news...Cándido Miró is a well-respected company based in Alcoy, near Alicante, producing packed...

E U R O P E A N P A C K A G I N G S T E E L N E W S L E T T E R

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MEDITERRANEAN DEVELOPMENTS . . . . . . . . . . . . . . . . . page 2CANNING IN SPAIN :A PREFERENCEFOR STEEL . . . . . . . . . . . . . . . . . . . page 2AUXILIAR CONSERVERAHITS TOP CANNED FOODSALES . . . . . . . . . . . . . . . . . . . . . . . . page 3CÁNDIDO MIRÓ : PUTTING OUR BEST QUALITYPRODUCTS IN CANS . . . . . . . . . . . . . page 6

R e c y c l i n g

THE SUCCESS STORY OFSTEEL PACKAGINGRECYCLING IN SPAIN . . . . . . . page 7PAISAJE LIMPIO : PROMOTING AWARENESS OF THE CITIZEN’S ROLE IN LITTERPREVENTION . . . . . . . . . . . . . . . . . . . page 9

B e v e r a g e

SOUTHERN THIRST BOOSTSDRINK CAN SALES . . . . . . . . page 10

F o o d

THE “FLAVOUR OF THE YEAR 2004” CAPTURED IN STEEL . . . . . . . . . . . . . . . . . . . page 12

I n n o v a t i o n

WILD SALMON NOW IN PROTACT® CANS . . . . . . . . page 14

E v e n t

8TH INTERNATIONAL TINPLATE CONFERENCE2004 . . . . . . . . . . . . . . . . . . . . . . . . .page 15

B e v e r a g e

THE BEER DRINKER GETS HIS DRAUGHT BEER AT HOME p. 16

I n n o v a t i o n

WATERLESS PRINTING,A BIG STEP FORWARDFOR BEVERAGE CANS . . . . . . page 19

E v e n t

“ECO-VOYAGE”DEMONSTRATING THE GOODENVIRONMENTAL PROFILE OF STEEL PACKAGING . . . . . . . . . . . . . .p. 22

C o n g r e s s

APEAL’S 4TH INTERNATIONALSTEEL PACKAGING CONGRESS p. 23

E n v i r o n m e n t

STEEL : THE SUSTAINABLEPACKAGING SOLUTION . . . . . page 24

SPAIN

SPAIN

BELGIUM

GERMANY

EUROPE

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EUROPE

THE “FLAVOUR OF THE YEAR 2004”CAPTURED IN STEEL

SPAIN

EUROPE

GERMANY

EUROPE

EUROPE

MEDITERRANEAN DEVELOPMENTS:

CANNING IN SPAIN : A PREFERENCE FOR STEEL

S p e c i a l f e a t u r e

SPAIN

During the last decade, Spainhas become the fastestgrowing big economy inEurope. The Spanisheconomy continues toconsiderably outperform theeuro zone due to dynamicdomestic demand. During the'matador years'as Spaniardsnicknamed thelate 1990s,annualeconomicgrowthaveraged 4%.Now it's downto 2.4% butthat's still fourtimes as fast asthe rest of theEU.

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This excellent pace of economic activity isreflected in enormous growth of food can-ning in Spain in the last decades. Thanks tothe rapid development of canmaking technol-ogy in the latter half of the 20th century, can-ners have been able to capitalise on the hugepotential for food production in Spain, and tospecialize on the real agricultural assets of theSpanish homeland.

We also see how this positive economy haspropelled the Spanish beverage market intoa pole position in Europe, with today one ofthe highest per capita consumption inEurope. Over the last ten years, major canmakers have made significant capital invest-ments in modern production facilities inSpain, where 100% of the cans producedtoday are from steel.

From an environmental perspective, we seehow adequate recycling infrastructures arebeing developed in Spain in parallel withthis huge growth in the canning industry.Indeed in 2003, some 172,000 tonnes of usedhousehold steel packaging were collected andrecycled in Spain, making steel the 2nd mostrecycled packaging material at 57.5%.

Finally, we see how the expansion of theSpanish drinks market in steel is supported bycommunication activities initiated by recentlyfounded association “Paisaje Limpio”,whose aim is to develop initiatives for aware-ness-raising and public information amongstconsumers, and to lead campaigns to pro-mote a cleaner society.

For the full story, please see next pages…

Auxiliar Conservera’s Seville plant is dedicated mainly to

‘new generation’ olive oil cans.

José Manuel Meca Gómez, who joined thecompany in 1986, is a Member of the Board,and part of the second generation of ownersand directors of Auxiliar Conservera.

José Manuel Meca Gómez: “Our company isnow one of the biggest producers of foodcans in Spain. In 2003 we had a turnover of70 million Euros and a workforce of 350employees, extending to 400 in the high sea-son. And we keep growing at a rate of 12 to15 % every year. Like other Spanish food canproducers we continue to benefit from theenormous growth of food canning in Spain inthe last few decades. There was always ahuge potential for food production in Spainbut the rapid development of canmakingtechnology in the last half of the 20th centuryenabled the canners to really capitalise onthis potential. In the meantime, the classicconsolidation process has taken place: in the1970’s, more than 100 food producers wereusing cans in the Murcia region, supported byapproximately 15 canmakers. The market ismuch more concentrated with a few domi-nant brand owners and only 3 major canmak-ers left.”

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AUXILIAR CONSERVERA HITS TOP CANNED FOOD SALES

I n a country where snacking has always been a tradition and ataste of “Tapas” one of the many gastronomic pleasures awaitingvisitors to Spain, steel packaging for food has a very privileged

position with more than three billion cans produced in 2003 andpositive growth anticipated over the next five years. The fact that 80%of canned fish products are packed in steel substantiates the Spanishpackaging industries’ preference for steel. APEAL recently had thepleasure to meet one of the majors in the industry, José Manuel MecaGómez, Director of Auxiliar Conservera.


SPAIN

The use of steel easy open endsprovides safety & convenience

to the consumer.

State of the Art CanTechnology for Olives Over the years, the Spanish food industry hasbecome increasingly specialized in the realassets of the Spanish homeland. The cultiva-

tion and processing of olives became oneof the strengths of agricultural Spain,

and now Spain is by far the biggestproducer of olives and olive

oil in the world. Formany years, canshave been animportant packag-ing for olives and

olive oil. AndAuxiliar took advan-

tage of the hugeincrease of this market

with its production ofcans.

José Manuel Meca Gómez:‘There is fierce competition

between cans, glass andPET bottles for the packaging

of olive oil. Cans add to thehigh quality image of good

olive oils. Competition fromother materials like glass and

PET is strong and for companieslike Carbonell, our biggest cus-


AUXILIAR CONSERVERA HITS TOP CANNED FOOD SALES


SPAIN

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tomer, it is important that the can is reliableand aesthetic. Therefore in Sevilla we built anew plant specifically for the production ofolive oil cans and we applied modern can-making technology as used for food cans.This was quite revolutionary and it became ahuge success. Our Sevilla plant now producesa range of square cans for olive oil but wealso produce the so-called A-10 cans for blackolives that are used in large quantities by thepizza chains all over the world. You cantherefore imagine that our cans are exportedworld-wide.

And in particular, in the light of competitionfrom other packaging materials and on inter-national markets, the assets of our cans,namely reliability, unbreakability, 100% pro-tection against the detrimental effects of lightand perfect printability are important’.

