{"id":12155,"date":"2016-11-04T16:44:55","date_gmt":"2016-11-04T20:44:55","guid":{"rendered":"https:\/\/digital.hbs.edu\/platform-rctom\/submission\/do-judge-a-product-by-its-packaging\/"},"modified":"2016-11-04T16:44:55","modified_gmt":"2016-11-04T20:44:55","slug":"do-judge-a-product-by-its-packaging","status":"publish","type":"hck-submission","link":"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/do-judge-a-product-by-its-packaging\/","title":{"rendered":"Do Judge a Product by its Packaging"},"content":{"rendered":"

\u201cPROTECTS WHAT\u2019S GOOD\u201d<\/strong>\u00a0 This is the promise made by Tetra Pak to not only protect the quality of the foods and beverages that it packages but also, perhaps more importantly, the future of the planet on which it operates. [1] The pressures of a changing climate are leading companies and the consumers that they serve to more closely scrutinize the packaging processes and materials that go into end products.\u00a0 80% of consumers tend to buy products with environmentally sound packaging. [1] Corporate sustainability initiatives aimed at reducing a product\u2019s overall carbon footprint have found a focus in renewable and recyclable packaging.\u00a0 Renewable products are those made from resources that are naturally replenished, such as timber (compared to those made from non-renewable oil or coal).\u00a0 Not surprisingly, governments have also shown their support for \u201cbio-based\u201d products as evidenced by the USDA\u2019s Biopreferred Program, which promotes the purchase and use of such products and packages. [2] As climate change could mean BIG change for global food and beverage companies, what is Tetra doing to ensure that it is up for the challenge of meeting increased demand and evolving preferences?<\/p>\n

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\nCARTON CRUSADE<\/strong>\u00a0 Paper-based cartons release fewer emissions throughout their life cycle than alternative packaging. [3] Tetra Pak is a food packaging company that, among other things, provides sustainable packaging solutions to customers across the globe.\u00a0 Increasingly, companies\u00a0are moving from\u00a0plastic\u00a0or\u00a0glass to paper-based Tetra products.\u00a0 For example, wineries who choose to use Tetra products instead of conventional glass can reduce packaging-related emissions by nearly nine-tenths. [4] In 2013, Tetra packed 1.7 billion liters of wine (or 7% of the still wine market) and predicted continued growth in the sector. [5] Recently launched water company JUST Water opted\u00a0for\u00a0one of Tetra\u2019s cartons over a traditional plastic bottle to appeal to climate-conscious consumers. [6] Government regulation of packaging could be on the horizon and further fuel demand for Tetra Pak\u2019s cartons.\u00a0 In recent years, local governments have shown their willingness to enact regulation to \u201cadvance solid waste reduction, reduce greenhouse gas emissions and protect waterways\u201d through plastic bag bans.\u00a0[7] Could regulation extend beyond bags to bottles and other packages?\u00a0 Tetra is responding to the changing landscape and the impact that it will have on business in a few critical ways: (i)\u00a0securing\u00a0its own raw materials (ii) product and process innovation and (iii) leading by example.<\/p>\n