Packaging Has Big Shoulders: The Weight it Carries for Brands

Unless a package is particularly hard to open, such as the plastic clamshells that imprison electronics, the first time most consumers consciously consider packaging is when it’s empty. But by the time they toss it away (hopefully into a recycling bin), the package has served myriad roles — most underappreciated — in the food and beverage value chain.

The principal role of food packaging seems so obvious: protection from physical harm, spoilage and food-borne pathogens as it extends the shelf life of food in its processed state. But there are many more roles that are not top-of-mind to food and beverage manufacturers — yet they should be, as they impact almost every facet of their businesses, including the bottom line.