Understanding the Greener Package Database · 2010-05-13 · Next step: Membership • Introducing...
Transcript of Understanding the Greener Package Database · 2010-05-13 · Next step: Membership • Introducing...
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Understanding the Greener Package
DatabaseBy David Newcorn
VP/eMediaGreener Package
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Who we areSummit Publishing
Specializing in packaging media since 1993
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Before Greener Package
• Lots of questions on sustainability• Few answers• No silver bullet• Lots of confusion• Murkiness
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Advisory Board• Recruited over 50 experts with packaging
sustainability expertise• Drawn heavily from the ranks of end users• As well as consultants• Set up a separate Supplier Advisory Board• Representing all major material types• Including and especially fiber!
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More experts . . .
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Step 1: We gave people a voice
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Step 2: We gave the conversation a structure
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Step 3: We standardized how sustainability claims are reported
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Step 4: We created a mechanism to weed out greenwashing
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When Walmart speaks. . .
• We planned on launching a database of sustainable packaging products
• ECRM already had its Packaging Marketgate database
• Walmart suggested Greener Package and ECRM combine forces…so we did!
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Months of work• Members of Greener Package
advisory board (end users AND suppliers) drove database design
• Revamped the look, feel and underlying data structure of ECRM
• Months spent on packaging sustainability questions, guided by independent consultancy EPI.
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Combatting greenwashing
• Most greenwashing is inadvertent!
• Introducing voluntary third-party reviewof sustainability claims
• Credibility for suppliers, saves time for buyers
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“Bible” of sustainability claims• Industry’s first guidelines for
packaging sustainability claims• Starts where FTC green
guidelines leave off• Released Fall 2009• Updated 3x since then –GreenerPackage.com/guidelines
Download today!
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Over 1,200 downloads!• Abbott Nutrition--Program Manager• Arlafoods--Packaging Engineer• Avon Products Inc--Pgm Mgr• Becton Dickinson--Packaging Engineer• Bimbo Bakeries--Sr• Cadbury--Packaging Project Team
Membe• Cardinal Health--Packaging
Superintendent• Castrol India Ltd--Sr Executive Pkg• Clorox--Associate Research Fellow• Colgate-Palmolive Co--Vice President
• Conagra Foods--VP, Sustainable Development• Del Monte--Packaging R&d• Diebold--Packaging Commodity Manager• Disney Consumer Products--Director,
Sustainable Business Practices• Domino Sugar--Packing Engr• Ford Motor Co Mp&l Div--Sr Packaging
Engineer• Frito Lay--R&d Manager• Frucor Beverages Ltd--Packaging Manager• GE Lighting--Brand Manager• Glaxosmithkline--Packaging Dev Mgr
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Database: a Quick Tour
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Search by Package Type
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. . . or by Raw Material
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. . . or by company
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Search by Sustainability Criteria
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Detailed search results
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Drill down on a listing
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Many fiber-specific options• Cellophane, Cellulose film - processed
cellulose, often from wood, cotton or hemp• Coated Freesheet (e.g., high-end magazine)• Coated Groundwood (e.g., standard
magazine)• Corrugated - Moisture Resistant - Wax
Alternative• Corrugated - Moisture Resistant - Waxed• Corrugated - Pre-Printed• Corrugated: Bleached• Corrugated: Semi-bleached• Corrugated: Unbleached• Dimensional Lumber• Medium-density Fiberboard
• Molded Pulp Packaging• Paper: Uncoated Unbleached Kraft• Paperboard: Coated Recycled• Paperboard: Coated Unbleached Kraft
(CUK)• Paperboard: Solid Bleached Sulfate (SBS)• Paperboard: Uncoated Bleached Kraft• Paperboard: Uncoated Recycled (URB)• Paperboard: Uncoated Unbleached Kraft• Recycled Folding Boxboard• Supercalendered (e.g., newspaper
inserts)• Uncoated Freesheet (e.g., copy paper)• Uncoated Groundwood (e.g., newsprint)
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Applicable sustainability claims in the Greener Package database for
fiber-based packagingSource• Post-consumer content• Pre-consumer content• Sustainble forestry certified (SFI,
PEFC, FSC, CSA, ATFS)• Source reduced
Manufacture • Renewable energy• Greenhouse gas reduction
Use• CONEG/heavy metals• Shipping efficiency
End of life• Recyclable• Compostable• Waste-to-energy
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Third-party review
• Neutral traffic cop that examines paperwork • Ensures claims are backed up by proper supporting docs• Standardizes what paperwork is necessary to prove claim• A document review, not an audit• Two authorized third-party review firms: EPI and PKG• More info on third-party review: http://www.greenerpackage.com/gd/3rdparty_explained.pd
f
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Benefits for participating
• Disseminate your product info to targeted audience• Consolidate feedback to market in one place• Submit as many
products as you want
• No fee to submit!• (Optional fee for
3rd party review)
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Benefits for 3rd party reviewed listings
1. Credibility
2. Favorable position in search
3. Favorable graphical treatment
4. Visible within WalmartScorecard Modeling Software!
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Recap so far…• Industry-standard database of sustainable packaging• One-of-a-kind partnership with world’s largest retailer• In talks with second large retailer . . . • Advised by 40+ packaging experts• Third-party review combats greenwashing• Industry’s first independent guidelines to packaging
sustainability claims
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Next step: Membership• Introducing membership for suppliers• Blanket third party review (5-star verified)• Database listings disseminated to prospects• Influence direction of database development• Written letters of third-party review• Discounts on educational content• Discounts on lead-generation and branding programs• Discounts on consulting and private workshops• Underwriting support for this database
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How do you get started?
• Participate in discussions—your expertise is needed!• Submit your products• Become a member!
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Questions?
David NewcornVP/eMediaGreener Package312/238-9315 [email protected](Chicago)
Christine SmallwoodDirector, Business DevelopmentGreener Package770/664-4600 [email protected](Atlanta)