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By Ned Randolph -- Video Business, 10/11/2007
OCT. 11 | In the latest industry response to Wal-Mart's environmental sustainability initiatives, International Paper subsidiary Shorewood Packaging has launched a Greenchoice program to help companies meet green packaging goals.
Shorewood's Greenchoice is designed to meet criteria established by the Sustainable Packaging Coalition and Wal-Mart back in their 2006 sustainable Packaging Initiative.
Greenchoice provides analysis of current packaging with recommendations on package design, alternative materials and others ways to meet sustainable packaging.
A Green Toolbox helps customers make choices in six key areas:
• Paper and paperboard—both virgin and recycled choices that are renewable, recoverable, recyclable and biodegradable when composted;
• Inks and coatings—such as renewable vegetable oil-based inks and water-based coatings;
• Alternative materials—such as CD/DVD trays made from recyclable paperboard or plant/vegetable-based materials;
• “Green” package and display design—right sizing, fewer pieces, sustainable materials;
• A more conscientious supply chain—ways to minimize a company’s carbon output; and
• Third-party programs that link International Paper’s network of environmental partners to green projects such as community recycling efforts.
“We named the program ‘Greenchoice’ because it really is all about options,” said Bob Anstine, VP of marketing and business development for Shorewood. “Weighing the costs and benefits of going green involves a series of complex choices, each with a different impact on both the product and the environment. Greenchoice brings order to the complexity of this topic by providing a solid framework to evaluate alternative packaging and display options, measure against sustainability criteria and ultimately turn ideas into action.”
Greenchoice is the latest in a retail marketing trend to address carbon emissions associated with consumer products packaging.
Wal-Mart partnered with Carbon Disclosure Project to evaluate the amount of energy used to bring DVDs and other consumer products to store shelves, including the amount of electricity used in disc manufacturing and gasoline required to ship products.
According to Anstine, there has been strong enthusiasm and support for Shorewood's program.
“Customers in a variety of packaging categories have become more sustainable by increasing their reliance on renewable paper, paperboard and inks, as well as alternative materials and greener package and P.O.P. display design, and they have done so without compromising performance or aesthetics,” he said.
In addition to Greenchoice, parent International Paper is taking a comprehensive approach to sustainability across all of its paper and packaging products to include forest management, manufacturing and product stewardship.
International Paper created an Office of Sustainability, which coordinates sustainability efforts with customers, public and external stakeholders and suppliers by providing information, technical support and strategies for current and emerging environmental issues.
