
time you are wandering down the aisles keep an eye out for packs that stand out
on shelf and invoke consumer engagement.
*Nerida
Kelton is Executive Director of AIP (Australian Institute of Packaging) and Vice
President Sustainability & Save Food of WPO.
Special Article
Convert the Industrial Food Waste to
Sustainable Food Packaging Materials
By Mohammed Sabbah and Asmaa Al-Asmar*
Today, we live in an era referred to as the
"plastic age", and plastic pollution has become one of the most
pressing environmental concerns as plastic production increased to 448 million
tons by 2015 from 2.3 million tons in 1950. Several factors contribute to
today's world ecosystem's condition, such as excessive use of plastic, improper
disposal, and lack of awareness. There is a growing awareness among people
today of the harmful effects of plastic wastes in the environment. The
replacement of traditional plastics with biodegradable materials (generally
known as "bioplastics") may help with reducing the consumption and
disposal of petrochemical-derived plastics. The enzymes present in different
microorganisms can easily break down bioplastics, which seem to be an appealing
eco-friendly alternative. Polypeptides (e.g. soy and whey proteins, collagen,
gelatin) and numerous polysaccharides (e.g. cellulose, starch, chitosan,
pectin) derived from plant or animal feedstocks have been the main biopolymers
used to make these innovative biomaterials. [1].
In Palestine, we have recently discovered
affordable and sustainable ways to create not only bioplastics but also edible
films for coating or wrapping food. Films and coatings used in edible packaging
are thin continuous layers of edible material formed on, placed on, or between
the food or food component and which can be consumed and provides a barrier to
moisture, oxygen, and solute movement. Due to the high potential used by the
extracted oil, the industry of oil extraction is a huge sector in Palestine and
worldwide. A study found that the leftover cakes after oil extraction contained
about 50% recyclable proteins that could potentially be used to make
biomaterials. Scientists have determined that defatted seeds cakes frequently
contain high levels of polyphenols, and that these polyphenols may even act as
antioxidants and antimicrobials during their use as food coatings or wrappings.
Defatted seeds cakes derived from Nigella sativa are among many other oil
industrial food wastes that are highly produced in Palestine. Our recent
published results concluded that 10-50% glycerol [2], or 2-10% grape juice [3],
can act as plasticizer for the Nigella sativa defatted protein concentrate
film. Moreover the films obtained with grape juice showed higher antioxidant
and antimicrobial activity.
Currently, our research group is working
hard to find more feasible materials and additives that can be used in order to
develop such promising food packaging materials. It is interesting to note that
the obtained materials can be used in various fields.
Producing biodegradable and compostable
materials by using innovative additives that able to improve the bioplastics
properties such as mechanical, permeability and workability.
Improvement the self-life of fresh fruits,
vegetable by coating or wrapping [4-5].
Increasing the storage period for the fresh
or processed meat and cheese [6].
Applied to the surface of snack foods and
crackers to serve as a base or adhesive for seasonings.
Producing active and intelligent packaging.
Reducing acrylamide and frying fat uptake
for fried food [7-8].
Delivery of food additives, antimicrobials
and active ingredients to the food products.
Pharmaceutical and biotechnology sectors.
Agriculture sector as mulching sheet or
seedling trays.
In
Palestine and worldwide, the commercial production of bioplastics, edible films
or coatings faces many obstacles in order to be commercially successful. These
barriers include financial support, laws and regulations that support
production.
Authors
M. Sabbah: https://staff.najah.edu/en/profiles/2641/
A. Al-Asmar: https://staff.najah.edu/en/profiles/4517/
References
Porta, R.; Sabbah, M.; Di Pierro, P. (2020). Biopolymers as food packaging materials. Int.
J. Mol. Sci. 21, 4942. https://doi.org/10.3390/ijms21144942.
Sabbah, M.; Altamimi, M.; Di Pierro, P.;
Schiraldi, C.; Cammarota, M.; Porta, R. (2020). Black edible films from
protein-containing defatted cake of Nigella sativa seeds. Int.
J. Mol. Sci. 21, 832. https://doi.org/10.3390/ijms21030832.
Yaseen, D.; Sabbah, M.; Al-Asmar, A.;
Altamimi, M.; Famiglietti, M.; Giosafatto, C.V.L.; Mariniello, L. (2021).
Functionality of films from nigella sativa defatted seed cake proteins
plasticized with grape juice: Use in wrapping sweet cherries. Coatings. 11,
1383. https://doi.org/10.3390/coatings11111383.
