Enhancing Export competitiveness through effecient Packaging

Enhancing Export competitiveness through effecient Packaging

Presented by Mrs Lémia THABET

GENERAL DIRECTOR

Arab Quality and Food Safety Conference Lebanon, June 15-16, 2006

Tunisian Packaging Technical Centre, PACKTEC

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I- The underlying forces that influence I- The underlying forces that influence

export packagingexport packaging

II- Tunisian experience in the Packaging field II- Tunisian experience in the Packaging field

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“ “ The The essential role of packagingessential role of packaging is to achieve the delivery of a is to achieve the delivery of a product from its production stage to its final destination in a product from its production stage to its final destination in a

manner which safeguards it and helps maintain manner which safeguards it and helps maintain

its original quality”its original quality”

No interactionNo interaction between the product and the materials used

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The vital role of Packaging is ensuring

export competitiveness sustainability

The exporter doesn’t sell the product to the consumer

The packaging have to do it for him

Because :

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But today, Packaging is facing new challenges

High performance with minimum cost Combining environmental protection and economic growthThe effect to increase sales of name brands will be the biggest driver of packaging innovation

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Quality and Safety

Traceability and labeling

Research & Development

Environment

Distribution

Design & Marketing

Some of the underlying forces that influence Some of the underlying forces that influence export packagingexport packaging

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Next to the product , Packaging is the only last chance to impress the final consumer and motivate him for a repeat purchase

Design & Marketing

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Design & Marketing

1/ Packaging is the last interface to consumers and can drive purchase decisions.

2/ Design packaging has become part of companies overall strategic process.

3/ Packaging innovation can happen at many different levels in the organisation.

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Design & Marketing

Packaging Innovation is :

Translating consumer insight into packaging design.

Creating new delivery : design, color, material, shape, size..

Creating new conception or use habits

Adapting to life style or create new ones

Meeting consumer needs in non-traditional ways

Delivering the product differently.

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Design & Marketing CONSUMERS want …

Small serving sizes,

Packages that are easy to open ….and easy to re-close

Real value-added features

Packages that appeal to the hand and the eye

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Design & Marketing

Better on-shelf communication

Respect of the negotiated shelf facing

Packaging source reduction & good product visibility

Improved availability – less out of stock

RETAILERS want …

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Design & Marketing

1. Flexibility and safety in use

2. Simple and intuitive use

Packaging Innovation can integrate different levels

3. Perceptible information

4. Low physical efforts

5. Size and space for approach and use

6. Easy to understand

7. Easy to open and easy to take out the contents

8. Easy to hold

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Trends driving Packaging DevelopmentTrends driving Packaging Development

Quality and Safety

Successful and sustainable access to International market implies complying with the International regulations (FDA, EU, BgVV…)

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Quality and Safety

Significant development of the International LegislationSignificant development of the International Legislation

In the last few years, drastic development of the Legislation concerning food and packaging :

Food: General hygiene practices, HACCP (Hazard Analysis Critical Control Point), Requirements on traceability and labeling,

Food packaging materials: Traceability, Migration limits and food contact,

Packaging, from transportation to retail packaging: Environmental requirements

Product safety: Code of good practice, Withdrawal from the market where dangerousness

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Quality and Safety

Materials and articles, which are not yet in contact with food when placed on the market, shall be accompanied by :

I. The words “For food contact”, or

II. A specific indication as to their use, such as coffee, machine, wine bottle, soup spoon

III. The UE fork and glass symbol

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Quality and Safety

Toxicity / Packaging : Concept of functional barrierToxicity / Packaging : Concept of functional barrier

Interactions between foodstuffs and their packaging materials are of the following types :

1) Migration or transfer of constituents of the package into foodstaff

2) Permeation of gases, water, vapor and volatile organic compounds through the package and into or out of the food staff

3) Transfer of constituents of the food into the packaging material.

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Quality and Safety

Potential sources of risk Potential sources of risk

The health of the consumer can thus be threatened in four ways :

Food deterioration due to interaction with the package

Food is contaminated by micro-organisms and degrades due to ingress of foreign matter, whether solid, liquid or gaseous through the package.

