Archive for May 25, 2011

ISO Packaging Standards for Commercial Success

FOR IMMEDIATE RELEASE

“From a commercial point of view, harmonised packaging standards are important. Many companies are international or trade in more than one market. Having different product packaging standards to follow for each country would drive up  costs for production and compliance,” according to Anders Linde, Chairman, ISO Technical Committee for Packaging & Environment.

A speaker at the marcus evans EuroPack Summit 2011 taking place in Cannes, France, 4 – 6 July, Linde discusses how organisations will benefit from having a global, harmonised approach to dealing with the environmental and sustainability aspects of packaging.

Why are international standards for measuring the environmental impact of packing essential?

Anders Linde: We have witnessed many initiatives across the world, by retailers, policy makers and consultant companies, all trying to develop metrics for packaging. If this is done in an uncoordinated way, there is a risk of ending up with multiple approaches that benefit specific stakeholders and confusing consumers. This is why ISO standards for a global, harmonised way of dealing with the environmental and sustainability aspects of packaging are being developed.

We also recognise that there is a risk of national initiatives hindering the free movement of goods. The ISO standards have two very clear objectives: to create a common language, a reference point for packaging design and recovery to benefit sustainability discussions and to prevent the risk of introducing trade barriers created by unharmonised packaging regulations.

How can these standards be used for commercial advantage?

Anders Linde: From a commercial point of view, harmonised packaging standards are important. Many companies are international or trade in more than one market. Having different product packaging standards to follow for each country would drive up production costs.

It is also beneficial for packaging directors, who are part of the packaging chain, to demonstrate to retailers that they follow the ISO standards, produce and source materials in a sustainable way.

Most of the ISO standards will be an improvement or modification of guidelines that already exist. Although their application will be optional, there will be great value to a Chinese company wanting to sell packaging in Europe to follow them.

How will the ISO standards encourage innovation in packaging?

Anders Linde: These metrics are a good instrument for driving innovation in packaging, as the industry will have to come up with new ways of minimising packaging waste whilst keeping product performance levels at their maximum.

What best practices would you recommend?

Anders Linde: Make sure that the packaging of the product fits its purpose. Otherwise, you will lose the value of the product. If this is combined with packaging that is recoverable, it will be the best strategy for a sustainable future.

Contact:
Sarin Kouyoumdjian-Gurunlian
Press Manager
marcus evans, Summits Division
Tel: + 357 22 849 313
Email: press@marcusevanscy.com

About the EuroPack Summit 2011

This unique forum will take place at the Majestic Barrière Hotel, Cannes, France, 4 – 6 July 2011. Offering much more than any conference, seminar or trade show, this exclusive meeting will bring together esteemed industry thought leaders and solution providers to a highly focused and interactive networking event. The Summit includes presentations on reinventing the innovation model, engineering consumer experiences, real world solutions for packaging sustainability and efficiency in the entire value chain.

For more information please send an email to info@marcusevanscy.com or visit the event website at www.europacksummit.com

marcus evans group – food/beverage sector portal

Please note that the summit is a closed business event and the number of participants strictly limited.

About marcus evans Summits

marcus evans Summits are high level business forums for the world’s leading decision-makers to meet, learn and discuss strategies and solutions. Held at exclusive locations around the world, these events provide attendees with a unique opportunity to individually tailor their schedules of keynote presentations, think tanks, seminars and one-to-one business meetings. For more information, please visit www.marcusevans.com

Follow us on Twitter @meSummitsGlobal 

All rights reserved. The above content may be republished or reproduced – kindly inform us by sending an email to press@marcusevanscy.com

Van Genechten Packaging: Packaging a Product for Success

Lorenzo Delorenzi of Van Genechten Packaging, a sponsor company at the upcoming marcus evans EuroPack Summit 2011, on innovative and competitive packaging. Interview with: Lorenzo Delorenzi, Chief Executive Officer, Van Genechten Packaging

FOR IMMEDIATE RELEASE

“Packaging is the key for unlocking the communication between a brand and a consumer,” says Lorenzo Delorenzi, Chief Executive Officer, Van Genechten Packaging. With most decisions being made at the point of sale, attractive and innovative packaging is essential for grabbing the attention of consumers today. From a packaging design and manufacturing company attending the marcus evans EuroPack Summit 2011, in Cannes, France, 4 – 6 July, Delorenzi exchanges his ideas on product packaging for success.

