A holistic vision of truly sustainable packaging

Thomas Stone, Packaging Development Manager at international food manufacturer Bakkavor, explores the benefits of taking a broader view of sustainability within packaging.

In recent years, sustainability has surged to the forefront of discussions across all industries, and packaging is no exception. Yet, while the spotlight has been on consumer-facing solutions, there is a growing number of voices within the industry urging it to adopt a broader perspective.

One of those leading these calls is Thomas Stone, Packaging Development Manager at Bakkavor, who will be delivering a talk at the February’s Packaging Innovations event. Stone will discuss the importance of shifting the focus from the traditional consumer-only view of sustainable packaging to a more holistic approach that includes manufacturing, material sourcing, and the broader lifecycle of packaging.

Beyond consumer-facing sustainability

“Sustainability is often discussed from a packaging perspective, but not always from a manufacturing or food perspective,” Stone remarks. His stance reflects a desire to push the boundaries of conventional thinking in sustainable packaging. Traditionally, sustainable packaging strategies have centred on materials that consumers interact with directly, particularly with a strong emphasis on reducing plastic waste. However, Stone, who has close to 15 years’ experience in delivering packaging materials and solutions that provide a commercial, innovative or substantial benefit, suggests that focusing solely on consumer-end packaging is too narrow a view.

“Thinking about packaging development and the role it plays within the environment,” Stone continues “how we can bring sustainability into things like looking at food waste and optimising what I call process packaging or packaging that is used during the manufacturing process to make it as sustainable as possible throughout the whole chain,” he explains, highlighting how sustainable practices should be integrated throughout the entire production and distribution chain.

This comprehensive approach involves looking at sustainability from the initial stages of raw material sourcing, through manufacturing and transport, and ultimately to the point where the product reaches the consumer. Stone is keen to point out that limiting the sustainability focus to what the consumer physically takes home does not do justice to the environmental efforts that can be made in other areas. "Obviously we have to do what is right for the environment, but the environment isn’t just what the consumer takes home," he stresses. Stone’s perspective suggests that, by looking holistically, companies can implement solutions that are more sustainable across the board, from reducing food waste through more efficient packaging to optimising the entire manufacturing process.

Consumer perceptions and evolving expectations

Consumer perceptions of sustainable packaging have evolved significantly over recent years according to Stone. While consumers initially focused on reducing plastic, Stone has observed a shift towards trusting brands to make the right decisions, provided these choices are supported with clear communication. “What our research shows is that the consumer shift has changed slightly. Before it was very much ‘if it’s not got plastic then we’re happy’ to a point where now they trust the brand owners to do the right thing,” Stone notes. This shift places responsibility on brands to back up their claims and demonstrate why certain choices are made.

This issue becomes particularly challenging with the influence of social media, where opinions can spread rapidly, often without sufficient context. “What you don’t want to do as a brand owner is create a commercial risk to sales,” Stone explains. In recent projects at Bakkavor, he has seen how social media opinions can impact consumer acceptance of changes, even when backed by scientific research. One example Stone brings to light is the recent decision to remove lids from certain hummus products. “We did our due diligence to have all the support and all the background information to back up why we did it and actually scientifically prove that there’s no impact to product quality,” he states. Despite this, the change received negative press due to misconceptions.

To address this, Stone advocates for transparency in consumer messaging. “What that example highlighted was that if consumers are unsure as to why a change has happened, they aren’t going to react positively. This means brands should be using their social media platforms in addition to in store to communicate why they’ve made these changes to make it clear and to educate and essentially reassure the consumer,” he advises.

For instance, in-store messaging and online content can play an essential role in explaining the environmental benefits of changes, such as how much packaging weight has been reduced or the positive environmental impact. Stone believes this transparency is vital to fostering trust in the brand and ensuring that consumers understand the reasons behind packaging decisions.

This understanding consumer expectations is paramount for Stone, as packaging plays a central role in brand perception. At Bakkavor, consumer research is a core component of the packaging development process, allowing the company to gather insights that drive more informed decisions. “If it’s a big wholesale change in a particular category, we’ll go to the consumers and, if there is an existing product, the first thing we ask them is what do they like, what they don’t like and what is important to them,” he explains, emphasising the importance of listening to consumers’ needs and expectations.

Consumer research helps Stone navigate the complexities of consumer attitudes towards packaging. He notes that functionality remains a top priority, even as sustainability concerns grow. For example, in the case of chilled soups, consumers value certain features, which affect material choices. “Soups, particularly chilled soup, is dominated by plastic and you’d think because of the weight of the plastic, this would be something they don’t want, but actually for consumers what is most important are features like reclose and product visibility,” Stone explains, underscoring the need to balance sustainability with usability. By thoroughly understanding these factors, Stone and his team can make adjustments that meet both environmental and functional needs.

Bridging the gap: Packaging and food waste

An often-overlooked aspect of sustainable packaging is its role in reducing food waste. Stone’s holistic view includes considerations of how packaging can prevent waste in the supply chain and prolong the freshness and safety of food. “It’s about thinking of it more holistically as opposed to just what the consumer takes home. So having a broader view and how we can make the whole process manufacturing, from converter through to the consumer, as truly sustainable as possible and try to avoid focusing only on the materials themselves,” he adds. In this respect, packaging becomes not merely a vessel but an active participant in sustainability efforts, helping to reduce spoilage and waste, which are significant contributors to carbon emissions and resource use.

