October 2022 E-Commerce Packaging Delivers article in Food Technology Magazine With 30 years of experience across the food science and packaging spectrum, Dr Claire Sand through her company, Packaging Technology & Research, offers clients solutions using Strategy, Technology, Consulting and Coaching. ​   Want to know more about how this article affect your business? Reach out to Dr Sand on Linked In - https://www.linkedin.com/in/clairekoelschsand   Want to keep learning from Dr. Sand? View more of her presentations and articles at https://www.packagingtechnologyandresearch.com/expertise.html Dr. Claire Sand | Owner, Packaging Technology & Research, LLC; Adjunct Professor, Michigan State University; Columnist for Food Technology Magazine http://www.packagingtechnologyandresearch.com/

1. E-Commerce
Packaging
Delivers
October 2022
Connect with me at 612-807-5341 or
claire@packagingtechnologyandresearch.com
Dr Claire
Sand’s article
in IFT’s Food
Technology
Magazine

3. or restaurant consumer experience. In the food broth
category, three different types of e-commerce are used
to accomplish this. Pacific Foods uses aseptic process
ing and packaging in a multilayer carton that does
not require a cold chain to mimic the consumer pack
aging experience as purchased at a brick-and-mortar
retail store. Likewise, dehydrated powders packaged
within high-barrier pouches such as BareBones do
not require refrigeration. In these two scenarios, the
multi-serving package is used by the consumer to
dispense broth into a cup. And packages can be com
bined with other branded products in a combined
ambient delivery. Branding is conveyed much in the
same way as consumers see brands when unpacking
groceries purchased from a brick-and-mortar retailer.
In contrast, other broth brands, such as Broda,
package individual servings of broth within coated paper
board-based cups to match the restaurant experience of
consumers. Lidded cups are separated with a corrugated
divider and ice packets keep the product cold within an
outer case of green cell foam (Temperpack), which is dis
posed ofby landfilling, incinerating, or dissolving in the
consumer's sink with water.The packaged product is
then placed in an outer white shipping case with a Broda
billboard on all four sides. Direct shipping from Broda
achieves the twin advantages of conveying the brand
image on the outer shipping case and allowing consum
ers to connect with the in-restaurant experience through
the packaging. However, the need for ice packs as well
as refrigeration translates to more costly packaging.
Limiting Damage
Product is damaged differently in e-commerce
because it is handled individually in distribution cen
ters and then shipped directly to consumers versus
a pallet load shipped to brick-and-mortar distribu
tion centers and retailers. In addition, handling is
primarily by forklift through most of the brick-and
mortar supply chain, which is not valid for single
parcel shipments. Thus, different package designs,
materials, and amounts of packaging are needed for
adequate product protection during e-commerce.
Entities such as the National Motor Freight Traffic
Association and International Safe Transit Association
aid in reducing damage and optimizing less-than-truck
load (LTL) shipping. Package testing to assess fitness for
e-commerce direct from brand to consumer requires
specific protocols. Fortunately, the International Safe
Transit Association (ISTA) studies global supply chains
and provides guidance and education. Test procedures
have been created to mimic Amazon, single parcel carri
ers, LTL carriers, and Sam's Club. For example, specific
testing protocols differ for packaging that ships in own
container or ships LTL without additional packaging
supplied by Amazon. In addition, there are specific test
ing protocols for products in retail packaging that are
not capable ofsurviving parcel handling or of being
combined with other packaged products shipped in an
Amazon or other e-tailer branded overbox. In both cases,
additional packaging is needed to protect product.
Due to the increase in shocks and uncontrolled ori
entation faced bysmall shipments versus pallet load
distribution associated with brick-and-mortar retail,
e-commerce packaging requires more rugged retail
packaging protection or the means to mitigate shock or
prevent leaking. This additional packaging, including the
shipping case, is flexible dunnage to limit contact between
packages that could result in punctures or scuffing.
Patrick McDavid, an expert in e-commerce packag-
ing and senior packaging engineer at ABF Freight, notes
that when companies decide that packaging cost is their
sole decision driver, ignoring the sustainability and emo
tional impacts of packaging, "thesolution is not solid."
McDavid urges testing to address allfactors. "Proper
pre-shipment testing ensures that product is not under
protected, which leads to food and packaging waste,
overpackaged [product], or the use of too much packag
ing.The emotional impact is where thecustomer comes
in. In e-commerce, consumer perceptions are based on the
moment of delivery through the unboxing experience."
He adds that perceived damage is almost as
important as actual damage since the consumer
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When not fully encosed, such as with metal cons on troys, there is on increased
propensity to denting and scuffing due to the inherent elements of the LTL
environment. Photo courtesy of NMFTA
www.ift.org I Food Technology 55

5. • Claire Sand is a Global Packaging Leader with 35+ years of broad
experience in the food and packaging science spectrum in industry -
from basic research to marketing - and in academia - tenured
professor and director.
• Sand's mission is to enable a more sustainable food system with
science and value chain innovations that more sustainably increases
food shelf life and prevents food waste.
• She solves packaging and food industry challenges using a blend of
packaging and food science and value-chain expertise.
• Dr. Sand holds a PhD in Food Science and Nutrition from the
University of Minnesota and MS and BS in Packaging from Michigan
State University.
Questions?
Let’s Connect!
Call 617-807-5341 or email
claire@packagingtechnologyandresearch.com
www.PackagingTechnologyandResearch.com