Презентация Европейской ассоциации дизайна упаковки (EPDA) в рамках Interpack 2014 в Дюссельдорфе. Подробнее: http://www.depotwpf.ru/news/164/

1. Save Food by
Creativity
Creative approaches to food loss problem solving

2. The epda is the European leading association for brand
design agencies. Founded in 1990, the epda has become
a unique community of design professionals across
Europe.

3. Our association provides various services for members,
partners and friends. For example, we facilitate the
exchange of knowledge, create business opportunities
and help to establish new contacts. In addition to these
activities we organize seminars, meetings and workshops
on an international and national level.
!
And at heart, we have remained a group of friends.

4. According to a UN study one third of
the world’s food goes to waste.

5. Equally, 925 million people around the world
are threatened by starvation.

6. Massive food waste occurs throughout the food
chain — from production through packaging and
distribution to our homes and restaurants.

7. We believe that packaging designers have a
huge power and can make an important
contribution with their creative ideas in
order to SAVE FOOD.

8. epda has become partner of the initiative
and decided to work on the SAVE FOOD
theme together with its members and its key
partners:

9. epda partners:

10. The importance of packaging in preventing
food waste by extending the shelf life of food and
protecting from damage is obvious.

17. One Third by Klaus Pichler

18. One Third by Klaus Pichler

19. One Third by Klaus Pichler

20. One Third by Klaus Pichler

21. One Third by Klaus Pichler

22. PERES is the world’s first portable "electronic nose"
– a unique and innovative device and mobile
application which enables users to determine the
quality and freshness of pork, beef, chicken and fish

24. Nowadays a lot of techniques,
approaches and innovations have been
invented in order to solve the problem
of food loss.
!
!
!
But you cannot have innovation
without creativity!

25. Save Food by Packaging Innovation
Featuring Renewable Carton Board

26. Renne Angelvuo
Win Win Branding, epda board member
!
Fredrik Werner
Segment Development Manager,
Stora Enso Consumer Board

27. © 2014 WIN WIN BRANDING LTD. ALL RIGHTS OF THE ALL CONTENT OF THIS PRESENTATION IS RESERVED. THE COPYING OR USE WITHOUT PERMISSION IS PROHIBITED .
!
HOW TO SAVE FOOD
BUY INNOVATIVE PACKAGING.
!
Fredrik Werner, Stora Enso
Renne Angelvuo, Win Win
Branding
27
A member of
european
packacking
design
association

28. © 2014 WIN WIN BRANDING LTD. ALL RIGHTS OF THE ALL CONTENT OF THIS PRESENTATION IS RESERVED. THE COPYING OR USE WITHOUT PERMISSION IS PROHIBITED .
!
Global food waste
30%
28

29. © 2014 WIN WIN BRANDING LTD. ALL RIGHTS OF THE ALL CONTENT OF THIS PRESENTATION IS RESERVED. THE COPYING OR USE WITHOUT PERMISSION IS PROHIBITED .
We have:
multiple needs,
new consumption
habits…
29

30. © 2014 WIN WIN BRANDING LTD. ALL RIGHTS OF THE ALL CONTENT OF THIS PRESENTATION IS RESERVED. THE COPYING OR USE WITHOUT PERMISSION IS PROHIBITED .
!
We have:
single and
family households,
elderly people,
next generations.
30

31. © 2014 WIN WIN BRANDING LTD. ALL RIGHTS OF THE ALL CONTENT OF THIS PRESENTATION IS RESERVED. THE COPYING OR USE WITHOUT PERMISSION IS PROHIBITED .
We consume
at home,
on the move, picnic
and everywhere.
31

32. © 2014 WIN WIN BRANDING LTD. ALL RIGHTS OF THE ALL CONTENT OF THIS PRESENTATION IS RESERVED. THE COPYING OR USE WITHOUT PERMISSION IS PROHIBITED .
What can we do by
recreating packaging?
32

33. Save Food with Renewable Packaging Materials
- The trees give us today
• Wood for construction
!
• Fibre for board and paper
!
• Bioenergy
!
• Chemicals and…
!
!
a long lasting carbon sink

