Understanding the Greener Package

DatabaseBy David Newcorn

VP/eMediaGreener Package

Who we areSummit Publishing

Specializing in packaging media since 1993

Before Greener Package

• Lots of questions on sustainability• Few answers• No silver bullet• Lots of confusion• Murkiness

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!

More experts . . .

Step 1: We gave people a voice

Step 2: We gave the conversation a structure

Step 3: We standardized how sustainability claims are reported

Step 4: We created a mechanism to weed out greenwashing

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!

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.

Combatting greenwashing

• Most greenwashing is inadvertent!

• Introducing voluntary third-party reviewof sustainability claims

• Credibility for suppliers, saves time for buyers

“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!

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

Database: a Quick Tour

Search by Package Type

. . . or by Raw Material

. . . or by company

Search by Sustainability Criteria

Detailed search results

Drill down on a listing

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)

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

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

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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)

Benefits for 3rd party reviewed listings

1. Credibility

2. Favorable position in search

3. Favorable graphical treatment

4. Visible within WalmartScorecard Modeling Software!

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

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

How do you get started?

• Participate in discussions—your expertise is needed!• Submit your products• Become a member!

Questions?

David NewcornVP/eMediaGreener Package312/238-9315 directnewcorn@greenerpackage.com(Chicago)

Christine SmallwoodDirector, Business DevelopmentGreener Package770/664-4600 directsmallwood@greenerpackage.com(Atlanta)