Al-Asmar, A.; Giosafatto, C.V.L.;
Sabbah, M.; Sanchez, A.; Villalonga Santana, R.; Mariniello, L. (2020). Effect
of mesoporous silica nanoparticles on the physicochemical properties of pectin
packaging material for strawberry wrapping. Nanomaterials. 10, 52. https://doi.org/10.3390/nano10010052.
Al-Asmar, A.; Giosafatto, C.V.L.;
Sabbah, M.; Sanchez, A.; Villalonga Santana, R.; Mariniello, L. (2020). Effect
of mesoporous silica nanoparticles on the physicochemical properties of pectin
packaging material for strawberry wrapping. Nanomaterials. 10, 52.
https://doi.org/10.3390/nano10010052.
Sabbah, M.; Di Pierro, P.; Cammarota,
M.; Dell’Olmo, E.; Arciello, A.; Porta, R. (2019). Development and properties
of new chitosan-based films plasticized with spermidine and/or glycerol. Food
Hydrocolloids, 87, 245–252. doi:10.1016/j.foodhyd.2018.08.008.
Al-Asmar, A.; Giosafatto, C.V.L.;
Sabbah, M.; Mariniello, L. (2020). Hydrocolloid-based coatings with
nanoparticles and transglutaminase crosslinker as innovative strategy to
produce healthier fried kobbah. Foods. 9, 698.
https://doi.org/10.3390/foods9060698.
Al-Asmar, A.; Giosafatto, C.V.L.;
Panzella, L.; Mariniello, L. (2019). The effect of transglutaminase to improve
the quality of either traditional or pectin-coated falafel (fried Middle
Eastern food). Coatings. 9, 331. https://doi.org/10.3390/coatings9050331.
*Mohammed Sabbah is from the Department
of Nutrition and Food Technology, An-Najah National University. ([email protected] +972-567543732)
*Asmaa Al-Asmar is from An-Najah
BioSciences Unit (NBU), An-Najah National University.
Special Report
The world of sustainability varies amongst WPO
Members
By Nerida Kelton*
45 Members of the
World Packaging Organisation (WPO) Board recently came together – albeit
virtually – to discuss what has been happening around the world in the last 6
months.
As a part of the Sustainability & Save
Food Working Group meeting 18 countries including the EU, Finland, Austria,
Japan, Indonesia, Philippines, France, Spain, Italy, Turkey, India, Argentina,
Australia & New Zealand, Kenya, the United States of America, the United
Kingdom and Brazil showcased some of the key initiatives, regulatory updates
and programs that are afoot in their country or region.
Whilst the common thread across all
countries is a shift towards a more circular economy and the move to design out
waste and pollution, every region and country naturally differs in approach.
It is encouraging to see that more
Governments are establishing regulations, levies and pledges to achieve
circularity, reduce problematic materials and unnecessary packaging and lower
environmental impacts through circular and sustainable design.
The standout
discussions focussed on Extended Producer Responsibility (EPR), Eco-Modulation,
Deposit Return Schemes, Plastic Pacts, Single Use Plastic regulations, the
European Green Deal, Certified Compostable Packaging and On-Pack Labelling
programs.
Extended Producer Responsibility (EPR)
Extended Producer Responsibility (EPR) for
packaging is gaining global attention and adoption. This brings to the forefront
the need to harmonise EPR across diverse regions, especially given the global
interconnectedness of the economy and consumer packaged goods markets. There
are many different approaches to the strategy, and many go beyond providing for
end-of-life services to promote responsible product design, infrastructure
improvements and market development. Effective EPR is often seen as a necessary
piece of the puzzle in addressing the current recycling challenges and concern
over single-use packaging waste.
Many WPO Member countries are following an
Extended Producer Responsibility (EPR) practice and policy approach whereby the
physical and/or financial responsibility for end-of-life disposal rests with
the producers.
EPR schemes aim to encourage producers to
change design at the start to ensure that the materials and packaging are truly
recyclable and recovered at end of life.
The intergovernmental Organisation for
Economic Co-operation and Development’s (OECD) definition of Extended Producer
Responsibility identifies two specific features: the shifting of responsibility
for disposal ‘upstream’ from municipalities to producers and encouragement
through incentives to make the design of products more environmentally
friendly.