Easy Open Ends, aninvestment for thefutureAs in the rest of Europe, cans without EasyOpen Ends are becoming increasingly rare inSpain. Auxiliar began producing steel EasyOpen Ends relatively early, both for its ownneeds as well as for export to other can mak-ers around the world. The steel Easy Openproduction lines are quite modern, churningout up to 2000 steel Easy Open Ends perminute.

José Manuel Meca Gómez: ‘ We produce thewhole range of sizes, from 52 mm diameterup to 99 mm. There is continuous develop-ment on our Easy Open Ends in order to fur-ther decrease the opening forces. We thinkwe have a big advantage over some otherproducers as we always apply electro-coatingof the ends to cover all the bare metal spotsof the finished ends with a coating to preventcorrosion. This is particularly important inSpain, where alkaline waters for retort and

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Auxiliar Conservera: The assets of our cans: reliability,

unbreakability, 100% protectionagainst the detrimental effects of

light and perfect printability.

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For more informationplease contact:

José Manuel Meca GómezDirector

AUXILIAR CONSERVERA, S.A.Tel: +34/968 644 788

Email: [email protected]://www.auxiliarconservera.es

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cooling process are common. For some prod-ucts our customers require a special safetyfeature, for those snack products which con-sumers eat straight from the can, for exampleolives and nuts like peanuts or almonds. Theso-called ‘double fold’ feature provides fullsafety and convenience to the end user. Wemonitor developments in the field of peelableends quite closely as this offers consumersthe ultimate convenience. We have consid-ered investing in this technology ourselvesbut we think it is still too early. With severalproducers of can making machinery now try-ing to come up with technologies that pro-

duce more cost-effective peelable ends, westill prefer a solution made exclusively insteel.

High Quality Printingfor Brand ValuePrinting is of course an increasingly importantelement for brand owners to differentiatetheir products. In Spain, like in some othercountries, it was and still is normal for canmakers to outsource printing to external com-panies. Mostly these companies are closelylinked to the can makers. Until now, Auxiliarhas also used 2 outside suppliers for its print-

ing jobs, but this is going to changein 2005.

AUXILIAR CONSERVERA A HISTORY OF SUCCESS• Early 1960’s: founding of Auxiliar Conservera with the construction of a canmaking plantin Murcia. Focus: market for food cans, in particular fruit and vegetables• Early 1980’s: Auxiliar is the first company to use high-speed welding machines in Spain• 1995: construction of a new plant in Sevilla, dedicated mainly to ‘new generation’ olive oil cans• End 1990’s: start of own state-of-the-art production of steel Easy Open ends• 2005: launch of a new 6-colour printing line

José Manuel Meca Gómez: ‘ We think printingis an essential part of can making and wewant to follow the latest developments close-ly. Therefore we will install an ultra-modern6-colour printing line in our plant here inMurcia. Though this new printing line repre-sents a high investment, we are convincedthat we will become more flexible and in theend will be able to supply an even betterprinting quality.’

José Manuel Meca Gómez is convinced thereis a bright future for food cans which offerconsumers the convenience, safety and aes-thetic satisfaction they expect, also in compar-ison to other packaging materials. ‘We willkeep investing in food cans and in their con-tinuous improvement’.Auxiliar Conservera:

“We will keep investing infood cans and in theircontinuous improvement”.


Pablo Verdu LluchTechnical DirectorCÁNDIDO MIRÓ

Tel: +34/96 552 35 11Email: [email protected]

http://www.serpis.com

CÁNDIDO MIRÓ:PUTTING OUR BEST QUALITY PRODUCTS IN CANSCándido Miró is a well-respected company based in Alcoy, near Alicante, producing packed olives under the brand ‘El Serpis’. Some 90 % of theirproduction is packed in steel cans and Auxiliar Conservera is their main can supplier.

The Specialists in Stuffed Olives The founder of the company Cándido Miró, Miró Rabasa, experimented in 1926 with new products from olives. He developed so-called ‘stuffed olives’filled with anchovy for example. His customers loved the combination of various tastes. He launched the company Cándido Miró and since 1926 thecompany has been successfully exploiting this idea. Anchovy filled olives became a popular snack, an appetizer that is a permanent fixture in homesaround the world.

Technical Director Pablo Verdu Lluch: “We confirm our reputation as a distinguished brand by being innovative and continually introducing new kindsof filling, e.g. pepperoni, paprika, cheese etc.”

The Strength of Success in Cans Cándido Miró uses cans on a large scale for the packing of its stuffed olives.

Pablo Verdu Lluch: ‘Our company has used cans almost from the beginning, as they protect our high quality products perfectly. Cans give a high degreeof physical protection, not only on the Spanish market but in particular during the long export distances to more than 30 countries all over the world.For the brand differentiation we make use of the perfect printing possibilities for cans. Since the 1950’s 100 % of our cans for olives are printed.

And we started to apply Easy Open Ends as soon as they became available on the market, as our priority is to offer our consumers the maximum con-venience possible. We believe this belongs to the reputation of our distinguished brand.

In the meantime we pack approximately 10 % of our production output in glass andplastic packages but our best quality products are in cans!

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Steel cans give a high degree of physical protection,

not only on the Spanish market but in particular

during the long export distancesto more than 30 countries

all over the world.

Pablo Verdu Lluch, Technical Director, Cándido Miró


SPAIN

“

”

For brand differentiation, wemake use of the perfect printingpossibilities of cans.

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THE SUCCESS STORY OF STEEL PACKAGING RECYCLING IN SPAIN

R e c y c l i n g

SPAIN

T he expansion of the Spanish canned food and beverage marketin steel is supported by Ecoacero through initiatives such asCICE and Paisaje Limpio and the development of adequate

recycling structures. Nicolas de Laurentis, Director of Ecoacero,welcomed us to Madrid to update us on the progress in steelpackaging recycling made in Spain in recent years. He also presentedthe company’s programme of initiatives and communications for 2005.

Ecoacero drivingforward steelpackaging recycling Ecoacero was founded in 1996, following thetransposition into Spanish law of theEuropean Directive on Packaging andPackaging Waste, and replacing the Institutopara la Promoción de la Hojalata (Institute forthe Promotion of Steel for Packaging).Ecoacero is tasked with promoting the collec-tion and recycling of steel packaging in Spain,as well as the use of steel as a packagingsolution. Ecoacero is also the central point foractivities to promote canned food in Spain(CICE – see APEAL News no.20) and initia-tives to make citizens aware of the part theythemselves can play in avoiding litter (PaisajeLimpio).

Steel – the 2nd mostrecycled packagingmaterial in Spain In 2003, some 172,000 tonnes of used house-hold steel packaging were collected and recy-cled in Spain, making steel a close secondbehind paper and board in terms of the mostrecycled packaging (57.5% as against 60.4%).

A variety of collectionchannels used torecover steelpackaging …Magnetic separation in compost centres is themethod most often used in Spain to recoversteel packaging. In 2003, it accounted forclose on 42% of total steel packaging recov-ered, whilst scrap yards contributed up to29%. Kerbside collection contributed 19% ofthe steel packaging which was recycled,whilst incineration plants accounted for amere 14%.