How do you stay competitive and innovative in your field?

Lorenzo Delorenzi: With increases in the cost of raw materials and transportation, we have had to be very innovative and competitive. We have state-of-the-art innovation centres and are the single highest investor in research and development in our field of folded carbon boxes. We are innovative in terms of packaging shapes and solutions, use of material and in how we enhance the attractiveness of our customers’ brands and products, their usage and effectiveness.

What should packaging executives take into account when building a brand or brand experience?

Lorenzo Delorenzi: Most purchasing decisions are made at the point of sale, therefore packaging is becoming a key vehicle for branding. For an attractive, innovative, original way of presenting products, the visual, tactile and emotional aspects must be considered. This is an area where cardboard packaging can have a strong impact. Cardboard is easily printable and new technologies for interactive communication and special effects can be applied easily. 

What are some of the upcoming opportunities in packaging?

Lorenzo Delorenzi: There are many innovative solutions being developed to influence the experience between the brand, product and consumer. One example is augmented reality, where placing a logo on the box in front of a webcam can provide the consumer with useful data, access to videos, games and recipes. This technology is available and large brand owners see a lot of potential in it.

RFID technology will be the next generation of packaging, as integrating hardware into packaging is more complex.

What best practices would you recommend?

Lorenzo Delorenzi: Sustainability is becoming a very important motivator. Consumers want the brands they use to reflect the responsibility they take on sustainability.

Differentiation is also key. Increasing numbers of packagers are moving to advanced printing and special effects technologies, to differentiate their products on the shelf. Current technologies are progressing very fast, allowing a step forward in how packaging adds value to a product.

Do you have a final piece of advice?

Lorenzo Delorenzi: Dare to be innovative. Think outside the box in terms of packaging and embrace new technologies as quickly as possible. Consumers are ready for it. Social networking is playing a growing role in their daily environment, and can facilitate the connection between consumer and product. Social media is a reality that every brand owner has to take into account and be proactive with. Having innovative packaging will be paramount in the future.

Contact:
Sarin Kouyoumdjian-Gurunlian
Press Manager
marcus evans, Summits Division
Tel: + 357 22 849 313
Email: press@marcusevanscy.com

About the EuroPack Summit 2011

This unique forum will take place at the Majestic Barrière Hotel, Cannes, France, 4 – 6 July 2011. Offering much more than any conference, seminar or trade show, this exclusive meeting will bring together esteemed industry thought leaders and solution providers to a highly focused and interactive networking event. The Summit includes presentations on reinventing the innovation model, engineering consumer experiences, real world solutions for packaging sustainability and efficiency in the entire value chain.

For more information please send an email to info@marcusevanscy.com or visit the event website at www.europacksummit.com

marcus evans group – food/beverage sector portal

Please note that the summit is a closed business event and the number of participants strictly limited.

About Van Genechten Packaging

Van Genechten Packaging is a group, comprising of 10 folding cartons factories in 7 countries, which serves the European consumer goods industry with cardboard boxes, microflute packaging and packaging systems.

Other activities of the Group are Automation and Extrusion, which offer customised solutions for packaging machines and a broad range of barrier laminations both for the open market as well as for the Group.

www.vangenechten.com

About marcus evans Summits

marcus evans Summits are high level business forums for the world’s leading decision-makers to meet, learn and discuss strategies and solutions. Held at exclusive locations around the world, these events provide attendees with a unique opportunity to individually tailor their schedules of keynote presentations, think tanks, seminars and one-to-one business meetings. For more information, please visit www.marcusevans.com

Follow us on Twitter @meSummitsGlobal 

All rights reserved. The above content may be republished or reproduced – kindly inform us by sending an email to press@marcusevanscy.com