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Packaging harmonization must be in tune with the territory

Article-Packaging harmonization must be in tune with the territory



This is an excerpt from the session "Meet the Press: CPG Perspective on Packaging Trends" that Packaging Digest directed at Pack Expo 2010.



PD: Do you see a trend toward packaging standardization?


Perfecto Perales, director, packaging R&D, Kraft Foods: My perspective on harmonization goes back to more is more. It's really about harmonizing so that you can leverage your global scale and that's about, partly, cost and, partly, efficiencies. But at the same time knowing that those brands that you're driving across the globe are based on the consumer.


The way of leveraging that harmonization and scale really get collaborative. You leverage your packaging materials experts. You compare expert operations and you speak collectively as a company. But once the consumer is first, then it begins to drive the process down.

Joe Keller, packaging section head, Procter & Gamble: To build on that, some of our folks actually go live with consumers for several days or weeks just to get an understanding of how they're going to use our products. Because consumers in North America are going to be different than consumers in Africa or Asia for varying reasons. There might be instances where you can use exactly the same packaging, but a lot of times, you're going to have to make changes. There's going to be some limit to harmonization.



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