… and magneticseparation enablessteel to be recycled at

a reasonable costNicolas de Laurentis set out the rea-sons for the sustained growth ofsteel packaging recycling in Spainsince 1997, and the progress whichis still achievable by 2008:

“Steel can be recycled easily,because there is significant demandfor scrap from steel makers (espe-cially since most steelworks in Spainare electrical) and because it is amaterial which can be easily sepa-rated from the waste stream. Theavailability of a variety of collectionmethods for steel (kerbside collec-tion, bring systems and integral col-lection has contributed to achievingcurrent recycling rates at a reason-able cost. Other materials do nothave the same possibilities, andhave to content themselves withkerbside collection in order toimprove levels of recycling.” Headds that “whereas recycling of steel

Composting provides close to 42% ofthe steel packaging collected forrecycling.

packaging was still in its infancy in 1997, with23% being recycled, the investments made innew infrastructures for collection and sortinghave enabled us to increase the quantity ofsteel packaging being recycled two and a halftimes in only 6 years.”

Slow growth inkerbside collection Separate collection, which first appeared inSpain in 1998 following the establishment ofEcoembalajes España (Ecoembes), initiallyonly contributed 4% of the steel packagingwhich was collected; today, that contributionhas risen to 19%. At the end of 2004, the sys-tem of yellow bins had reached a level ofcoverage of nearly 90% of the Spanish popu-lation in 2003, with around 75 sorting centresof household packaging waste being opera-tional. By 2008, around 25 new sorting cen-tres are set to be developed.

Incineration no longerthe popular solution Incineration of household waste is no longerdominant in Spain, for reasons to do with itsacceptance by the population: only 7 inciner-ation plants are currently operating in Spain,and just one additional plant is set to beadded to the facilities already in place.Whereas in 1997 it contributed 50% of thevolumes of steel packaging collected in Spain,today this method of waste treatment (andefficient way of collecting/sorting steel scrap)has declined and now provides the smallestshare (only 14%); nevertheless, it retains asignificant hold in large cities, to supplementthe selective collection infrastructure and tohelp in achieving the targets for recyclingsteel packaging.

Composting as aspecially-valuedsolution Composting plays a fundamental role in Spainfor the recovery of used steel packaging. Itconstitutes the main source of collection forsteel cans, providing close on 42% of thesteel packaging collected for recycling. Nearly80 composting centres are currently operat-ing, and they represent the principal meansof reducing the use of landfills to dispose oforganic waste. The widespread use of thissystem of waste treatment in Spain isexplained by the very dry climate there: thisfacilitates the composting process, whereashumidity inhibits composting. Some regionsin Spain are experiencing the phenomenon ofdesertification (loss of vegetation covering theland), and there is therefore a significantdemand for organic matter, hence the com-post.

Implementing the Landfill Directive shouldsimilarly stimulate the recovery of organicmatter, and the construction of new compost-ing centres will have a positive influence onthe recycling of used steel packaging. As eachcentre is equipped with magnetic separation,steel packaging can be recovered easily andat low cost.

R e c y c l i n g

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2008 targets for steelrecycling in Spainbetween 70% and75%, despite canmarket growthforecast at 4% p.a. Nicolas de Laurentis is highly optimistic aboutthe long-term prospects for recycling steelpackaging. ‘The extended coverage of collec-tion schemes and the increased number ofsorting and composting centres, includingmagnetic separation, throughout Spain,should make it possible to take the level ofrecycling to above 63% for 2004, and to reachbetween 70% and 75% by 2008. This willmake it possible to compensate for weakerperformance in materials which are less recy-cled (plastics, beverage cartons, aluminium,etc.) and thus to comply with the 55% overallrecycling target (all materials taken together)by 2008, as set out in Directive 2004/12(amending Directive 1994/62 on Packagingand Packaging Waste)’, he explains.

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THE SUCCESS STORY OF STEEL PACKAGING RECYCLING IN SPAIN

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Nicolás de Laurentis Director

ECOACEROTel: +34/91 411 25 88

Email: [email protected]://www.ecoacero.com

PAISAJE LIMPIOPROMOTING AWARENESS OF THE CITIZEN’S ROLE IN LITTER PREVENTION”Packaging is only a minute part of litter, but it is often the most visible part.” Given the negative perception associated with litter, a joint project ini-tiated by Ecoacero resulted in the establishment of a new association known as “Paisaje Limpio”, along the lines of “Encams” in the UnitedKingdom, “Vacances Propres” in France, “Aktion Saubere Landschaft” in Germany and “Stichting Nederland Schoon” in Holland. Its aim is to developinitiatives for awareness-raising and public information amongst consumers, and to lead campaigns to prevent litter.

In order to make the consumer more aware of his role in litter prevention, it is vital to have an integrated approach involving the entire packagingchain (producers and converters of materials, packers-fillers and brand owners), other business sectors (cigarette manufacturers, etc.), the public

authorities and especially the local authorities.

“VERANO CALIENTE – LATAS FRÍAS” – KEEP THE BEACHES CLEAN During August, Ecoacero launched the “Verano Caliente – Latas frías” (Hot summer, cool cans)campaign on all the beaches of the Costa del Sol. Posters encouraging people to recycle canswere placed in strategic locations along the beach, and T-shirts and visors promoting the themeof the campaign were distributed by restaurant-owners to holiday-makers dining with them. Thiscampaign, supported by the regional and local authorities, was a great success and is to berepeated next summer by Ecoacero on the Mediterranean coast (Valencia region). Supplementing the poster campaigns, several other communications tools are being developed atEcoacero to communicate the virtues of responsible behaviour to the consumer:¡Dame la lata! -an infotainment Internet site about the steel beverage can and its recycling

Following the conversion of the Spanish can market away from aluminium and towards steel in2003, Ecoacero decided to focus its message on the beverage can. An Internet site aimed at thepublic and titled “¡Dame la lata!” (Give me your can!), www.damelalata.com, explains the pro-duction process of the can through to when it is filled, and how to use and recycle it. It will alsoillustrate current campaigns to combat litter, and an educational school pack will be integratedinto the site.

Can collection at service stations An agreement has just been signed with one of the major petroleum companies in Spain, whichwill see containers placed in over 900 service stations and cans being collected along the entireroad and motorway network in Spain. Other companies are set to follow suit in 2005.

We wish everyone a pleasant trip to Paisaje Limpio …

“Hot summer, cool cans”: Ecoacero’sposter campaign, aimed to keep the

Costa del Sol beaches clean.

www.damelalata.com


SOUTHERN THIRST BOOSTS DRINK CAN SALES

B e v e r a g e

SPAIN

T aking advantage of a favourable, warm climate and positive econ-omy together with their young dynamic population, the Iberianmarket (Spain and Portugal) has been propelled into a pole posi-

tion in the European Drinks Market, with today one of the highest percapita consumption in Europe.

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The last five years has shown a significantgrowth of the drinks market in Spain andPortugal, amounting to almost 14 billion litres.Beverage shipments totalled 6 billion units in2003, representing more than 13% of the totalfillings in Spain. The influence of an expand-ing tourist trade, (49.5 million in 2001) ratedsecond worldwide, the demand for “on thego” consumption, vending machines and con-venience stores has created fierce competitionwith incremental volumes contributed mainlyby Coca-Cola.

Carbonated soft drinkcans represented 28%market share by packvolume in 2003 incomparison with 16%for refillable glass bot-tles, 3% non refillableglass and 53% PET.