Within the European Union (EU) there are
different national frameworks for EPR schemes that must be considered. In
countries where informal workers or collectors are reclaiming the recyclables
such as in the Philippines, Brazil, Thailand, Indonesia there is more work to
be done in bringing all parties across the value chain together to ultimately
improve the production capacity, increase the value of the materials collected,
implement quality control processes for the workers, build the infrastructure
to support end markets for the materials recovered and to ensure that the
packaging is not ending up in landfill sites and waterways.
Brazil has a commitment to reduce emissions
by 43% by 2030 and is seeking support to develop a sustainable green bond
market. Green Bonds must have a positive environmental impact and governments
and companies use the securities to finance sustainability projects such as
renewable energy, sustainable water management, pollution prevention, green
buildings and more.
Eco-Modulation
In Europe particularly there is a move
within Governments and Product Stewardship/EPR schemes to Eco-Modulation. So,
what is Eco-Modulation? In the simplest of terms, it is a program that
penalises the producers of problematic materials and difficult to recycle
packaging and it provides incentives for materials that are recyclable and
recoverable.
The UK Environment Bill enables
eco-modulated fees, the CONAI scheme in Italy includes economic incentives and
fee modulation and Germany is looking to launch the program in 2022. Eco-modulation
is another piece of the puzzle for many countries.
Deposit Return/Container Deposit Schemes
The introduction of more Deposit
Return/Container Deposit Schemes around the world is a recognition that they
play an important role for collection and recycling of beverage containers such
as bottles and cans. Deposit Return Schemes enable consumers to be incentivised
to recycle for an economic gain and to improve collection rates.
A Deposit Return Scheme (DRS) essentially
focuses on the ‘polluter pays’ principle, where beverage suppliers are
responsible for funding a refund for returned drink containers. If someone
discards an empty container, they forfeit the right to the refund and someone
else will benefit by picking it up and collecting the refund.
These schemes are also an example of
product stewardship legislation in which the beverage industry takes greater
responsibility for its packaging after it has been sold. Beverage suppliers
must ensure that a system is in place for the recovery and recycling of their
empty beverage containers.
Eligible containers are taken to a
collection depot or placed in a reverse vending machine to reclaim money for
their drink container.
What are the benefits? Deposit Return
Schemes provide a financial incentive to reduce litter, lead to cleaner
beaches, waterways, parks and streets, and mean fewer recyclable materials are
sent to landfill.
Across the United Kingdom (UK), consumers
go through an estimated 14 billion plastic drinks bottles, 9 billion drinks
cans and 5 billion glass bottles a year. The UK Government for England, the
Welsh Government and the Department of Agriculture, Environment and Rural
Affairs in Northern Ireland have all made commitments to develop policy which
work towards achieving these aims, not least through the development of
producer responsibility proposals.
Introducing a Deposit Return Scheme forms a
key part of these proposals, and has been committed to in various publications
by the UK Government for England, the Welsh Government and the Department of
Agriculture, Environment and Rural Affairs in Northern Ireland, including the
manifesto on which the current UK Government was elected, the Resources and
Waste Strategy for England, the Welsh Government’s Beyond Recycling, A strategy
to make a circular economy in Wales a reality, and Northern Ireland’s Waste
Prevention Plan.
In Australia every state or territory has
now announced, or put in place, a Container Deposit Scheme.
In Nigeria RecyclePoints has developed the
foremost waste recycling and social benefit venture in the country that
motivates consumers to recycle by creating value from their everyday waste.
RecyclePoints have a point-based incentive model where consumers can collect
Pure Water Sachets, PET Plastic Bottles, Used Beverage Cans, Glass bottles, Old
Newspapers and Brown Corrugated Cartons from registered partners. In return
consumers are rewarded with points, which when accrued, can be redeemed for
household items and cash.
Austria has a three-point plan against
plastic that includes 1. the increase in recycled content for beverage
containers, 2. Single Use Deposit schemes for plastic bottles and cans and 3. A
manufacturer levy for plastic packaging with the ‘polluter pays’ principle and
eco-modulation. Important measures in the next few years include the banning of
oxo-degradable materials by 2021, Eco-Modulation by 2023, the fastening of caps
and lids on all plastic beverage bottles by 2024, 25% recycled content in PET
bottles and a single-use deposit system by 2025, achieving a 90% collection
rate of all single-use plastics beverage bottle by 2029 and 30% reusable share
for beverages by 2030.
