A NSW boutique coffee roastery has demonstrated in the most emphatic way possible that sustainable packaging can achieve gains beyond environmental benefits.
Amelia Franklin Speciality Coffee, based in Bellingen on the state's mid north coast, says that a switch to compostable packaging has proved a true sales generator, helping it pick up more retail avenues and winning prime-positioning in retail shelf space from some of its competitors.
The fair trade organic coffee roastery had already gained plaudits for its coffee, having won three silver awards at the 2012 CSR Golden Bean Roaster awards last October.
Following the win, the company decided to emphasise its environmental and fair trade credentials by switching its packaging to compostable materials.
In December last year it launched its coffee in the new Econic compostable coffee packaging. The bags were specifically developed by New Zealand converter, Convex Plastics, using Innovia Films’ compostable, renewably sourced NatureFlex films in their construction.
A laminate construction was produced for the bags, using three flexible films that are certified compostable and renewable, including two NatureFlex films.
“Coffee is a very demanding product to package because maintaining freshness and taste is absolutely paramount,” Convex Plastics technical manager, Andrew Sheerin, says.
“Packs have to be puncture and impact resistant and offer high barrier and good seal integrity to keep oxygen out and aroma in. NatureFlex ticked all the boxes as far as we were concerned.”
Innovia's NatureFlex films are certified to meet the Australian AS4736, European EN13432 and American ASTM D6400 standards for compostable packaging.
The NatureFlex films have thus been confirmed as suitable for emerging 'waste to energy' techniques such as anaerobic digestion, aiding the diversion of organic wastes from landfill.
Roastery owner Amelia Franklin says, however, that the bags have proved as much a sales booster as a “statement” of the company's green credentials.
She says the new bags have been well received by retailers as far north as Cairns, with several stores shifting the packs to the sought-after eye level position on-shelf and giving them increased shelf space.
Indeed, she said the bags can be attributed to helping her company achieve a 50 per cent increase in sales in 2012.
“Having high quality fair trade organic coffee packed in premium compostable packaging is a winning combination,” Franklin says.
“My sales have increased and one Melbourne restaurant has doubled its sales.
“Econic also matches my personal commitment to support people and the environment. Our customers love the Econic packs.”
Innovia Films Australia and New Zealand sales manager Robin Dearnley says the success of the Econic packs proves renewable materials need not be regarded as an extra packaging “cost”, rather as a way to boost market presence and sales.
Convex Plastics’ Andrew Sheerin: Convex specifically developed the new packaging to suit Amelia Franklin’s eco-philosophy.
