www.packagingdigest.comBowled over!July 2009Sustainable strides30Weighty matters38Battery packs keep going42Sara Lee dishes up RPET packaging20PRIVATE LABEL:Retailer brands create packing opportunities. 26SWEET SUCCESS:Pick-and-place speeds candy wrapping. 38DESIGN TRENDS:PET wine bottles gain converts Down Under. 8pdx0907_webcover 12 6/29/2009 10:56:18 AMUntitled-21 6/29/20092:38:35 PMIncrease Speed and Flexibilty...with servo controlled mechatronics solutionsFor more information visit:www.festo.com/us/pdIf you are looking to increase throughput and efficiency on your packaging equipment and processes,Festo has the innovative solutions to provide more reliable, more flexible, and faster production.As a leading global manufacturer of pneumatic, electromechanical, and control technology, Festo is uniquely positioned to provide an optimized mechatronics solution by seamlessly integrating the best-suited technology for each movement.Top class technology combined with system and process expertise... Festo supports all automation requirements... from pick & place to customer-specific handling, from servo/stepper drives to controllers.Festo... Supporting advanced automation... as no one else can.Precise metering, filling, and sealingThis entire seven stationprocess is supported by Festo electromechanicaland pneumatic components.26 standard and short-stroke pneumatic cylindersare used in conjunction with 10 MTR-ST stepper motors and type MTR-ACservo motors. Electromechanical Linear Actuators, Motors, Controllers, and DrivesUntitled-22 6/29/20092:41:44 PMcontents20 COVER STORYSara Lee talks with PD about packaging and its new RPET Jimmy Dean breakfast bowls.28 CONTRACT PACKAGING Visual Pak is growing and positioning itself with vertical integration.36 SOURCE REDUCTION Tanimura & Antles tubs showcase lettuce and curb packaging material usage.38 PICK-AND-PLACE Chocolate maker builds a robotic ystem that offers an ROI in 11 weeks.40 SPC WEIGHING Oregon Freeze Dry adds a system that assures weights of its freeze-dried products are on the mark.42 Q&A Energizers Rebecca Oesterle discusses packaging trends and the future.features26 PRIVATE LABELING Private-label product sales are booming as store brands go head-to-head with national brands.new technologywww.packagingdigest.comJULY 2009 volume 46 no. 74230 PACKAGING AWARDS The 21st DuPont Award winners go green this year.362030pdx0907toc_ID2 6/29/20093:03:27 PMCut Costs by Making Labels On-Demandand save time!Do you ever need short runs of labels? Would you benet from getting labels faster or being able to make quick changes to your labels? With a QuickLabel printer, you can print your own custom labels for any product. Its affordable, fast, and easy to print your own labels on-demand for each product variation, for private label customers, and for labeling short-runs of seasonal products and prototype products.With QuickLabels powerful Vivo! electrophotographic label printer, you can print about 2300 photographic labels an hour. With QuickLabels desktop Zeo! inkjet label printer, you can start printing labels in minutes, at about 150 labels an hour. QuickLabel printers dramatically cut turnaround times for labels and make it protable for you to label products on-demand and fulll small-quantity custom orders with high-quality, custom-labeled packaging.Callustostartprintinglabelson-demand: 877-757-7978(TorontoandwesternCanada)800-565-2216 (QubecandeasternCanada)Visitus: www.QuickLabel.comThe Vivo! digital color label printer is designed for manufacturers who need fast-turnaround on short-runs of labels for printing just-in-time, private label packaging, and export labels. The Vivo! digitally prints photo-quality labels at high speeds, up to 3 ips in 600 dpi CMYK color and is cost-effective for moderate-high volumes of labels, from 100s to 10,000s per batch. The Vivo! is a toner-based printer, similar to a laser printer, and printed labels are extremely resistant to fading, abrasion, and moisture. Prints onto paper and synthetic die-cut labels and tags.QuickLabel Systems, 877-757-7978. www.QuickLabel.comVivo! Photo-QuaIity DigitaI LabeI Printer7,500 Labels? By thisAfternoon? No Problem!QuickLabels Xe series of digital color label printers can be addressed by an ERP system and integrated in-line with automatic label applicator systems. They produce color labels faster than any other in-house label printers, with highest speed processing and printing of variable label content. Ideal for industrial applications, with peel off option for faster label application. Speeds of up to 7 ips (in spot color print mode) or 4 ips (in process color print mode). Prints on exible rollstock up to 8.3 wide.QuickLabel Systems, 877-757-7978. www.QuickLabel.comIntegrate DigitaI CoIor LabeI Printing In-Iine QuickLabels Pronto! Barcode Printer Family offers more features than most other barcode printers on the market. Our 203 dpi, 300 dpi, 600 dpi printers come with Lifetime Warranty, QuickSwap Loan & Replacement Service, and 24-Hour Support from our factory.QuickLabel Systems, 877-757-7978. www.QuickLabel.comBarcode Printers with Lifetime WarrantyQuickLabel prints your custom labels using our own digital label printers or our exographic presses. Fast turnaround, artwork assistance, and low minimum order quantities.QuickLabel Systems, 877-757-7978. www.QuickLabel.comCustom LabeI Printing QuickLabel manufactures labels, inks, and thermal transfer ribbons for every label printer brand. We have labels in 1000s of shapes and sizes, and dozens of materials and price ranges. Well drop-ship to your customer or deliver to meet your own needs. QuickLabel Systems, 877-757-7978. www.QuickLabel.comBIank LabeIs & Inksnew productsequipmentAdvertisementpdx090701_fullads3 6/29/20092:47:01 PMdepartments 6 DESIGN TRENDS Beverages10 COMMENT Investing in innovation12 NEW EQUIPMENT Controls, sensors17 NEW MATERIALS Flexible Packaging37 SUSTAINABILITY Its not just about being green44 SYSTEM INTEGRATION Choosing integrators45 INFO SHOWCASE46 MARKETPLACE48 AD INDEX48 ONPACKAGINGDIGEST.COMNOTE: The photo on the cover of the Automation in Packagingspecial section that appeared in Mays edition was provided byFlexicell, Inc.staffEditorial/Production Offices2000 Clearwater Dr., Oak Brook, IL 60523630/288-8000 Fax 630/288-8750e-mail: packagingdigest@reedbusiness.comJohn Kalkowski, Editorial Director630/288-8706john.kalkowski@reedbusiness.comLauren R. Hartman, Senior Editor630/288-8749lhartman@reedbusiness.comJack Mans, Plant Operations Editor630/288-8747jmans@reedbusiness.comLinda Casey, Associate Editor630/288-8746linda.casey@reedbusiness.comLora Lee Gelles, Art Director630/288-8566lgelles@reedbusiness.comDavid Bellm, New Media Editor630/288-8757 david.bellm@reedbusiness.comJoy Tan-Pipilas, Production Editor, mtan@reedbusiness.comChristina Kayalik, Production Manager, 630/288-8431, christina.kayalik@reedbusiness.comShirley Surles, Ad Production Coordinator, ssurles@reedbusiness.comLisa Stephens,Ad Services Coordinator, felecia.stephens@reedbusiness.comGabriel Weckesser, Web Producer, gabriel.weckesser@reedbusiness.comTad Smith, CEOJeff DeBalko, President of Business MediaJohn Poulin, Senior Vice President, FinanceJohn Bold, Group Publisher630/288-8835JBold@reedbusiness.comRobert Heitzman, Publisher Emeritus630/288-8735rheitzman@reedbusiness.compdx0907toc_ID4 6/29/20093:03:38 PMTHE EXPERIENCE TO INNOVATE1-800-815-0667 WWW.CPFLEXPACK.COMBETTER SOLUTIONSWhileourcustomersupportteamworkstondproductionefciencies throughpackagingengineeringandextendedgamutprinting,thecreativeteamatC-PFlexiblePackagingisimmersedinndingwaystoincrease visualimpact.Throughstate-of-the-arttechnology,wedelivercrisp, attention-gettingpackagingthatson-targetandontime.Whetherits exiblepackaging,shrinksleevesorroll-fedlabels,C-PFlexiblePackaging provides airtight solutions.PACKAGING THAT WORKS IN ANY ENVIRONMENTpdx090701_fullads 4 6/29/2009 2:51:53 PM6 JULY 2009 PACKAGING DIGEST www.packagingdigest.comChristopher Ranch is rolling out a new 6-oz, resealable, standup pouchfor its peeled, California-grown garlic cloves. The new packaging is 100-percent-recyclable and uses 80 percent less material than the companys6-oz jars. Christopher Ranchcurrently offers both options toconsumers, it plans to move itspeeled garlic product exclusively tothe new eco-friendly pouch.The HACCP- and Kosher-certified product is vaccum-packed in the bags, which the co.says extends the garlics shelf life.Made of a polyester film outerlayer and and a PE sealantinner layer, the new packagingis engineered to make the fresh,agricultural product more tolerant totemperature fluctuations.To help existing customerswho are looking for a jar,not a standup pouch,Christopher Ranchs in-house graphic design teamensured that the packagingused elements from the co.s corporate identity specifications.A press-and-seal closure also brings forth the resealable propertiesof which regular customers of Christopher Ranch peeled garlic areaccustomed. Explaining how the pouch is part of an ongoing programat Christopher Ranch, Patsy Ross from the co.s marketing departmentstates, We are always looking at ways to improve efficiency, and morerecently, we have added the focus of reducing packaging as part of oursustainability program.des gn trendsThe environment is a major focus in new products beinglaunched right now, and Robert McBridein the U.K. is doing a good job creatingeco-friendly cleaners. The i-CleanMulti-Surface spray cleaner issaid to reduce bottle waste bycontaining the cleaning solutionin a 500-mL, injection stretch/blow-molded PET spray bottle (with a lockable triggerclosure) that can be reused when it runs out ofcleaner. Attached to the bottle is a 15-mL refillpouch of concentrated cleaner that dissolvesin water. The cleaner pouch comes in a blistercard sleeve. The user places the pouch in thebottle and adds water, which dissolves thepouch material. The bottle, which is availablein the U.K., is also recyclable.www.mintel.com/gnpdReusable bottle adds a pouchSource: Mintel Global New Products Database (GNPD)New Products Launched in the U.S.MayJunJulAugSepOctNovDec JanFeb MarAprMay080808 08 0808 080809090909 092000180016001400120010008006004002000Beauty & Personal CareFoodBeverageHousehold PetHealthcareFoodBeauty & Personal CareBeverageHouseholdHealthcarePetNew Product of the MonthLaunch padNextFoods USA, a Boulder, CO natural foodsventure, has developed new GoodBelly probioticdrink, in a package with a smiley-faced opening.Resembling cups for yogurt, the compactbut attention-getting container, from GreinerPackaging (www.greiner-gpi.com), unitesstability and creativity for the drink. Conical in overallshape, the robust, 2.7-oz single-serve cup is sturdy enough for the functional-foodcategory. The nestable cup resists breakage and is injection-molded and offset-printed. The unique smiley face drink, available in three flavors in the cups, containsprobiotics and vitamins and minerals to promote healthy digestion and immunity.The smiley opening on the top adds a fun factor to a health-conscious product. Thecups are available as a 4-pack in a paperboard sleeve.Probiotic drink ispacked with a smileStarbucksice creamdebuts