Rome, Italy has seen 5 million plastic
bottles recycled in exchange for bus tickets after the mayor Virginia Raggi
introduced 'plastic-eating' machines in metro stations two years ago. Under the
scheme, commuters who recycle plastic bottles at metro stations can accumulate
credits for the purchase of bus and metro tickets through transport apps. There
are now 8 subway stations with this program and commuters receive a credit of
five cents for each plastic bottle, meaning if they recycle 30 bottles, they
receive a free €1.50 ticket.
In the Philippines Coca-Cola recently
signed an MOU with the City of Manila for plastic bottle collection and
recycling. All clear PET plastic bottles, regardless of brand or manufacturer,
that are deposited in contour bottle bins will be collected by Manila’s
Department of Public Services and then transported by CCBPI to its PETValue
recycling facility in Gen. Trias, Cavite. PETValue Philippines — a partnership
between Coca-Cola and Indorama Ventures, a global leader in green tech and
packaging solutions — is the country’s first, state-of-the-art,
bottle-to-bottle, food-grade recycling facility.
Brazil is working on driving regulation on
Chemical Recycling for food grade materials and the first two national chemical
recycling facilities will be launched in 2022/23 by the private sector.
Ellen Macarthur Foundation Plastics Pact
Network
The ever-expanding Ellen MacArthur Foundation
Plastic Pact Network connects national and regional initiatives around the
world to implement solutions towards a circular economy for plastic.
Each Plastics Pact is led by a local
organisation and brings together businesses, governments, NGO’s and others in a
specific nation or region behind a set of 2025 plastics circular economy
targets, with annual public reporting on progress, to:
Eliminate unnecessary and problematic
plastic packaging through redesign and innovation.
Move from single use to reuse where
relevant.
Ensure all plastic packaging is reusable,
recyclable, or compostable.
Increase the reuse, collection, and
recycling or composting of plastic packaging.
Increase recycled content in plastic
packaging.
As an international challenge, Plastics
Pacts address the transnational nature of the issues related to managing
plastic by providing a consistent approach for global supply chains dealing
with plastic waste travelling across our borders, moving from a linear approach
to a circular economy for plastic, in which it never becomes waste or
pollution.
There are currently 10 National Plastic
Pacts in the world including: Canada, Chile, France, Kenya, Netherlands,
Poland, Portugal, South Africa, United Kingdom and the United States of
America.
There are also two Regional Plastic Pacts:
ANZPAC Plastic Pact and the European Plastics Pact. ANZPAC, covering Australia,
New Zealand and the Pacific Islands, is the first in the Oceania region.
The India Plastic Pact, which was
collaboratively developed by WWF India and the Confederation of Indian
Industry, was also launched in September. India has identified that they
generate around 25,940 tonnes of plastic waste per day and 9.46 million tonnes
of plastic waste annually, with 40% of the plastics uncollected and 43% all
plastics produced are single use. The India Plastic Pact is a collaborative
approach to reduce the problematic materials used in the country, reuse and
recycle valuable materials for use in other products, keep materials in the
value chain for as long as possible and to generate jobs and
opportunities.
Single Use Plastic (SUP) Regulations
40% of plastic that is produced globally is
classified as Single Use where it is used once and sadly discarded. Governments
around the world are trying to change the trajectory by establishing SUP
regulations and directives. SUP regulations and bans was certainly a hot topic
on most of the WPO country reports.
The reality is that consumers no longer
want to see any packaging placed on to the market that is used only once and
then thrown away. Key items on most of the SUP banned lists include plastics
bags, cutlery, straws, plates, stirrers, cotton buds, take-away containers,
coffee cups and plastic water bottles.
The European Union (EU) SUP Directive was
established reduce the environmental impact of certain plastic products to
tackle and prevent marine litter. The directive aims to reduce consumption of
SUP, encourage consumers to move toward reusable solutions and to establish
higher collection rates and EPR schemes.
India has established an SUP regulation to
phase out all problematic materials and packaging by 2022. The Ministry of
Environment, Forest and Climate Change (MoEFCC) has introduced a new set of
guidelines - Plastic Waste Management Amendment Rules, 2021. This will replace
the existing Plastic Waste Management Rule, 2016 (PWM Rules, 2016) that was
amended in 2018.
Spain is set to ban the sale of fruit and
vegetables in plastic from 2023. This is one of the measures in a decree being
drafted by the Ministry for Ecological Transition. The new regulation also
contains measures to encourage the purchase of loose, unpackaged produce and
purchase of non-bottled water. One of the main goals of the draft decree is to
reduce the sale of plastic bottles for drinks by half by 2030, and for 100% of
packaging on the market to be recyclable. The ban on fruit and vegetable
packaging will apply to produce weighing under 1.5 kilograms, following similar
legislation in France, which will go into effect in 2022.
