Organic marketers help drive sustainable packaging innovation
Organic produce packaging will continue to trend toward more sustainable options in coming years, marketers say.
The trend is much bigger than the organic produce category, but organic marketers will be at the forefront, says Kaci Komstadius, vice president of marketing for Sage Fruit Co., Yakima, Wash.
“The organic customer tends to be more health-conscious and looking for more earth-friendly products," Komstadius said. “Therefore, in the next few years, I think we’ll see organic packaging, if not all packaging, move toward more sustainable options, whether it be recyclable, biodegradable, or compostable. The organic consumer will demand more Earth-friendly packaging, whether it’s reusable, recyclable, compostable or biodegradable, and we will comply.”
The packaging evolution is “nonstop,” said Dan Davis, director of business development for Wenatchee, Wash.-based Starr Ranch Growers.
“As fixed-weight options continue to increase the ring, there will be a few more options in terms of films for bags and pulp and paper packages as well," he said.
Searching for sustainability
Chris Ford, business development and marketing manager for Viva Tierra Organic, Mount Vernon, Wash., said the firm expects to offer more corrugated and less plastic over time.
“We are partnered with Sambrailo and expect to expand our offerings in ReadyCycle,” he said.
Retailers are asking a lot of questions about packaging innovations that reduce plastic usage and waste and deliver overall sustainable solutions, said Rochelle Bohm, vice president of marketing for CMI Orchards, Wenatchee, Wash.
“We like to consider ourselves experts in this subject matter, and one of our favorite things is to help guide our retail partners through packaging analysis delivering solutions that make sense,” Bohm said. “Consumers like seeing what they are buying, and plastic delivers a great vehicle for high product visibility in a convenient grab-n-go format.
"However, on the surface, fiber is typically considered a more sustainable, renewable option," Bohm continued. "We’re innovating a number of solutions to utilize plastic, whether post-consumer-recycled plastics, recyclable plastics and even plastic that completely bio-assimilates into the environment in a few years, meaning it doesn’t matter if the package is recycled or not."
Related: Moderate organic sales growth anticipated, survey shows
Options for plant-based packaging and recyclable plastics are increasing, said Kristi Harris, brand manager for Honeybear Brands, Elgin, Minn. At the same time, more work is needed, she said.
“Consumers distrust the waste stream and are frustrated they 'do the work' and only a small percentage of recyclables are actually recycled,” Harris said. “Perhaps as an industry, we need to be celebrating the fact that many of the items in the produce department are available without packaging and encourage more shoppers to create a farmstand experience using reusable receptacles.”
Stemilt has a new sustainable four-pack of apples called EZ Band, said Brianna Shales, marketing director for the Wenatchee, Wash.-based marketer.
“It’s made of paper and helps package large-sized organic apples into a scannable unit that is sold on count,” she said. “This fall, we will have a full lineup of Artisan Organics four-packs available to help retailers merchandise bulk organics in a new way. We have club varieties in this pack, and core varieties like gala, fuji, Pink Lady, granny smith and Honeycrisp."
Packaging is critical to the organic category going forward, Shales said.
“It is becoming increasingly important that organics are rung up properly, and packaging that includes UPCs is a surefire way to help retailers have the confidence that they will earn the organic premium they are paying at the register,” she said.
