New Zealand kiwifruit exporter Zespri aims to be a leader in sustainable packaging. Operating in 50 markets, Zespri has to contend with a wide range of regulations and consumer behaviours around the world. By taking a data-focused approach and using packaging metrics, they can understand their environmental impacts and measure their performance over time.
Their Sustainable Packaging Lead, Lewis Patterson, explained how they’re using packaging metrics more in this thinkstep-anz webinar.
Packaging metrics
‘Packaging metrics’, if you’re new to the term, are values that can be measured so you can track performance – in this case the environmental impacts of packaging. These metrics allow you to model how changes in one area (such as packaging material) can impact others (total weight of product and package – important when considering transport emissions). In assessing their packaging, Zespri measure the carbon emissions and use of plastic, as well as other metrics like effects on water quality.
1. Understand what governments and consumers expect
Regulations from governments and expectations from consumers are two powerful drivers for all businesses, Lewis explained. Doing nothing is no longer an option – companies need to understand and comply with these pressures to stay competitive. These drivers include the EU’s Green Deal and the global Plastics Pact. Target dates are also much closer now than when they were set – 2025 or 2030 isn’t very far away! Consumers are also very informed, asking for example about the composition of plastic packaging. This in turn affects their purchasing decisions.
2. Build relationships to understand each market
Your packaging may be recyclable, but what is the reality on the ground? Lewis explained that Zespri sells in many markets and they need to understand each as best they can. Different countries have different waste management systems. Plus, consumers could always simply throw the pack in the rubbish – your best intentions might not match reality!
3. Streamline your processes with data collection and software
Learning what is happening in each market is a key part of building your metrics. Collecting this data and using modelling tools (Zespri use the GaBi packaging calculator) can help you understand your total sustainability impacts. If one unit of fruit sold in county X has Y carbon emissions (through packaging, transport, end of life, etc), and you sell Z units – what is the total there? Combine with the data from all your markets to get your total impact.
4. Work with your suppliers to influence change
Of course, understanding what is happening in each market relies on the right information. Getting correct and accurate data involves having the relationships with the right people. Ask a supplier – where does their material come from? Would they consider a change to lower-carbon option? Can your retailers or contacts explain the recycling system in their country? Having and maintaining those networks is crucial for your metrics. It will also let you back up claims about your performance.
5. Focus on where you can have the most impact
Fruit labels are a tiny fraction of Zespri’s carbon footprint, but they matter a lot to consumers. Understanding what is most material – the concerns of your stakeholders measured against your business impact – lets you focus on what will have the most impact.
Aiming to be a leader in sustainable packaging is a challenge for Zespri, especially as they’re the largest exporter of kiwifruit. Packaging metrics have helped them understand their impacts and provided the data to consider next steps.
July 2022