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Pragmatic Approaches

By: Jeff Falk
Posted: June 22, 2010, from the July 2010 issue of GCI Magazine.

page 8 of 9

GCI: Crown’s EarthSafe Dispensing System was designed to help brand owners comply with directives from the California Air Resources Board—a measure mandating the reduction of volatile organic compounds in certain consumer products from Jan. 1, 2010, forward. A press release further stated that the new technology also helps brand owners achieve greater consumer preference and loyalty by significantly improving product interaction and convenience.

How often is it that an innovation undertaken to comply with a regulatory issue also translates to one that improves brand loyalty? Are these opportunities unique, or at least more prevalent, when exploring product development from an eco or sustainable position?

Abramowicz: Certainly, innovation that is undertaken to comply with a regulatory issue helps to improve brand loyalty. Many tamper-evident packaging features that were adopted to comply with regulations have impacted and grown brand loyalty.

We expect to see consumers react similarly to sustainable technologies that are introduced to meet new regulations. So far, several brands have demonstrated interest in adopting the EarthSafe Dispensing System. Though this recently introduced technology has yet to go to the consumer market, we expect to see an application of it in the near future.

GCI: How is packaging machinery impacting the efforts of suppliers, and subsequently brand owners, for sustainable practices? What advances are you seeing from your membership?