France will ban the use of plastic
packaging on around 30 fruit and vegetables from January 2022 to reduce the
amount of problematic Single Use Plastic used in the country. The country
identified that approximately 37% of fruit and vegetables are currently sold in
plastic packaging and the ban will commence in 2022 covering a wide range of
fresh produce. The government aims to reduce SUP by 20% by 2025. They will ban
the use of plastic packaging on 30 fruit and vegetables from January 2022 and
the new measure will eliminate around 1 billion unnecessary plastic packages.
From January 2023, France will also ban throwaway crockery in fast-food
restaurant for meals consumed on-site.
In Australia all states and territories
have committed to SUP bans, with some enacted and others being launched in
2022/23. The Federal Government has also identified eight plastics for industry
to phase out nationally by 2025 under the National Waste Policy Action Plan.
These include lightweight plastic bags, oxo-degradable materials, straws,
utensils, EPS consumer food containers, EPS loose fill and moulded packaging,
microbeads in health care products. The Commonwealth Government has also
committed to oversee a phase out of PVC packaging labels by end of 2022.
The WPO working group discussed the need
for a more collaborative and harmonised approach for the nominated banned
materials and SUP across the globe. In places such as Europe and Australia
there are differing regulations between regions and states, which presents
barriers for brands who sell into multiple markets. Another concern is that
alternative material and packaging choices may potentially contaminate
recycling streams and may not have a lower environmental impact. A balanced
science-driven approach is needed when establishing SUP regulations and
requires packaging technologists and engineers and polymer scientists to be
involved in the discussions.
Certified Compostable Packaging
While there is growing industry and
consumer interest in the utilisation of compostable plastic packaging, there is
also considerable confusion and misinformation in the market about materials
labelled ‘compostable’, ‘degradable’ or ‘biodegradable’, and the correct
disposal methods for these materials.
A claim of compostability should only be
made if the packaging is certified to one of the relevant Standards and there
is a system in place to recover it. The
industry agrees that the terms ‘degradable’ and ‘biodegradable’ should be
avoided and that only certified compostable logos that indicate compliance with
country-specific standards, should be displayed on packaging. Any terms that
are deemed as ‘greenwashing’, or misleading for consumers should be removed.
There is an agreed approach that only
certified compostable packaging that is certified in the country in which it is
sold should be placed on the market.
European Green Deal
Within the European Union (EU) there is
currently no law in place applying to bio-based, biodegradable and compostable
plastics in a comprehensive manner. Therefore, in the European Green Deal and
new circular economy action plan, the European Commission announced a policy
framework on the sourcing, labelling and use of bio-based plastics, and the use
of biodegradable and compostable plastics.
The Commission will assess where the use of
bio-based feedstock leads to genuine environmental benefits, and not only
reduces the use of fossil resources. It will also determine where using
biodegradable and compostable plastics can be beneficial to the environment,
and the criteria for these uses.
In Austria the government has developed a
2020-2024 Green Deal which will target the promotion of the Circular Economy,
waste avoidance, the legal framework to promote innovative resource management,
expansion of reusable systems with a focus on beverage packaging, packages of
measures for the use of secondary raw materials including packaging, industry
and building materials.
On-Pack Labelling Program for Correct
Disposal of Packaging
We are seeing more countries introducing
On-Pack Labelling Programs such as How2Recycle in the United States of America,
the Australasian Recycling Labelling program (ARL) in Australia and New Zealand and the On-Pack Recycling Label (OPRL) program in the United Kingdom. On-Pack
labelling programs are evidence-based, standardised labelling systems designed
to provide packaging designers and technologists and brand owners with the
tools to inform responsible packaging design. On-Pack Labelling Programs are
also to aid consumers to correctly dispose of packaging and the separable
components in the right bin.
On-Pack Labelling Programs will assist
waste reduction by:
Delivering a clear, well understood label
that will provide greater clarity about what packaging can be recycled.
Helping brands to design packaging that
is easier to recycle.
Supporting businesses to inform consumers
about the recyclability of their packaging.
Increasing the recovery of recyclable
materials and reducing contamination in the waste stream.