34. Save Food with Renewable Packaging Materials
- The infininite biocarbon loop

35. Save Food with Renewable Packaging Materials
- Material efficiency

36. Save Food with Renewable Packaging Materials
- Increased shelf life with barrier coatings
May 7, 2014Stora Enso 4
Light
O2 H2O
odur & taste
product safety
Petroleum based polymers
>> to bio polymers

37. Save Food with Renewable Packaging Materials
- Future direction of fiber based packaging, MFC
May 7, 2014Stora Enso 5
• Further light weighting
!
• Sustainable barrier coatings, made from
renewable resources
!
• Shaped carton / formability
Micro Fibrillated Cellulose (MFC)
!
Stora Enso has built the first semi-
industrial pilot plant in the World!

38. © 2014 WIN WIN BRANDING LTD. ALL RIGHTS OF THE ALL CONTENT OF THIS PRESENTATION IS RESERVED. THE COPYING OR USE WITHOUT PERMISSION IS PROHIBITED .
38
We got an idea.

39. © 2014 WIN WIN BRANDING LTD. ALL RIGHTS OF THE ALL CONTENT OF THIS PRESENTATION IS RESERVED. THE COPYING OR USE WITHOUT PERMISSION IS PROHIBITED .
39
Must to have:
1. EASY TO CARRY, STORE AND USE AT HOME KITCHEN OR
ANYWHERE
2. EASY TO MEASURE, CUT AND MAKE PORTIONS
3. EASY TO RECLOSE AND STORAGE
4. AVOID AIR CONTAMINATION
5. EXTEND THE BEST BEFORE DATE
6. LOW CARBON FOOT PRINT
7. SUSTAINABLE AND BIODEGRADABLE PACKAGING
MATERIALS
8. BEST CONTAINER FROM GOURMET TO EVERYDAY FOOD
PRODUCTS
9. MULTIPLE DESIGN OPTIONS
10. EASY TO INDUSTRIALIZE

40. © 2014 WIN WIN BRANDING LTD. ALL RIGHTS OF THE ALL CONTENT OF THIS PRESENTATION IS RESERVED. THE COPYING OR USE WITHOUT PERMISSION IS PROHIBITED .
40

41. © 2014 WIN WIN BRANDING LTD. ALL RIGHTS OF THE ALL CONTENT OF THIS PRESENTATION IS RESERVED. THE COPYING OR USE WITHOUT PERMISSION IS PROHIBITED .
41

42. © 2014 WIN WIN BRANDING LTD. ALL RIGHTS OF THE ALL CONTENT OF THIS PRESENTATION IS RESERVED. THE COPYING OR USE WITHOUT PERMISSION IS PROHIBITED .
42

43. © 2014 WIN WIN BRANDING LTD. ALL RIGHTS OF THE ALL CONTENT OF THIS PRESENTATION IS RESERVED. THE COPYING OR USE WITHOUT PERMISSION IS PROHIBITED .
SEE MORE
AT
EPDA STAND
INNOVATION PARC
PACKAGING.
Thank you!
43

44. Save Food by Education
Best Before: Five Minutes

45. Patrick Jordan
Fabian Tombers
Students from Berliner Technische Kunsthochschule

46. Save Food by Education
Fabian Tombers & Patrick Jordan

49. Cinema Radio Online Dm Print Outdoor TV
0,00€
0,38€
1,13€
1,50€
1,76€
REVENUE ROI FOR ALL GOODS
*OMNICON MEDIA GROUP, 2013

50. p://www.gute-botschafter.de/typo3temp/pics/GB-0003-11-PB-BRO-Weniger-ist-leer-3_cdcc55843f.jpg

51. TELLERSTATT TONNE

52. future food ?of
A s I k n o w, a n o r a n g e i s n ’ t a s q u a r e . Isn’t it ?