Food deterioration because of insufficient protection from gas and water vapour, temperature changes or physical stresses.

Deterioration of a foodstuff from within due to enzymatic / metabolic action in the food itself.

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Quality and Safety

Packaging & HACCP Packaging & HACCP

- The EU legislative environment is evolving very fast. Following Directive 93/43/EEC related to the hygiene of foodstuffs and food law, packaging is concerned by two types of regulation : (1) materials and (2) articles in contact with foodstuffs.

- More and more processors are asking for third party certification of the Good Manufacturing Practices related to the physical and bacterial dangers, usually called good hygiene practice according to several standards (ISO 22000, BRC/IoP....)

- Concerns packaging manufacture and use as well the filling and close part particularly

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Global Context Global Context

Traceability : what does it mean for the producer ?

Follow products through warehouse & distribution

Consumer confidence

Reliable traceability systems in place (ability to recall in a timely manner)

Compliance with Regulations

- EU Food law Regulation 2002/178 EC (article 18)

- EU Regulation for Food Contact Materials 2004/1935 EC (article 17)

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Definition Definition

Traceability : The ability to trace and follow a material or article through all stages of manufacture, processing and distribution;

“The traceability of materials and articles intended to come into contact with food should be ensured at all stages in order to facilitate control, the recall of defective products, consumer information and the attribution of responsibility”. “Business operators should at least be able to identify the businesses from which, and to which, the materials and articles are supplied”.

Regulation 2004/1935/EC

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Traceability and labeling Summary on Traceability

The origin of food and ingredients must be fully documented at all stages (from production to distribution).

All operators to keep records from whom products have been received and to whom they have been supplied :”one step back – one step forward approach”

Foodstuffs entering the EU from third countries have to be traceable. Importer must be able to specify from whom the product was exported

in the third country. Prior to any export, these foodstuffs have to adhere the EU rules of the General Food Law.

Traceability

Import

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Traceability and labeling Summary on Traceability

Mandatory - Name, address of supplier, nature of products- Name, address of customer, nature of products- Date of transaction / delivery

Information to be kept

Optional but highly recommended - Volume or quality- Batch number- Supplementary product detail, e.g. variety of produce

Impact of traceability regulation on packaging

The quick withdrawal of product in case of contaminated packaging.

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Traceability and labeling Traceability

Coding is necessaryCoding is necessary

Printed Bar Code System

Widespread adoption and acceptanceStrong economic benefit to supply chainVery accurate readRequires line of sight for scanningLabel space issuesLimited encoding capacityNo read/write capability

- To keep track of your products

- To be in compliance with legal regulations

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Traceability and labeling Traceability

Recent Developments:

New flexible RFID controller

Bendable to Radius of 10mm

Target thickness 0.1mm (currently 0.8mm)

Passive controller – Draws power from the reading scanner

RFID Promises:Greater availability of products

Better management of costs and prices

Increased product safety

Enhanced product security

Better shopping experiences.

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Traceability and labeling Labeling

One of the main dedicated function of packaging is the presentation of all relevant information to the consumer and the end user, through the use of appropriate marking, coding or labeling.

Information provided on printed texts or labels in the language of the relevant country, symbols, or internationally recognized coding.

For the most part the purpose is to provide information about the product and its suitable treatment. Relevant areas to cover include

identification, storage, shelf time, handling, directions for use, and so on.

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Distribution

Packaging is a key element in the storage, transport, and distribution cycle of products

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Distribution Cycle related to STORAGE, TRANSPORT and DISTRIBUTION

of Products

Packaging

Transport

Processing

Distribution

Consumtion

Agriculture

Wastetreatment

Waste

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SOMETIMES IN MANUFACTURING ONLY THE ENVIRONMENT IN

WHICH PRODUCTS ARE GOING TO BE IS CONSIDERED

NOT CORRECT !!! ...this environment is gentle when

compared to the STORAGE,

TRANSPORT and DISTRIBUTION

ENVIRONMENT

Distribution

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Distribution

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GENERALLY...

