International Eco-Marketing Benefits for Niche and Organic Products
Convex Plastics, March 8th, 2010
Bio-degradable NatureFlex films are now being used to pack Italian organic nuts and dried fruit, Canadian gourmet pasta, US organic tea and Dutch Fair Trade organic chocolate.
Made by UK-based Innovia Films, NatureFlex films were a key part of the sustainable positioning of several international product launches in the last quarter of 2009, in at least four different countries. Italian food manufacturer New Factor launched their Mister Nut Bio organic nuts and dried fruit in NatureFlex packaging in October, Canada’s Nature’s Farm launched their gourmet pasta in NatureFlex packaging in November, US company Liquid Planet launched their organic tea in NatureFlex packaging in December, and Dutch company Amigos International launched their Fair Trade Ananda organic chocolate from Ecuador in NatureFlex wraps just before Christmas at the largest Dutch organic supermarket, Ekoplaza in The Hague.
All four companies hold strong environmental values, which they wanted to extend to their packaging.
Nature’s Farm claims NatureFlex is an ideal packaging choice for their gourmet Nature’s Pasta, which appears on the menus of some of North America’s best eating establishments. Nature’s Pasta is made from fresh free-range eggs, from hens fed an all-natural vegetarian diet, and is prepared following strict adherence to traditional old world, small-batch production methods.
Nature’s Farm founder Hermann Graucer says, "We are committed to ecological sustainability and stewardship. Nature’s Farm is fully sustainable, lessens environmental impact and has fitted into our production line process with only minimal adjustment required. The reaction of our customers’ to the packaging has also been very positive and enthusiastic.”
New Factor is also impressed with NatureFlex packaging. Plant director Fabrizio Pellegrini says, “NatureFlex offers protection for our product as all good packaging should. At the same time, it meets the eco-credentials for our organic range.”
NatureFlex is also well aligned with the sustainable business practices of Liquid Planet Tea. Liquid Planet Tea is a 100% USDA organic-certified and KSA kosher-certified premium full-leaf tea enclosed in a nonbleached, biodegradable, and compostable sachet. The sachet is wrapped in a fully biodegradable and compostable cellulose overwrap and then packed into recyclable cartons made from post-consumer material in a facility that offsets its energy use with wind energy credits.
As for Amigos International, they believe in Fair Trade principles and work closely with farmers, processors, exporters and researchers in developing countries, such as Ecuador, to generate local employment.
Owner Jeroen Kruft says, “Amigos International is a long-time distributor of organic products. We appreciate not only the ecological aspects of the ingredients, but were also looking at packaging to complement this. That is why we started to look at more environmentally friendly options, which led us to Innovia Films and NatureFlex.”
Innovia Films’ Global Sales & Marketing Director, Alexander van ’t Riet says, “The NatureFlex™ range continues to develop fast, driven by both consumer demand for greener alternatives – more sustainable packaging - and by niche companies like Amigos International and large brand owners alike who see the differentiation and environmental benefits.”
Made from cellulose-based material derived from renewable wood pulp, NatureFlex films are certified to meet both the European EN13432 and American ASTM D6400 standards for compostable packaging, and certified under ASTM D6400 to compost within six weeks.
Along with being bio-degradable, NatureFlex films offer several functional advantages for packing and converting. These include inherent deadfold and anti-static properties, high gloss and transparency, resistance to grease and oil, good barrier to gases and aromas, print receptive surface and wide heat-seal range.
NatureFlex films are available in New Zealand from Convex Plastics.