Canned carbonateddrink fillings account-

ed for 69% of incremental growth in the cansector, increasing by almost 70 million litres,in 2001. Beer however, has shown moderategrowth due to the importation of cheaperGerman and Dutch brews.

Carbonated beverages accounted for 70% (8.7billion litres) of the can fillings in 2002 andbeer just over 23%, with considerable growthin the High Energy and Sports Drinks sector.

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The explosion of natural health and energybeverages such as ‘Red Bull and Dark Dog’throughout Europe, due to changing lifestyles, has opened up new horizons and dou-ble figure growth markets boosting EnergyDrink consumption in Spain from 63.4 millionlitres in 2001 to 82.2 million in 2002.

The can responding tomodern consumerneeds The can has an ideal volume, is refreshingand amusing (the sprightly ‘pop’ of the easyopen end) having a dynamic and modernimage corresponding to the needs of a newgeneration of consumers of ‘street food’ whoare constantly on the move.

With a higher income per person, householdprofiles have changed to smaller units andthere is an increasing demand for smaller sizepacks, single serve portions and increasingimpulse consumption, which will improveprofitability.

Innovative flavours backed by a strong mar-keting support offers consumer appeal for the‘cool’ lifestyles of today’s adolescents andyoung adults. Ice teas, which are perceived ashealthy, increased by over 25% in 2002 withNestea and Lipton offering strong marketingcampaigns focused on brand positioning.

The automatic (full service) distribution incans through vending machines, to the detri-ment of plastic cups, has dynamised distribu-tion, increased visibility and has had a verypositive impact on consumption.

API launched a ‘state of the art’production line in December 2003 inAvilés (Asturias), with capacity of300 000 tons per annum.

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Steel captures thedrinks market inSpain Over the last ten years, major can makershave made significant capital investments inmodern production facilities in Spain, where100% of the cans produced today are fromsteel at lightening production rates of 2500cans per minute. To meet this increasingdemand for packaging steel, ArcelorPackaging International (API) launched a ‘stateof the art’ production line in December 2003in Avilés (Asturias), with a capacity of 300 000tons per annum. Philippe Duchemin, DWIProduct Manager at API, stressed the impor-tance of the Iberian market. ‘Growth projec-tions’, he said, ‘are definitely there, with Spainhaving the highest per capita consumption’.

Rexam a change for the best The World Class can maker Rexam currentlyhas 6 production lines on 2 sites in Spain,with a production capacity of approximately3.8 billion cans per annum. Raquel Gonzalez,Marketing Services Manager, recently statedthat Iberia was a major target market forRexam and that they would be permanentlyexpanding their capacity with the latest tech-nology in terms of light weighting, production

efficiency and decoration to meet themarket requirements.

Indeed, Carlos Gamella,Environmental Health & Safetycoordinator highlights twovery important achievementsfor Rexam in 2004, which fallwithin the scope ofCorporate SocialResponsibility. Firstlyachievements in lightweighting of steel, withthe high impact this rep-resents for the environ-ment in terms of rawmaterial optimisationand final waste reduc-tion. Secondly, OHSAS18001 accreditation of

both Rexam’s plants inSpain, demonstrating that Rexammeets with all the health and safe-ty requirements.

The Fastest in the South

Crown Bevcan Europe & Middle Eastalso has 2 plants in Spain, operating 4steel can lines. Crown is celebrating ahighly successful second year of opera-tion at its Seville plant in Dos Hermanas,southern Spain.

Since it started manufacturing cans in July2002, the plant, which has an annual produc-tion capacity of 750 million units, has set anumber of impressive production records. Theplant is one of the most technologicallyadvanced beverage can manufacturing facili-ties in the world. Commenting on the success-es, Juan Sanchez, Plant Manager for Sevillesaid: "The first year of operation at any bever-age plant is always a challenging time, butthrough the hard work and dedication of theteam we have managed to exceed all produc-tion and efficiency expectations. This allowedus to fully get on board this second year. Ourplant is one of the company's most efficientoperations, this is essential to satisfy customersdemands." The plant supplies the Iberian canmarket which is one of the fastest growingmarkets.

Iberia is the second soft drinks can marketnow just after the UK. " Across the Iberianpeninsula, cans favour highly in the percep-tions of fillers and consumers alike," explainsMarcos Gonzalez Cuevas, Sales & MarketingDirector for Crown Spain, Portugal & NorthAfrica. In the Logrono plant (Rioja), Crownhas converted one of its line to produce brightsteel cans in order to offer the enhancedappearance required for metallic designs.

As beverage canmakers continue to optimisetheir production facilities in Spain to keepabreast of the thriving market, the steel can’svisual appearance is being enhanced by thesenew printing techniques, together with otherpossibilities to increase shelf appeal, such as theavailability of traditional volumes in slim andelegant can shapes, for example. Thanks tosuch developments, steel looks set to respondto maintain its healthy position and to continueto respond to the demands of the young anddynamic Spanish beverage market.

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Crown has converted one of its linesto produce bright steel cans.

Bright steeltechnology hashelped enhance thesteel beverage can’svisual appearance andoptimize shelf appeal.

A Hot Tip fromHotshop‘Hotshop’, a well known Parisian designhouse, chose the generous design of a chub-by shaped steel can with a vivid and trendyorange and mauve label decoration to seducetheir clients. The success of ‘Hotshop’ can beattributed to their working philosophy, whichprivileges the creative spirit of their team ofgraphic designers and consultants to stimulateinnovation. Brand image is established using‘Packshop’ for graphic and strategic analysisand ‘Trendshop’ to ascertain current trendsand future consumer attitudes and demands.

Stephen Pisani General Manager of ‘Hotshop’commented : “This is not the first time ‘HotShop’ has chosen steel for packaging and weappreciate its principal advantages, beingrobust, safe and at the same time ‘in vogue’which significantly influences consumerappeal and purchasing choice. We have over

the last few years seen a remarkable interestin the marketing merits of steel for packaging

with its use in high profile and luxurysegments of the packaging world.

This trend originates from a shiftin consumer preferencetowards bright metallic finish-es considered to be modernand trendy, together withthe unique shaped profiles

which are now possible withsteel.”

THE “FLAVOUR OF THE YEAR2004” CAPTURED IN STEEL

F o o d

EUROPE

T he launching of ‘Onctuo’, a new rich andcreamy instant drink by the French distributorLeroux, required an original and appealing

packaging to attract consumer attention, in con-trast to the multitude of analogous products on thesupermarket shelves.

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This is not the first time“HotShop” has chosen steel forpackaging and we appreciateits principal advantages, being

robust, safe and at the sametime “in vogue”...

Stephen Pisani, General Manager, Hotshop

”

“

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The resulting packaging conceptis manufactured by ‘Decorbox’an Italian quality can makerbased in Olginate close toLake Como, and appropri-ately conveys to the pur-chaser the pleasure andgourmandise associatedwith the caramel tasteand creamy texture of‘Onctuo’.

Arduino Milani,founder and presi-dent of the com-pany, has, overthe last tenyears, estab-lished Decorboxas a marketleader in thefield of speciali-ty packaging,with an interna-tional reputa-tion for originaland high qualitydesigns. Thecompany, estab-lished in 1990,developed rapid-ly in this nichemarket segment,

their primary strengths being the continuedquest for innovation in both form and deco-ration coupled with an outstanding dedicationto customer service and satisfaction.