incanistersUnilever, EnglewoodCliffs, NJ, and Starbucks Coffee Co., Seattle, join forces to deliver indulgentice cream to consumers across the U.S. Launched in March, the super-premium ice cream line was inspired by some of consumers favorite Starbucksbeverages. Flavors include Caramel Macchiato, Mocha Frappuccino, Java ChipFrappuccino and Coffee. The ice cream is rolling into grocery stores nationwide,as well as in convenience stores and other mass retailers. Made with quality, all-natural ingredients, the ice cream is packaged in SBS pint containers featuringa packaging design created by Starbucks Design Studio. The container graphicsmirror that of the iconic Starbucks coffee cup served at more than 11,500Starbucks stores in the U.S. The 100-percent-recycled paperboard pints are PE-coated two-sides and are topped with SBS-laminated overlids. Both are made byHuhtamaki Consumer Packaging (www.us.huhtamaki.com). Priced at $3.99,the pint cartons and lids are offset-printed in three or four colors with graphicsreplicating those found at Starbucks coffee shops. Novelty ice cream bars areavailable at C-stores for $2.49 each. Single-serve cups (3.6 oz) are $1.29 each.Garlic supplier getsfresh with flex-packpdx0907dtrends_ID6 6/29/20093:09:32 PMBECAUSESUSTAINABILITY IS NOT JUST A BUZZ WORD.BECAUSEEFFICIENCY COMES IN ALL SHAPES AND SIZES.BECAUSEINNOVATION DRIVES GROWTH.BECAUSEBUSINESS AS USUAL IS NOT AN OPTION.C O - L O C AT E D WI T H :Register today! www.packexpo.comThere are many reasons to attend PACK EXPO. This is where youll find the very latest packaging and processing innovations,wherenew trends and technologies converge, and where professionals connect. Value like that can only be found at PACK EXPO.C O - L O C AT E D WI T H :P R O D U C E D B Y :pdx090701_fullads5 6/29/20092:53:12 PM8 JULY 2009 PACKAGING DIGESTwww.packagingdigest.comdesign trendsbeveragesLive Young Forever Health andWellness (LYF), Edmonton, AB, Canada,is rolling out Live Young Forever Citrus,a vitamin-enhanced water,in 16-oz Alumi-Tekaluminum bottles fromBall Corp. (www.ball.com).According to LYF,the water is blendedwith vitamins, and theantioxidant, EGCG,which stimulatesthermogenesis, aprocess critical to weightloss and fat burning. Thebeverage is 100-percent-natural, incorporatingfruits and vegetable juicefor color. Says Gwen Miles,CEO of LYF, This bottleprovides a perfect vesselfor these products becauseit has a very distinct and premium imagethat is consistent with the benefits thebeverage offers, and its reclosable,tamper-evident, chills quickly and is 100-percent-recyclable.This is the first enhanced water productpackaged in Balls Alumi-Tek bottle, whichis currently used for a wide variety ofbeverages including beer, energy drinks,coffee drinks and nutraceuticals. Ball usesits two-piece aluminum can-manufacturingexpertise to produce the bottle becausethe manufacturing technology for bothpackages is so similar. Ball makes thebottles in eight-, 12- and 16-oz sizesat its aluminum beverage can plant inMonticello, IN.Vitamin waterdrops intoaluminum bottlesOxygen-scavenging PETfor Aussie winesTaking a leading stance in innovation in theAustralian wine industry, Wolf Blass Wines presentsnew packaging for its Green Label wine packagingwith a low greenhouse footprint. Wolf Blass GreenLabel, in a 750-mL PET bottle comparative to anindustry-standard glass bottle, appears to be thefirst Australian wine company to produce a winewith 29-percent less greenhouse gas emissions(GHG) than before.The Green Label wines were launchedDown Under in May following a 12-month trial,development and analysis with bottle supplierVIP Packaging (www.vippackaging.com.au). ThePET bottle features DiamondClear active oxygen-scavenging material, available through an exclusivelicensing agreement with Constar Intl. (www.constar.net).The technologys oxygen-scavenger activation is assistedby the presence of moisture introduced at the time of filling. Theactive monolayer materials absorb oxygen, not only limiting the amountof oxygen that ingresses into the bottle, but also assists with the removal of oxygen from the headspace, ensuringthat the wine delivers the same quality, taste and fresh fruit flavours within a best-before date of 12 months.The PET material is about 90 percent lighter than glass, which makes the new bottle easier to transport, handleand pour. The PET container is also shatter-resistant, which makes it a good alternative when glass is less thanideal. The packaging can easily be crushed and folded, minimizing household waste. The new Wolf Blass GreenLabel wines are the first released in Australia to use DiamondClear technology. VIP Packaging offers a stock 750-mLBurgundy style bottle and 750- and 187-mL Bordeaux style bottles. Its also compatible with Novatwist closures.PepsiCo releases easy-grip, light bottlePepsiCo is hoping its new eco-friendly version of the Propel fitness water bottle willmake an even bigger splash in the market. Designed for active lifestyles and those whodrink water for better hydration, the vitamin-enhanced, noncarbonated water is available ineight flavors. Now, Propel comes in a newly launched PET bottle designed by 4sight inc.(www.4sightinc.com) that uses 33 percent less plastic than the previous 500-mL bottle and30 percent less label material. The slim bottle also has a handy sport grip. Cold-filled usingnew, proprietary technology developed for manufacturing primarily in the U.S., the bottlehas a bold design that conveys a dynamic brand image with the look and feel of a muchmore rigid container. To appeal more to core female consumers, the bottle was redesignedwith a smaller opening, as 4sight says women prefer a smaller bottle opening when workingout to reduce spills.A groove under the label and pinched sides on the lower third area of the bottle givesconsumers a sense of security while drinking the beverage during exercising or walking.Theres a good way to remember the name of TalkingRain Beverage Co.s new sustainable,20-oz stock, hot-fill bottle PET from Graham Packaging Co., L.P. (www.grahampackaging.com).Just say, Gee, its light. Indeed, it not only is light, its called the G-Lite bottle. Doug MacLean,CEO of Preston, WA-based TalkingRain, will certainly tell you about light. TalkingRain is movingto the G-Lite bottle for the vitamin-enhanced flavored waters it produces as a cobrand with oneof its major customers. MacLean says the reduction in plastic resin used in the bottle equates to acost reduction of nearly 5 percent, which he called a meaningful savings.This equates to 250 lbper truckload in weight savings, The bottle is also recyclable. MacLean says, but the switch to thenew bottle is part of the commitment to sustainability that both Talking Rain and Graham Packagingare vigorously pursuing. Were looking at every avenue we can to cut down on the packaging weuse, MacLean explains. We have been very pleased that Graham Packaging is taking a proactivestance on reducing packaging and improving sustainability. This especially helps with customersof ours like Costco that have deep-seated environmental goals. Until now, plastic bottles used inhot-filling had to have a substantial amount of material in their base to stand up to the rigors of theprocess. Graham spent two years developing the new bottle using a proprietary technique calledHOB (Highly Oriented Base), which increases crystallinity in the plastic at the molecular level.Vitamin-enhanced water gets super-light bottlepdx0907dtrends_ID8 6/29/20093:09:41 PMEurofusion, Panama City, introduces Aquaai, abottled water that will initially roll out in the MiddleEast and Latin America. Panama has more than125 sources of natural spring water, in three bottlessizes: 1 L; 591 mL; and 354 mL. A combination ofminerals and natural fluoride gives the water its owndistinct character. The Aquaai name comes fromthe combination of Aquameaning water and Acaiadelicious fruit from the rainforestto reflect the watersources purity and the lush region.Says Michael Horth, CEOof Eurofusion, the companywanted a brand identity thatsboth visually appealing to high-end consumers in a globalmarketplace andconveys thepurity of the water source. Tographically communicate theseattributes, Eurofusion turned todesign and development firmMoxie Inc. (www.moxietm.com), which selected a deep,rich blue PET bottle in a colorwith hints of cyan to enhancethe appearance of the bottlelabel. Adding silver foil label elements and anupper case serif typeface for the brand name ona blue band, the design incorporates the image ofan aquifer. An illustration of a butterfly completesthe design. The bottle is produced by San MiguelIndustrial S.A. (51 01 336 5428) in Peru, whichmakes the preforms and blow-molds the bottles.Working with Moxie has been rewarding, Horthsays. Their creativity and original ideas for the designof the brand have provided us with a multi-culturallyelegant brand identity that enhances the attributes ofthe product.A combination shrink sleeve PVC label equipped with a tamper-evident feature helps Nutrex Research Inc, an Oviedo, FL sports-nutrition marketer, show off the three flavors of Pro-Gram protein drinkpowder, available in Vanilla Bean, Chocolate Mousse and StrawberryCream flavors, while protecting the product from pilferage.The dietary supplement comes in a 2.48-lb, proprietary silver HDPE jar, covered with a glossy film labelfrom Printpack, Inc. (www.printpack.com) that displays dynamic, gravure-printed graphics in 7 colors. Theclear sections of each of the labels allow the silver color to show through, providing an eye-catching metalliclook. The label covers the bottle from the top of the cap to the jar base and offers a 360-deg image area foringredients, bar codes, graphics and other pertinent information. Seth Reese, operations manager at Nutrex,says, Security is critical to the product, so the inclusion of the tamper-evident band as part of the sleeve madethis a perfect component for Nutrex. The tamper-evident band also allows for critical point-of-purchase detailsto attract consumers. A horizontal perforation allows the band to be removed while the label stays put.Research by Nielsen finds that the premium ready-to-serve category is growing more than 72 percentcompared to 3.4 percent for the overall ready-to-servecategory. To meet consumer demand for premium,premixed drinks, Southern Comfort launched two ready-to-serve cocktailsHurricane Cocktail and Sweet TeaCocktail. Whether its for an indooror outdoor party, for a big or smallgroup of friends, these cocktailstake the hassle out of mixingcocktails all night, says CampbellBrown, vp, director SouthernComfort Americas. Theyresimple and delicious. All peoplehave to do is grab a glass ofice, pour and enjoy.Both flavorscapitalize onSouthern Comfortsorigins. The Hurricaneis an iconic cocktail that shares a long tradition withSouthern Comfort, and brings a little piece of NewOrleans and Mardi Gras to any occasion. Hurricanescan be daunting to make at home because of the manyingredients and recipe variations. The Southern ComfortHurricane Cocktail is as delicious to drink, but mucheasier to make, than the original party blend.Sweet Tea originated at