This approach is particularly relevant when discussing high-volume industries like food production, where every stage of production and distribution impacts sustainability. Stone believes that aligning packaging strategies with food waste reduction efforts could lead to a more sustainable future. “The role of packaging is going to evolve even more,” he asserts, acknowledging the increasing focus on environmental impact from governing bodies such as the United Nations. By considering sustainability beyond the package itself, companies can make strides in reducing their total environmental impact.

Industry collaboration: A key to progress

Stone is also a strong proponent of industry-wide collaboration, advocating for companies to share best practices and learn from one another’s experiences. He acknowledges that while competition is natural, there is much to be gained from a cooperative approach to sustainability. “There’s stuff that I’ll know that someone else doesn’t and vice versa, so it is about figuring out how we can all come together and share message, finding or case study to help progress the industry” he says, underscoring the importance of a knowledge-sharing culture.

According to Stone, events and forums dedicated to sustainability offer valuable opportunities for this kind of collaboration. Packaging exhibitions like Packaging Innovations and London Packaging Week for example, bring together stakeholders from across the supply chain, enabling companies to showcase new technologies and materials, as well as share case studies that illustrate successful approaches to sustainability. “There is a lot of people involved with the packaging process, from ideation through to delivery. Everyone has their own specialism and function within what they are doing and there is a level of knowledge sharing that needs to happen to inform all stages of the process,” Stone remarks. In his view, fostering open conversations about sustainable packaging initiatives can drive innovation and help the industry develop solutions that are not only environmentally friendly but also commercially viable.

Innovation beyond materials

For Stone, innovation in sustainable packaging should extend beyond material choices to encompass broader changes in design, production, and process efficiency. “Innovation encompasses various things, it’s not just material it could be inks, adhesives or any element of the process that goes into creating that product. Sometimes the smaller changes are more impactful and the quickest to deliver.” he explains, arguing that incremental improvements can have a significant cumulative impact.

Stone emphasises that while large-scale material shifts are important, many smaller innovations, such as optimising production processes, improving the recyclability of existing materials, and refining product design, are equally valuable in reducing environmental impact. He is particularly focused on aligning packaging innovation with the principles of sustainability. “Innovation doesn’t necessarily have to mean something brand new, it could be tweaks and just doing things differently within a process,” he notes, advocating for an expanded view of what it means to innovate. This approach allows brands to make impactful changes without the need for disruptive transformations, making sustainable packaging accessible to a broader range of companies.

One of Stone’s core strategies is a rigorous approach to testing and data collection. In his experience, thorough testing is essential to ensure that new packaging solutions meet both sustainability and quality standards. “I like to make my decisions on the facts I know. I always start a project off around what I call the areas of consideration which will be anything from production through to the consumer with a massive amount in between” Stone states. He advocates for a structured approach to testing, which includes evaluating factors such as production requirements, consumer usability, legislative compliance, and carbon impact. By collating this information, Stone and his team can make informed decisions that are aligned with both environmental and business goals.

A critical aspect of Stone’s testing process is engaging with consumers to gather feedback on new packaging designs. This involves conducting consumer panels and obtaining insights into consumer preferences, product perceptions, and potential purchasing decisions. “What we do is take it to a consumer panel where we will generally get feedback on their perception and whether that affects their intent to buy and equally whether or not that changes makes them want to buy more or less. It can work both ways,” he explains. This approach allows Stone to understand consumer reactions to packaging changes before they are widely implemented, thereby reducing the risk of a negative market response.

Learning from other sectors

In addition to drawing insights from consumer research, Stone believes the packaging industry has much to gain by learning from practices in other sectors. He suggests that adopting innovations from industries like beverages, which often utilise premium finishes and rigid packaging, could inspire packaging solutions in the food sector. “I don’t see why we shouldn’t be borrowing from other sectors,” he asserts, noting that such cross-industry learning could stimulate creativity and help companies differentiate their products.

This cross-pollination of ideas, according to Stone, could also improve the aesthetic appeal of packaging, encouraging consumers to engage with sustainable packaging in new ways. “It’s about what draws them in, how do you disrupt a category to create that special sense of intrigue among consumers?” he adds. By blending sustainability with visual appeal, Stone believes companies can make sustainable packaging more attractive to consumers and ultimately drive higher adoption rates.

Stone’s vision for the future of sustainable packaging is one of balance, collaboration, and continuous improvement. He acknowledges the challenges of navigating regulatory requirements, consumer expectations, and environmental goals but sees a path forward through innovation, rigorous testing, and cross-industry collaboration. He urges the industry to look beyond traditional boundaries, embracing both large and small changes that can collectively make a difference.

As Stone prepares to address his industry leaders at Packaging Innovations in February, he hopes to inspire the industry to adopt a broader, more holistic view of sustainability, one that encompasses the entire packaging lifecycle and recognises the interconnectedness of each step. The future of packaging lies in fostering an environment where companies work together, share knowledge, and make informed decisions that benefit not only their businesses but also the planet.

By adopting this comprehensive perspective, Stone believes the packaging industry can make meaningful strides towards a more sustainable future, where environmental impact is minimised, and consumer needs are met in equal measure.

To hear more insights from other leading experts in packaging and sustainability, register for your FREE visitor pass to attend Packaging Innovations and Empack 2025, which takes place on 12 & 13 February 2025 at the NEC Birmingham.