PACKAGING IMPROVEMENT DECREASES DAMAGE

However... there is an OPTIMUM BALANCE

packaging costs <<<->>> damage losses

To find the minimum system cost, the total distribution

cost, including packaging cost and damage cost, must be

established.

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Distribution

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TOTAL PACKAGING

COST ==

MATERIAL COST

++

DAMAGE SUFFERED BY

PRODUCT

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Distribution

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as a summary...

MAIN STEPS TO TAKE INTO ACCOUNT WHEN DESIGNING A

PACKAGING SYSTEM FOR PRODUCTS :

1. Product/ system evaluation

2. Distribution Environment analysis

3. Legislation & standards (related to product and package)

4. Structural design of packaging system

5. Testing/ retesting (if needed) of prototypes.

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Distribution

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Labeling on Transport Package

Product (name or trade mark, and origin)Packer and /or distributor (identification)Destination (name and address)Commercial specifications (references, special coding)

The packaging is providing transporters with useful information to ensure that the product is transported in a safe way.

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Distribution

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Labeling on Transport Package Labeling on Transport Package

Example of pallet code

SSCC encoded in a UCC/EAN-128 (Pallet)

( 00) 0 0614141 123456789 0

SSCC 0 0614141 123456789 0

SHIP TO POST 45458B/L 853930PRO 2895769860

GRAND SUPPLIERRUE ROYALE 921000 BRUSSELSBELGIUM

GREAT VALUE MKTS.8163 NEW CAJUN RD.DAYTON, OHIO 45458USA

FROM TO

( 421) 45458

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Environment

Packaging is wanted and needed ….however, waste is a major

problem…..

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Environment Managing packaging waste Managing packaging waste

Packaging shall be manufactured with minimum packaging volume and weight

Essential Requirements

Designed, produced and commercialized in such a way as to permit its reuse or recovery, including recycling, and to minimize

its impact on the environment.

The presence of noxious and other hazardous substances and materials as constituents of the packaging material or of any of the packaging components is minimized with regard to their presence in emissions.

Packaging must be recoverable in the form of material recycling,

energy recovery or composting.

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Environment Eco-design Eco-design

Innovative design brings win/win for culinary product;

• Glass to PET = 89% weight saving

• 41% capacity increase

• 15% cost decrease (material)

• Improved functionality

Example

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Brand managers are looking for packaging innovation that will help to boost sales, give more on shelf differentiation and add a twist to new product promotion.

Being the face of the product, packaging should be regarded as part of the total concept during the development of new products.

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Research & Development Recent emerging trends

Development of new materials ( environmental friendly packaging)

Improvement of the printing techniques and processing

High barrier properties and better sealing properties for improved shelf life products

Nanomaterials with high barrier properties

Biodegradable materials

Oxygen scavenger

Active and intelligent packaging

Antimicrobial films

Development of RFID solutions.

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Research & Development Recent emerging trends

Convenient packaging

Easy opening

Easy handling

Clear information

Microwaveable materials for steam cooking

The re-use of recycled material

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New Generation Materials will have an important positive effect on food product export

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Research & Development New Generation Materials New Generation Materials

Intelligent packaging

According to Regulation 2004/1935/EC “Intelligent food contact materials band articles” means materials and articles which monitor the condition of packaged food or the environment surrounding the food.

Examples of intelligent packaging / labeling application

Maximum temperature Indicators

Time temperature Integrators (TTI)

Radio frequency identification (RFID)

Bar Codes and Beyond

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Intelligent packaging

A simple example of intelligent material is also a tamper evident adhesive

tape or label

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Active packaging

More and more functions are integrated in packages to have :-An extended shelf life combined with less loss of product quality- A better quality after filling and during the whole life cycle of the product.

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Tunisian Packaging companies are making huge effort to integrate new developments and to improve the quality of their products, especially within the Industrial Upgrading Programme.

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Tunisian experience in the Packaging field Tunisian experience in the Packaging field

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PACKAGING INDUSTRY IN TUNISIAPACKAGING INDUSTRY IN TUNISIA

In Tunisia, about 170 firms are operating in the packaging field, most of them being of a medium and small size, and privately owned.

The sector employs about 10 000 people.

