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Marketing: Sustainability and IndividualityBrands & Markets: Retail RevolutionDesign/Awards: The WinnersEvents: Pro Carton ECMA CongressStudies: Challenge “Multi-channel“Sustainability: Circular Economy
MagazineM
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Pro Carton Magazine 20152
The extensive ver-satility of carton -board is the key to success in thechallenges facingpackaging in thefuture. This wasamply demonstra-ted during the jointPro Carton ECMACongress which looked at trends in thecoming years.
One thing became abundantly clear: con -sumer behaviour is changing. Consumersexpect more sustainability together withgreater convenience – particularly whenpurchasing with their smartphones.Today, buying opportunities are allaround us. A study by EHI Retail Institutecommissioned by Pro Carton, providesinformation on what retailers expectsfrom packaging. Everyone involved inthe packaging supply chain can andshould be aware of this.
The future looks promising. Our newwebsite offers an excellent platform forcommunicating our information and valueseven better than before. The Awards – thePro Carton ECMA Award and the ProCarton Young Designers Award – de-monstrate the powerful and wide-rangingpossibilities of cartonboard packaging,not only in terms of attractiveness andsustainability, but also in terms of com-munication and convenience.
Find out about this and more from thePro Carton E-News-Service. Pro CartonE-news service is published in six languagesand is read by over 12,000 subscribers in42 European countries. The current editionof our Pro Carton Magazine offers a selection of the most important news onkey topics – for referral and archiving.We hope you receive the E-News as soonas it is published. If not, simply subscribevia our website www.procarton.com.
With kind regards,yours
Roland Rex, President Pro Carton
Young European design
During the Award Gala on 18th September2014 in Sorrento, the winners of ProCarton Young Designers Award werealso announced. The Award promotesyoung, promising design students fromdesign schools across Europe. The awardwinners in 2014 were Alisa Feldhoferand Marie-Sophie Fischer.
Call for entries: Spring 2015Deadline: Spring 2016
� More at www.procarton.com/news
Design/AwardsThe Winners
A record attendance of 300 delegates and a fabulous atmos-phere characterised the Award Gala ofthe first Pro Carton ECMA joint Con-gress on 18th September in Sorrento(Italy). The long-awaited announcementof the winners of the Pro Carton ECMAAwards finally took place.
Carton of the Year was “FernandaBrandao”, which perfectly communicatedthe message of the product. Exemplaryin the field of sustainability was theConfiserie Reber Advent Calendar withinnovative Carton-Inlay. This year’s winnerof the most innovative carton solutionwas the Artelac Splash Dispenser (Display).
Deadline for entries to the Pro CartonECMA Award 2015 is 21st May 2015.
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Inspirational
Pro Carton is pleased to present twobooks on creative design using paper andpaperboard, including wonderful piecesof work by various artists. “Papercraft”and “Papercraft 2” showcase some exceptionally impressive work whichmay inspire new creations in the future.
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Brands & Markets
Global Food Trends
French Food Fair SIAL has organised the“World Tour by SIAL” and as part ofthis, 28 media outlets from across theglobe have identified three food trendsin their regions. From these, the Frenchretail expert, Olivier Dauvers, has distilled eight global trends for innovation in the food sector. ProCarton is privileged to present them inthe E-news.
Marketing TrendsTrends in 2015: Sustainability and Individuality
Every year, Pro Carton compiles a list of themost influential trends that will affectpackaging in the future, as identified byleading research institutes. Pro CartonPresident Roland Rex explains what thesetrends signify for packaging for cartons inparticular. The most comprehensive trendin 2015: “Shopping opportunities areeverywhere”.
� More at www.procarton.com/news
The World’s Most Successful Triangle
The Toblerone triangle is probably theclosest and most successful symbiosis everbetween a product and its packaging.Theodor Tobler and his cousin Emil Baumann created the shape with the invention of filled chocolate in 1908.
The famous carton packaging was partof the design from day one. The resultis a unique icon.
Retail Revolution
In the coming years nothing will remainthe same for online business, particularly
in the grocery sector. The UK market– which has been the marketleader in Europe for a long time– is currently looking to find
the perfect combination of online andstore fronts. 2014 was be a crucial yearin deciding who will come out ahead in
the future. Pro Carton spoke to Lisa Byfield-Green, Senior Analyst at the renowned Institute of Grocery Distribution,about the future and packaging.
� More at www.procarton.com/news
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Events
All just mediocre?
At a marketing event organised recentlyby Pro Carton and Propak Austria inVienna, geneticist and bestselling authorMarkus Hengstschläger insisted that werenounce mediocrity. Following the example of the “most successful experiment in the world“ – evolution –the industry should demonstrate greatercourage and support individuality andcreativity. The Packaging Supply Chaincan also learn from this principle – rightthrough to the Point of Sale.
Markus Hengstschläger Suitability of different product packaging for shopping on the Internet.