When discussing the company’s philosophyand commitments, Arduino Milani said, “Theworkforce and its wellbeing is of paramountimportance to create a favourable workingenvironment, where each member of theteam plays a vital role and shares the sameobjectives. This has been our secret for origi-nality and success”.

Ease and comfort incans The ultimate in consumer convenience, inparticular for adolescents and young families,is the availability of easy opening and reclos-ability features. These devices are key issuesfor brand equity and success in today’s com-petitive market. The choice of this feature for‘Onctuo’ positions Leroux as an innovator inthis market segment.

Consumer acceptability of easy openingdevices such as the ‘peel off’ used for‘Onctuo’ is based on the following attributes:easy access to the tab, and the strengthrequired to initiate the peel and remove thepanel. The lower the force the more accept-able, particularly for young consumers.

The latest generation, ‘easy peel’ has all ofthese attributes with the added advantage ofbeing pilfer proof. This influenced consider-ably its choice for ‘Onctuo’.

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Arduino MilaniFounder & President

DECORBOX s.r.l.Tel: +39/0341 652 012

Email: [email protected]://www.decorbox.it

Stephen PisaniGeneral Manager

HOTSHOPTel: +33/1 53 70 75 00

Email: [email protected]://www.hotshop.fr

Arduino Milani,Founder & President,Decorbox.

The shaped profile of Onctuo, an original andappealing packaging to attract consumerattention.

Decorbox has an internationalreputation for original and high

quality metal packaging.


Jaap DunnebierDirector Product Market Development

CORUS PACKAGING PLUSIJmuiden, The Netherlands

Tel: + 31 251 493186Fax: + 31 251 470051

Email: [email protected]://www.corusgroup.com

“The Protact® can is perfectly suited to thecanning of fish products,” explains JaapDunnebier, Director Product MarketDevelopment, Corus Packaging Plus. “Thebenefits it offers are many: compliance withthe highest food standards, unsurpassed barri-er properties and therefore no taint or flavourscalping, drawability, excellent release for thecan’s contents, and 100% recyclability.”

The development programme undertakenresulted in a better understanding of thecapabilities of the material. Firstly, we areable to achieve an optimised steel surfacetopography combined with the preferredECCS chemical composition. Overall thisresulted in improved coating performanceduring can making and after sterilisation.This means that the can is in full compliancewith United States (FDA) and European Foodcontact regulations and the draft EU SuperRegulation on plastic food contact materialsand articles.

Furthermore the fact that the can complieswith standards in both USA and Europemeans that the canmaker no longer has tostock cans with different coatings and can usethe same can for all markets. This is coupledwith the benefits of supply chain simplifica-tion. The canmaker is able to now omit theintermediate step of getting the canstock lac-quered, as it now comes pre-coated.”

Apart from these technical advantages, thedevelopment programme also enabled CorusPackaging Plus to understand the versatility ofthe material and the possibility of colourmatching. This is definitely a benefit for cer-tain applications.

WILD SALMON NOW IN PROTACT® CANS

I n n o v a t i o n

EUROPE

S upermarket shelves in Europe are now stocking a new type ofsalmon can that is made out of Protact®, Corus Packaging Plus’technically advanced polymer-coated steel. This new fish can is

the result of a detailed development programme in which the CorusPackaging Plus team worked closely with partners in the UK and theUSA. The result is 1lb and 0,5lb salmon cans.

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Adds Dunnebier: “The combination of steelwith polymer coatings that are predominantlybased on polyethylene terephthlate (PET) hasenabled Corus Packaging Plus to set a newstandard in the industry. PET is widelyacknowledged as one of the most food safepackaging materials and allows us to takefood safety one step further. These benefitsare combined with excellent formabilitywhich means that it can undergo multipledeep drawing stages, has improved packintegrity and shelf performance, and is, ofcourse, completely recyclable.”

These new Protact® salmon cans are pro-duced in the USA and then shipped to theNorth Pacific salmon canning area of Alaskawhere they are filled with the wild salmonand transported for sale in major supermar-kets throughout Europe.

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Protact®: perfectly suited to thecanning of fish products.

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The industrychallengesIn a context of fierce competition betweenpackaging materials, when even the retortedfood segment is under attack from recentdevelopments that have taken place withinthe competing carton industry, the industry’schallenge is to develop steel packaging solu-tions that will be able to deliver what themarket wants in terms of flexibility, brand dif-ferentiation potential, freshness image andconvenience. Consumers are becoming moreand more conscious about health, freshness,safety and nutritional values, and expect anypackaging to satisfy these specific needs.

Delivering the right solution that meets theconsumer needs for freshness and conve-nience has to be guided by consumer atti-tudes and perception research. All of thesecharacteristics should be met within the costframe that today’s market allows. This meansthat effectiveness all throughout the chainfrom the raw material producer to the canmaker, to the filler and retailer, has tobecome a daily reality. Retailers are indeedbecoming increasingly important in the deci-sion-making process, and are recognised askey players in the logistic chain. They are assuch influencing the future packaging systems

that will have to integrate logistics parametersinto their development.

The industry’sresponseIn response to these challenges, internationalsteel producers had the opportunity todemonstrate the continuous technologicaladvances that are taking place, in terms ofnew, innovative steel packaging solutions,materials and finishes.

During the opening proceedings, PhillippeCapron, API CEO, emphasised the compellingneed to change the perception of the can andannounced the creation of ‘Empac’, whosegoal is to develop and promote a commonpositioning for the metal packaging industry.

Catherine Jung and Pascal Fabrègue of APIpresented ‘Creasteel’, one of API’s recentdevelopments, a hyper deep drawing steel for2-piece shaped cans.

Jaap Dunnebier presented ‘Protact’ laminatedsteel from ‘Corus’, an ideal barrier for maxi-mum security and protection of cans and clo-sures.

Philippe Duchemin outlined the success inlightweighting steel beverage cans andArcelor’s commitment to major investments inFrance and Spain. He stressed the importanceof alliance within the industry to promote theexchange of technology and strengthen steel’sglobal market position in the future.

Rasselstein presented the laboratory testswhich have been developed in order to allowan optimisation of the quality of the tinplatesurfaces with respect to specific processrequirements.

During the conference, the multi-materialdimension of packaging solutions was alsopresented as an asset to the consumer conve-nience.

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8TH INTERNATIONAL TINPLATECONFERENCE 2004

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EUROPE

T he 8th International Tinplate conference 2004, held in Paris on the 25-27th October 2004 was organisedby the Metal Bulletin and Arcelor Packaging International (API), who sponsored the event. It gave aunique opportunity to communicate the commitment of the entire industry to continue to invest in the

steel packaging solutions and to deliver a message of hope and mobilisation. Throughout the conference,leaders in industry had the opportunity to debate the critical issues, to highlight steel’s advantage overalternative materials for packaging as the most secure, user friendly and cost effective packaging solutionwith a high potential for design and brand differentiation.


TIN TECHNOLOGY/ITRI LtdTel: +44/1727 875 544

Email: [email protected]://www.tintechnology.com

Since the first brewers commercializeddraught beer, the barrel or keg has alwaysbeen the traditional method for transportationand distribution. It is the barrel image, whichrepresents the natural quality of beer, and in

particular Draughtbeer.