the 1904 Worlds Fair inSt. Louis; the same fair where New Orleans bartenderM.W. Heron won a gold medal for his Southern Comfort.The mix of the lighter taste of Sweet Tea with SouthernComfort delivers an extraordinary drinking experiencefor any at-home entertaining experience.The Southern Comfort ready-to-serve cocktails areavailable in the U.S. in a 1.75-L size with a suggestedretail price of $19.99. Bottles for the new cocktails aresupplied by O-I (www.o-i.com). Labels are suppliedby Fort Dearborn Co. (www.fortdearborn.com), andclosures are supplied by Berry Plastics Corp. (www.berryplastics.com).Southern Comfort launches premium,ready-to-serve drinks to meet growing demandShrink sleeve labelprotects nutrition powderwww.packagingdigest.com JULY 2009 PACKAGING DIGEST 9design trendsBottle showcasesrainforest waterfrom Eurofusion3005 State Road, Telford, PA 18969Phone: 215-721-4600equipmentsales@fresco.comwww.fresco.comThe innovative leader in flexible packaging systemsFillers for:z pasta z pet foodz coffee z bakingz candy, snack foodsz building materials.........plus much moreVertical Form, Fill & Sealto produce:zCorner SealzSquare Bottom GussetedzPillow PouchzBag FinishingModel G14CContinuous Motion Baggerwith Finishing Conveyorpdx0907dtrends_ID9 6/29/20093:20:19 PMWRAP IT PACK IT STACK IT Blister Packers Liquid/Powder Filling & CappingOver 30 different CAMPAK machinesavailable!Maximize your production with CAMPAK and handle any size job no matter what the packaging process. Integrate two or more of our machines into a complete, high-speed packaging line delivering the lowest possible cost-per-nished-package! Cartoners Overwrappers Tray Forming/Filling Casepackers Palletizers Bundlers/Shrinkwrappingwww.campak.comContact us today:Tel: 973-597-1414Fax: 973-992-4713Info@campak.comCAMPAK INC.119 Naylon AvenueLivingston, NJ07039Model L 112 Liquid Filler/CapperModel HV / 2CartonerModel SMP Casepacker Model NRT OverwrapperMONTH 2007 PACKAGING DIGEST www.packagingdigest.com 10JULY 2009 PACKAGING DIGEST www.packagingdigest.com 10commentJohn Kalkowski, Editorial DirectorInvesting in innovation can set stage for growthAA recent press release from Silgan Containers put forth thecommon-sense idea that if a company invests in innovation,even during tough economic times, its efforts are likely to driveimmediate growth or help position the company for a strongerrecovery. While this may seem to be stating the obvious, the factis that many companies do quite the opposite. They cut back sodeeply that they may be hamstrung for years to comeif they cansurvive the downturn.The Silgan release pointed to a recent Frost & Sullivansurvey that says major factors shaping innovation and product-development strategy include the global economic downturn(33 percent of survey respondents) and the increasingneed for innovation (48 percent). Meanwhile, surveyrespondents identied two pressing challenges they faceas generating and maintaining a pipeline of commerciallyviable innovations (21 percent) and identifying anddeveloping breakthrough innovation ideas (13 percent).In an analysis of the 1990-1991 recession, PentonResearch Service, Coopers and Lybrand, in conjunction withBusiness Science Intl., found that better-performing businessesfocused on a strong marketing program. Manufacturers candrive growth by continuing innovation efforts, says CarolynTakata, director of marketing, Silgan Containers.Jay Gouliard, vp of packaging at Unilever, says: Packaginginnovation is a tool that can be used to both re-energize existingbrands or bring new brands to life. Packaging should be seen as aninvestment in a brand; not just a cost to business. In some cases,a packaging innovation can drive additional value while actuallycosting less to produce.Scott Young, president of Perception Research Service, saysthat potentially valuable packaging innovations often arentimplemented.These missed opportunities stem from the fact thatmarketers and engineers often approach packaging from nearlyopposite perspectives. Young says engineers tend to considerpackaging in terms of functionality and rational benets (easyopening, etc.), while brand managers think primarily about returnon investment, incremental costs and sales revenue.In another study, Kent St. Vrain of Paxonix, a division of MeadWestvaco, says lack of innovation does a disservice to the company,its investors and most of all its customers. Innovation has to be partof the overallprocess of delivering products to the market, he says. Thats a requirement even in tough times.pdx0907edcom_ID10 6/29/20093:24:05 PM2009 Alcan PackagingFOOD AMERICASFocused onInnovationTalk to your Alcan Packaging Food Americas representative at 1-773-399-8000 or visit www.alcanpackagingfood.comAlcan Packaging Food Americas continually employs new ways of lookingat product development in a rapidly changing marketplace. Our Torpedochub film, SteamRight steam-in technology, and LaserTear cross machine directional (CMD) scoring are just a few examples of innovative food packaging solutions that serve your customers better. Partnering with Alcan brings focus to doing all the right things for your business so you can focus on other important things in life.Copy of pdx090701_fullads6 6/30/20099:24:32 AM12 JULY 2009 PACKAGING DIGEST www.packagingdigest.comnew productsequipmentControls, sensorsOptic sensor The D2RF series dual-digital display fiber amplifiers are designed withan advanced user-friendly programming formatoffering six teaching modes selected based onapplication requirements. Some of those teachingmodes are automatic and used for quick setupwhen the equipment is operating. A zone-teachingmode creates a selectable high/low window thatcan be used for sorting parts or detecting objectson a vibrating conveyor. A glass-teaching modeis designed for detecting transparent film, glassand PET bottles. Two 4-digit displays allow forsimple verification of the light-received level and threshold level while the 2-digit displays aid in settingup and programming the fiber amplifier. The amplifiers are available in two output configurations: Twoindependently settable digital; or one digital and analog of 4 to 20 mA, and they feature digital outputs thatcan be set to 60 micron/sec response for high-speed applications.Optex FA, 800/280-6933.www.optex-ramco.comPhotoelectric communicationsensor The patented SMARTEYE X-ProModel XPC photoelectric communication sensorprovides users with complete remote control froman onboard HMI or from a central plant controlstation. The sensor is designed for applicationswhere its critical to monitor and configuremachines for local or plant-wide automation.Its suitable for companies that require multi-drop sensor feedback for overall process controlin the packaging, material-handling, food andbeverage, automotive, entertainment/gaming andpharmaceutical industries, the co. states. FeaturesRS485 or RS232 communication, five onboardmemory locations, digital changeover and controland remote sensor monitoring.Tri-Tronics Co. Inc., 800/237-0946.www.ttco.com/xpcMini sensors The new PD30 Series sensors featurepushbutton programming, eliminating the trial and error setuprequired with potentiometer-based sensors. Many models alsoallow remote teaching options, allowing setup and programmingof the sensor to be done away from the application. These samemodels also provide an option for locking the sensor settings,giving a tamper-evident setup that allows for more secureoperation. A muting version provides various benefits, includingmutual interference protection, sensor alignment aid and theability to verify the sensors proper operation remotely, via aPLC. A dust-alarm output alerts operators when the sensor lensneeds to be cleaned, reducing downtime and improving sensorperformance. The series is available in six sensing technologies, several with advanced ranges previouslyunheard of in sensors this size, including through beam (15 m) and polarized retroreflective (6 m).Carlo Gavazzi Inc., 847/465-6100.www.gavazzionline.comWrapping carriage gate The No-Thread powered prestretch wrapping carriagehas been modified with a spring-loaded gate, theco. states. This improved carriage-loading gateeliminates maintenance required on the carriageto ensure the proper stretch level at all times,the co. says. The spring-loaded rollers ensureoptimal contact with the pallet-wrapping stretchfilm without involving maintenance. The carriageis also equipped with warranteed prestretchrollers. The new gate is standard on all automaticand semi-automatic machines (excluding theValue Line).Wulftec/M.J. Maillis, 877/985-3832.www.wulftec.comMDrive controls The new AccuStepmotion-control technology prevents the loss ofsynchronization due to transient or continuedoverload, extreme acceleration or deceleration,or excessively slow speeds when applied tostepper motors.The systemoffers point-to-point positioning,conveyor control,web handling,drilling, rotary andlinear positioningto torquespecification andlow-end camming.With the additionof torque control, rotary and linear positioning totorque specifications are now possible. By enablingvariable current control, motor heating and energyconsumption can be greatly reduced, the co. states.Intelligent Motion Systems Inc., 860/295-6102.www.imshome.comInfeed system for meats Anindependently-driven belted infeed system toaccurately weigh fresh products easily conveyshard-to-handle/sticky products including poultry(boneless, bone-in and marinated), seafood,meats and more. The belts are easily removedwithout tools for quick clean-up. This systemreduces labor, increases efficiency, decreasesgiveaway and is built to USDA washdownstandards, the co. states.Triangle Package Machinery Co.,800/621-4170. www.trianglepackage.compdx0907npequip_ID12 6/29/20093:21:43 PMwww.satoamerica.com-Turnkcv, cxibIc softwarc Iogistics svstcms (WMS/YMS/OMS/ATS)-Barcodc and RflD products scrving various industrics and thcir nccds-PharmaccuticaI ldcntication Authcntication-lifc Scicnccs, Paticnt and Spccimcn lD, Assct Tracking, and HorticuIturc-RctaiI, Back of thc Housc lD Svstcms and Consumcr Goods-Warchousing and Distribution Managcmcnt SvstcmsNov vou cun optmze the perormunce o vour busness enterprse. SA1C lSD combnes potent technooges, decudes o hunds-on operutons experence vth lortune 500 compunes, und u group o tuented proessonus, vth u broud runge o products rom muor munuucturers to deveop ntegruted sotvure und RllD soutons. SA1C techncu experts, bucked bv uunce purtners uround the gobe, huve desgned und mpemented 1ruck/1ruce, Asset und \urehouse Munugement Svstems (\MS) or some o the urgest dstrbuton operutons n North Amercu.l vou need u seumess souton und huve grovn tred o emptv promses, contuct SA1C. \e JHU muke t huppen. 