The Commission notes the role of packaging is to maintain the value in a product for as long as necessary, citing Nestlé as a good example.
Jane Bickerstaffe, director, INCPEN, has praised the Commission’s proposed more holistic approach to saving food and other product waste through the packaging process.
“However, there is still a way to go to convince policy makers to provide industry with the freedom to choose the best packaging for the products, their customers and the environment,” she said.
Challenges today
Bickerstaffe added provided the Commission looks at the whole packaging supply chain and how things operate at both ends, this is an approach INCPEN welcomes and provides information on.
“The challenges today for feeding people and giving them what they want are getting harder and harder,” said Bickerstaffe.
“Half of the world’s population is starving and the other half is struggling with obesity problems.
“Packaging can contribute to solving these problems. For example, through portion sizes being controlled or making sure the food is safely delivered to developing countries.
“Still, if you talk to politicians today about packaging, they often come out with all of the negative baggage.
“They don’t appreciate that if they allow companies to have the freedom to have the best pack, the odds are the company will choose the best for the product and the environment.”
Companies who take this approach
Bickerstaffe said blue chip companies are already taking this approach onboard.
“The packaging supply chain is very aware of environmental issues because they have been badgered for many years,” she added.
“Unilever’s Sustainable Living Plan, Nestlé’s policy on environmental sustainability, Boots Product Journey, Marks & Spencer’s Plan A and all other INCPEN members all take a holistic approach now.
“Unfortunately the politicians don’t seem to have woken up to that yet, so we have still got a big job to do in explaining this message.”
Looking at packaging from different angles
The danger INCPEN sees is that while politicians want to allow the environment to be protected, they tend to take a single-issue approach.
There are however, a number of ways of making sure the supply chain is as resource sufficient as possible.
“For example, something we are seeing more and more of is people wanting fewer artificial additives in food.
“If you are going to keep the food fresh for long enough, you are going to have to improve the packaging to deliver that.
“Industry should be able to choose from the widest possible range for the best outcome.”
Approaching the message
INCPEN is a research organisation, but the company engages with politicians to bring examples to life.
“We are in the lucky position to be able to speak from the complete supply chain perspective,” added Bickerstaffe.
“If politicians speak to just the retailers or just a brand, then they only get a little bit of the picture.
“We will continue to promote the message that it is a full supply chain and that is the approach that needs to be taken.”