Kraft Foods has come a long way since its founder, J.L. Kraft, began selling cheese from a horse-drawn wagon in 1903. Innovation and commitment to quality have allowed Kraft to grow into a company that serves more than one billion people in 151 countries.

Offering more than 60 new products in 2002 alone, Kraft's brands continually evolve to adapt to the changing needs of consumers. An essential part of delivering these products is packaging that not only ensures food freshness and integrity, but also allows Kraft to creatively market its products. For example, the introduction of the company's Uneeda biscuit featured the first inner-seal package, a system of inter-folded layers of waxed paper and paperboard, and contributed to the food industry's shift to self-serve convenience, PD is told.

To keep its snacks, beverages, cheese, grocery and convenient meals ahead of the competition, Kraft specifies packaging machinery and materials that can help improve shelf appeal, convenience and portability of its brands. One way Kraft says it stays in touch with its key suppliers and learns more about the latest packaging trends is through PACK EXPO tradeshows, held each year and sponsored by the Packaging Machinery Manufacturers Institute (PMMI).

A world of technology under one roof
Since debuting in 1956, PACK EXPO shows have become synonymous with innovative packaging technology that can help consumer products companies like Kraft increase manufacturing productivity, enhance quality and launch new products. Senior vp, R&D and quality for Kraft North America, John Ruff says, "PACK EXPO is the North American show for packaging and related technologies. It provides a 'one-stop shopping' atmosphere that is extremely valuable, as we get to meet with a large number of our key suppliers in one location over a short period of time." Depending on the show's location, either Chicago or Las Vegas, the number of exhibitors at PACK EXPO can range from 800 to more than 1,600. With so much ground to cover, Kraft has developed a highly innovative approach to maximize the value of PACK EXPO shows.

A true team effort
Between 100 and 200 Kraft personnel are sent to PACK EXPO each year, including plant and design engineers, package material and equipment engineers and procurement representatives. Kraft divides the personnel into teams based on business group (i.e. snacks, beverage) or an assigned technology (i.e. aseptic technology, labeling systems), depending on objectives for that year's show. "Taking this approach gives teams clear goals and assignments, ensuring they can be more productive and cover more territory," Ruff adds.

Once at PACK EXPO, the teams walk the show floor to accomplish their mission. Part of each day is spent keeping previously scheduled appointments with key suppliers, who also send their top company personnel. With this combination, PACK EXPO provides a forum to discuss the status of current projects and promote dialogue about other trends and collaboration opportunities.

The teams also seek out new technologies from smaller and international suppliers that Kraft may not be aware of. Ruff says, "PACK EXPO provides a chance to begin discussions with vendors we have never worked with before. Part of each team's responsibility is to seek out new or interesting machinery and material developments as they cover the show floor."

If teams discover developments that do not apply to their particular business group or assigned technology, they share the news with other Kraft colleagues by cell phone or during group debriefings scheduled each day of the show. These important briefings take place in a reserved meeting room at the convention center and allow the groups to discuss the day's events and discoveries in depth. "While our teams are in constant communication during the show, these briefings allow a more structured review of developments with existing and potential new suppliers," says Ruff.

Immediately following PACK EXPO, Kraft organizes a meeting of its global core packaging team that consists of senior level executives representing various aspects of the packaging process. A major item on the agenda during this meeting is a debriefing of the event, which incorporates the findings of all of the teams that covered the show floor.

Educational experience
In addition to serving as a forum for meeting with existing and potential new suppliers, PACK EXPO provides a valuable employee development opportunity for Kraft. This is particularly true at the Chicago show, as the company has several manufacturing plants and offices in the area, PD is told. Ruff adds, "We use the proximity of the Chicago show as a cost-effective way for our junior engineers to develop expertise." Senior and junior level engineers walk the show floor together, and this provides an up-close view of machinery in operation and offers a great learning experience."

Bottom line
In addition to the direct benefits of meeting with key suppliers and employee development, Kraft has seen an overall impact on its business as a result of PACK EXPO. "We involve a varied group of people at PACK EXPO because of the value it brings to Kraft operations," says Ruff. The show provides excellent networking and educational opportunities that helps us to accelerate the introduction of new products and processes. Also, it drives productivity gains and improves the base quality of our products and packages."

Kraft will once again send a team to this October's PACK EXPO Las Vegas, continuing Kraft's push to develop innovative new products and to ensure customers get maximum enjoyment from traditional favorites.

For more information:

Tradeshow: Packaging Machinery Manufacturers Institute (PMMI), 703/243-8555. Circle No. 401.