1hev JHU[lor more no, vst www.satoamcrica.com/soIutionslntcgratcd SoIutions from SATOWc havc printcrs.Thcv havc printcrs. Wc havc RflD. Thcv havc RflD.Wc put it aII togcthcr with othcr muItivcndor products, svstcms & busincss proccsscs into a fuIIv intcgratcd soIution.Thcv can't.JULY 2009 PACKAGING DIGEST 13Label applicator The PA2000t/b tamp/blow label printer/applicator is an accessory for the co.s H-Series thermal-transferbar-code label printers. The printer/applicator features a footprint of16.5x30 in. for the H-400 and 19.5x30 in. for the H-600 Bothhave a remote front panel for easy access, regardless of theorientation of the applicator. The PA20000t/b has an all-metalconstruction and can print and apply labels with or without acomputer attached. The adjustable product sensor stops thetamp pad between and 2 in. from the product; from there, thelabel is blown on.Tharo Systems Inc., 800/878-6833.www.tharo.comIndustrial processors In order to increase PC-based control performance with flexible, user-friendlyhardware, the new C66xx Series industrial PCs areintroduced. The series offers high processing power andcompact device dimensions and includes two versions witheither the powerful Intel Core2 Duo or Core2 Quadprocessors on the co.s ATX motherboard. The control cabinetPCs are equipped with top-performance components and areavailable in two versions: The C6640 has a more compactdesign, and the C6650 has up to two hard drives built intoremovable frames, making the PC suitable for computer datastorage applications.Beckhoff Automation LLC, 952/890-0000.www.beckhoffautomation.comServo wrapper The inverted-revolution full-servo wrapper is designed to package difficult-to-handleproducts. Transfers products directly onto the film web presented to the film-forming plow from beneath aproduct-infeed conveyor. The configuration provides the ability to handle a wide variety of products that couldnot ordinarily be controlled on a conventional upright horizontal flowrapper. The inverted revolution alsoprovides the ability to load products directly onto a moving web of film, thus eliminating any transfer points.The machine features a sanitary modular design with cantilevered components and is designed to operate atspeeds up to 200 ppm with a standard sealing head.Campbell Wrapper Corp., 920/983-7100.www.campbellwrapper.comThermal-transfer coder The SmartDate5/128 thermal-transfer coder prints large amountsof complex information on flexible packaging films.Its extended print area is up to 128 mm wide and 75mm long on intermittent-motion filling machines, andup to 150 mm long on continuous filling machines.The coder delivers efficiency in wide-format printingof information ranging from multipack applicationsto ingredient lists and nutritional statements. Theproduct also offers up to 300-dpi print quality.Markem-Imaje, 866/263-4644.www.markem-imaje.compdx0907npequip_ID13 6/29/20093:21:55 PMFront & Back Label Applicator Equipped with rugged stainless steel side frames Electronically matched top trap ensuresoptimum system flexibility Variable labeling speeds to 300+ Products per minute Easily integrates into existing lines or off line configurations3600 RW Series Applicator Reads, Encodes, Verifies,Prints & Applies RFID tags Unique reject shuttle mechanism for bad tags Supports EPC Class 1, Gen 1 and Gen 2 tags Sato or Zebra version availableEvery facet... of our manufacturing process is housed under one roof. We offer the most automated, state-of-the-art manufacturing facility in the industryresulting in an impeccable finished product. From Semi-automatic applications to the most demanding high speed, high accuracy labeling solutions, we understand your needs. And at CTM, supporting our customers before, during and after the sale is paramount.Contact us today, or visit us on the Web!1318 Quaker Circle Salem, OH 44460Telephone: 330-332-1800 Fax: 330-332-2144 www.ctmlabelingsystems.comScara robot The RS3 robot, a zero footprintsystem, saves valuable floorspace and can beintegrated into compact assembly cells. Has morethan 360 deg of axis rotation for omnidirectionalaccess. The robot is suitable for lab automationand other process-heavy applications where largequantities of parts are presented to process ortesting stations. Features a Micro PowerDriveRC180 controller that provides the user with RC+controls software and many fully integrated optionssuch as vision guidance, .net support, Profibus,DeviceNet, EtherNet/IP and more.Epson Robots, 562/290-5910.www.robots.epson.com14 JULY 2009 PACKAGING DIGESTnew productsequipmentMotion microscope The VW-6000Series motion-analysis microscope features high-speed motion recording of up to 24,000 fps andenables accurate filming of failures in movingtargets that cannot be captured by conventionalmicroscopes. Its space-saving size, portabilityand all-in-one design make recording simple forR&D on the factory floor or on a production line.The built-in light source and LCD monitor meanthat setup takes just minutes. A macro-zoomunit with built-in lighting allows great flexibilityof light coverage and observation at any angle.A time-advance function allows users to recordvideo at fixed intervals for targets that movecontinuously, and recorded footage can be editedand analyzed directly on the controller. The co.says the microscopes compact design containsthe functionality to perform magnified observationand record still images.Keyence Corp. of America, 888/539-3623.www.keyence.comBag caser The bag caser providesfast and smooth case loading for bothliquid and powder-filled bags. Capable ofloading 80 bags/min in either plastic dairycases or corrugated cases, this compactcaser is available in two models to handleeither 4 or 6 bags/case load. The caser isavailable with a touchscreen operator HMIable to swivel 300 deg and PLC controlswith Nema 4/4X stainless-steel panel.It can easily be installed over existingconveyors. The equipments stainless-steel construction makes it appropriate for the wet conditions of dairy, juice and other beverage facilities,the co. states.Westfalia Deam Systems, 800/673-2522.www.westfaliaUSA.comBrushless motors A new family of BSM25C and BSM33Cbrushless motors features high torque and power in small packages,reduced maintenance and quiet operation. These motors are availablefrom stock with a standard NEMA face/foot-mount, ranging from 0.18to 2.2 kw. The new controls are simple to operate, as no programming isnecessary; they provide a tight speed regulation better than 0.5-percent; anduse the industry standard input command (+/- 10Vdc) or optional pot input forspeed control, the co. reports. Also uses standard 115/208/230 v and is available from stock.Baldor Electric Co., 479/646-4711.www.baldor.compdx0907npequip_ID14 6/29/20093:22:03 PMConsulting ServicessCompressor Products s#LEAN!IR4REATMENT0RODUCTSs #ONTROL0RODUCTSwww.packagingdigest.com JULY 2009 PACKAGING DIGESTConsulting ServicessCompressor Products s#LEAN!IR4REATMENT0RODUCTSs #ONTROL0RODUCTSKaeser Compressors, Inc., P.O. Box 946, Fredericksburg, VA 22404 USAN (866) 516-6888Built for a lifetime is a trademark of Kaeser Compressors, Inc.2007 Kaeser Compressors, Inc.COMPRESSORSwww.kaeser.com/sfc(866) 516-6888The product of a better idea.Kaeser SFC compressors:In the drive to save energy costs by precisely matching air productionto air demand, Kaesers Sigma Frequency Control compressors are the most energy-efficient variable speed, single-stage compressors you can find. The competition simply cant compare in performance or quality. Kaeser SFC compressors offer a wider range of operation, from 20% partial load to 100% full load. Plus, our oversized Sigma ProfileTM airend rotates at lower speeds for greater output while consuming less energy.With near-unity power factor, built-in phase protection, and superior pressure control, our SFCs are built for a lifetime! And, since we offer them in the widest range of sizes most with integral dryer options we have just the right model for your needs. Of course, the best way to appreciate the superior engineering of Kaeser SFC compressors is to see them in operation, so call 866-516-6888 to find one near you.Thermal-jet printheadThe TJ500 thermal-jet printhead, areliable ink-jet system for one- andtwo-line marking and coding, offersreliable thermal-jet technology,high-resolution printing, an easy-change ink cartridge and a wealthof industrial-grade performancefeatures. The printhead isconstructed of a sealed, industrial-grade housing with a stainless-steel faceplate and built-in photosensors to detect product speedand direction. Its Smart Level ink-detection system provides the userwith low-ink and ink-out status of theink cartridges. By lifting the hingedcover of the printhead, the user canfind a disposable ink cartridge thatis simple to snap-in and snap-out foreasy ink replacement.Diagraph, 800/722-1125.www.diagraph.comRobotic safety controller The SafeMove is a software and electronics-based safetycontroller integrated into the IRC5 robot controller. Provides safety-rated supervision of robotmotion, enabling leaner robot cell solutions and more collaborative applications where robots andoperators can work more closely together. Offers various safety functions and reduces the needfor traditional safety equipment such as light curtains, safety relays, mechanical stops, mechanicalposition switches and protective barriers. This allows organizations to save money on installationand maintenance, the co. states. The controller also enables more compact cells by restrictingrobot motion to precisely what is needed for a specific application, instead of relying on moreinflexible mechanical stops.ABB Robotics, 203/750-2200.www.abb.com/robotics15Glue valves New 524 seriesglue valvesfeature advancedsolenoidtechnologyfor short gluepatterns at highspeeds. Thevalves can easilyconvert betweennoncontact andcontact gluepatterns bychanging theoutput nozzleto the patterndesired.Valco Melton, 515/874-6550.www.valcomelton.compdx0907npequip_ID15 6/29/20094:54:39 PM16 JULY 2009 PACKAGING DIGESTwww.packagingdigest.comKetchupMustardRelishMayonnaiseChocolate sauceCake decorationsPeanut butterJellyCheese sauceBBQ sauceSalad dressingTomato pasteHorseradishSeasoningCondensed MilkAndso many more...Think Outsidethe Bottle...Food in TubesNORDEN, INC.A Division of the Sirius Machinery Group230 Industrial Parkway, Branchburg, New Jersey 08876 USAPhone: (908) 707-8008 Toll Free: (800) 526-5074Sales Fax: (908) 707-0073 After Sales: (908) 707-8782Web: www.nordenmachinery.comRecaser The PakTek recaser features a stainless-steel washdown construction and PLC controlswith an optional touchscreen. The recaser is an economical and convenient solution for those lackingspace or funds for a new packaging line, the co. states. The recaser automatically removes variousproducts from a plastic dairy case and recases them into a corrugated container, eliminating the needto add a second line. Capable of running a variety of pack patterns, therecaser also features quick changeover heads for greater efficiency and an improved bottom line.Thiele Technologies, 800/932-3647.www.thieletech.comnew productsequipmentMeasurement sensorsThe DT50 family of distance-measurement sensors featuresa new, high-definition distancemeasurement platform that providesgreater precisionat longer sensingdistances, anindustry-leadingoperatingtemperature rangeand ambient lighttolerance. Thesensors can helpdecrease operatingand manufacturingcosts byreducing scrapand increasing throughput. Theselightweight, compact sensors featurean intuitive display and keypad withan easy-to-use pushbutton for