55. How much plastic do you waste for one meal ?

66. Save Food by Research
Food waste and packaging – a complex relationship

67. Dr. E.U. Thoden
van Velzen
Food & Biobased Research,
Wageningen-UR

68. Packaging & Food waste
A complex relationship with large potential
May 8th 2014, dr. E.U. Thoden van Velzen

69. Food waste – the crude picture
Source: Wageningen World, April
2012
Enormous problem with large uncertainties

70. Food waste - implications
▪Overall solutions
correspond roughly in
environmental impact to
the targets set by the
Kyoto-treaty
!
!
▪~ -340 €/hh.a

71. Causes of Food waste
▪Strict quality selection
▪Poor initial quality
▪Faulty handling
▪Optimistic purchase
policies
▪Poorly designed packages
▪Too enthusiastic cooking
▪Forgotten stock...
Packaging failure in
distribution
Food perishing
after sales
Confusion about shelf life
& food safety

72. One of the many causes
▪Poorly engineered packages are only one of the many
causes of food waste
!
▪but at least it is a tangible one,
!
▪and it can be addressed
!
▪and it strengthens the role of the packaging designer

73. Spheres of influence - packaging designer
Robustness
Wrong handling
in supply chain
Cooking
behaviour
consumers
Portion
sizeEase of
emptying
Product
quality
Promotional
campaigns
Packaging designer
Within the company
Supply chain
partners
Product-packaging
concept

74. Poorly designed packages -> solutions
Wrong handling in
supply chain
Packaging failure in
distribution
Food perishing
after sales
Confusion about shelf life
& food safety
Insufficiently protective Robustness design
causes solutions
Intelligent packaging
Poor product quality
Wrong keeping behaviour
households
Intelligent packaging
Intelligent packaging
Information &
education
Information &
education
Information &
education
Too large portion size
Emptying behaviour
Packaging re-design
Concept re-design

75. Robustness of packaging design
▪Many food packages on the market are engineered based
on experience
!
▪Most have not been engineered / designed to:
● be Fit for purpose
● be in compliance with the essential demands
● cause minimal food loss

76. Chances for packaging technologies
▪Classical ▪Advanced
Shelf life of food product can still be extended with weeks

77. Improved emptying behaviour
▪Wasted yoghurt cartons contain more food residues than
recycable materials....
Response of Arla, DK

78. Complete concept re-design
▪Will frozen & canned vegetables
reconquer markets from fresh?
▪Will emerging food processing
technologies finally get established?

79. Portion size
▪Design for smaller households
!
▪Redesign products to single consumption
items to avoid spoilage of the not-
directly consumed stock

80. Intelligent packaging
√ Reduce distribution errors (faulty deliveries)
□ Improve handling in supply chain
□ Assist civilians to stocking food correctly
□ Advanced shelf life codes

81. Game changer
▪Food waste is an emerging major societal issue that has
the potential
● to change markets
● to redefine the environmental impact discussion
!
!
▪Resulting in a multitude of opportunities for packaging
designers

82. Thanks
Food waste is a serious,
complex societal issue
!
!
!
!
And it offers opportunities
for packaging designers
within food companies

83. Save Food by Sleeving
The Sleeve – a way to promote packaging as a valuable
resource

84. Rob Vermeulen
Vermeulen Coppen, epda board member

144. Save Food by Creating Hunger
Removing blocks and barriers. Novelty requires to change the
approach, behavior, or way of thinking.

145. Frank Swolfs
STRATMoRE, epda President

147. Creating hunger
Save Food by Creating Hunger. Removing blocks and
barriers. Novelty requires to change the approach, behavior
and the way of thinking.

148. People are aware.

150.
Why does it not effect the problem?

151. We do strange things with food

186. • Hunger is one of the most effective
ways to prevent food waste.

187. • Appetite is one of the most effective
ways to create food waste.

188. Why does being aware not effect the
problem?

189. Why does it not effect the problem?
!
Because we are in control of the
chain

190. Why does it not effect the problem?
• It’s against our instincts.
!
• We are programmed and kindly requested to
consume more every year.
!
• We need to change the behavior mix of
purchasing, cooking, eating and celebrating
food. To change life as we know it.

194. So we need (to) help

195. One slide from the dark side.
• Can we change rapidly what has been normal for so
long?
!
• Is food waste a given fact?
!
• Can we improve a system of food production,
which is so efficient as it now?
!
• Are the awareness and all green initiatives not already
optimized?

196. Ideas to effect the problem
• Regulate food promotions.
!
• More food experts in supermarkets.
!
• Dont make it “news” but make it “experience”.
!
• Unpack and dispense.
!
• Transparant footprint.