With the developmentof the ‘take home’sales market, it is nosurprise that breweriesjumped at the opportu-nity to offer this draftquality in the homeand together with thewell known can makerHuber Verpackungenin OehringenGermany, jointly devel-

oped the first 5-litre ‘party keg’. This so-called‘’first generation’’ keg was developed morethan 25 years ago.

THE BEER DRINKER GETS HISDRAUGHT BEER AT HOME

B e v e r a g e

GERMANY

F or the ‘bona fide’ beerdrinker there is nothing bet-ter than a freshly tapped

draught beer. This is certainlytrue in Germany (the countrythat invented beer), where untilrecently it was only available inthe local ‘Kneipe’, and also forthe British enthusiast in theirtraditional Pubs.

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The beer keg : bringing perfectdraught beer right to theconsumers' home.

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At last, draught beercould be served freshon tap for parties andbarbecues!Steel kegs offer the strength and robustnessnecessary for rough handling and quick cool-ing, are light in weight, easy to carry, andhermetically strong enough to withstand thepressure required for dispensing the draught.Steel offers the added advantage of that brightmetal effect which conveys an image of quali-ty and permits the conception of eye-catchingdesigns of the original gold and silver brandlabels.

The introduction ofthe H.I.T. (HuberIntegrated Tap) systemseveral years ago byHuber, developed inconjunction with themajor German brew-ery Warsteiner, over-came dispensinginconvenience origi-nally encountered withthe ‘first generation’kegs , which used aseparate tap deviceand required special skills to tap a suitablyfoamy glass of draught beer.

H.I.T. is a device which is built-in to the bodyof the 5 litre keg, making it easier for theconsumer, with a simple gesture, to tap hisown pint of draught beer.

The introduction of this ‘second generation’keg packaging concept gives brewers theopportunity to capitalize on this image of tra-ditional quality and with a unique dispensingtechnology, the possibility to preserve all theattributes of the original pub quality and addthe required consumer convenience.

17

Tapping into the TakeHome MarketAPEAL recently visited Huber Verpackungenand met Bernhard Kürschner, MarketingManager, and Berthold Pfäffle, Sales ManagerParty Kegs to hear more about the success of

the party kegs sincethe introduction of theHuber Integrated Taps.

During the interviewBernhard Kürschnerexplained that theincorporation of theH.I.T. integrated tapresulted in a completere-launch of the party

keg andwas a keyissue inthe mar-ketingsuccess oftheir prod-uct. ‘The

conceived convenience benefit to the con-sumer led to such an extraordinary surge indemand that our company was prompted tospend over 18 million Euros on setting up acompletely new, dedicated manufacturingplant in Oehringen. Our dedicated factoryuses the very latest technology to mass-pro-duce the kegs using the most advanced andefficient production and testing machinery. Toensure maximum hygiene, special equipment

such as airlocks at entrances and delivery anddispatch points provide the proper environ-ment for the manufacture of the party kegs.We currently supply to over 200 differentbrands of beer, ranging from leading interna-tional brands to regional specialities like paleales, pilsner, carbonated wheat beer, Koelschand top-fermented dark beers’.

Global recognition ofthe KegThis innovative beer keg with its unique inte-grated tap proved popular well beyond thehorizons of Germany and Europe. Consumersin countries like Canada, Australia, the UnitedStates, not forgetting Russia and China, appre-ciate the pleasure of a freshly tapped draughtbeer at home.

Huber is today shipping beer kegs to morethan 30 countries, and when visiting theirwarehouse one can see countless stocks ofsuperbly printed beer kegs, quite often withexotic and unfamiliar designs for China andJapan. There are party kegs for Jupiler inBelgium, for the South African Breweries andthe Russian brewery Tinkow for example.

“The Tinkow party keg is an interesting story’,Bernhard Kürschner continued. ‘This dynamicbrewery owned by Oleg Tinkoff, a young andresourceful Russian entrepreneur brews ahigh quality beer and positions their brand asthe ´champagne amongst beers’ targeting afast growing population of affluent Russians.The party keg sells in Russia for around $35US, and Tinkoff have become one of ourmost faithful customers’.

Germany bouncesback after the depositsetbackAs for conventional beverage cans, the partykeg was seriously affected by the Germandeposit legislation. The measures introducedby Herr Trittin, German EnvironmentalMinister, had quite a negative impact on partykeg sales in 2003 as well as in 2004. Huberreacted quickly by introducing a completeand efficient recovery system for the kegs toreassure brand owners, and sales today arenow returning to previous levels.

Fortunately, it is almost certain that the futuredeposit system will no longer apply to largevolume metal packaging such as the partykeg, which is for Huber Verpackungen a verycritical issue as the majority of their sales areat home where the beer culture is strong.

The growing need tomeet the demand for‘cool happenings’ inthe home Consumer research reveals that more andmore beer drinkers want pub quality beerserved at home, with the same taste and thesame foam head. Consumers who enjoy aparty at home, want to be able to offer theirguests the same kind of cosy hospitality thatgoes with someone ‘pulling up the beer’behind a bar and serving glasses of draft.Major breweries such as Heineken, Interbrewand others, have in the last few years intensi-fied their research to develop even moresophisticated tapping systems, and a numberof new dispensing systems have beenlaunched on the market.

Huber has an ongoing programme to contin-ually upgrade their party kegs and one areafor improvement is to extend the time thathigh quality beer stays fresh in the keg formultiple use. This prolonged freshness isachieved using a technique to prevent oxy-gen from entering the keg when the tappingdevice is opened.

Further improvement of the tapping systemsof the party keg will fulfil this demand. Thesenew tapping systems will be launched in themarket in the near future after successful testmarkets in 2004.

And we have already seen some results onthe market: Heineken have already undertak-en a test market with a new system integratedon a party keg, Interbrew tested out a systembased on dispensing technology from theUSA. This will certainly lead to a ‘third gener-ation’ beer keg.

According to the Huber managers, leaders inthe production of steel kegs, there is a lot ofmarket activity and a lot of opportunity forsuccess. Thanks to continuous research anddevelopment to improve convenience, wewill no doubt see an even more consumerfriendly beer keg in the future.

THE BEER DRINKER GETS HISDRAUGHT BEER AT HOME

B e v e r a g e

GERMANY

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Berthold Pfäffle Sales Manager Breweries

HUBER VERPACKUNGEN GmbH + Co.KGTel: +49/7941/66 444

Email: [email protected]://www.huber-verpackungen.de

Consumers all over the worldappreciate the pleasure of a freshlytapped draught beer at home.

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Werner Noll: “Since it was first developed inthe 1960’s, print quality of beverage cans hasimproved considerably. However, the‘Letterpress-system’ now most commonly inuse does not produce the high resolution thatyou need to print details clearly. And weneeded to change the system drastically to‘get out of the box’. In fact our new WaterlessPrinting system is a further development ofthe classical offset printing in use for examplefor the printing of 3-piece food and non-foodcans. However for a number of reasons wewanted to avoid the use of water normallyused in that system to separate between theprinting colours.”

Higher demands forprint quality forbeverage cansThough the regular print quality of the nor-mal Letterpress system was quite satisfactoryfor the requirements of many can labels, forsome label holders print quality becameincreasingly important to diversify their prod-ucts on the shelves.