simpleteach-in and programming. Thesensors can be used in applications,such as for elevator car positioning;for level detection in hoppers, bins,silos, and chutes; and for pre-processand closed-loop feedback in metal-forming applications.SICK USA, 952/829-4728www.sickusa.comPressure sensor Thecompact SPAB pressure sensorfeatures ease of operation and acompact size. Its simple to set up,install and commission. Designed foruse with medical andsemi-conductorapplications,the sensorfeaturesNPN or PNPswitchingoutputs, digitaland analogoutputs and M8or cable electricalconnections. The sensor alsofeatures a clear-cut switching statusdisplay, two-part, three-color displayand easy transfer of the program toall other SPAB pressure sensors.Festo Corp., 800/993-3786.www.festo.com/usapdx0907npequip_ID16 6/29/20093:22:21 PMFX appeal8770West rvn Mawr Avenue Chicauo, lL 031 uSA o 773.399.8583 f 773.399.8027www.alcanoackauinufood.couFOOD AMERICASMFX0109 2009 Alcan FackauinuAdvanced Surface Finish TechnologyWANT TO TURN HEADS?Who says you cant be smart and goodlooking? Get FX appeal by contactingus today at 1-773-399-8583 orwww.alcanpackagingfood.com.Get cart-stopping power cost effectively with MatteFX advanced surface finish technology.MatteFX orovides the oackauinu soecial effects that shoooers can't resist. use it to. Alternate uatte, uloss and tactile finishes for clutter-bustinu shelf aooealFeveal oroduct uualitv throuuh a reuistered viewinu window Enuaue shoooers' senses for oowerfulbrand iuoactCreate a wide ranue of food and oackaued uoods aoolicationsFlexible packagingwww.packagingdigest.com JULY 2009 PACKAGING DIGEST 17new productsmaterialsSurface-protector film Novacel9230 is intended for smooth, shiny laminateprotection. The transparent, colorlesspolyester film is 25-microns thick and isdesigned to resist high-temperature postforming. The products innovation in itssolvent-free adhesive mass stems from amore environmentally friendly manufacturingprocess. As long as the film has not beensoiled during use, it may be incinerated orrecycled. In the same way, all packaging andcores are recyclable or reusable. The films can be applied to a variety of surfaces including stainlesssteel, pre-coated metals, glass, aluminum, plastics, profiles and high-pressure laminates. The film actsas abarrier against surface damage at every stage of the transformation process (folding, stamping,forming) as well as during handling, transport and finishing, preventing scratches and dirt.Novacel, 33 0 2 32 82 72 33. www.novacel.frDesiccant blanket New Absorgelblanket is a desiccant designed to provide effectivemoisture control in tightly packed dry-box marinecontainers in whichthere is no roombetween the cargoand sidewalls to hangdesiccant productsfrom the panel loops.It is also suitable fortrailers and reeferunits that have no wallloops from which tohang desiccants. Theblanket measures24x59 in., with aneffective absorptionarea of 24x48 in. Hasa large surface areathat ensures fast-acting, substantialmoisture absorption during voyages lasting up to40 days. In a fully-loaded, 20-ft container, two orthree desiccant blankets can do the work of 30 to60 traditional desiccant pouches (120 to 200 g),the co. states. The desiccant blanket can be usedwith various dry or moist cargo in the form of bulkor packaged goods. The main absorbent material iscalcium chloride with starch and gelling agents thathold moisture in nonliquid, brine form.Buffers USA, 904/696-0010.www.buffersusa.comEnergy-efficient liners Kemiartcorrugating liners provides energy efficiencybenefits as they reduce carbon emissions, claimsthe co. Theliners consistof Graph, Lite,Ultra and Briteliners. The linersuse less energyin corrugatingdue to their highheat conductivity.Their consistentquality guaranteeslow waste incorrugating andprinting. Lite andUltra liners arealso designed to require less energy for dryingduring the printing process, with no drying requiredat all for Ultra liners.M-real Consumer Packaging, 203/434-5217.www.m-real.comVented films Viking vented films can stretchup to 250 percent and provide excellent strengthin pallet-wrapping applications, the co. states.Large vents allow for exceptional air circulation,eliminating frequent breaking; the bands providesuperior strength. The vented films can be usedfor hand or machine applications and they canbe used to ship produce, flowers, hot items, colditems and can be color-coded.Precision Film & Tape, 510/636-9654.www.precisiondiecutting.comPLA shrink sleeves EarthFirst PLA shrink film is claimed toreinforce product qualities through the selection of an environmentally friendly,compostable and sustainable substrates. Theshrink-film technology features preciseplacement of the label onto assortedcontainer shapes, including largeovals, with a snug, no-frown fit thateffortlessly matches bottle contourswithout distorting, pulling or sagging.Different shrink-sleeve designs canbe produced with color variationbackgrounds to signal shelf variety,flexibility and economy in meetingproduct demands, the co. says. Thesleeves are suitable for petfoods,personal care containers, HBAs andmuch more.Gilbreth USA, 800/630-2413.www.gilbrethusa.comBar-code labels NFi serial number bar-code labels can be produced on a wide varietyof substrates that can include variable dataidentifiers such as sequential or random numbersand single or 2D bar codes, detailed images andcolor graphics. Featuring subsurface printing toprotect the dataand images,they can beproducedin multiplecolors, shapesand sizesto reinforceproductbranding.Engineered withconstructions tomatch customerapplicationrequirementswith respect tosolvent-, moisture-, UV-resistance and adhesionto smooth or powder coat surfaces, the labels canbe produced from materials such as polyester, PC,Mylar, Lexan, PVC and more. The labels aresupplied on strips.Nameplates for Industry Inc., 800/999-8900.www.nfi.namepdx0907npmats_ID17 6/29/20092:38:32 PM18 JULY 2009 PACKAGING DIGESTwww.packagingdigest.comAlumi-Tek Bottle: Peclosable 50 llgbter tban competlng bottles 100 recyclable 8oz, 12oz ano 16ozPET Wine Bottles: 100 recyclable Llgbt welgbt Sbatter proo| Low greenbouse gas emlsslons vs.glassPeelable Ends: 40 llgbter tban metal enos Lasler-to-open solutlon No sbarp eoges Long sbel| ll|eBall Corporations www.ball.comsEat. Drink. Imagine.8all Corporatlon bas aoapteo to many cbanges soclal, economlc ano envlronmental to survlve ano tbrlve |or 129 years. |n [une, 2008, we lssueo our company's rst sustalnablllty report ano |ormally stateo our sustalnablllty approacb ano speclc goals.A major sustalnablllty |ocus |or us ls to aovance sustalnable packaglng tbrougb lnnovatlons ln tbe prooucts we make, tbe processes we use ln our operatlons ano our aovocacy |or sustalnable prlnclples wltbln tbe supply cbaln tbat lncluoes our prooucts. Tbls ls gooo |or 8all, gooo |or our stakeboloers ano gooo |or tbe planet. 8all ls unlquely posltloneo among packaglng companles to o||er true packaglng lnnovatlon because we serve multlple eno markets wltb multlple substrates. Our recent lnnovatlons comblne sustalnablllty benets wltb consumer appeal. Sustainable PackagingADVANCI NGRepulpable coating The co. offers repulpable coatings for meat packaging customers thatwant to convert from waxed boxes to coated boxes. The selection of barrier coatings is repulpable andcan be custom-formulated to meet the requirements of a wide range of fresh and frozen meat productsincluding burgers and patties, ground meat, bulk meat, cuts and trimmings. Bag-in-box designs, deli,fresh and sliced meat versions are also available. Michem Coat is used primarily for water-resistance,but also resists grease and oil. Provides release, cold-set and hot melt gluability as well as FDA andBfR compliance. Coating X300 AF combines two properties critical to packers of perishables: Water-resistance; and release. Its hot-melt-gluable and FDA-compliant.Michelman, 800/333-1723. www.michelman.comnew productsmaterialsClear packaging tubesUltra-thin-wall, clear plastic tubesand containers are recommendedfor high-volume applications whereminimal protection is required. Someapplications include calendars,apparel, wall graphics, candy andconfections, art and craft goods or anyother products that require a packagethat has a customized look whileremaining low in cost. Various stylesof closures are available that featurestandard or hanging capabilities. Theultra-thin-wall, clear plastic tubesare also available as sealed-bottomversion tube, where a clear bottomis permanently adhered into thetube. The co. offers numerous tubeconfigurations in several diametersand are produced to length for specificcustomer applications.Cleartec Packaging, 800/817-8967.www.cleartecpackaging.comPET environmentalpackagingNew EnvironSealis a family of sustainable, sealable,polyester packaging products designedto replace clear, rigid PVC packaging.The co. reports that the packaginghas comparable physical performanceproperties similar to PVC and is availablewith pre- and post-consumer-recycledcontent. It can be RF-welded and heat-sealed to film or cards and is suitedfor use in food and nonfood consumerpackaging, electronics, warehouse clubpackaging and more. Designed for theproduction of blister-packs, clamshells,produce containers and display boxes,the packaging is FDA-approved for foodcontact and is recyclable in the PETwaste stream, says the co.Spartech, 888/721-4242.www.spartech.compdx0907npmats_ID18 6/29/20092:38:43 PMwww.packagingdigest.com JULY 2009 PACKAGING DIGEST 19PaperWorks Industries, Inc.5000 Flat Rock Road, Philadelphia, PA19127 USAMain Ofce: 215-984-7000 Fax: 215-984-7181www.paperworksindustries.comPaperWorks Industries is founded on decades of experienceand service, backed by a team of long-term industry professionals. There are enough surprises in the world of business: your paperboard supplier shouldnt be adding any more. Reliable people.Reliable product.ReliabilitySpiral-ham packagingFlavorseal spiral-ham packaging forprocessors and retailers include bone-guard shrink bags, treated tightweave and hanging netting for cooking and smoke penetration,glaze packets for powders and liquids with new glaze sheetsand more. The tight weave netting controls the diameterof the ham to yield more center slices, while metallizedvacuum bags, foils and decorative colored wrap in red,gold, bronze and silver help preserve freshness and flavor.CMS, 866/769-1500.www.cmsflavorseal.comMetallized PET filmLumirror MK61 metallized PETfilm is manufactured with the co.sin-chamber metallization processand is designed for foil replacementand high-barrier applications.Excellent metal adhesion in wet andcaustic environments and high OTRand MVTR values are reported.Other films include Torayfan OPPand Lumirror matte.Toray Plastics (America),401/294-4511.www.torayfilms.comPE air pillows The EP-FlexRenew is a high-performance,low-density PE air pillow film thatis made with up to 50-percent lessresin than competitive, inflatablevoid-fill products, according to theco. The new film structure alsocontains a proprietary organicadditive that accelerates microbialbiodegradation without compromisingrecyclability, the co. states. The filmuses a