For year 2005 the total production reached 450 000 T.

About 50% of the packaging production is dedicated to the food sectorIts turnover is estimated at 650M$.

About fifty companies are certified ISO 9001 – 2000

About 125 companies participate to the Industrial Upgrading Programme

PACKTEC

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THE INDUSTRIAL UPGRADING PROGRAMMETHE INDUSTRIAL UPGRADING PROGRAMME

The Industrial Upgrading Programme (IUP) was launched towards the end of nineteen ninety six (1996), and has two components:

Upgrading the production units so that they can improve their competitiveness in terms of cost, quality, innovation, and respect of delivery schedules, keeping up with technological developments, and meeting market requirements;

Upgrading the environment in which units operate, including the infrastructure and the legal, administrative, and financial systems. In this respect, various measures have been undertaken, such as creating industrial parks, reducing the cost and improving the quality of transport, renewing and expanding telecommunication networks, etc.

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PACKAGING UPGRADING INVESTMENTSPACKAGING UPGRADING INVESTMENTS

The Percentage of the Packaging sector investments accounts for 10% of the total amount of the industrial upgranding investments.

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Branches Nb of companies

Material Investment $

Inon-material investment $

Investment $

Tissues 5 30 700 2100 33000

Wood 2 4 000 900 4 800

printing 42 39 400 3400 41 400

Metal 7 13 400 1 000 14 400

Paper and Corrugated Board

22 60 000 6100 66 000

Plastics 47 54 000 6200 60 000

Total 125 202 000 19700 220 M$

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Since 1996, eight Technical Centres covering all the industrial fields were founded to assist companies in their effort to improve their competitiveness and to promote the Tunisian products to export through

adapted Technical services .

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The Tunisian Packaging Technical The Tunisian Packaging Technical CentreCentre

PACKTECPACKTEC

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10 years heading for a better packaging quality10 years heading for a better packaging quality

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The Tunisian Packaging Technical The Tunisian Packaging Technical CentreCentre

PACKTECPACKTEC

A supporting structure for the benefit of the packaging industry, founded in 1996, under the guardianship of the Ministry of Industry, Energy and SME.

A technical partner for the improvement of packaging industry competitiveness and also for the promotion of Tunisian products in particular for export.

PACKTEC


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MAIN OBJECTIVESMAIN OBJECTIVES

The main objective of the Centre is to contribute to the packaging industry development by :

Offering to industrialists adapted technical services

Improving the quality of their packaging and their productivity

Reinforcing the competing advantages of the Tunisian product

PACKTEC10 years heading for a better packaging quality10 years heading for a better packaging quality

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PACKTEC ‘S TECHNICAL PACKTEC ‘S TECHNICAL SERVICESSERVICES

PACKTEC

PACKTEC studies every qualitative aspect of packaging :

Safety

Product conservation

Compatibility of product / packaging

Appropriateness of manufacturing and packing processes

Resistance to distribution stresses

Convenience of use and ergonomics


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PACKTEC ‘S TECHNICAL PACKTEC ‘S TECHNICAL SERVICESSERVICES

PACKTEC

Its services cover all packaging materials : plastics, metals, glass, wood, cardboard, corrugated board, as well as full and complete packaging and packaging accessories.


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OUR LABORATORIESOUR LABORATORIES

Packaging material Laboratory

PACKTEC

Tests performed provide an objective understanding of materials in conversion, on packaging lines and in use.

BENEFITSBENEFITS : :

- Potential savings through packaging minimasation

- Improved packaging design

- Optimum packaging performance

- Ability to demonstrate compliance with packaging regulations

- Better quality of packaging


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Packaging material Laboratory


Paper & Board

Plastic Metal

Accredited in accordance with the ISO 17025 Standard by DAP and TUNAC

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OUR LABORATORIESOUR LABORATORIES

Food packaging Laboratory

PACKTEC

Tests Performed aimed to :

Check the compliance of packaging materials with legislative requirements for food contact,

Ensure the understanding of material composition, the source of contamination

Ensure the understanding of key properties for product shelf life.