207. More ideas to effect the problem
• Create virtual packaging and transport packaging.
!
• Minimize volume by extracting water.
!
• Educate.
!
• Local growth / local brands.
!
• Use your nose!

213. Food Waste
!
• New behaviour needs strategic development.
!
• Supported by combined forces.
!
• Who connect and share, inspire and develop.
!
• With unorthodox, creative visions.
!
• Cooperation and trust.

215. Ask epda

216. In order be creative, you have to
look differently at the world.
Save Food by Creativity
epda Members show that Packaging Designers care

217. Stare at what’s right in
front of you, tilt your
head, and find a
different angle.

218. See what no oneelse sees.
Then, do something with it that no one else has done.

219. Being able to see what could be,
rather than what is

220. Imaginationis really the key

221. epda members and
students have developed
creative packaging
design and
communication concepts
to combat food wastage.
2014

223. Gérard Caron
French designer. Co-founder and
Former President of the epda
www.admirabledesign.com
JURY
Graham Houlder
Industry Thought Leader for
Sustainable Packaging
www.sloop-consulting .com
Dr Benjamin Punchard
Consumer Insights Specialist
www.mintel.com
JURY
JURY

224. THE DIY Evaluation criteria
!
1) How well does the concept address the problem
of how to reduce food loss?
!
2) How creative is the approach?
!
3) How comprehensive and detailed is the concept?

225. SELECTED
ENTRIES
2014

235. Almost 45% of the roots and
tubers are being thrown away
before they ever reach the
consumer. This amounts to
nearly 4.000.000 tons of pro-
duct waste similar to 1 billion
bags of potatoes.
This waste and surplus can be
processed into biological plas-
tic. Biological plastic expires in
two years and can easily be
thrown away and composed.
This leads to less plastic waste
and a better environment.
Food producers use biological
plastic as a packaging material
to be more environmentally
responsible.
Consumers buy products which
are made of biological plastic.
Biological plastic can give extra
value to a product.
Consumers scan these products
with their smartphones to get
more information about the
food waste of the packaging
material and the consequences
for the environment.
Using the app will give consu-
mers information about what
they contributed to by buying
the responsible package. The
consumers will get a good fee-
ling about themselves and will
be inclined to buy products
made of biological plastic. This
will give a positive feedback to
food producers, which will
encourage food producers to
use more biological materials
for their packaging.
BI
PLASTIC
FOOD
The Power of the Consumer
FOOD
POTATO
FOOD
MARKET
POTATO
RICE WASTE
SURPLUS
& &
Package Stats
Compare
Partners
SAVEFOOD
BI
PLASTIC
PRODUCER
FOOD
&
RICE
1
2
3
4
5
6
www.students-lab.com
students
lab

236. WINNERS!
2014

238. PID
PACKAGING
INTELLIGENT
DEVICE

259. SMARTY
FOOD

267. LEFT
LOVER

273. AFTER
PARTY

274. Background
Eating out has become quite popular in Russia.
However good restaurants appeared just a
couple of decades ago. And became affordable
even later.
In Russia the culture of eating out is still being
formed.

275. So if people order more than they can
eat they never take the left overs
home as it seems to show their
poverty or greed.

276. And tons of food are
sent to the waste bin
every day.

277. We thought of
the way to
change
people’s
attitude to
taking the left
food home.

278. AFTERPARTY!

279. We created a series of exquisite
hand-made packages for the
left-overs so people would
really want to have one.

282. We made the packaging from stone-paper. Stone Paper is a sustainable, environmentally-friendly alternative to
traditional pulp paper which means no trees cut, tons of water saved and no chemicals used. Besides, the
package is water and oil-resistant!

283. WE SUGGESTED TO
PLACE THE SAMPLES OF
PACKAGING IN THE
LOBBY OF A
RESTAURANT AND
ACCOMPANIED IT BY
A POSTER

285. by
Valeriya
Shpak
from NABA,
Milano, Italy
IFOOD
GOOD

299. !
!
epda
european packaging design association
www.epda-packaging.com
0049 2102 1029940
0049 151 16231250