water-based ink and is tintedgreen with an organic colorant toprovide consumers with a visualcue. Complete biodegradation of theproduct typically occurs within one tofive years, depending on conditions,says the co.Pregis Corp., 800/834-9441.www.pregis.compdx0907npmats_ID19 6/29/20092:38:47 PM20 JULY 2009 PACKAGING DIGESTwww.packagingdigest.comcover storyIPD speaks with Glenn Ventrell, Sara Lees director of packaging innovation, who shares goalsfor sustainable packaging, talks about trends and the companys new Innovations Center.In April, Sara Lee Corp., Downers Grove, IL,opened its new North American innovationcampus, The Kitchens of Sara Lee, a 120,000-sq-ft research and development center located at thecompanys headquarters. The campus houses morethan 100 research and development professionals,including chefs, engineers, scientists and packagingdesigners and for the rst time, has all of its NorthAmerican food and beverage R&D capabilitiesunder one roof.The state-of-the-art facility featurespackaging labs with rapidprototyping capabilitiesto shape plastic and paperprototypes in minutes,package-testing services,product-formulationlabs designed to simulateproduction plant processes to test product andpackaging components before they enter full-scaleproduction, a bakery pilot plant that helps translateproduct formulas into commercial scale, foodservicekitchens equipped with plug-and-play systems thatreplicate a quick-service restaurant and sensory/product performance labs to help turn consumerinsights into product attributes. With brands suchas Hillshire Farms, Ball Park, Ambi Pur, JimmyDean, Kiwi, Sara Lee and Senseo, the companygenerates more than $13 billion in annual net salesand covers approximately 20 countries.Dedicated to innovation and increasingconsumer and customer value and distinguishingthe companys products in the market, Sara Lee ismoving in new directions and implementing manysustainable and environmental packaging programsand initiatives.Instrumental in Sara Lees new packagingdevelopments as well as its sustainability efforts isGlenn Ventrell, director of packaging innovationand development. Packaging Digest recently talkedwith Ventrell to discuss all things packagingand nd out how the company is achieving itssustainability goals.What is your role as director of packaginginnovation?For North America on the food side of thebusiness, I head up packaging innovation anddevelopment R&D across all of our brands andbusiness units.How important is packaging to Sara Lee?Very important. Like a lot of companies,probably there was a time when it wasnt veryimportant. Everyone thought that the product waswhat did the selling, but things have changed inthe marketplace. Packaging has become not justgraphically better but functionally better. It hasfeatures and attributes built in that consumers cansee on-shelf. And packages have to have that samelevel [of quality] when consumers bring them hometo use and dispose of.Tell us about the new Innovation Center Sara Leeopened in April, and the new tools that youre using fortesting and evaluating packaging there.Lauren R. Hartman, Senior EditorSara Lees sustainable missionThe new Kitchens of SaraLee in Downers Grove, IL,left, is a 120,000-sq-ftR&D facility that housesthe North American foodand beverage operations,a product-performancekitchen where newproducts are tested, abeverage lab, foodserviceareas and a packaginginnovation lab thathelps solve packagingchallenges and createsprototypes in minutes.Packaging personnel are very much involvedcross-functionally in all parts of the business.pdx0907saralee_ID20 6/29/20092:46:46 PM21 www.packagingdigest.com JULY 2009 PACKAGING DIGESTIts light years away from when I started atthe company about two years ago. At that time,we had a fairly old facility and some testingequipment. Now, we have a brand new, researchand development facility devoted to innovationand more testing equipment than beforebutmore importantly, we have product and packagedevelopment equipment that allows us to createeffective prototypes and folding cartons, shippingcases and rigid and exible plastic packaging. Wecan now do a lot of things in-house, but we canremove all of the time wed normally have goingback and forth with suppliers, trying to explainwhat were looking for.How is the new facility affecting new-productdevelopment?We have much more consumer focuson what were doing, and are going to beable to deliver more options more quickly.The right package and products will begoing into the market more cost-effectivelyand certainly much faster than they couldbefore. With folding cartons as an example,by getting the same carton-convertingequipment that our suppliers have, and by linkingeveryone electronically, we can take two monthsout of a converting process.As one of the nations largest food processors andmerchandisers, can you estimate how many packagesand package designs Sara Lee produces in a givenyear?Excluding graphicsbecause there are a lotmore changes done on the graphics sideonthe structural packaging side, an example wouldbe a die-cutting table we have had in place sinceSeptember of last year. We have made 1,500 cartonsamples just from this equipment alone, in thatperiod of time. We had a learning curve, but goingforward, Id expect that in a year, well make about3,000 to 4,000 carton samples.What are some of your latest packaging andpackaging-equipment developments?Theres a resealable rigid deli meat tub forHillshire Farms that we made sustainable. We took3/16 in. of material out of the container. Making thepackaging more sustainable was the driving forcebehind the projectit wasnt for any other reason.But people looked at the primary package from atraditional standpoint, and most said theres notmuch we can do to change the package.So, we re-evaluated it and had the engineers onthe job evaluate it and try to nd out what it wouldtake to get another layer of packages on a pallet andon a truck. Thats where the3/16in. of materialcame in.We redesigned everythingthe bowl, theshipping case, the deli tub, the pallet patternandremoved about 900 trucks from the road to shipit. When we rst started this project, however, itseemed like a fairly small issue, but its a muchbigger issue, because the product is a big seller,so we pack millions of the tubs. Consequently, itbecame a big sustainability story. When we wentto our major customers who are also very muchinvolved in sustainability, and told them what wedid, it became a big story.Are these changes being made to new products or toexisting products, or is it a mix of the two?Its a mix. The involvement of packaging fornew products (I cant discuss whats not onthe market yet) were working on todayhas grown exponentially, compared to justtwo years ago. We have packaging peoplewho are not only participating on everyproject team, but in some cases, theyreleading the teams, and driving work ifits particularly about the package morethan the product. We have packagingpersonnel working on research plans,so theyre very much involved cross-functionally, in all parts of the business.How does the company approach thepackaging-development process?Well, in a couple of ways. One is that we usethe Five Rs (reduce, reuse, recycle, etc.) from asustainable standpoint of the 7Rs total, and werealso part of the SPC. We follow its guidelines. Thenwere looking at point of differentiation, consumerand customer input and the competition. So putall that together and the idea is to come up with awinning package that others cant easily replicate.How long as Sara Lee been working on sustainablepackaging and sustainability efforts?For at least two yearscertainly under the nameof sustainabilitythe two years since I came onboard. I was here a week when I asked to be puton the global sustainability team. Prior to that, itwas called an environmental team, and there wereContinued on page 22New packaging and processing equipment installed at the Kitchens of Sara Lee R&D/Innovations Centerallows the company to get new products and packaging to market more quickly and easily, at less cost.pdx0907saralee_ID21 6/29/20092:46:54 PM22 JULY 2009 PACKAGING DIGESTwww.packagingdigest.coma lot of things Sara Lee has worked on fora long amount of time that had the sameeffect on what was happening with theenvironment. Today, we have a very activeglobal team. The packaging team that Irepresent is to the point where it lives andbreathes sustainability.How long has Sara Lee had an establishedor formal sustainability policy?About a year and eight or nine monthsago, we formed our mission sustainabilitystatement as a company, and from there,each group worked on its deliverablesand in packaging. Part of our deliverablesare that every new package has to gothrough a process of checks. One checkis how sustainable the package is versusother options possible. If another optionis picked, then we have to check on whythat option was picked over the moresustainable option. And sometimes, themore sustainable option isnt as feasible oras cost-effective or isnt available within acertain amount of time, or the materialsmay not be totally be evolved at that point.What are some of Sara Lees goals for thecoming decade?We have an internal goal of reducingthe amount of packaging we use with ourproducts. For example, if I was to look at aJimmy Deans sausage sandwich, and it hasX amount of packaging around it today,we might ask how we can make it moresustainable in different two ways, whichat the end of the day, is what really countsfor the consumer. We have to look at thetotal tonnage of source reduction we canachieve and also look on the particularproduct line to see how we can actuallyreduce the amount [of packaging] thataffects the consumer units.Do you apply sustainable goals for all ofthe companys packaging or just some of itand how do you select which products willhave it and which wont?I work very closely with our businessunit leaders for the different brands. Withsome packages, theres not a lot of materialthat you can take away and still haveproduct protection, for example, and thatskey. We wont sacrice product protectionfor source reduction or new materials orthings like that.For example, its difcult to make abread bag any thinner and still make itthrough the distribution channel. Thatdoesnt mean were not looking for analternative, but it wouldnt be the samepriority as, say, a foodservice shipping casethat we can reduce the size of to make itmore sustainable. So its working acrossour retail and foodservice businesses andthen we highlight certain areas where wewant to focus on. In the last year we dida lot of work in the area regarding retailpackaging, and now were looking at thosein the foodservice business.What are some of the companys plans fornew packaging for foodservice applicationsand how many are developed each year?Foodservice has more packages thanour retail environment because there are somany different customers. It does becomemore of a challenge. Say, for example, thatId like to reduce a shipping case [size]for bulk turkey that goes to 50 differentcustomers. We have to get a lot more buy-in from foodservice customers. The goodnews is that like us, a lot of our customersare