What do we do when doing the right thing isn’t the right thing to do? Packaging Council of New Zealand executive director Sharon Humphreys says when it comes to sustainable packaging, nothing is as simple as it looks www.foodtechnology.co.nz 13 Product: CHIP SNACK BAGS Problem: Contain several layers of plastic and foil, and aren’t recyclable Reason: Light, reduce shipping volume, don’t take much space on shelf, graphics-friendly Who: Consumer giants Solution: Consumer education to not include in recycling, encouraging Product: SINGLE-SERVING FOODS Problem: Difficult-to-recycle plastic, too small to wrangle easily, often tainted with food Reason: Size and market demand Who: Yoghurt manufacturers and reusable coffee mugs, compostable and biodegradable packaging – although the latter is still uncommon. Consumers can also purchase larger size items and transport them in reusable or washable to marine life even if they eventually disintegrate in the oceans, but some manufacturers turn a blind eye. “I’ve been telling these companies – and they don’t like this every much – but the ‘oxodegradable’ label should be changed to ‘oxo-fragmentable’,” he says. “The plastic is not degrading, it’s fragmenting. Over time, as opposed to breaking down into less hazardous organic components, these plastic products break down into lots of small, equally toxic bits.” ‘upcycling’ instead. coffee cup makers Solution: Redesigned packaging, containers. “New Zealanders dispose of packaging in many different ways depending on where they are and what situation they are in – and this means that packaging has to reflect those different situations. Product: TOOTHPASTE TUBS Problem: Small, blended material and leftover toothpaste inside tubes makes them almost impossible to recycle. Toothbrushes are slender and made of plastic blend and nylon bristles, making them tough to dissemble and recycle Who: Toothpaste and toothbrush manufacturers Solution: Colgate-Palmolive has been working to create a recyclable toothpaste tube or package. Product: POST-CONSUMER PLASTIC BOTTLE Problem: Only 31% of plastic bottles are recycled Who: Most beverage manufacturers use PET plastic bottles Solution: Companies such as Coca-Cola and Pepsico have launched programmes to make recycling more efficient and convenient. Pepsico’s ‘Naked’ beverage comes in a 100% post-consumer recycled plastic bottle, and there is huge development in the area. Product: THE ONLINE PURCHASE Problem: Over-package, putting pre-boxed item in second box Who: eCommerce networks such as eBay Solution: Sustainable packing materials, such as that from corn starch or sorghum, which can be composted, for fungus-based packing materials used by Dell and Puma, among others. Product: PIZZA BOX Problem: Once food comes into contact with cardboard made of recyclable materials, they are generally no long recyclable Who: Consumer and food delivery Solution: Consumer awareness, environmentally friendly solutions such as compostable containers and specially-designed pizza boxes. DEFINING SUSTAINABLE PACKAGING The Packaging Council of New Zealand represents companies operating across the packaging supply chain, with members contributing approximately $20 billion to the economy. It has been at the forefront of promoting and educating on the role of packaging, and how it contributes to a sustainable society balancing the three pillars of planet, profit and community. At the most basic level, packaging provides containment for the product, preventing spoilage and damage. But consumerism has also created a market for packaging which goes beyond simple physical containment and into the realms of functional enhancement and sensory delight. Consumerism has blurred the lines between what we need from packaging and what we want from packaging. Fuelled by ever-increasing technological capabilities, packaging enables products to meet society’s desires and demands which reflect our lifestyles, aspirations, demographics and wellbeing. But this has come at a cost. It is a commonly held belief that ‘sustainable packaging’ is the panacea. However, there is far less agreement on what exactly ‘sustainable packaging’ is. All packaging produced by a manufacturing process has an impact on the planet, profit and community. This simple fact is perhaps most noticeably overlooked when comparing bio-based packaging materials with those which are derived from fossil fuels. ‘Greenwashing’ was rife as marketers sought to differentiate their packaging on environmental grounds, until changes to consumer
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