From field to pack

Huhtamaki had built a strong reputation as one of the world’s largest producers of packaging and disposable tableware but was becoming increasingly aware of the negative impact of packaging waste in landfill. They recognised the potential for creating a new style of sustainable packaging made from sustainable materials and their first breakthrough came through a partnership with Cargill Dow, the US agri business that developed plastic made from corn starch (PLA). Huhtamaki recognised that this, along with other natural renewable fibre-based materials, could be turned to commercial advantage under a strong, significant packaging brand that reflected the sustainable ethos. So Dragon Rouge was selected to create the brand. Our work concentrated on establishing a name, positioning and identity to work across wide international markets, with potential to win through in their business to business heartland and attract a wide customer base. This would sit alongside Huhtamaki’s existing product portfolio and open doors to a number of retail and foodservice businesses to further their own green credentials, including M&S for their Plan A initiative.

A greener future

The BioWare Future Friendly range – wisdom from nature – was launched in 2006 comprising a product range made from biodegradable and compostable materials and offering customers a range of sustainable packaging and tableware options. Customers in food service now include Alken Maes the second largest Belgian brewery, Stockmann department stores in Finland and Russia, the European Athletics Championships, Goteborg Winter Olympics, Finnish government offices, some Italian schools, the Glastonbury Festival and Everton Football Club.

Realising ambitions

The brand goes from strength to strength and in the words of Katariina Hieteranta, Head of Communications, Huhtamaki Oy, “The BioWare 'future friendly' brand has added a new dimension to Huhtamaki’s sustainability ambitions and has helped to strengthen our leading position in the foodservice packaging market”.