The Multi-channelChallenge …
... and the effect on thepartners in the packagingsupply chain
Packaging, and particularly carton packaging, plays an important role inthe revolution in shopping channels. All speakers at the ECMA Pro CartonCongress unanimously agreed: everypartner in the Packaging Supply Chainneeds to work together quickly and effectively to drive the developmentof suitable packaging.
Highlight of the congress: the Award Gala.
Carton
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StudyThe “Multi-Channel” Challenge: Enormous Potential for Packaging
Multi-channel retailing changes the we waywe shop - and this also affects packaging.This is why Pro Carton commissioned theEHI Retail Institute to conduct a study:“Requirements, Trends and Opportunitiesfor Product Packaging in E-Commerce”. Asynopsis is now available free of chargein brochure form from Pro Carton atwww.procarton.com.
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Re-Imagining Business
„We don’t just have to get better, weneed to be really good“, said Tim“Mac“ Macartney: only one hundredper cent sustainability in all areas willchange the future for our children.
He complimented the cartonboard andcarton industries on their progress in thisrespect. “The wonderful thing aboutsustainability is that it offers businessesa vision.”
Pro Carton ECMA Award Roadshow at Interpack.
Cartons on tour
The Pro Carton ECMA Awards’ winningcartons represent the best of what isavailable on the market: in the categoriesCarton of the Year, Sustainability, Innovation as well as eight differentproduct categories. In 2014/2015 thereare 12 exhibitions in 8 different countries.
The award-winning packaging solutionswill be the highlight of many importantpackaging industry shows. Please contactPro Carton if you would like to includethe cartons roadshow in your event.
SustainabilityCartons: a Perfect Exampleof the Circular Economy
The concept of the Circular Economy isto optimise the use of natural resourcesby encouraging recycling, eco-designand waste prevention, among other
measures. The paper industry, includingcartonboard packaging, is at the forefrontof putting these aims into practice.
� More at www.procarton.com/newswww.resource-efficiency.procarton.com
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Forests are a renewable resourcefor cartonsPro Carton’s Forestry Infographic high-lights facts about the European forestswhich are the original resource for thecartonboard packaging industry. Theyare a sustainable, renewable resourceand the forested area in Europe is increasing. They have grown by over30% since 1950.
6 Pro Carton Magazine 2015
Originally, cartonboard is made of woodand cellulose (it also contains some fillers).Cellulose is made through photosynthesisby the conversion of carbon dioxide andwater into simple sugars and oxygen.The sugars are polymerised to made cellulose and oxygen is released. Onetonne of cartonboard contains cellulosewhich has stored 1474 kg of carbon dioxide which has been converted intocarbon (402 kg of carbon).
The Carbon Cycle The first describes the role of carton -board’s natural raw material – wood fibres from sustainable forests – in theenvironment’s carbon cycle.
New series of Infographics about CartonsPro Carton has produced a series of eye-catching Infographics to illustrate the sustainability of cartonboard packaging.
Growing forests that are sustainablymanaged are effective carbon stores.This carbon is “locked” within the treeand the products which are subsequentlymade from wood fibre. Recycling extendsthis even further. At the end of thecartons’ useful life, when carbon is released, it can be absorbed and storedin sustainably managed forests.
The European paper-based industry caresfor the forests it uses and promotes sustainable forest management andcertification systems. European forestsused by the paper and board industryare sustainable and are managed in away “that maintains their bio-diversity,productivity and their potential to fulfil,now and in the future, relevant ecological,economic and social functions, at local,national and global levels, and that doesnot cause damage to other ecosystems” (inthe words of the European Agreementon Sustainable Forestry).
Pro Carton’s carbon footprint – fossil and biogenicPro Carton regularly measures the averagefossil carbon footprint of the Europeancartonboard and carton industries: it is currently 915 kg CO2eq / tonne cartonboard produced and converted.This figure has been improving overtime and shows that cartonboard packaging’s environmental performance
continues to be among the best of allpackaging materials. Alongside this, astudy of biogenic carbon in cartons showsa significant amount is “locked up” inthe carton’s raw material – wood fibre.
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The raw material for cartonboard iswood fibre, which is derived from sustainably managed forests whosetrees absorb and store carbon – thisprocess is measured in terms of biogeniccarbon. The scientific institute, SwedishEnvironmental Research Institute, IVLdeveloped a methodology for measuringbiogenic carbon in cartons by relatingthe carbon benefits of the natural rawmaterial to cartonboard packaging.
The study by IVL illustrates the link between sustainably managed forests,forest carbon sequestration and cartons:consumer demand for cartons stimulatesdemand for timber (wood fibre to make
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How water is used in making cartonboardWater is an essential element for paperand board production, but although aprimary ingredient, only a small part ofthis water is “consumed”: 92% of waterused is returned to the environment.
