Understanding the Greener Package Database

By David Newcorn VP/eMedia Greener Package Who we are Summit Publishing

Specializing in packaging media since 1993 Before Greener Package

• Lots of questions on sustainability • Few answers • No silver bullet • Lots of confusion • Murkiness Advisory Board

• Recruited over 50 experts with packaging sustainability expertise • Drawn heavily from the ranks of end users • As well as consultants • Set up a separate Supplier Advisory Board • Representing all major material types • Including and especially fiber! More experts . . . Step 1: We gave people a voice Step 2: We gave the conversation a structure Step 3: We standardized how sustainability claims are reported Step 4: We created a mechanism to weed out greenwashing When Walmart speaks. . .

• We planned on launching a database of sustainable packaging products • ECRM already had its Packaging Marketgate database • Walmart suggested Greener Package and ECRM combine forces…so we did! Months of work

• Members of Greener Package advisory board (end users AND suppliers) drove database design • Revamped the look, feel and underlying data structure of ECRM • Months spent on packaging sustainability questions, guided by independent consultancy EPI. Combatting greenwashing

• Most greenwashing is inadvertent! • Introducing voluntary third-party review of sustainability claims • Credibility for suppliers, saves time for buyers “Bible” of sustainability claims

• Industry’s first guidelines for packaging sustainability claims • Starts where FTC green guidelines leave off • Released Fall 2009 • Updated 3x since then – GreenerPackage.com/guidelines

Download today! Over 1,200 downloads!

• Abbott Nutrition--Program Manager • Conagra Foods--VP, Sustainable Development • Arlafoods--Packaging Engineer • Del Monte--Packaging R&d • Avon Products Inc--Pgm Mgr • Diebold--Packaging Commodity Manager

• Becton Dickinson--Packaging Engineer • Disney Consumer Products--Director, • Bimbo Bakeries--Sr Sustainable Business Practices • Cadbury--Packaging Project Team • Domino Sugar--Packing Engr Membe • Ford Motor Co Mp&l Div--Sr Packaging • Cardinal Health--Packaging Engineer Superintendent • Frito Lay--R&d Manager • Castrol India Ltd--Sr Executive Pkg • Frucor Beverages Ltd--Packaging Manager • Clorox--Associate Research Fellow • GE Lighting--Brand Manager • Colgate-Palmolive Co--Vice President • Glaxosmithkline--Packaging Dev Mgr Database: a Quick Tour Search by Package Type . . . or by Raw Material . . . or by company Search by Sustainability Criteria Detailed search results Drill down on a listing

Many fiber-specific options

• Cellophane, Cellulose film - processed • Molded Pulp Packaging cellulose, often from wood, cotton or hemp • Paper: Uncoated Unbleached Kraft • Coated Freesheet (e.g., high-end magazine) • Paperboard: Coated Recycled

• Coated Groundwood (e.g., standard • Paperboard: Coated Unbleached Kraft magazine) (CUK) • Corrugated - Moisture Resistant - Wax • Paperboard: Solid Bleached Sulfate (SBS) Alternative • Paperboard: Uncoated Bleached Kraft • Corrugated - Moisture Resistant - Waxed • Paperboard: Uncoated Recycled (URB) • Corrugated - Pre-Printed • Paperboard: Uncoated Unbleached Kraft • Corrugated: Bleached • Recycled Folding Boxboard • Corrugated: Semi-bleached • Supercalendered (e.g., newspaper • Corrugated: Unbleached inserts) • Dimensional Lumber • Uncoated Freesheet (e.g., copy paper) • Medium-density Fiberboard • Uncoated Groundwood (e.g., newsprint) Applicable sustainability claims in the Greener Package database for fiber-based packaging Source Use • Post-consumer content • CONEG/heavy metals • Pre-consumer content • Shipping efficiency • Sustainble forestry certified (SFI, PEFC, FSC, CSA, ATFS) End of life • Source reduced • Recyclable • Compostable Manufacture • Waste-to-energy • Renewable energy • Greenhouse gas reduction Third-party review

• Neutral traffic cop that examines paperwork • Ensures claims are backed up by proper supporting docs • Standardizes what paperwork is necessary to prove claim • A document review, not an audit • Two authorized third-party review firms: EPI and PKG • More info on third-party review: http://www.greenerpackage.com/gd/3rdparty_explained.pd f Benefits for participating

• Disseminate your product info to targeted audience • Consolidate feedback to market in one place • Submit as many products as you want • No fee to submit! • (Optional fee for 3rd party review) Benefits for 3rd party reviewed listings

1. Credibility

2. Favorable position in search

3. Favorable graphical treatment

4. Visible within Walmart Scorecard Modeling Software!

Recap so far…

• Industry-standard database of sustainable packaging • One-of-a-kind partnership with world’s largest retailer • In talks with second large retailer . . . • Advised by 40+ packaging experts • Third-party review combats greenwashing • Industry’s first independent guidelines to packaging sustainability claims Next step: Membership

• Introducing membership for suppliers • Blanket third party review (5-star verified) • Database listings disseminated to prospects • Influence direction of database development • Written letters of third-party review • Discounts on educational content • Discounts on lead-generation and branding programs • Discounts on consulting and private workshops • Underwriting support for this database How do you get started?

• Participate in discussions—your expertise is needed! • Submit your products • Become a member! Questions?

David Newcorn Christine Smallwood VP/eMedia Director, Business Development Greener Package Greener Package 312/238-9315 direct 770/664-4600 direct [email protected] [email protected] (Chicago) (Atlanta)