Craft Brewer Extols Benefits of Pivot to Better Packaging – Sustainable Brands

John PerkinsPublished 10 hours ago.About a 4 minute read.Image: WestRockSponsored Content / This article is sponsored byWestRock.

Through materials innovation and technology advances, the packaging industry can be a critical component in working toward a world without waste and a truly closed-loop, circular economy.

In early 2019, Highland Brewing a family-ownedcraft brewery in Asheville, NC faced a dilemma: The plastic packaging itused to bind its beers was no longer accepted at many recycling facilities. Tomeet the expectations of its environmentally conscious and outdoors-orientedlocal customer base, the company needed to find a new solution.

This wasnt the only problem Highland Brewing was trying to solve. At the time,the company was also looking for ways to reduce plastic use overall within itsfacility, as well as increase efficiency in operations to be more cost-effectiveand conserve resources.

Plastic waste and resource conservation are growing issues globally. As asustainability-focused packaging solutions provider,WestRock has many customers including HighlandBrewing that are looking for ways to phase out less sustainable materials intheir packaging and reduce emissions in their operations without sacrificingproductivity.

It might seem like a tall order, but one solution to all these challenges isactually quite simple: automation.

Hear more from BBMG, eBay and Williams Sonoma on activating consumers as the critical missing link in emerging circular models around clothes, footwear and other CPGs at SB'21 San Diego October 18-21.

Automation isnt a novel concept corporations have been capitalizing on theefficiency that automated machinery offers for years. However, thesolutionscoming to market today have vast sustainability benefits for both companies andtheir consumers. They enable optimal use of labor, materials and resources forpackaging, which in turn reduce waste and cost. As one of the only providers ofboth packaging and automation, the value proposition is heightened by addressingsustainability and efficiency at both ends of the spectrum.

Between April 2019 and May 2021, Highland Brewing saved 1.3 million plasticwraps with the introduction of both paperboard packaging and automation,equating to 63,000 pounds of plastic kept out of the waste stream.

Many of our customers, as a first step, are examining fiber as a moresustainable packaging option. And theres good reason for that. According to asurveyconducted by Consumer Brands/Ipsos in July 2021, 84 percent of USshoppers are concerned about plastic and packagingwaste.Highland Brewing was experiencing the direct impact of this concern from itscustomer base.

The adoption of fiber-based, sustainably sourced materials can help companiesachieve their environmental goals and meet new consumer expectations. It alsohelps them avoid their packaging becoming brandedtrash which is a disservice to the reputation of a brand and its products, anddistasteful to those who run into it on the street or in nature. By usingfiber-based materials, companies give their customers the agency to bypass thewaste bin for the blue bin.

To make this shift, companies can begin with smallswaps such as choosing fiber-based packaging one product or system at a time. InHighlands case, we first worked with them to replace their 12-oz can plasticpackaging with paperboard cartons, making it one of the first breweries in NorthCarolina to implement the use of paperboard. This swap, aided by an automatedsystem, made its packaging process easier and more resource efficient.

... But in practice, this isnt always the case. When products are mismatchedfor their boxes, ecommerce companies wasteresourcesand consumers get frustrated. Further, these oversized packages take upunnecessary space in transport, leading to higher shipping costs and increasedemissions.

This doesnt need to be the reality. Recent advances in packaging automationhave yielded solutionsthat help manufacturers and distributors select the right sized box for everyproduct, every time. The operational efficiency of these machines, coupled withthe reduced weight and size of the packaged products, make for a cost-effective,more sustainable solution to customers packaging challenges.

Automation also has the benefit of allowing companies to optimize the resourcesused during production, helping reduce total electricity, water and materialusage. Because improved efficiency was also one of Highland Brewings packaginggoals, we worked with them to implement a high-speedBrewpack cartonerproduced by WestRock and Switchback. The efficiencies found with the newsystem extended beyond operational productivity.

"Were now saving a lot of time in operation, which reduces water usage and CO2emissions, said Highland President and CEO Leah Wong Ashburn. By addingthe system to our lines, weve also been able to reduce our material waste."

These solutions also make a tangible difference for customers seeking tomaximize efficiencies in their lines. Combined processingsystemsmake it possible to produce more sustainable packaging alternatives fasterthrough streamlining, tackling a multi-step or multi-machine process all atonce. The efficiencies gained can translate into reduced emissions and overallcost reductions through material and labor savings.

We all have a part to play in creating a more sustainable future. Throughproduct innovation and technology advances, the packaging industry can be acritical component in working toward a world without waste and a truly circulareconomy.By leveraging automated systems, we can streamline and expedite our efforts.

Back in 2019, we had three dumpsters and one recycling bin, Ashburn says.Now, we have three recycling bins and one dumpster.

Published Sep 27, 2021 8am EDT / 5am PDT / 1pm BST / 2pm CEST

This article, produced in cooperation with the Sustainable Brands editorial team, has been paid for by one of our sponsors.

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Craft Brewer Extols Benefits of Pivot to Better Packaging - Sustainable Brands