Not so long ago, sustainability was a nice touch for a food package but completely optional. Gradually that's changing, with eco-friendly packaging becoming a must-have feature in an increasingly green-conscious marketplace.
In a recent white paper, "Targeting the Green Consumer through Fresh Packaging," Evergreen Packaging (www.evergreenpackaging.com) explored "what the growing number of green-leaning consumers want out of packaging," says Erin Reynolds, senior marketing manager-dairy at the Memphis, Tenn., company.
The company found "as consumers make purchasing decisions at the grocery store shelves, packaging that conveys a brand's commitment to environmental responsibility is likely to receive positive attention from consumers with increasing awareness on this topic." she says.
"Consumer purchasing decisions are increasingly influenced by thoughtful consideration about packaging's environmental footprint," she continues. "In fact, consumers have conveyed that packaging is a major driver of their green purchases."
Numi takes green to the limit
That may be even more true for consumers of natural and organic products. "Our customers are generally socially and environmentally conscious, and they gravitate toward our brand for a lot of the things we do on that level," says Brian Durkee, vice president of operations at Numi Organic Tea (www.numitea.com), Oakland, Calif.
For Numi, eco-friendliness has been part of the brand mission since its founding in 1999. The company has executed numerous packaging-related sustainability initiatives over the years.
For example, for Numi's paperboard cartons, "We were the first [tea company] to convert to 100 percent recycled and 85 percent post-consumer waste," says Durkee. In addition, the cartons are not wrapped in cellophane, and Numi's tea bags are made using natural, biodegradable filter paper. The company also uses 100 percent soy-based inks and a water-based varnish, which eliminates petroleum products in the printed cartons.
As part of a brand refresh in January 2011, Numi not only spruced up its package graphics but also reduced the weight of its cartons by 15 percent.
"Some people don't pursue reducing [package weight], because it's so much less glorious than coming out with some innovative, new sustainable package. But the best thing you can possibly do is just use less packaging." Durkee adds that lightweighting the cartons reduced Numi's total packaging use by more than a million pounds annually.
To communicate the brand's good green work, the company prints an eco-audit on the bottom of each tea carton. The audit shows conservation data, including trees saved, prevention of greenhouse gas emissions and reductions in landfill, energy and water use. The information is updated about every eight months using the Environmental Defense Fund Paper Calculator.
Numi plans to take its packaging even further down the path of zero post-consumer waste in the coming year by converting to a greener film component for its tea-bag overwrap. The current overwrap is 72 percent paper (made from 100 percent post-consumer waste) and 28 percent oriented-polypropylene (OPP) film.
Although the overwrap's paper component and paper-to-plastic composition will stay the same, Numi intends to replace the OPP film with one that is 100 percent biodegradable, certified home-compostable and not made using genetically engineered corn or other genetically modified organisms.