Friday, December 14, 2007

I Want More Packaging -- Not Less!!

Packaging News You Can Use
by JoAnn Hines Packaging Diva
Tip Of The Week
I Want More Packaging -- Not Less!!
Issue #1288 - December 14, 2007

The Packaging Diva Now Writes For ThomasNet Industrial Market Trends....

We want you to be informed about what is happening or likely to happen in the packaging industry. In case you missed the December 11, 2007 - Packaging the Holidays Issue of Industrial Market Trends here is the link to read the articles

I Want More Packaging -- Not Less!! by JoAnn Hines Packaging Diva

Wow, what a statement! I'm sure I'll be excoriated for this opinion.

But seriously, this is how I make my living. I understand and analyzing how the packaging industry works. It's complicated and it's big business. To be cost effective consumer products companies have been forced to use packaging as an integral part of their marketing campaigns. Remember the salesperson? When was the last time you saw one who actually knew anything about the products inside the store? Selling - that is one job of product packaging. It has to tell the customer all about what's inside the packaging. It helps you make an informed purchasing decision too.

Let me pose another question. When was the last time you bought something in a beat up shopworn, dog-eared package? That's another packaging job -- to protect and secure the product inside (what a concept).

One factor these nay-sayers never consider is who pays for damaged products? You do, the consumer of course! One study says that there is a 20% waste factor in fresh produce that's packaged properly. The detractors say no excess produce packaging! What will be the waste factor with no or limited packaging? And who will absorb this cost? You will again not the package manufacturers or the retailers.

My mind is numb from all the hue and cry about problem packaging: bad packaging, excess packaging, wrap rage packaging, get rid of packaging, leave packaging at the store and so on. This one gets to me too -- stories about how many injuries there are from people trying to open packaging.

Packaging is under attack by the very people who need it the most and understand it the least: The Consumer. I counted no less than 10 stories this week decrying the bane of packaging. But it's true that what is considered excess packaging is in the eye of the beholder. But with media headlines like this how can one not be swayed?
Weekend of action against packaging waste;
Don't fall victim to Wrap Rage this holiday;
Parents urged to fight toy packaging, and don't forget these current trendy buzz phrases: Packaging Hall Of Shame,
Consumer Reports Oyster Awards;
and packaging related accidents.
Yikes! Who wouldn't be on the lookout.

But let's get down to packaging basics. Here are a few packaging factoids you might consider before beginning your annual holiday rant.
True packaging facts
Packaging is the third largest industry in the US;
10% of every dollar spent at retail can be directly attributed to packaging;
The packaging industry employs over a million people;
Food accounts for 70% of all product packaging;
Packaging is a trillion dollar industry;
The US accounts for 25% of the global packaging economy with China closing fast;
The consumer has no idea the role packaging has to play in modern society;
Without a package, you can't have a product (in most cases).

So what is the "packaging" reality here? While researching this article I came across a staggering amount of what I call misinformation or misunderstood information.

These are packaging facts I'm not so sure about:
Packaging makes up 1/3 of the average household's garbage? Defined by who?
US consumes about 660 pounds of packaging per person? Are we eating this? ( just kidding).
90% of that packaging becomes solid waste. I know this is not true from a seminar I attended recently. It's closer to 30-35%.

So lets get a little reality check here. Yes, there is bad packaging, yes, some things are overpackaged, yes we should give more consideration to the way we package products and how much packaging is used; yes, we should investigate more environmentally friendly materials, (the jury is still out on this one as to the true cost benefit analysis) and finally yes we the packaging industry should do a better job of educating the consumer about product packaging.

Yes, I want more product packaging. I want the things I want undamaged, fresh, uncontaminated, secure, accessible and available where and when I want them.

To me that means more and better product packaging not less.

Need to know whose got the latest concepts in packaging innovation? I know that's what I do-track packaging trends and innovation and how it is going to impact your business. Get connected with me JoAnn Hines Packaging Diva via email at or by phone 1-678-594 6872.


Sevi Organics upgrades packaging to be even more eco-friendly.PR Web (press release) - Ferndale,WA,USAThe family owned small company strives for purity and honesty and are proud to be an earth, animal and people friendly company. The full cosmetic line is ...

Anglesey slams Christmas wasteNews Wales - Knighton,UK... explained, "By raising awareness about this important issue we hope that people will really start thinking about whether all of the packaging that comes ...

Biopack Announces Soft Opening for - USA... seven fully automated machine units as well as eight mixing pools for coloration of Biopack's unique 100% biodegradable food grade packaging products. ...

Food and drink manufacturers pledge to cut packaging and food wasteMRW - London,England,UKFood and drink manufacturers pledged to considerably cut packaging and food waste by 2010, in a five point plan initiated by their trade body, ...

Spend Less to Shop GreenMotley Fool - USAPick products with minimal packaging. Buying in bulk will reduce both your costs and the packaging you have to recycle or throw away. While you're shopping, ...

Clinton, Wal-Mart foster 'green' buyingBusinessWeek - USAWal-Mart has set targets for reducing energy use and packaging waste and selling more environmentally friendly products. Steps include switching to only ...

Vodka repackaged and marketed as a luxury goodInternational Herald Tribune - FranceHappily for drinkers of these luxury vodkas, the attention paid to packaging and marketing seems to be matched by that paid to the product. ...

New food ratingUI The Daily Iowan (subscription) - Iowa City,IA,USAKatz echoed Friesleben's concerns that many American consumers are misled by product packaging. "People are going to learn things they never knew they never ...

Our View — Put a stop to fooling consumersMankato Free Press - Mankato,MN,USAThe meat-packaging controversy is the latest to surface in a string of recent food-related problems. Just this month 1 million pounds of ground beef that ...

Forest-Products Company's Trim AssetsMotley Fool - USAmeadwestvaco is focusing on packaging, consumer and specialty chemicals. Temple-Inland is spinning off its real-estate and financial-services divisions, ...

Analyst says consumers still need cans, packagingMilwaukee Journal Sentinel (subscription) - Milwaukee,WI,USASchwiesow says he's cautious about many of the so-called deep cyclical stocks, because the best time to buy them is at the bottom, when people don't yet ...

Naturally Iowa, Inc. Enters Final Stages of Acquisition of PLA ...PR Newswire (press release) - New York,NY,USAWe believe that this is an enormous potential revenue source for the Company, given the growing consumer interest in sustainable packaging. ...

JoAnn Hines
Packaging Diva

I package people, products and services. Get started in the right direction by visiting any one of my websites for free advice, articles or just plain help. You can ask a question to a packaging expert too, list your packaging request or just e-mail me at I *will* find your perfect packaging solution!

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JoAnn Hines (The Packaging Diva) work is featured in Package Design magazine, Shelf Impact, Webpackaging and many other packaging portals and magazines. In the months of Sept. and Oct. her packaging commentary was used in Chicago Tribune (2), Entrepreneur Magazine and Cision. She is recognized as one 50 most influential packaging leaders in the 20th Century.


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