An Inside Look at Why True Artesian Chose Glass Packaging

True Artesian will launch its new bottled water in Spring 2008, but the company's road to the perfect product package has not been easy. To be successful, True Artesian believed they had to enter the market with an environmentally "correct" bottle.

"Eco friendly packaging is much more than a niche market. In my view, it is a socially responsible market driven by an environmental mandate," says Doug Houseworth, president of True Artesian Bottling Co.

They spent two years developing a business plan to launch with a corn-based bio-plastic called PLA (polylactic acid). The company believed that its environmentally conscious consumers would prefer an "earth friendly" bio-plastic over traditional polyethylene terephthalate (PET) plastic.

"We realized the public is losing confidence in PET packaging for health reasons," says Houseworth. "Whether real or perceived, the alleged threat to our bodies from harmful chemicals that leach from PET bottles is but one of the driving forces that is bringing about changes in the industry."

But after investigating PLA more closely, True Artesian uncovered some potential hurdles. This was on top of a worldwide environmental move toward "zero waste," with a particularly intense focus on the bottled water industry.

In the end, the company chose glass to launch its "True" one-liter bottled water. "Our logo and earth friendly bottle translate very well to glass," says Houseworth. "Glass for bottled water is getting the green endorsement."

"We have done much due diligence, and glass offers some exciting opportunities right now, especially with the current environmental and political climate regarding bottled water in general," says Houseworth. "Our hope is that environmentally and health conscious consumers will value this bottle and the water in it."

When originally deciding to launch in PLA, True Artesian was unaware of some issues with the packaging material. The PLA bottle tends to change shape after about five months. The barrier qualities of the bottle are not up to standard, and the material is highly heat sensitive, meaning it tends to lose its shape in hot temperatures. Climate controlled warehousing would be necessary to maintain the bottles' integrity.

There was also a push back from recyclers who claim that PLA and PET cannot be mixed and there is not enough PLA in the recycling stream to be profitable. According to Houseworth, "Consumers probably do not know the difference between oil based and corn-based plastic bottles. The plastic bottles look alike. So people who recycle will mix them together. That's not good. The corn-based plastic does not mix well with oil-based plastics."

When considering polyethylene terephthalate packaging for True Artesian water, low recycling rates for the material also concerned the company. According to Beverage Marketing Corporation, worldwide consumption of bottled water reached 41 billion gallons in 2004, an increase of 57% in five years. The range of captured material for recycling, however, is reportedly about 20% to 30%. And, according to Jenny Gitlitz of the Container Recycling Institute, less than 5% of new water containers are made of recycled PET.

After a trip to Whole Foods, Doug also noticed the store had an impressive bottled water section dedicated to glass, but no domestic brands packaged in glass, and realized he had found a niche for his "world class" True Artesian water.

According to the company, the purity, essential minerals and superior alkalinity (pH 7.8) of its water is difficult to match anywhere in the world. The water is sourced from countless free flowing artesian wells in the Village of Alanson in Michigan, producing world-class natural water nearly everywhere. Today, the wells that produce True Artesian water are a group of one of only 16 approved source wells in the state.

"Glass gets the best review of all containers and is referred to as 'the gold standard' of containers," said Houseworth. "We believe consumers will see glass packaging as an added value, and purchase our bottle not only for our excellent water, but for a reusable container that is attractive to the eye."

The company also prominently placed the recycling logo at the top of its bottle. Glass, unlike some of its packaging counterparts, is 100% recyclable. It can be recycled over and over again into new glass containers without losing its quality or purity. According to True Artesian, the company has the largest recycling logo on its water bottles in the industry. The green call to "Reduce, Reuse, Recycle" is prominently placed within the True Artesian logo.

The True Artesian label is designed to make a statement at a glance. "Be good to the earth. Be good to your body" is a motto that encompasses the environmental advantages of glass and presents the exceptional quality of its natural artesian water. The unusually well balanced essential minerals and exceptional pH of this water are listed within the logo. The bottled water will be sold to restaurants and hotels, as well as private label buyers.

Senate Committee Passes Climate Change Legislation

The Senate Environment and Public Works (EPW) Committee has passed Senate Bill 2191, America's Climate Security Act of 2007, which would reduce industry greenhouse gas emissions by implementing a cap and trade system. A recycling amendment, offered by Sen. Tom Carper (D-DE), would recognize recycling’s role towards the reduction of greenhouse gas emissions.

The recycling amendment provides for 5% of the allowances currently designated to states to be used to improve or increase various recycling activities. Also included is a placeholder for a lifecycle study on the benefits of recycling, particularly related to manufacturing with recycled materials. GPI member company O-I, as well as a coalition of recycling based industries, played a key role in helping to ensure the state allowances provision. The bill now heads to the full Senate.

PACKAGING TRENDS

2008 Clear Choice Awards Call for Entries Begins January 1

GPI's 2008 Clear Choice Awards kicks-off January 1. Enter your product to win and receive industry-wide recognition as a leader in the world of glass packaging design. Clear Choice Awards winners receive an all-expenses-paid trip to Las Vegas, industry-wide recognition, brand-building media coverage, and a one-of-a-kind Clear Choice Award.

