Corrugated’s future is bright, says FEFCO

May 2016 summit of European organisation points to a healthy paperboard packaging sector.


Boxes and other packages made from corrugated paperboard are “ideal for the fast-changing retail environment,” according to Brussel-based FEFCO (the European Federation of Corrugated Board Manufacturers), which based its conclusion on presentations made at the 2016 FEFCO Summit, held in Berlin 18-20 May.

According to FEFCO, more than 250 packaging professionals from around the world attended the Berlin summit. FEFCO’s mid-May conference, which carried the theme “Amazing Corrugated,” was opened by incoming FEFCO President Jan Klingele, who gave an overview of the German corrugated market.

The summit “underlined that the industry has a fantastic product in corrugated packaging – offering protection, retail appeal, hygiene, efficient distribution and sustainability,” says FEFCO. As the European Commission is the first institution to legislate in favour of the circular economy, FEFCO says the corrugated industry “is perfectly positioned to embrace the opportunities this offers.”

Corrugated packaging is circular by nature, says FEFCO, as it is derived from sustainable forests and is recyclable. Speaker Bettina Lorz of the European Commission urged the audience to strive toward a more circular economic model and to use resources efficiently.

Summit delegates were asked to face up to the changes in the retail environment. Jean-Marc van Cutsem from Belgium-based retailer Delfood gave a positive outlook on the favorable attributes of corrugated for retailers. “Retailers prefer corrugated packaging,” he commented. “In the changing retail landscape the industry can help optimise packaging functionality for single units, increase handling efficiency on the shelf and maximise the visual impact that corrugated offers for product promotion and value creation.”

Virginie Maille of SKEMA Business School, Euralille, France, said the use of sensory marketing with colours, shapes, touch, taste and sound can trigger positive emotions in consumers. With its natural look, feel and smell, combined with design and printing possibilities, corrugated packaging is well-positioned to exploit the opportunities sensory marketing presents.

Simon Southern and Niel Osment from United Kingdom-based consulting firm NOA PRISM emphasized the fast changes in retail. “Corrugated has to adapt to new shopping trends and retailing systems,” he remarked.

Outgoing FEFCO President Roberto Villaquiran, who is CEO Europe for Ireland-based Smurfit Kappa Group, concluded the summit by urging the audience to reclaim corrugated as the best packaging in the face of aggressive campaigning from competitors. “We must do more with customers, retailers and the EU,” he stated. “We must not only change ourselves but change the conversation and talk more about the added value our product brings as paper based packing is the only true example of the circular economy contributing to the targets set by the EU, be it landfill or recycling rates.”

Other speakers included Peter Ramsauer (former German minister and member of the Bundestag); Ramón Alejandro Balet (president of Spain-based SAICA); Jean-Paul Macharis (president of Belgium-based VPK Packaging Group), Gilles van Nieuwenhuyzen (executive vice president with Finland-based Stora Enso); and Dennis Colley (president of the United States-based Fibre Box Association).
 

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