Consequently, research in the various R & Dcentres of beverage can producers to deliverhigher print quality was accelerated.

Werner Noll: “Back in 1999 we started toexperiment with Waterless Printing. It waslogical to try and implement the classical off-set printing so widespread for 3-piece canprinting. We know what a high quality print-ing this technology delivers. After tests in ourR & D facility, we conducted limited produc-tion trials in 3 production plants, but wequickly discovered that in the development ofWaterless Printing the devil is really in thedetail. We focused all our developmentefforts for the new technology at ourDunkirk plant in France, but now we canalso produce waterless printed cans in ourHassloch plant in Germany.”

WATERLESS PRINTING, A BIG STEP FORWARD FOR BEVERAGE CANS

I n n o v a t i o n

GERMANY

I n the past decades, print quality of beverage cans has been an areaof constant development. Ball Packaging Europe (BPE), based inRatingen, Germany, recently announced a new printing technology

for beverage cans called ‘Waterless Printing’, enabling a considerableimprovement in print quality. Reason enough to go to the R & DCentre of BPE in Bonn to meet Werner Noll, Manager of the Surface &Decoration Technology Group.

Brilliant, individual, accurate: the main advantage of waterless printing is

the enhanced printing quality achieved through greater definition.

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What are the realbenefits of the newWaterless Printingsystem?Werner Noll: “The major benefit of WaterlessPrinting for beverage cans is simply the bigleap in printing quality as a result of the highresolution. In printing technology terms: thenumber of dots per inch becomes much high-er. It means that we now are able to repro-duce real photos on cans – this is what con-stitutes the real breakthrough.”

Research on WaterlessPrinting is ongoingThough the major development work on thesystem is complete, further research to com-plete the technology is still under way. Onemain area of research is the printing platesused for Waterless Printing.

WATERLESS PRINTING, A BIG STEP FORWARD FOR BEVERAGE CANS

I n n o v a t i o n

GERMANY

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Werner Noll: “The printing plates used forWaterless Printing are composed differently tothose used so far for the Letterpress printingsystem. They are more fragile and thereforewear more quickly, so we have to replacethem more often. The paper printing industryis by far the dominant customer for the highlyspecialised industry of printing plates produc-tion. Together with this industry we are work-ing hard to lengthen the life time of theplates. So this is still an area for improvement.

Our real know-how and our lead in theapplication of Waterless Printing is in theexpertise of the teams running the productionlines, in the correct engineering and fine-tun-ing of the high-speed printers.”

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...but the new process simplygives us a big scope for reallymore attractive decorations.

Werner Noll, Manager,

Surface & Decoration Technology Group.

”

“

The Jupiler collector's can in alimited edition shows three complexmotifs in excellent quality, whichreflect the sportive and dynamicimage of the brand.

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For the printers in the Dunkirk plant the newprinting system is still a learning process butwith several orders already placed, the projectis now in an industrial stage.

Werner Noll: “For Heineken in Spain we pro-duced an order for a new Cruzcampo-designand for InBev in Belgium we did the same ina new Jupiler-design. We now intend to rollthe technology out gradually as marketdemand is increasing. We can accept moreorders, still for limited quantities, for examplefor special editions or promotional cam-paigns. We as a company are curious to seehow the market will accept these new print-ing possibilities.”

At the moment the application in Europe ofWaterless Printing by BPE is still concentratedin the beverage can plant in Dunkirk, butgiven the intense exchange of know-howbetween the Ball-units on both sides of theAtlantic Ocean, the Ball beverage plants inthe USA could follow relatively easily ifdemand arises.

Werner Noll: “The new technology would notmean that the long existing labels designedfor our current printing process would lookdifferent when printed in the WaterlessPrinting process but the new process simplygives us a big scope for really more attractivedecorations. And this is very important intoday’s highly competitive market where aproduct on the supermarket shelf has only asplit-second to attract consumer attention.”

BPE also exploresDigital PrintingPrinting is an essential technology for a bev-erage can producer like BPE and thereforeBPE constantly monitors other potentiallyimportant new printing technologies. DigitalPrinting is certainly a potentially attractivenew printing technology.

Werner Noll: “Since 1995 Digital Printing is indevelopment, again first applied in the paperprinting industry. As the build-up of theimages takes place digitally, the pace ofdevelopment is closely linked to the develop-ment of the IT-industry. You need really highcapacity computers to transport the massiveamount of image pixels needed to print pic-tures at a high speed.

So this is really a technology for the futurebut we are working hard on this develop-ment as well.”


Werner NollManager

BALL PACKAGING EUROPESurface & Decoration Technology Group

Tel: +49 (0) 228/5573530Email: [email protected]

http://www.ball-europe.com

Development efforts for the newtechnology have been focused at theDunkirk plant, France.

Steel cans in photo quality: launch ofCruzcampo beer can for Heineken,Spain.

Dunkirk Plant ManagerDominique Mercier.

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Information and co-operation initiativeIt is against this background that the produc-ers of steel for packaging have launched aninformation and co-operation initiative withthe Belgian authorities. On the one hand, theaim of this initiative is to make good theinformation deficit, and on the other to putforward solutions to the difficulties localauthorities might experience in the area ofwaste management. The first practical expres-sion of this new initiative came in the form ofa brochure about the steel beverage can dis-seminated in Belgium . As a second stage,APEAL and Arcelor Packaging Internationaljointly organised an ‘eco-voyage’ tour inNovember, with the aim of showing on theground the constant progress realised at everystage of the steel lifecycle. Accordingly, therewere demonstrations of the progress in termsof collection, recycling and the metallurgicalprocess (weight reduction, reduction in CO2emissions, reduction in energy consumption,etc.), during visits organised at the Biffa sort-ing centre in Houthalen and to the steelworks

“ECO-VOYAGE” - DEMONSTRATING THEGOOD ENVIRONMENTAL PROFILE OF STEELPACKAGING IN BELGIUM

E v e n t

BELGIUM

I t is in Belgium, the European champion when it comes to recyclingsteel packaging, that an ‘eco-voyage’ tour on November 16, 2004,demonstrated the good environmental performance of steel used

for packaging. In a context where 94% of metal packaging is recycled,there can be no doubt that the steel beverage can is tantamount toreusable beverage packaging.

and the tinningline of theArcelor Groupin Liège.Encouraged bythese develop-ments, APEALand Arcelorhave expressed their opposition to any dis-crimination between packaging which can bereused and packaging which can be recycled,as in Belgium the latter is at least as kind tothe environment as the former. The percep-tion that steel packaging is a packaging whichsatisfies environmental demands seems to beshared by Belgian consumers. In fact, sincethe entry into force of the packaging levy inApril, the market share for steel cans hasremained stable, despite the imposition of atax on recyclable packaging.

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The background -“écoboni”The debate which preceded the passing ofthe Belgian law promoting “écoboni” inDecember 2003 led the observer to feel thatthe true technical properties and environmen-tal credentials of the steel can were not wellknown in Belgium. It may be rememberedthat this discussion ended with the introduc-tion of a packaging levy of €9.8537/hl(€0.098/l) on all recyclable beverage packag-ing (as distinct from reusable packaging), withthe levy coming into force on April 1, 2004.This feeling could only be reinforced when inOctober 2004 the Federal government decidedto increase this packaging levy by 50%, there-by raising it to €14.50/hl (€0.145/l) fromJanuary 1, 2005. This increase was decidedarbitrarily, without any justification on envi-ronmental grounds, with the sole aim of gen-erating €130 million in additional fiscal rev-enue. This is why this increase has beenstrongly criticised both by the Belgianemployers’ federation (Fédération Belge desEmployeurs, or FEB) and by the drinks sector(FIEB), the foods sector (FEVIA) and the dis-tribution sector (FEDIS).