The European Union (EU) is also working on
a harmonised model for consumer sorting instructions and how this should be
implemented in a uniform way. EUROPEN is working with AIM (European Brands
Association) and FoodDrinkEurope to develop a common position on an EU model
for consumers sorting instructions for packaging waste. The objective is to
establish a harmonised system in the EU that will provide consumers with
understandable and clear sorting instructions for packaging waste. The
instructions will improve collection rates and achieve packaging recycling
targets. The practical approach is to match the product identification symbol
placed on packaging, with symbols on waste bins, and bins used by waste
management/operators and municipalities so that the system is easy for consumers
to use.
Join in Nordic co-operation
The pictogram system was developed by
Denmark and then introduced to Sweden, Finland, Norwegian and Iceland
municipalities. In Finland the Ministry
of the Environment is entering a national waste plan on the list of measures in
the pictogram system. It will be interesting to see the roll out of this
program in the region and see the uptake from consumers.
The WPO Sustainability working group
discussions have shown that the world of Sustainability is ever-changing,
dynamic and there is so much to learn from other countries. No country has all of the answers and it is
clear that a collaborative approach to global discussions around circular and
sustainable packaging design are paramount.
Through the WPO, members have the
opportunity to learn from each other, take elements from other country
initiatives and apply locally, or help guide new members establish programs for
their region. The true value of the WPO is knowledge-sharing and global
harmonised collaboration across the members.
I look forward to reporting on the WPO
Members Sustainability & Save Food inititiaves in May 2022 as I have no
doubt there will be many new, innovative and exciting programs to discuss.
*Nerida Kelton is WPO Vice President
Sustainability & Save Food [email protected].
Special Report
WPO at Expo 2020 Dubai
Luciana Pellegrino and Soha Atallah, both WPO Vice
Presidents, visited Expo 2020 Dubai (www.expo2020dubai.com) to assess and
understand how 192 nations foresee their vision for the future. The Expo starts
highlighting how humanity got to the actual stage and what is key to foster
global progress and to allow access and unlock social growth. The main topics
are:
sustainability and the need to have a circular economy;
smart technology for greater mobility, connectivity and
expansion;
clean technologies as top priority;
social equality and women empowerment, inclusion,
diversity, opportunities, and cognitive intelligence.
Another important question is: which is the path for a more
sustainable consumption chain? Expo Dubai called attention to consumerism, to
the impact of people´s decisions and the challenge to change habits and give up
convenience, but the show did not propose better alternatives and future
perspectives.
It was clear from Expo’s Sustainability Pavilion that there
is a limited understanding on the important role of packaging and they are only
focusing on the negative aspect of packaging waste and how it is disposed in
landfills and natures. However, countries like Finland and Austria showcased
sustainable packaging cases.
From the the private sector, Lays
displayed its recycling program. In general, the packaging industry needs to
strengthen its presence and message in the media to show the importance of
packaging in avoiding waste and to highlight the sustainable packaging
innovations taking place.
When the information is not there, it becomes an information
by itself: the packaging industry is not getting its message out there. As a
challenge, WPO and national packaging bodies have a key role to play that is to
raise awareness on the efforts employed so far to foster recycling
technologies. It is also important to make a call for collaboration from the public sector to improve waste management
infrastructure and boost recycling programs all over the globe, counting with
consumers engament, brands commitment to use recycled materials and innovative
materials, and circular solutions.
Besides the visit to ExpoDubai, Luciana and Soha had interesting
meetings with Dubai Chamber and with the Emirates Environmental Group EEG. For 30 years, EEG is leading nationally sustainability and
recycling programs, engaging brands, packaging industries, universities and
students, with government recognition. All inspiring projects to foster
circularity and education and to empower new leaders.
During the meetings, the membership of UAE (United Arab
Emirates) in WPO was discussed and their participation in WorldStar Awards. The
meeting also highlighted WPO activities in education, save food and the role of
WPO in increasing awareness about sustainable packaging.
Electronic publication from WPO – World Packaging Organisation – www.worldpackaging.org
Coordination: WPO’s President: Mr. Pierre Pienaar / WPO’s General
Secretary: Mr. Johannes Bergmair / ABRE – Brazilian Packaging Association: Mrs. Luciana Pellegrino / Miss Isabella Salibe
Contribution: WPO Members
Publishing: ABRE – Brazilian Packaging Association – www.abre.org.br
Responsible Editor: IPPO Member Liliam Benzi - Journalist Mtb 19.352 – Brazil –
[email protected]
Diagramming: Formato Editoração e Design - Mr. Saulo Pacheco