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Food packaging Laboratory

PACKTEC

Identification / Quantification

Migration


Quantitative analysis in materials

Barrier properties

Pack Integrity

National regulation

EU Regulation

International Regulation (American, japanese, German….)

Regulatory compliance

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Objective & Missions

To check the aptitude for the transport of complete and full packaging as well as the homologation of dangerous goods packaging.


Logistic Laboratory

Transport packaging

- Analysis of behaviour of content in its mechanical and climatic environment

- Simulation of distribution circuit stresses.

- Determination of product fragility in order to optimize its packaging.

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OUR OUR MISSIONSMISSIONS

Good Hygiene Practices Assistance

Security Assistance


Up grading Assistance

Quality Assistance

PACKTEC has developed different assistance projects

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OUR MISSIONSOUR MISSIONS

Standardization

PACKTEC organises technical work groups, with the participation of involved enterprises, for the elaborating of the packaging national standards in conformity with the international standards.

In collaboration with the national Institute of Standardisation (INNORPI), PACKTEC draws up packaging standards covering technology, size, capacity, marketing, environment, testing methods and performance requirement


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Packaging Design

PACKTEC assists the exporting companies for the improvement of packaging design at export. PACKTEC develops packaging for targeted destination for a better positioning of the Tunisian products.


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Integrated projects including technical and design aspects are managed by PACKTEC to help

exporters adapting the packaging to the market expectations

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OUR MISSIONS OUR MISSIONS

Research & Development Cooperation with institutes, universities and technical colleges within various national, regional and international networks.

Creation of a decision platform considering the future packaging issues and designing tools to establish packaging strategies.

Assisting companies with research, development and innovation to solve specific technical problems.

Carrying out customized R&D projects dealing with the development of new materials and new packaging solutions.


Current Project

Comparative study on the impact of packaging material ( plastic, ceramic, glass and metal) on the olive oil quality regarding the temperature, storage duration and light effect.

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PACKTEC

PACKTEC is member of the International Association of Packaging Research Institutes IAPRI since 2002.


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OUR MISSIONSOUR MISSIONSStudies

PACKTEC makes various studies for the benefit of the profession :

Technical studies

Sectoral studies


Market analysis

Recent international reference

Packtec has participated to the elaboration of a study related to the establishment of an Egyptian Packaging Technological Center

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Training

PACKTEC develops training programmes in response to packaging manufacturers and users’ expectations.

The objective of training is to improve the technical level of the sector’s operators qualification in controlling packaging materials and packed product quality


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Recent international reference

Packtec has organized a one week training course on food packaging materials for

the Arab Saudian Food and Drug Institution

Training

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Promotion

The promotion of the Tunisian packaging industry through :

The participation in packaging exhibitions and specialized international fairs.

The organization of thematic seminars and regular workshops covering all aspects of packaging.

The participation to the World Packaging Organisation (WPO) events.

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PACKTEC is member of WPO since 1998


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Promotion

The centre organizes the National Packaging Competition, an event to reward and promote any packaging innovation or improvement. The rewarded Tunisian packaging have the opportunity to take part in the World Packaging Competition organized by the World Packaging Organization WPO.

National Packaging Competition “TUNISIA STAR PACK”


2006 President Awards

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Information

Technological survey

PACKTEC ensures a technological survey to provide professionals with economic, regulatory and technical information allowing more relevant decision-makings and thus facilitating the access to foreign markets.


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Information Packaging Magazine

PACKTEC publishes a quarterly magazine to provide professionals with up dated data


Web site

www.packtec.ind.tn

PACKTEC has developed a web site in order to provide the profession with an exchange and communication tool

Tunisian Packaging Directory on line

To promote the Tunisian packaging sector

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Tunisian packaging industry has accomplished important improvement in

different scales.

But new opportunities of investment and partnerships are still existing

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To learn more about what is driving packaging innovation, I would like to invite you to attend ….

The International Packaging Days

Organised by The Tunisian Packaging Technical Centre

PACKTEC

Tunis 6,7 and 8 of December 2006

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Thank you for your attention

and Feel Free for asking any question

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Enhancing Export competitiveness through effecient Packaging

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