Ahead of the marcus evans AmericaPack Summit 2022, Anthony Rossi discusses how adoption of reusable packaging is growing rapidly and why manufacturers need to rethink packaging.

1. Interview with: Anthony Rossi, EVP,
Business Development, TerraCycle
& Loop
“Brands have to look at their product
packaging in a new light. While adoption
of reusable packaging requires
operational and logistical changes
across the industry, it is worth the
investment as we see more and more
consumers drawn to the product,” says
Anthony Rossi, EVP, Business
Development, TerraCycle & Loop.
Rossi is a speaker at the marcus evans
AmericaPack Summit 2022.
What are the challenges associated
with reusable packaging? What is
limiting wider adoption?
There are many big changes happening,
and manufacturers need to look at
packaging in new ways. The Loop
platform is a pre-fill reusable model,
where our brand partners use reusable
packaging, consumers take the empty
bottles back to the retailer, the retailer
sends them to Loop to be cleaned and
then the packaging is sent to the
manufacturer to be refilled.
In this model, manufacturers need to
consider different shapes and materials
they have never used before and figure
out how to refill and sell their products
in an efficient manner. We are
essentially asking manufacturers to
change the way they do business, to
push aside the single-use package
model to one that is increasingly more
appealing to consumers.
For retailers, it means changing how
they merchandize products, accounting
for deposits in their cash registers,
training staff, etc. These changes
cannot happen overnight, but adoption
is growing rapidly.
How do you make reusable
packaging attractive to consumers?
Packaging has been a very powerful tool
for brands and marketers for a very
long time. It is how they communicate
with consumers at the point of sale.
With reusable packaging, what we are
fundamentally changing in the idea of
ownership. The packages can be used
anywhere from 15 to over 100 times,
and to get that longevity, manufacturers
have to spend more money on design
and materials.
A single use package may cost a few
cents. In a reusable model they may
have to budget five dollars for it, but it
will help draw the attention of the
consumer. Many people buy hand or
dish soap at the store, and they empty
them into reusable containers that look
better on their shelf. Why not just give
them soap in nice containers to begin
with?
That is one of the ways we can attract
environmentally conscious consumers--
provide a better consumer experience,
so they prefer the reusable packaging.
Many brands are using this as an
opportunity to elevate their branding
and design.
What are the latest trends around
packaging reusability?
There are many trends around
reusability, such as the best way to
integrate it into current retail
environments and designing beautiful,
innovative and functional packaging.
However, I would say the biggest issue
right now is trying to figure out how we
can make reusability work efficiently
and profitably, because it is clearly the
model we need to adopt moving
forward.
What changes would this model
require of manufacturers?
From a logistical standpoint, supply
chains aren’t currently built for
packaging to be returned and refilled.
By changing the packaging, you need to
change the entire filling operation, not
to mention the manner in which a
reusable package is filled vs. a
disposable one. For example, ice-cream
is filled into disposable containers
bottom-up, but top-down into a
reusable container. Also, what the
package is made of and how it is tested
has to change in order to accommodate
cleaning and refilling.
These are big changes that take time
and money. That said, in the two years
we have Loop up and running, we have
proven with multiple manufacturers that
it can be done and have proven that
consumers want this. We have reusable
packaging in use in Canada, Japan,
France, the UK and the US.
Many brands
are using
this as an
opportunity
to elevate
their branding
and design
Rethinking Packaging

2. About the AmericaPack Summit 2022
The AmericaPack Summit is an invitation-only, premium forum bringing together
leading packaging executives and innovative suppliers and solution providers. The
summit’s content is aligned with key packaging challenges and interests, relevant
market developments, practical and progressive ideas, as well as strategies adopted
by successful pioneers.
http://h1.americapack.marcusevans-summits.com
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To view the web version of this interview, please click here:
https://events.marcusevans-events.com/americapack2022-anthony-rossi
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