Packaging optimization for pet food manufacturers
What tactics have companies been exploring to minimize the environmental impact of their packaging while maximizing customer experience?
Almost 70% of pet owners worldwide express concern about climate change, and preferences for brands with ethical practices, supply chain transparency and sustainable packaging are at an all-time high. But despite global commitments and consumer demands, 99% of all pet food and treat packaging in North America goes to landfill each year, according to the Pet Sustainability Coalition.
Redesign packaging
Manufacturers must weigh the benefits of meeting consumer expectations with the cost of switching packaging materials, as well as the impact on their supply chain, including transportation, storage and safety standards.
A common place to start when looking to optimize packaging is design. Can recyclable, upcycled or biodegradable materials replace existing materials? A design consideration is selecting materials that are both sustainable and can guarantee safety, freshness and protection of food contents.
Manufacturers who are exploring recyclable packaging materials are turning toward single-layer polyethylene – moisture resistant, lightweight and durable enough to hold larger pack sizes of food.
Sustainable dog nutrition brand Petaluma has taken its packaging a step further, by replacing the polyethylene outer layer with kraft paper. It also bakes its treats and food in a solar-powered facility and sources most of its ingredients from biodiverse and organic farms. The company is a certified B Corp, Climate Neutral Certified, and a member of 1% for the Planet.
A challenge with enforcing recyclable packaging processes is rooted in consumer behavior. Most customers don’t regularly take the extra step to return their empty pet food packaging to a recycling center. To combat this, brands tell consumers how they’re making an impact in reducing waste and improving recycling practices.
Most importantly, they talk about the importance and value of proper recycling. Pet food giant Purina, for example, includes How2Recycle instructions on its packaging, supported by a web page with information about recycling processes.
Promote reuse
The next level toward greater sustainability is to search for a reduction in waste, for instance reusable containers. Open Farm Pet Food sells 5 product lines through its e-commerce channel using TerraCycle’s Loop platform. Loop facilitates empty container pick-up, sanitation and refill with new product at participating locations. This pilot is offered primarily for the freeze-dried raw formula, which may be easier to manage logistically than a wet food option.
A challenge for other manufacturers to consider, as it could pose barriers for consumers, is the limitation of product volume and frequency of purchases as opposed to a bulk 20 lb bag of food.
Add refill stations
Another alternative that solves a portion of the logistical investment is to leverage existing retailer infrastructure for refills. Premium pet food company Canidae has an exclusive partnership with Petco, where kibble refilling stations are available for consumers to fill their reusable zipper bags with food. This process has shown pet parent savings of up to 45% per pound compared with the premium pricing of single-use bags.
French manufacturer Royal Canin has partnered with RePack to deliver an on-demand, individualized nutritional program for pets in France. Packaging can be returned to local post offices for free, where it’s sent back for cleaning and refilling up to 20 times. Analysis shows that the process using RePack packaging represents a CO2 reduction of 80% compared with disposable packaging.
Reduce carbon footprint
E-commerce stores are often easier to operate than partnerships with retail locations, but they do present additional challenges for meeting sustainability goals. This is because of the added materials and risk of damages when shipping items. Packages that maximize space and minimize returns are the lynchpins of a sustainable e-commerce operation.
Utilizing ‘right-fit’ packaging is the easiest way to limit wasted space, decrease shipping impact and reduce the likelihood of damage. Many companies are re-evaluating the size of their packaging relative to the content. They aim to move forward with smaller packaging models designed to reduce CO2 emissions by cutting overall transportation weight by 20-30%.
The introduction of recyclable plastic pouches will also limit unnecessary materials by right-sizing to portion size, and re-sealable zippers can help prevent food waste by enabling consumables to stay fresh for longer.
There are other packaging innovations that are designed to improve the e-commerce shipping experience. These include strong corrugated cardboard boxes or sustainable thick-paper packaging for durability, and also biodegradable or recyclable inflatable- cushion packs to fill space and limit damages. Another innovation is molded fiber packaging that uses recycled paper pulp to mold around the product, serving as a ‘sustainable armor’ that protects the contents.
A necessary strategy
Customers and governing bodies are continuing to ask manufacturers to do more to reduce their carbon footprint. In response, manufacturers are exploring new and sustainable options for their packaging and distribution processes, focusing on limiting waste and utilizing recyclable material.
Although it is daunting, developing a sustainable packaging and distribution plan is a necessary step to win over pet customers going forward. Companies looking to reduce their packaging impact with sustainable processes should understand the investment required and carefully develop a plan before jumping in.
Utilizing a phased approach to implementation, and fully understanding the ecosystem of impacted stakeholders – customers, suppliers and retailers – will ensure the changes being made are actually adopted and truly sustainable.
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