also thinking more sustainable. I havetalked to some of them about workingcloser together and we have sat downwith business leadersin foodservice toidentify where thenew opportunities areand to dene thoseopportunities to workon sustainable projects.Do you have anymetrics or guidelines forsustainable new-productintroductions?Its not so much aguideline as it is more of adiscipline on how we wouldapproach it. If its a newproduct that was never onthe market before, its hard tomeasure in those terms.But we do know what materials aremore sustainable than others and whatdesigns can be more sustainable thanothers. We are still trying to achieve thetop shelf impact and get consumers to buythe product.There are many things you can do inthe material arena. Some materials aremuch more recyclable than others. Thoseare our starting point. Then, we try todetermine if they function under the sameconditions, and nd out if the productstill works the same way in a sustainablepackage as it did before. So we mighthave to rule out one plastic over anotherbecause of its recyclability. And we try toavoid materials that have negatives.How much do consumers and retailersdrive Sara Lees business? How much do theyaffect your sustainability practices?Its much more from the retailerstandpoint than the consumer standpoint.Retailers have been a driving force and anally in the sustainability journey. Certainlyas a company, we meet with retailers andthey come through the Kitchens of SaraLee [here at the new facility], see our newpackaging lab, and learn that we can dothings for them that they may not haveSara Lee Corp. is also developing proactive environmentalprograms within its sustainability framework. One example of itspackaging thats being updated with a greener twist is for JimmyDean microwavable Breakfast Bowls. The frozen eggs and breakfastmeats or pancakes combination meals have been packaged incrystallized PET bowls covered with a polyester lm membrane. Butsoon, the bowl will be replaced with a PCRPET-containing structure,thermoformed by Associated Packaging Technologies (www.aptechnologies.com). Its one sustainability move that Glenn Ventrell,director of packaging innovation, hints about in his interview with PD(see main article).Applied to the seven SKUsin the Jimmy Dean BreakfastBowl lineup, the new blackbowl is 0.1 in. shorter thanthe previous one and has a1.8-in. draw depth. Madeof 30-percent PCRPET,primarily derived from usedPET beverage bottles,its the same 6.3-in.diameter as the virginCPET version (but withoutthe side handles).This allows Sara Leeto also downsize itscorrugated shippingcases holding eightBreakfast Bowls.Cutting the case footprintand height results in a case-weight savings of3.2 percent, or a savings of 0.015 lb per case. The changes alsoinclude reducing the size of the paperboard carton in which each bowlof frozen product is merchandised. The carton, provided by GraphicPackaging Intl, (www.graphicpkg.com), was reduced by 5.3percent in weight.All of this translates into an annual estimated corrugated materialsavings of 75,460 lb and an annual carton material savings of163,116 lb.Says Jeff Czarny, senior engineer of packaging innovation anddevelopment, Manufacturing capabilities along with the ability toadd PCR content to the bowl drove our decision to update it. We alsowanted to maximize the amount of product we could get on a pallet.Ultimately, this will deliver an extra layer of 18 cases per pallet load.A major transportation savings also comes into play with thechanges made to the bowls, cases and cartons. The new bowlswent into production in early June, Czarny points out, and should beappearing in stores by the end of June or early July.Using production volumes in the costing model, we determinedwe could eliminate 236 truckload shipments, he says. We multipliedthe number of shipments by average length of deployment line haul tond the food miles reduction and divided that by an industry standardof ve miles per gallon, to calculate a diesel fuel reduction of 42,752gallons per year.This supports more use of recycled beverage bottles, Czarnyadds. The handles were removed from the bowl to accommodatefuture automation needs and will allow us to gain a more efcient,high-speed production process. Consumer testing showed thatremoving the handles from the bowls didnt affect product usage.More information is available:Associated Packaging Technologies, 484/785-1120.www.aptechnologies.com.Graphic Packaging Intl., 770/644-3515. www.graphicpkg.com.Jimmy Dean Breakfast Bowlsmove to 30 percent PCRPETContinued on page 24pdx0907saralee_ID22 6/29/20092:47:02 PMknown about before. That has been avery big advantage in the short timethe facility has been open. So we canshow them how we can make thingsmore efcient within their systemusing less packaging materials. Weshow them how they may have tohandle fewer pallets in the system,but there is still the same amountof product in the package and lesspackaging to make that happen,works well.On the consumer side, consumersarent yet that educated about theword sustainability. They know theword recyclability, but they dontalways know what is recyclable.Thats because there could be some8,000 different local recyclingfacilities in place in the U.S., andeach one has a totally differentprogram than anothereven in thesame state.Where are the biggest environmentalstrides being made?Some companies have gottensome great press on the worktheyve done, whether its settingup recycling facilities or sourcereduction projects and size reductionof packaging for liquid concentrateddetergents, for example. It was veryobvious when companies went toa concentrated detergent and therewas downsizing of bottles. Thatwas a big risk and they should beapplauded for what they did.Consumers very often buy on size.They look at value as an equation ofsize and money. Putting a concentrateon the market and bringing allof their products to market in aconcentrated form was a great sourcereduction of the packaging and apositive action.We get a lot of letters fromconsumers asking questions. If thequestion relates to sustainability,they come to my desk. Quite often,it seems people are confused abouthow they can recycle things and where it can be done. Canthey recycle things in their community? And Ill check onwhere they can recycle the container [in question] or howit can be taken back to a facility for recycling. Theres a lotthat needs to be done in this area.One thing were trying to do is to help educateconsumers more through our website, where we arending consumers are going to nd answers aboutpackages and products. It has a sustainability section thatlists different programs in our business. For example, ourBefore Sara lees new products hitgrocery store or warehouse shelves, theystop at the new, state-fo-the-art, Kitchensof Sara Lee R&D center, which opened inApril, above.Continued on page 2423 www.packagingdigest.com JULY 2009 PACKAGING DIGEST%,--DfYghcbK\]hY8f]jYFYghcbJ5&$%-%IG5pH+$'"&*("+&$$pdf]bh$-4[UgW"cf[pkkk"df]bh$-"cf[FinoIIg, on oII-incIusive, comprehensive pockoge princing show or codog's diverse pockoge princing induscriesIA progressive induscrg evenc or bugers ond seIIers rom oround che gIobe or EVERY segmenc o pockoge princing ond convercing.A Cuscomized 1rode Show ExperienceWorIdwide incroduccions o che hoccesc new cechnoIogies 'Live' equipmenc demonscrocions o che Iocesc oppIicocions ond workMow soIucionsLeorn someching newover 90 seminors in !0 educocion cocegoriesNecwork wich induscrg expercs ond peersEquipmenc & Produccs o Inceresc co YOU::`Yl]V`YDUW_U[]b[ :c`X]b[7Ufhcbg@UVY`g.HUdYHU[g:]`a:c]` 8][]hU`Df]bh]b[7cbjYfh]b[ :`Ylc[fUd\]WDf]bh]b[F:=8Df]bhYX9`YWhfcb]Wg 7cadcbYbhg#7cadihYf]nUh]cbAnd1he Iocesc breoking news on RFID ond Princed EIeccronics in:PLUSIndroducing che debuc o:Incroducing che Debuc o=aUDUW_U[YUbXGdYW]U`hmDf]bhYfUbXDF=BH$-]gamDF=BH"pdx0907saralee_ID23 6/29/20092:47:06 PM24 JULY 2009 PACKAGING DIGESTwww.packagingdigest.comcartons are certied by the SustainableForestry Initiative and we explainwhat that means. So its a grassrootsmovement of getting consumers tobetter understand not only what weredoing but what sustainability is about.R&D is obviously a big reasonthe company opened the InnovationsCenter. Do you depend on your partnersor suppliers for new developments?We depend onthem an awful lot. There isnta company around that can have theamount of R&D people on staff thatit would take to come up with all ofthe new developments that happen,especially if the development isnt coreto you. So irregardless of the material,we still depend heavily on suppliersand partners and design rms to helpus know what we dont know. Becausewell never know everything.Is this how Sara Lee is carrying outits vision of being the most innovativeand disciplined food company in youroperating categories?Yes, its certainly part of it. Onething weve moved to recently is beingmore open to innovation, which,for us, is to not be so secretive aboutthings. So if were looking at a newmaterial that might be biodegradable(at the end of life) or sustainble, wemake no secret about being interestedin this area, so weve gotten lots ofcompanies seeking us out that we mayhave never done business with. Theyeither have a point of view or have away of doing something with regardto biodegradable materials technology.So while were looking at that longand hard, we havent made a decisionon whether to use biodegradabletechnology or not yet because thescience is still inconclusive for ourtypes of products.Are you currently evaluating post-consumer-recycled content packagingmaterials or nano materials?We are looking very closely at PCRcontent materials and the next timewe talk, I can tell you more about that[see sidebar].What trends do you see developingin your market segments? What areconsumers looking for from packaging?I think some of the trends havechanged a bit because of the economyright now, but certainly theyre stilllooking for some of the same things asbefore and even more so. One of thebenets to us is that more people areeating at home. A lot of our productsales have gone up and we have moreconsumers talking to us about packagefunctions and features.We really need to delve into thecomponents of packaging and howthey affect consumers instead of theoverall package. Freshness features arecritical. In difcult economic times,people dont want to throw away food.And food in landlls is a major issue,so were trying to nd new ways tokeep foods fresher longer to reducefood waste that ends up in landlls.Some trends havechanged becauseof the economy, butconsumers are stilllooking for the samethings as before andeven more so.We really need to delve into thecomponents of packaging andhow they affect consumers.pdx0907saralee_ID24 6/29/20092:47:09 PM25 www.packagingdigest.com JULY 2009 PACKAGING DIGESTprivate-label packagingOOn retail shelves everywhere, private brands aremaking their presence known. In fact, according toa recent study by the Private Label ManufacturersAssociation (PLMA[www.plma.com]),productssold under thelabel of retailers themselves nowaccount for more than 22 percent of all unit sales.While many of us might think of private labelsas the