24 | February 2014 • www.specialty-coffee.com
and are seeking out signs on packaging that manufacturers
have a green conscience. ey expect packaging and branding
to display the health credentials of the product both quickly
and concisely to allow them to make informed choices."
Sustainability doesn't come at the expense of price. "Cost
is one of the rst considerations making buying decisions,"
Foster says. "Smaller and easier to carry types of packaging
hold the greatest potential for cost-conscious shoppers."
Label-applied valves are proving less expensive than
injection-molded valves. "e downside is that they have
higher failure rates and require modications to packaging
equipment to be able to utilize them. e biggest improvements
we're seeing in traditional button style valves are longer shelf
life and higher reliability."
Labels are addressing new marketing requirements as well,
such as loyalty programs, QR codes, and cross promotions
according to Marcy ompson, vice president of marketing
and innovation for Sonoco Products Co. in Birmingham,
Alabama.
"ere are a wide range of options: textures, embossing,
optical variable inks (changes color when viewed from
different angles), metallic look, coatings (chalkboard,
whiteboard, pen receptive), laser marking (for promotions
or coding), and security printing features (to prevent
counterfeiting)," she says.
Vandenberg notes two new package innovations. "First, the
newest package format on the market is the Block Bottom Bag,
or BBB. e package bottom opens conveniently, and the bag
design oers a distinctive appearance on the shelf."
Front, back and sides allow distinctive independent designs.
"Print runs are typically longer, sources are limited, and unit
costs are higher," she says. "Regardless, this new bag design has
had an impact. We have seen a high demand from specialty
coee companies for the BBB in 2014."
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