To address the issue of “greenwashing” in the packaging industry, Greener Package has established a database for packaging suppliers to register their “sustainable” products. The idea is to finally have one set of guidelines for sustainability claims, one place to check these claims against these guidelines by a third party, and one place to look up packaging suppliers that have been accepted into the database and meet the guidelines.

While this database does not replace further in depth research and analysis of a product, it is a significant first step as a base filter – in particular since database users can dispute questionable claims, have entries reviewed further, or even withdrawn.

Now with the FTC Green Guide, the Sustainable Packaging Coalition criteria which I discussed in a previous post, and the Greener Package Guidelines, we are starting to see some solid improvements from basic definitions and guidelines, to a vision for improvement, to actual measurement and policing. Setting such universal standards is instrumental to give consumers the tools to properly assess their purchase decisions while rewarding those companies who invest in creating packaging that addresses as many of the principles of sustainable packaging as possible.

Additional resources:

8 Tips to Green Guideline Claims

Greener Package unveils industry-first ‘anti-greenwash’ guidelines

GreenerPackage.com Releases Sustainability Claims Guidelines and Announces Third-Party Review of Packaging Sustainability Data

Sustainability is a broad concept so where do fresh produce retailers start? While the economic side of sustainability is critical for the business, the priority action items that consumers would like to see from a societal and environmental perspective are just as significant. What’s more, research shows that consumers are willing to pay a premium if they see certain social and environmental actions taking place.

The PMA survey showed that consumers place priority on the following top industry action items: pay workers fairly and establish worker safety programs; implement water and energy conservation programs; reduce pollution in transportation; reduce trash; and ensure products are packaged in recyclable packaging.

Let’s delve further into the packaging concern since this is the focus of the blog. A 2009 consumer survey conducted by the Hartman Group on behalf of the PMA verifies this concern. Most consumers (65%) want to see more emphasis on protective packaging of produce. In addition, a majority (60%) want to see more eco-friendly packaging.

While some may argue against using packaging in the first place, it is quite justifiable from a consumer health perspective as well as an economic bottom line. Packaging protects fresh produce from spoilage and dirty hands, and extends shelf life. In bulk displays, retailers are throwing away anywhere from 15 to 18 percent of produce due to it being picked over and damaged. With packaging, there is only five to eight percent waste at most.

But what type of packaging will create the right value in the mind of the consumer?

First off, we want to clearly reduce our dependency on petroleum based plastic packaging that goes straight to landfill, that litters and pollutes our oceans, that does not biodegrade nor compost, and that is not recyclable. The alternatives for fresh produce retailers range from PLA (corn plastic), to a variety of agricultural fiber based packaging made from renewable resources, such as palm, bamboo, bulrush, and bagasse. These fiber based products are 100 percent compostable in the backyard compost and once broken down, make a healthy contribution to the soil as humus.

We recommend that fresh produce retailers look to align themselves with packaging distributors that also offer an integrated merchandising program to assist with communicating sustainability efforts to the customers. For example, by creating a well integrated program that informs and educates the consumer, as well as tells the story of our eco-packaging, our company’s goal is to strengthen and substantiate the retailer’s commitment to sustainability and the reduction in petroleum based plastics. It shows the consumer that the retailer is part of the solution, not contributing more to the challenges.

The annual DuPont Packaging Awards recognize excellence in packaging developments. Encouraging your customers and their customers to enter the DuPont Awards for Packaging Innovation can open new marketing and communications channels throughout the value chain. Packaging designers, converters, consumer goods producers, retailers and equipment manufacturers around the world are eligible. The industry’s longest running, independently judged competition honors innovation, sustainability and cost or waste reduction. For entry details click here.

Earthcycle – Natureflex Organic Kiwi Package was the 2008 winning package.

Watch the Earthcycle Innovia package details here:

Watch what the DuPont Juror’s had to say (click on Winner: Earthcycle & Innovia on the right):

Watch jurors’ comments on 2008 winning package: Earthcycle – Natureflex Organic Kiwi Package

So what does such collaboration and transparency look like for Walmart? More specifically, what does it look like at the sustainable packaging side of things? For starters, Walmart has been executing on their sustainable packaging objectives by implementing an online packaging scorecard, running a yearly Sustainable Packaging Expo, actively working with private brand suppliers on sustainable packaging solutions, and exploring alternatives for PVC used in private brand packaging. All of this is quite well documented on their website with a dedicated section for packaging. The process surrounding exhibitors at the Sustainable Packaging Expo is particularly of interest and demonstrates some of their efforts to use collaboration to bring about more transparency and clarity in messaging form their suppliers.

For the 2010 Sustainable Packaging Expo, Walmart is working with Environmental Packaging Intl. (EPI) and GreenerPackage.com. According to a recent post on GreenerPackage.com, exploring the details of this collaboration, GreenerPackage.com will host the virtual component of the Sustainable Packaging Expo in an effort to sustain the relationships between packaging suppliers, product suppliers, and buyers beyond the duration of the April Expo. According to the post, any supplier who would like to be considered as exhibitor has to upload their product specifications to the Greener Package Product Database first.

EPI is taking on the audit component. As per the GreenerPackage.com interview with Walmart’s Ron Sasine and Sam’s Club’s Robert Parvis:

 EPI is very well equipped to provide a level of review of environmental claims and substantiation that is helpful for us. We can then be assured that as our associates walk the floor, they are seeing claims and information that have been vetted and verified for accuracy.

Through Walmart’s efforts to collaborate with product and packaging suppliers, providing educational opportunities, working together to find solutions, and establishing third party audits and measurement tools, the sustainability messages from their packaging suppliers are becoming clearer and more focused, says Parvis.

So, what do we make of Walmart’s sustainability efforts and their work to bring about more collaboration and transparency? Do these efforts stem from a sincere concern for our natural environment or is it merely a competitive survival tactic? Or does it even matter if the direction is right and encourages others to follow suit?

Watch Walmart’s business case for Sustainable Packaging here:

Walmart: Sustainability 2.0 - Packaging - Clip