Loop’s top-up model is a wrap as an asset

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Buckle, a small branch of the TerraCycle company, started working to develop waste disposal through reuse in 2017. Speaking to Sustainable development in Packaging Europe attending Barcelona earlier this month, TerraCycle’s Tony Rossi said recycling was probably not a viable answer: “We can’t look 10, 20, 50 years into the future, and if we live in a company that out of availability we will probably fail.

Tony Rossi of Loop addresses the audience of Sustainability in Packaging EuropeLoop / Durability in Packaging EuropeRossi also added that he doesn’t think there is a silver bullet for durability or reuse. “There are many different models of reusability. Our model is a pre-fill model. And what we are trying to create with our partners is an ecosystem in which consumers can live and make reuse accessible, affordable and, above all, convenient, ”he continued.

When Loop launched as a retailer in 2019 to show proof of concept, it was with the intention of eventually shifting sales to the brands themselves. “Our role as a Loop within this platform is to bring together the various stakeholders. Loop is not a retailer. We are not one [product] Brand. We are not a packaging company. We are helping all of these players participate in this reusability ecosystem, ”said Rossi. “Consumers love the products they buy today. They love their brands, and we want brands to keep making the products that consumers want to buy and consume. The only difference with Loop is that we want them to pack these products in packaging that lends itself to usability.

Rossi said that Loop’s role is threefold:

1) Help partners switch from single-use packaging to reusable packaging upstream. Is the packaging both durable and cleanable?

2) Act as a logistics company and offer consumers the possibility to drop off their packaging at drop-off points, where they are collected and sorted.

3) Cleaning and disinfection of packages so that they can be returned to partner brands.Loop ecosystemLoop ecosystemLoop / Durability in Packaging Europe

Taking the example of the ‘milkman’ of old, who delivered glass milk bottles and picked up empty bottles, Rossi said: ‘It wasn’t sustainability that drove the dairy company to create a reusable bottle. is the economy. If, as a business, I own this package, the longer this package lasts, the more profitable it is for me as a business.

The baby boom after World War II brought with it “tremendous advancements in polymer science”, and as such, the birth of the disposable. “I think now more than ever, who doesn’t want more time. I think that’s something that’s really important, and something that we try to cherish in our reusable pre-fill model is that the convenience makes it easier for the consumer, ”continued Rossi. “This brings us to our thesis statement here at Loop:” How do we cherish the value that the single-use economy – this availability – has brought to the consumer while removing the negatives, which is garbage? And for us, this first paradigm shift that we have in Loop comes down to the idea of ​​the milkman. “DairyLoop / Durability in Packaging Europe

Because the packaging is a manufacturer-owned asset, it is designed to stand the test of time and to be used over 50, 75, 100 or more than 100 uses. “And this idea of ​​designing for longevity,” said Rossi, “of designing for sustainability, is what enables our partners to invest more in their packaging today. In the eyes of the consumer, as soon as the consumer buys these products, he pays him a deposit, to secure the investment that our partners have made in this packaging.



When asked how consumers are reacting to this model, Rossi said, “The consumer loves this proposition. One of the earliest consumer information that is still true to this day; recycling confuses the consumer. What is recyclable and what is not is a difficult question that we all probably face every day. So when we came up with this reuse model, this recharging model, the first reaction from consumers is “I understand that”. It was easy for them to participate. So this is the first. The second idea I would say is that there is some price sensitivity. When we launched in France, it was a very sensitive consumer base. Dramatic increases in the price of the product have therefore come under close scrutiny. If you try to increase the price by 50 points, 75 points, the consumer is not buying that product. They were smart. Having said that, “what makes the Loop platform work is the idea of ​​the repository.” And the reaction to the deposit has been very positive. Some of these products may have a deposit of three, four, five euros. And if someone buys 10-15 products, that’s a lot of money on deposit. But they understand that they are getting this money back, and that wasn’t a price barrier.Three types of loop packagingThree types of loop packagingLoop / Durability in Packaging Europe

Loop packaging typically takes one of three forms: personalized, bespoke packaging that “involves designing that packaging, determining what material to use, working with a manufacturer to actually produce that packaging. So it’s a very long and tedious process, but the result is pretty cool, ”said Rossi.

“The second, for companies who perhaps want to go a little faster and do not want 18 to 20 months of development, can choose from a Loop catalog that we have created. Loop is now working with different packaging manufacturers to help qualify the packaging, to make sure it’s durable, it’s cleanable. The third is: is your existing packaging suitable for reuse? Maybe you don’t have to create anything new. Maybe you already have a very durable bottle like the example ketchup we have. Obviously, Coca-Cola is one of our partners with its iconic bottle which has been around for a long, long time. Rossi also added that the Loop is a “materially agnostic” platform, “so for us, as long as it’s durable, as long as it’s cleanable, we’re not going to place any restrictions on our partners on materials they can use. ”He cited a Cascade engineering plastic bottle, a stainless steel Quaker container, and a Kraft glass bottle as examples.

For brands that use their existing packaging, slight changes will be made. Taking the Coca-Cola bottle as an example, the shape remains the same, but the labeling and the adhesive are different so that it is easily removed during the washing process.Heinz Loop Ketchup BottleHeinz Loop Ketchup BottleLoop / Durability in Packaging Europe

Rossi added: “Polypropylene as a plastic actually works very well in Loop because in order for us to be able to clean this packaging to the very high standards that you as brands would demand of us, we have to use high washing. temperature, high temperature drying. And if we used plastics like PET, HDPE, and even some engineering plastics, we found that they would pickle, and your 250 milliliter bottle will hold 15 milliliters at the end of it. And obviously, it’s not something you want.Loop retail displayLoop retail displayLoop / Durability in Packaging Europe

The latest iteration of Loop was recently launched in the UK, and the products are being marketed in a special section of the store, intended to create new consumer behavior. Rossi said consumers will now buy their single-use products as well as their durable products in the store. “The only difference is that when that durable product is empty, it comes back to that retailer to be dropped off. He added that Loop’s biggest challenge is to evolve the model for wider adoption by all retailers. Loop also tries to create an experience where products can be purchased at a grocery store but can be dropped off at convenient locations such as McDonalds or Burger King, or Walgreens, or other external locations.McDonalds packaging and drop-off pointMcDonalds packaging and drop-off pointLoop / Durability in Packaging Europe

“And, again,” Rossi said, “it’s all in the spirit of creating this ecosystem for reuse. Making it easier for consumers to live their lives in a reusable world.


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