Enter any time between January 1, 2008 and March 14, 2008. Winners will be announced in Las Vegas on Monday, May 5, 2008 during the Food Marketing Institute (FMI) Show 2008. Past winners include The Coca-Cola Company, Unilever, Brown-Forman, Proctor & Gamble, Anheuser-Busch, and more. Get entry information at www.gpi.org

Vitro Introduces 750 ml Glass Milk Bottles

In Mexico, an alliance between Vitro and makers of Lala's Milk creates a new presentation for milk in glass bottles. According to Vitro marketing chief Gerardo Gebara, "More and more consumers are interested in purchasing products that are 'environmentally friendly' and glass is 100% recyclable; in addition the glass milk bottles do not alter flavors, aromas nor the characteristics of the contents." Read more

LEGISLATION

Federal Bottle Bill Legislation Introduced

Massachusetts Rep. Ed Markey (D) has introduced federal bottle deposit legislation (H.R. 4328) to include glass, plastics (including water bottles), and aluminum containers. A portion of the unredeemed deposits would be available to the states for programs that reduce greenhouse gases. Additionally, the bill would prohibit the disposal of any container by any retailer or distributor (or agent thereof) that is part of the program in a landfill or solid waste facility.

Original co-sponsors of the legislation include: Rep. Earl Blumenauer (D-OR), Rep. Peter DeFazio, (D- OR), Rep. William Delahunt (D-MA), Rep. Raul Grijalva (D-AZ), Rep. Maurice Hinchey (D-NY), Rep. Barbara Lee (D-CA), Rep. Lucille Roybal-Allard (D-CA), Rep. Loretta Sanchez (D-CA), Rep. Louise McIntosh Slaughter (D-NY), Rep. Pete Stark (D-CA), Rep. Chris Van Hollen, (D- MD) and Rep. Robert Wexler (D-FL). The bill was referred to the House Committee on Energy and Commerce.

New Jersey Legislator Introduces Bottle Bill

New Jersey Assemblywoman Valerie Huttle (D) has filed legislation that would create a bottle-deposit program. The bill would require a 10-cent deposit on most plastic, metal, and glass containers under 24 ounces and a 20 cent deposit on containers between 24 ounces and a gallon. Beer, wine, carbonated and non-carbonated beverages, juices, teas, water and liquor are included in the bill's definition. Milk and dairy products would be exempt.

Rep. Huttle's office estimates that $12 million in deposits would go unclaimed each year. Three-quarters of the unclaimed deposits are set to benefit recycling education in the state, anti-litter efforts, and similar programs. The remaining funds would go back to businesses (distributors and retailers) that would be responsible for administering the program.

Supporter Jeff Tittel of the Sierra Club stated that lawmakers now see the potential to reduce greenhouse gases by using recycled materials in the manufacturing process, which this bill would help accomplish. Additionally, Rep. Huttle is confident that this program can work in conjunction with municipal collection programs already in place.

GLASS RECYCLING

Colorado Cities Issue Glass Recycling RFP

The Cities of Fort Collins and Loveland, and Larimer County, CO have teamed up to issue an RFP for "Best Management Practices for Glass Recycling." According to the cities, "there is mounting concern that much of the glass collected and processed in single-stream systems is not being captured for closed-loop recycling."

To establish best management practices for residential and commerical container glass recycling, this project will outline methods for collecting and processing recycled glass, including cost effectiveness, overall recovery rates, greenhouse gas impacts, and long-term feasibility and efficiency.

Qualified vendors must respond by December 20. Download the RFP. For questions, contact Bruce Philbrick.

NC Recycling Business Development Grants

The Recycling Business Assistance Center is offering small grants to North Carolina recycling businesses. RBAC seeks viable, well-planned and effective proposals from recycling businesses wanting to start up or expand recovery efforts. Projects involving the collection, processing or end use of materials in the solid waste stream are eligible for funding. Find out more

Waste Management Orders TOMRA Automated Container Recycling Centers for U.S. Pilots

TOMRA North America has announced an agreement with an affiliate of Waste Management, Inc. for delivery of 15 Automated Recycling Centers (see photo left), introducing the U.S. market to this technology.

The ARC's will be used for a pilot program in non-deposit locations to test consumer response to incentive-based recycling. Under the agreement, 15 recycling centers will be installed in three test markets during the first half of 2008. The pilot will run until mid-2009.

According to Amund Skarholt, TOMRA President and CEO, "The agreement represents a commitment by the two companies to test ARCs as a vehicle to increase recycling in North America and to explore the opportunity for further deployment of this technology outside the initial test markets if the pilot is successful."

The ARC is based on material recognition and compaction technology developed by TOMRA. The center also communicates with consumers through a combination of voice and visual guidance. It can also offer consumers incentives such as giveaways, product discount coupons, and the possibility to donate to charity.

UK Retailer Promotes New Recycling Logo

The British Retail Consortium (BRC) and Waste and Resources Action Programme (WRAP) have put forward a new voluntary recycling logo (see visual left) to replace the "confusing array" of symbols and messages on packaging. Hoping a simpler label will encourage more consumers to recycle.

A "widely recycled" symbol means the package can be recycled by 65% or more of local authorities. "Check local recycling" means it is recycled by 20% to 65% of local authorities. And "not currently recycled" means the package is recycled by less than 20% of authorities.

"Local inconsistencies cannot be allowed to thwart a standardised label which will help millions of customers and mean more of what can be recycled is collected," says BRC director general Kevin Hawkins. BRC plans to have the new logo in use early next year, but will consult with other manufacturers and retailers. Read the BBC article

1000 WORDS

Comic Series Highlights Bottled Water Backlash

The Judge Parker comic strip, created by Harold Ledoux and Woody Wilson, featured a series of comics (from November 12, 2007 to November 16, 2007) about the impacts of plastic bottled water production. See all the Comics

Copyright © 2007 Glass Packaging Institute 

If you, or someone you know would like to subscribe to "Inside Glass Packaging," or if you'd like to unsubscribe, please let us know at info@gpi.org. If you'd like to unsubscribe, you can also click here.