Interview with: Michael Okoroafor, PhD, VP Global Sustainability & Packaging Innovation, McCormick Okoroafor is a keynote speaker at the marcus evans AmericaPack Summit 2019, taking place in Las Vegas, Nevada, February 21-22.

1. Interview with: Michael Okoroafor,
PhD, VP Global Sustainability &
Packaging Innovation, McCormick
“Packaging in the future must support a
circular economy, enable e-Commerce
and advance the IoT. We have to
recycle and reuse waste. Companies
have to think of e-Commerce as their
biggest driver, and design packaging for
the new reality,” says Michael
Okoroafor, PhD, VP Global Sustainability
& Packaging Innovation, McCormick.
Okoroafor is a keynote speaker at the
marcus evans AmericaPack Summit
2019, taking place in Las Vegas,
Nevada, February 21-22.
What are the key trends shaping
the packaging sector today?
There are several key trends to
highlight. The concept of the circular
economy. The end of make use and
dispose. The impact of e-Commerce.
The explosion of Amazon and Alibaba.
Frustration-free packaging. We need to
design packages that address these
themes. Supply chains are realigning,
and people want to know what materials
are used, where the product is sourced,
how it is protected, and how workers
are treated. Transparency is a big trend.
And finally, smart packaging and IoT,
packages that people can interact with.
What does designing for e-
Commerce entail?
The changes are twofold. One has to do
with the way products are displayed in
the digital world. The era of First
Moment of Truth has been taken over
by Zero Moment of Truth, where the
product has to look attractive on the
digital screen rather than the store.
Secondly, the package has to include
pertinent information about the product.
Some people look at an item and decide
to buy, while others feel the need to go
to the physical store to get more
information. The package can do more
than just protect. It can be digitally-
enabled to trigger the information a
customer needs.
What is your definition of a
successful package?
One that enables consumers to buy
anywhere, anytime, anyway. The
package has to do more than just be
attractive in the physical world. There
must be complete visibility across the
entire supply chain, and the package is
a critical aspect of enabling that.
Sustainability and e-Commerce should
not be thought of in silos. There is a
drive to recycle and reuse plastic, but
most people are taking it lightly. They
need to know that the circular economy
and sustainability will drive everything
we do in the near future.
How can packaging leaders prepare
their brands for the future?
It is very simple. They have to design
for zero waste, and recycle, reuse,
renew or repurpose packaging. How we
market for the e-Commerce segment
today is unsustainable. Packaging has
been designed for physical stores, so
someone needs to put the product in
another box, to make sure it does not
break in transit. Sometimes they pack
like there is a nuclear weapon inside.
That is a big waste and not a viable
option in the future. The second
package has to be minimized.
After July 2019, Amazon will penalize
those who do not design frustration-free
packaging. One should not need scissors
or other tools. Amazon is also pushing
for products to be ready for shipping in
their own container, without being
repackaged. That is the new reality and
we have not designed for it until now.
There is
a drive
to recycle
and reuse
plastic,
but most
people are
taking it
lightly
Packaging for e-Commerce Success

2. About the AmericaPack Summit 2019
The AmericaPack Summit is the premium forum bringing elite buyers and sellers
together. The Summit offers FMCG packaging executives and suppliers and solution
providers an intimate environment for a focused discussion on how to win the battle
for market and mind share through packaging. Taking place at Caesars Palace, Las
Vegas, Nevada, February 21-22, the Summit includes presentations on packaging
for e-commerce, sustainability, disruptive innovation, the connected package of the
future, and aligning marketing, design and packaging.
http://americapacksummit.marcusevans-summits.com
About marcus evans Summits
marcus evans Summits are high level business forums for the world’s leading decision-makers to meet, learn and discuss
strategies and solutions. Held at exclusive locations around the world, these events provide attendees with a unique opportunity to
individually tailor their schedules of keynote presentations, case studies, roundtables and one-on-one business meetings.
For more information, please visit: www.marcusevans.com
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