Recycling and Cartonboard packagingAround 50% of the fibre used to makecartonboard in Europe comes from usedpaper and board, through recovery andrecycling of household and industrialcollections. Thanks to well establishedsystems, paper and board includingcartons, is the most recycled packagingin Europe.
cartonboard) which in turn encouragesthe sustainable management of forests,which leads to forest carbon sequestration.European and national legislation alsoplay a part in encouraging sustainableforest management.
Leaders in Renewable EnergyThe use of wood as a raw material bythe paper based industries, includingcartonboard, has given them an uniqueadvantage: the wood by-products canprovide bio-energy for the manufacturingprocess. This use of biomass for primaryenergy has made the pulp and paperbased industries leaders in renewableenergy in Europe.
Use of bio-energy by the paper and boardindustries means that they are less carbonintensive, since bio-energy accounts forover half of their energy use. The paperbased industries are at the forefront ofimprovements in carbon dioxide reduction,renewable energy and energy efficiency.
The idea of providing a footprint for theuse of water is becoming increasinglyimportant. However, the approach towater will be fundamentally different to carbon, as water issues are local andcarry different weights across Europe.Pro Carton, together with other paper-based associations such as CEPI (Conf -ederation of European Paper Industries),is exploring how a water footprintmight be evaluated in the paper-basedindustries.
Recycling of paper and board makessense both from an environmental andfrom an economic standpoint. It meansefficient use of the raw material from theforests, a reduction in waste and energysavings. When cartons are recycled, thecarbon stored in the carton is preventedfrom going back into the atmosphereand keeps the wood fibres that originatedfrom sustainable forestry in the valuechain for longer. Recycling also plays a partin reducing greenhouse gas emissionsgenerated in landfills.
�For more information, please visitthe Sustainability section of the web-site www.procarton.com or contact: [email protected]
New: Pro Carton Sustainability Poster Bag - availablenow and free of charge at www.procarton.com
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Design and Marketing-News
Every month Pro Carton E-News issent to over 12,000 decision makersin marketing, design and packaging.Gain an overview in seconds – asimple mouse click then takes you tocase studies, interviews with experts,congress reports, market studies,competition analyses and muchmore.
Special benefits: you are the first to receive carefully researched news ontrends and can apply these to yourlong-term strategies. You can only benefit – as can be confirmed by ourreaders in the packaging industry, thebranded goods industry and retailersfrom 42 European countries.
Register NOW at www.procarton.comfor the E-News-Service and receivetwo to three absolutely up-to-datestories from marketing, design andpackaging every month free ofcharge.
This printed version of the Pro CartonMagazine is published once per year asa ”Review“ for reading or archiving.
By the way: suggestions to improve ouremail service are always welcome. Pleasesend an email to:
The following topics areplanned for E-News 2015:
Interviews with expertsCongress reportsMarket studiesMarketing trendsMarketing case studiesSustainabilityCompetitions in 2015
POB 36 • 1020 Vienna • Tel.+ 43 /1/ 218 69 [email protected] • www.procarton.com
ImprintPublisher: Pro Carton, Suzanne McEwen – Head of Marketingand Communications, [email protected], Jennifer Buhaenko – Head of Sustainability and Regulatory Affairs,[email protected], Pro Carton c/o AC Fiduciaire SA,Todistrasse 47, P.O. Box 1507, 8027 Zurich, Switzerland, Design: W&W Grafik & Design, Druck: Starzengruber, 1200Vienna. Reprint permitted quoting source. Kindly send usproof copies.
This brochure is printed with mineral oil-freeinks: this contributes to clean recycling.
Association of European Cartonboardand Carton Manufacturers
Printed on 2 gloss 220 gsm
manufactured by www.trg.co.uk abo
ut
Pro Carton: Marketing andcommunication platform
Pro Carton is the European marketing andcommunication platform of the carton-board and carton manufacturers. ProCarton’s core task is to communicate thebenefits and the potential of cartonboardand cartons.
Cartons are a major marketing tool andthe most sustainable of all packaging solutions. They are the decisive advertisingmedium at the point of sale and at home.In addition to the point of sale they aregaining importance as the link betweenthe virtual and real world.
Pro Carton: Information ondesign and marketing
Pro Carton informs the entire PackagingSupply Chain – the cartonboard and foldingcarton industry, as well as designers,brand owners and retailers – and theircustomers throughout Europe on the latestdevelopments in design and marketingthrough:
• the www.procarton.com website•E-News to over 12,000 subscribers
in Europe • the ”Pro Carton ECMA Award“ • the international “Pro Carton Young
Designers Award“•studies on relevant industry-related
topics•collaboration with partners in
European countries
Pro Carton: Network providing answers to packaging questions
Pro Carton is a networking platform andpremier source of information for questionson packaging. Pro Carton links all thepartners in the Packaging Supply Chain –cartonboard manufacturers, designers,carton manufacturers, brand owners andretailers – as well as the media and politicians.
Suzanne E. McEwenHead of Marketing and [email protected]
Jennifer BuhaenkoHead of Sustainability and Regulatory [email protected]
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