bare-bones, black-and-white boxes of genericproducts that appeared in the 1970s, private labelshave been used by retailers for decades, according toBrian Sharoff, president of the PLMA. He explainedthat department stores rst started using their ownbrands for clothing and housewares more than 100years ago. Supermarkets began developing their ownbrands with the founding of Kroger and A&P at thebeginning of the 20th Century.The last thirty years reect the evolution ofprivate labels from a purchase of last resort to whatare brands in their own right sold by retailers,Sharoff says.In many respects, he says, private brands surpassnational brands in categories where national brandsmight not even exist. At retailers like Wegmansand Safeway, you see categories where there is nonational brand. There are only the retailers brandsthat are pioneering in those categories.If you are making a product with someoneelses labelKraft, Procter & Gamble or a retailerslabelthen you end up with a product beingfundamentally the same as what they produce intheir facilities, says John Riley, chairman and CEOof Rapid Air Systems and president of the ContractPackagers Association (www.contractpackaging.org). Private brands have emerged to the pointwhere leading retailer brands have very full private-label programs. If you look atshelf categoriesby commodities,like milk and bread,for instance, you have somecategories where name brands have very smallshares. In most categories, you see a healthy balance,but the growth of private label is by no means overin most categories.Private-label share increasingAccording to Mintel USA (www.mintel.com),the long-term trends in food retailing have beentoward increased share of private labels at least sincethe early 1990s.In an updated forecast releasedin April, Mintel states the recessionary collapse in2008 accelerated this trend, with private-label sharegrowing by 9.3 percent compared to 4.5 percent forbranded sales. The study forecasts that growth willcontinue in 2009, with private label sales up 8.1percent versus 2.6 percent for branded sales.Riley attributes the growth of private labels tothe economics of the market. If you look at Top 10consumer brand companies and asked what is theirmarketing spend or what they spend to build brandequity, Riley estimates those numbers are around 25cents out of every dollar.If youre a contract packager making a privatelabel, you dont necessarily have any of those costs,he says. Other things being equal, you buy a highspeed line andyou buy the same lm from the samesupplier. Theres not much else you cant get thatisnt exactly what the national brand has. Except youdont have the brand equity costs. You can delivera private label to the market forsignicantly less than a national brand.Historically, private labels have signied value forconsumers, while national brands have attempted tooccupy the premium rationale for purchase.Sharoff says this is no longer true once you gobeyond the basic products. Trader Joes is not a valueproposition. Whole Foods is not a value proposition,Sharoff explains. They have premium products justlike the national brands. Value is no longer the onlyway in which private labels dene themselves.Opportunities for packagersThese trends point to growing opportunities forpackagers. Riley says packaging is becoming moreimportant than ever for private-label brands.Christopher Durham, author of the blogmyprivatelabel.com, points out that packagingis the face of brand marketing. Very few retailershave a marketing spend for their private brands, hesays. The vast majority of theexperience from a private brandis at the store shelf. How thepackaging conveys the messageis key.Good packagingsells productsSharoff says packaging was recognized in the1990s as the rst frontier in making store brandsmore successful and more popular with consumers.He says the primary reason private-label share hasrisen from 16 percent of unit sales to 22 percenttoday is the recognition of the importance ofcompetitive and attractive packaging, adding herefers not only to design but everything that makesthe packaging, including its functionality.Retailers go head-to-head with national brands by developingprivate brands with variety of products designed toattract consumers who seek VALUE AND QUALITY.Private labels are boomingJohn Kalkowski, Editorial DirectorThe last 30 years reect the evolutionof private labels from a purchase of lastresort to what now are brands in theirown right sold by retailers.Continued on page 26Safeway has recorded such success with its O Organicsline that it is selling these products to other retailers.pdx0907private_ID25 6/29/20092:45:22 PM26 JULY 2009 PACKAGING DIGESTwww.packagingdigest.comPackaging plays the same role for retailers asnational brands, Sharoff says. Good packaginghelps to sell products and bad packaging helps todoom products. If you are a national brand andyouve created an extraordinary product and youselect bad packaging it could doom the product. Thesame is true on private label side.Packaging for private brands is produced bymanufacturers who fall into four classications:National brand manufacturers who utilize theirexpertise and excess capacity to supply store brands.Small, quality manufacturers who specializein particular product lines and concentrate onproducing store brands almost exclusively. Oftenthese companies are owned by corporations that alsoproduce national brandsMajor retailers, wholesalers or cooperatives whoown their own manufacturing facilities and providetheir own store brand products.Regional brand manufacturers who produceprivate label products for specic markets.Much of the private-label production is done bythousands ofcompanies, Sharoff says, explainingthat these companies, based on contracts, alsoproduce the product, not just the packaging.In private labeling, there are hundreds ofcompanies in more than 2,000 categories thatproduce the products on an ongoing basis inpartnership with the retailer, Sharoff says. Heplaces the amount of such companies between10,000 and 20,000 in the U.S. alone, not includingmanufacturers from overseas.Providing extra servicesThe denition of contract packaging dependson exactly what services a company provides, saysRiley of the Contract Packagers Association, whoseorganization has grown rapidly from 30 to morethan 150 members in the last four years.Some companies are purely private-labelmanufacturers that sell their products almostexclusively to retailers, he says, and there is a blendof companies also making products for the nationalbrands.Contract packagers specialize because of theirequipment sets, their geography and their historicalrelationships, Riley explains. The packagershave a customer base they can address, and theytend to stick with it. It might be pet foods orpharmaceuticals, but you wont nd those crossingover in the same plant, he says. Packagers will alsospecialize by distribution channel, Riley says, andwill build their facilities and systems around aroundtheir links in the supply chain.Once a contract packager gets an equipment set,hes more likely to try to leveragethat into as many end productsas he can, Riley says.Packagers keeprunningFlexibility is key to acontract packager, Riley says.They must balance capacityand they dont wantdowntime. Seasonalitybecomes an issue. He alsosays picking up productsto run in the off-season isvery preferable. Contractpackagers who can runat high capacity rates doquite well and, in thelong run, end up beingthe ones who are moresuccessful and havemore facilities.Increasingly,contract packagers offeradditional services,such as processing,package design and logisticsmanagement. I think there is a trend for branded customersto shift the inventory liability to the contractpackagers, Riley says. If the contract packageris prepared to take the investment risk in thecommoditywhatever the raw material isas wellas in sourcing the packaging, then that is becomingmore preferred by the brand owners for economicreasons, especially in this downturn.Providing these services makes the relationshipmore sticky and helps the brand owner dealwith a project in a compressed timeframe, Rileysays. Due to their size, many brand owners willhave lots of projects going on at the same time.Its not necessarily the key projects that are beingoutsourced. However, packaging is key to anythingthats outsourced.Many services, but packaging is focusPackaging is the focus for a contract packager.Picking up on this situation and running with itis where the contract packagers opportunity lies,Riley says. Its a little difcult to trade out a supplierif theyre buying your inventory, specifying thepackaging and, in a lot of instances, helping youdesign the packaging.More contract packagers are getting intopackaging design, Riley says, depending on theirrelationship with the customer.While many private labels have been developedby large, national retailers, there are also manyowned by smaller regional retailers, Riley says,especially in sectors such as food.Ultimately, the contract packager competes tobe the best to stay engaged by brand owners, Rileysays. Depending on the product category, a contractpackager will have other packagers to competewith, but the contract packagers limit is itself. Thecontract packager sets its own limits.Many large brands have very developed contract-packaging guidelines and certication systemsmanaged by the brands. The brands may have apool of perhaps 30 contract packagers they deal withevery day or every week. Riley says that relationshipwill be very different than one where its a newproduct from a customer who doesnt even knowif he has market for the product, and hes askingsomeone to make a limited run and cant guaranteethem volumes. The way those two customersbehave will be quite different even though its thesame co-packer. Co-packagers often are dealing withboth of those situations at the same time.Sharoff says a packaging specialists ability tomake a product successful is worth a great deal. Ithink where there is a problem is that the specialistin the packaging company has to understand thedifferences between private labels and national bandpackaging. They are not the same.Ifyou are making packaging for nationalbrandsincluding the design, materials, andclosures the packaging needs to scream out atthe consumer, Look at me. You have an importantcreative challenge.The packaging specialist must understand therole of private label in the retailers mind, Sharoffpoints out. Adopt and adapt the packaging to thatrole. Some retailers have created a single look thatis similar in any number of SKUs throughout thestore. They offer 50, 80, 500 SKUs to accomplishthat incrementally.Packaging is just rst stepWhile packaging is the consumers rst image ofa product, Sharoff notes, once past the packaging,ingredients and quality of product become themost important element. Good packaging notwithstanding, nobody is going to buy garbage asecond time, he says. According to Sharoff, innovation is what makesprivate labeling exciting. He says private brandinghas built a reputation to the point where most majorRetailers have built a strong portfolio of private brandsat various price po