Expanding the network for convenience packaging

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Expanding the network for convenience packaging

Interview with Lothar Zapf, Managing Director of the Center for Food and Packaging Technology Association (Zentrum für Lebensmittel-und Verpackungstechnologie e.V.), Kempten, Germany

The ZLV is a joint initiative of politics, economy, science, research and education. The association based in Kempten sees itself as a center of expertise for the entire value-added chain for foods – packaging, packaging machine, distribution and retail all the way to recycling management. Founded in July 2009 as an initiative in Allgäu, Germany, by now the ZLV also has members from beyond this region.

You are an exhibitor at the InterPack, which just like the InterMopro takes place in Düsseldorf. What are you hoping to gain from this?

The concept of the ZLV, to optimally link all partners of the value-added chain for industrially manufactured and packaged foods and create added value for all participants, is meant to be conveyed to International trade and business professionals in Düsseldorf. The present ZLV members already cover all competencies of this chain – from raw materials for food and packaging all the way to retail sales as well as relevant services. We now want to broaden this trendsetting type of cooperation and expand our network.

Small providers can also be successful with convenience according to Lothar Zapf. As an example he names the smoothie manufacturer “Ehrlich Trinken“ from Mindelheim in Unterallgäu.

So far, are you lacking a large-scale exchange between engine builders, the food industry, marketing, print and logistics? Is the next generation’s training too lopsided?

If we take a look at the value-added chain for packaged foods, the vertical networking is well organized in most areas. Within the respective specialist areas and its direct customers and partners, communication works. Networking in a horizontal direction over the entire value-added chain is missing so far. This is precisely where the ZLV comes into play – also in terms of interdisciplinary training and continuing education.

Since when has convenience packaging been around?

“Convenience“ actually means “easy“, “practical“, “basic“ or ”consumer-friendly“ and therefore for many decades has applied to a large range of products. In contrast “convenience food“ describes “ready-to-serve meals“ in the most different variations. Some of the outstanding convenience packaging of the last decades is certainly the tetra packs for beverages, pouring spouts, multi-chamber packaging, bag-in-box systemes and boil-in-bag systems. Convenient and practical are also bowls that are directly suitable for heating, the peel-off foil system or the latest developments for easy opening and resealing.

Which trends do you currently see in convenience packaging?

I would just like to mention a few exemplary points: easier manageability and opening mechanisms as well as an improved self-explanation of these systems. In ready-to-serve meals, the retail packaging also assumes the function of being a preparation dish and plate. Important trends are also age-group appropriate systems and package sizes as well as easy opening plus resealing plus originality protection.

Senior citizens complain that many packages are difficult to open. What needs to change in your opinion?

Strength and motor skills change in older people. This is still not sufficiently taken into consideration in packaging design. On the one hand, we can contemplate completely new types of packaging or immediately with relatively little effort implement small improvements. For instance, we can provide immediate recognizability of opening systems and clear “instructions”, respectively. We can change the font sizes of the relevant data and improve the grip. In addition, we can develop “polite” packaging for this age group by engaging more intensively with the precise needs of this growing consumer group.

What prospects do you see for these changes – since retail certainly does not want to pay more for this packaging?

Today there is already a large price variance for definitely comparable products. More convenience needs smart marketing and a clear positioning of the higher gain – because retail is always interested in having attractive and successful products in its shelves. The determination whether a product is ”attractive“ or not is not made until people reach out at the shelf. That’s precisely where virtually the right end of the value-added chain, all partners of this chain should orient themselves at, is. All too easily we forget the power we all have with our purchasing decision.

There are more and more single households and senior citizens. Do XXL packages soon become obsolete?

Certainly not! There is the trend towards convenience- and portion packaging as well as the trend towards economy-sized- and family packs. The segment of strongly price-oriented buyers of XXL packages will continue to grow. Especially these bulk packs require clever systems in terms of opening assistance, emptying and resealing, because the protection from spoilage and long storage life is even more important in this case.

Packaging at some point turns into trash. Is convenience and environmental protection a contradiction?

During the utilization phase, the packaging takes on important duties and responsibilities, because after all it makes industrial production, economic distribution, warehousing and adequate durability actually possible. The consumer can identify the product just by its packaging on the shelf and gets informed about content, shelf life and use. For the continuing path – after fulfilling its multitude of tasks – there are already many initiatives and successes, for example for the sensible recycling of metal, plastic and paper/cardboard fractions. The recycling of these three groups of main material takes place either substantially for mono-fraction, clean materials or energetically, meaning to produce energy, if this is a mixed fraction. If the energetic recycling of mixed plastics takes place in combined heat and power plants to produce electricity or district heating, we save about one liter of fuel oil per kilogram of used plastic packing material. That is to say: As long as we draw on fuel oil for energy production, the circuit is sensibly closed ecologically as well as economically.

There is fierce competition for a spot on the shelf at a retailer. Is there room for ever new containers and boxes?

The perfect is the enemy of the good! Generally, innovation replaces the familiar and therefore does not necessarily require more shelf space. The combination of easy opening and resealing only plays out in the heat sealable coating between tray- and lid film and an age group appropriate ready-to-serve meal can also have a smaller packaging size.

The subject of convenience also pertains to the handling all the way to sale. How is shelf ready packaging progressing?

We also want to make a significant contribution with the ZLV in this area. The sooner and more closely manufacturers of branded goods, packaging- and packing machine manufacturers, makers of secondary- and display packaging, logisticians and retailers collaborate, the faster and more promising new concepts will be able to be implemented.

Machine manufacturers, branded companies, business groups: Do only the big guys determine the course of things? Can you name a few innovations of small and medium-sized companies, who you believe are capable of a big break-through?

We have our registered office in Kempten in the Allgäu. Immediately of course the local chain store Feneberg comes to my mind, which next to all the big guys successfully holds its own in the Allgäu area with its concept ”From Here“. In the smoothie segment, the small family-owned business “Ehrlich Trinken“ with a clever freshness-, nature and distribution concept is successful – despite large competition. Multivac, a family company in the thermoform packaging facilities segment, globally stands up against International machine construction corporate groups with its zest for innovation. I could continue to list companies, because just from our ZLV members alone, there are many companies which are leading in their respective special areas and are lastingly successful with innovative products.

Interview: René Schellbach, InterMopro.de