Sustainable Packaging Practices at The Better Packaging Co.

Sustainable Packaging Practices at The Better Packaging Co.
Case Code: BECG171
Case Length: 18 Pages
Period: 2018-2021
Pub Date: 2022
Teaching Note: Available
Price: Rs.400
Organization: The Better Packaging Co.
Industry: Environment & Waste Management Services
Countries: New Zealand,Australia
Themes: Sustainability, Business Ethics,Environmental Sustainability,Socially-responsible Business Practices
Sustainable Packaging Practices at The Better Packaging Co.
Abstract Case Intro 1 Case Intro 2 Excerpts

Abstract

This case is about New Zealand-based sustainable packaging company The Better Packaging Co. (TBPCo.). At a time when the world was experiencing an explosion in packaging due to rapidly increasing e-commerce businesses, TBPCo. sought to tackle the packaging waste crisis by providing sustainable packaging solutions.

TBPCo. was founded in 2018 by Rebecca Percasky (Percasky) and Kate Bezar (Bezar) with the stated mission of replacing single-use plastic items with sustainable alternatives, starting with e-commerce packaging. One of the first products launched by the company was an innovative sustainable packaging solution – a courier satchel, known as the ‘Real Dirt Bag’, which was a direct alternative to plastic. The products were home compostable and biodegradable.

The company’s efforts went beyond packaging. For consumers who could not compost at home, TBPCo. started BCollected – a network of collection points which made it easier for consumers to compost the packaging they received from e-commerce companies using packaging from TBPCo.

Taking its packaging sustainability initiatives forward, in November 2019, the company launched the #BeBetter campaign in order to educate consumers on paying more attention to packaging and encouraging them to raise concerns with brands not using sustainable packaging.

In 2021, the company planned to launch a re-usable courier satchel known as SWOP (The Sustainable Way of Packaging), which would create end-life disposal of the product. This was a bid to reduce the carbon footprint from packaging including their own products. The packaging solutions provided by TBPCo. were ‘not perfectly circular’, meaning that the raw materials they used were not totally renewable and all of them were not compostable. Do you think Percasky and Bezar have a greater need for design, creativity, and innovation to make TBPCo. a truly sustainable packaging business in future? Going forward, what should Percasky and Bezar do to achieve their goal of making compostable packaging mainstream by taking more packaging out of the waste stream?

Issues

The case is structured to achieve the following teaching objectives:

  • Understand the significance of sustainable packaging and discuss the issues and challenges faced by companies in coming out with sustainable packaging products.
  • Examine how the adverse impact of packaging waste on the environment can be reduced.
  • Appreciate the initiative shown by Percasky and Bezar in coming up with a ground-breaking solution to tackle the global packaging waste crisis.
  • Analyze the sustainable packaging solutions at TBPCo.

Contents

Keywords

The Better Packaging Co.; Rebecca Percasky; Kate Bezar; Sustainable Way of Packaging (SWOP); BCollected; United Nations Sustainable Development Goals; Circular products; Real Dirt Bag; Packaging waste; Global waste crisis; Carbon footprint; Biodegradable; Eco-packaging; Recyclable; Zero waste products

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