Extensive media coverage of theEco-voyage, which was attended byseveral politicians including BenoîtLutgen, Walloon minister for theenvironment, pictured far right.

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THE 4TH INTERNATIONAL STEEL PACKAGING CONGRESS 200521ST APRIL 2005 – RHEINTERRASSE, DÜSSELDORF, 1ST DAY OF INTERPACK

C o n g r e s s

EUROPE


Luc Neuville Vice-President Strategy, Communication

and Environmental AffairsARCELOR PACKAGING INTERNATIONAL

Tel: +33/1/41 25 80 08Email: [email protected]://www.arcelorpackagingintl.com

Renaud Batier EU Public Affairs Manager

APEALTel: +32/2 535 72 06

Email: [email protected]://www.apeal.org

A positive responsefrom the authoritiesand the economicplayers in BelgiumSeveral politicians attended the Eco-voyagetour, including Benoît Lutgen, Walloon minis-ter for the environment, a representative forKris Peeters, Flemish minister for the environ-ment, Michel Javaux, Secretary-general of theEcolo party, and representatives of theFederal ministries of finance, the economyand the environment. This event was alsoattended by bodies involved in waste man-agement, and representatives of the produc-ers of beverages and food products.

All those present at the event indicated theywere in favour of common initiatives in thisarea as well as of greater acknowledgementof the progress made by steel producers onan environmental level. Minister Lutgen inparticular indicated that he was sensitive tothe steel producers’ message. The Ministeralso explained that he would communicatethe concerns of the steel producers to hiscolleagues in Federal government, which hassole authority over fiscal matters.

D uring the next APEALCongress, which hasbecome an event not to be

missed within the sector, themany facets of steel packagingwill be revealed, this time fromthe perspective of the consumer,showing his perceptions andexpectations.

Packaging, the silent salesmanThe day will start with an interactive presen-tation from Professor John Maule, Director ofthe Centre for Decision Research at LeedsUniversity, who will reveal the crucial rolethat packaging plays in the purchasing deci-sion-making process of the consumer. SatkarGidda, Marketing Director at Sieberthead, willgive us visual insight into how packagingcommunicates with the consumer. Using ‘eyemarkers’ he will reveal what exactly drawsthe eyes of the consumer when he’s lookingat a packaging. Finally, Kevin Ford, ResearchDirector of the « International ResearchAssociates » and well known packaging guruLars Wallentin, will unveil, on a rational andemotional level, the conclusions which canbe drawn from an international consumerstudy on metal packaging.

The magic triangle:security, health &pleasureThe next session will take us into the field offood safety, tackling the preoccupations ofthe consumer regarding nutrition, health andpleasure. Internationally renowned sociologistProfessor Fischler will share findings on astudy on the food habits of consumers inAmerica and Europe. Bonduelle MarketingDirector and President of UPPIA, Enzo Bocca,will present the joint efforts by brand owners,can manufacturers and steel producers tochange consumer perception of canned food.In addition, various packaging solutions fromall over the world will be presented throughaudio visual supports and interactiveexchanges.

Sustainableconsumption Participants will also see the results of unedit-ed research undertaken by TNO on the eco-efficiency of different types of packaging, atpoint of sale and within the home. Finally,the positioning of steel for packaging from anenvironmental and economic viewpoint willbe presented, as well as the joint efforts ofthe metal packaging industry with regard theconsumer.

The day will finish with the Award Ceremonyof the 2nd International Steel PackagingAwards, together with a colourful artisticevent.

www.apealcongress.org

24

- Would you like to receive a copy of: “Steel: the sustainable packaging solution” ?(available in English)

- Would you like to receive the “Apeal News” on a regular basis.(available in English, French, German or Spanish)

Please send your full contact details specifying the language yourequire to Sarah Clapham : Email: [email protected]

Fax: +32 2 537 86 49

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E n v i r o n m e n t

EUROPE

The Association of European Producers of Steel for Packaging

Avenue Louise 89 • BE-1050 BrusselsPhone +32/2/537 91 51 • Fax +32/2/537 86 49

E-mail : [email protected]://www.apeal.org

http://www.steelforpackaging.org

A P E A L N E W S R E A D E R S H I P

Circulation

13 000 issues in 86 countriesBrand Owners (44%), Institutions (16%), Can Manufacturers (11%), Retailers (8%),

Steel Industry (5%), Journalists (5%), Consultants (4%), Packaging Designers (2%),

Equipment Makers (1%), Others (4%).

Languages available

English, French, German, Spanish

I S S U E N R 2 4 - M A R C H 2 0 0 5

Responsible Editor

Philippe Wolper - APEAL

Chief Editor

Charles Reuland - APEAL

Coordination

Sarah Clapham - APEAL

Editorial Committee

Renaud Batier - APEALFabienne Lafargue - Arcelor Packaging International

Tom McMurtry - Packaging ConsultantJackie Mellese - APEAL

Heike Schur - Rasselstein GmbHSusan van der Steenhoven - Corus Packaging Plus

Jean-Pierre Taverne - APEALEvert van de Weg - Packaging Consultant

Concept Design : - www.pavy.be

Printed on recyclable paper

Fostering awarenessof youngergenerations: Various educational programmes are beingdeveloped by Apeal and its members to com-municate the importance of environmentalresponsibility to children of all ages. A seriesof voluntary projects at national level are alsounderway to promote a cleaner society andan environmentally desirable behaviour fromcitizens. Finally, national promotional cannedfood campaigns across Europe build aware-ness amongst consumers of the merits ofcanned food in terms of contribution to ahealthy diet.

STEEL : THE SUSTAINABLE PACKAGING SOLUTIONA NEW COMPREHENSIVE PUBLICATION HIGHLIGHTING THE EXCELLENT ENVIRONMENTAL PERFORMANCE OF STEEL FOR PACKAGING.


Jean-Pierre TaverneEnvironmental and Technical

Affairs Manager APEAL

Avenue Louise, 89 BE-1050 BrusselsTel: +32/2/535 72 05Fax: +32/2/537 86 49

E-mail: [email protected]://www.apeal.org

The sustainablecredentials of steelpackaging: Steel packaging is the most recycled packag-ing in Europe. Steel is a renewable material,it can be recycled time and time again with-out any deterioration in quality. It contributespositively to the sustainable use of resourcesand to sustainable consumption: thanks to itsexcellent recycling performance, continuouslightweighting and process optimisation, pro-gressively less resources are needed to pro-duce a unit weight of steel.

The recycling loop ofsteel packaging:Illustrates the unique multiple recycling pat-tern of steel packaging and the related envi-ronmental benefits.

Steel packaging is easy to collect, can beautomatically sorted using electromagnetsallowing the achievement of high recyclingrates. Experience shows that the optimumsystem from an environmental point of viewis the collection and sorting of used steelpackaging together with other lightweightpackaging fractions (PET, beverage cartonsand aluminium).

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