apealnews 19 uk version2 alex€¦ · rianxeira s.a., the second largest fish cannery in spain,...

E U R O P E A N P A C K A G I N G S T E E L N E W S L E T T E R

19news

1

S p e c i a l F e a t u r e

STEEL CATCHES THE BIG FISH . . . . . . . . . . . page 2

STEEL : THE FIRST PACKAGING CHOICE FOR JEALSA . . . . . . . . . . . . . . . . . . . . page 4

INNOVATIVE POLYMER COATED SOLUTIONS . . . . . . . . . . . . . . page 5

AROK - WHERE TRADITION MEETS INNOVATION . . . . . . . . . . . page 6

M a r k e t i n g

ORIGINAL PRODUCT - PACKAGING COMBINATIONS . . . . . . . page 8

P a c k a g i n g D e s i g n

DESIGN SCHOOL INITIATIVE VALORISES STEEL PACKAGING . . . . . . . . . . . page 9

E n v i r o n m e n t

2001 : A RECORD GROWTH FOR STEEL PACKAGING RECYCLINGIN EUROPE . . . . . . . . . . . . page 10

APEAL FIGHTS MANDATORY DEPOSIT IN DENMARK . . . . . . . . . page 12

E v e n t s

THE CORUS STEEL PACKAGING DESIGN AWARD 2002 . . . . . . . . page 14

A w a r d

EFFECTIVENESS HAS ITS REWARDS . . . . . . . . . . . . . page 16

FRANCE

DENMARK

THE NETHERLANDS/UK

EUROPE

UNITED KINGDOM

FRANCE

EUROPE

GERMANY

STEEL CATCHESTHE BIG FISH !

SPAIN

EUROPE

In 2001, steel cans accounted for 59% of allfish packaging and 63% of metal cans, withthe same share predicted for 2007. The Czechand Slovak Republics as well as Hungary con-tinue to use 100% steel. Poland and Spainboth use more than 80% steel cans, followedby Italy with 75% and Portugal with 65%.

Packaging demand is growing in line withincreased production of heat processed fishand the rise in the use of smaller packs asopposed to fewer larger ones has also con-tributed to the growth in the volume of units.

The Global Marketfor canned fishThe global canned fish market has an averageannual growth rate of 1.3% for 2000 to 2003,and reached just over 3 million tonnes in2000. This required 19.5 billion cans for pack-ing in 2000, of which 64% were made ofsteel. The growth in this market is particularlymarked in Central & South America andChina, and to a lesser extent in Eastern &Western Europe and Africa. South East Asiaand the Indian sub-continent are the mostimportant producers of canned fish, account-ing for 24% of global production in 2000, fol-lowed by Western & Central Europe thataccounted for a further 23%, and Central &South America that represent a further 17%.

Small pelagics (e.g. sardines, pilchards, her-ring) account for 54% of canned fish, fol-lowed by tuna (39%), shellfish (4%) andsalmon (3%). Specialised products such asshellfish represent a high value market, in adiversified industry which is concentratedgeographically depending on the source andlocal eating habits.

TheEuropeanMarket Total production ofheat processed fish was829.1 thousand tonnesin 2001 and is forecastto increase at 1.7% perannum to 916.6 thou-sand tonnes in 2007.Spain is the largest pro-ducer of heat processedfish in Europe account-ing for 32% of produc-tion, followed byGermany with 16%, Italy with 15% and Francewith 13%. Polish production is growing and isexpected to reach a par with France by 2007with a predicted market share of 11%.

STEEL CATCHES THE BIG FISH !


EUROPE

D ue to the highly perishable nature of fish and the fact that thecost of freezing is in most cases economically prohibitive, fishcanning is the most effective means of preservation. The industry

has therefore become a major globalised activity dominated bymultinational food companies.

19news

2

19news

Steel’s response tomodern consumerneeds Fish has become an increasingly popularfood among today’s health-conscious con-sumers, for whom convenience, food safetyand value for money are also very importantfactors. To meet the demands of the dynamicfish market, new cans are being developedusing a combination of materials, offeringpractical, innovative and attractive packagingsolutions to respond to on-the-go consump-tion trends and other consumer needs.

The threat posed by cheaper imports toEuropean production has boosted productinnovations, which include more exotic typesof fish (for instance, crab, lobster and caviar).The most marked innovation has been insauces, the most popular being tomato basedsauce recipes. Other increasingly populartypes of fish products include fish pâtés, filletsand fish salads. These innovations meet thedemand for added value products, Europeanconsumers living faster lifestyles and lookingfor healthy and convenience foods.

3

1. Steel packaging for fish is 100% recyclable.

2. High quality preservation of the taste,texture and nutritional value of the fish.The steel can is therefore ideal for packing alltypes of fish, including premium qualities.

3. Outstanding shelf-life (average 5 years).

4. High downgauging potential :technological advances which have led tolightweighting and thinner coils are set tocontinue in the future. This has a positive impact on the cost factorand the environment.

Thanks to the advent of new steel quali-ties, more refined machinery and moresophisticated end designs, productiontolerances could be reduced consid-erably. Opening forces of steeleasy-open ends have becomemuch lower whilst retaining thesame abuse resistance. This meansconvenience and greater comfortto the consumer. The possibilityof reclosability is offered,thanks to theintroductionof a plasticover cap toprotect theproduct onceopened. Thissolution, exemplified by theaward-winning Arok can,has the added advantage ofcovering the easy open enddouble seam, which considerably improvesthe overall aesthetic appearance of the pack-aging. More details on page 6-7.

5. Stackability of the steel can, eases logisticsand creates a better visual impact on theshelves.

6. Efficiency in the production process : the magnetic properties of steel facilitatehandling in the fish canning plants leadingto high speed and cost-efficient filling.

7. Improved printing techniques arepossible, thanks to the development of verysophisticated computer software which canpredict distortion on the steel can. The more constant quality of the new steelgrades has also had a favourable impact onprinting qualities.

8. Distinctive shapes and embossing arepossible with steel, offering numerouspossibilities to differentiate the fish can at alimited premium cost.

9. The strength of steel and its resistance to damage during filling and in the supplychain.

10. Price of steel less volatile compared tocompeting materials.

10 GOOD REASONS TO PACK FISH IN STEEL

The company’s main product is tuna in vari-ous preparations, but it also processes sar-dines, mussels, cockles and clams. Jealsarecently took over another Spanish fish can-ner ‘Escuris’ and is in the advanced stages ofsetting up tuna canneries in Peru andGuatemala, which gives it better access to theUnited States.

E.W. : “Mr. Alonso, can you give us an out-line of Jealsa’s commercial strategy ?”

JAVIER ALONSO : “The domestic market isthe core of our activities. Our exports areincreasing and we are currently the exclusivesupplier for the private label brand for fishproducts for the French supermarket chainCarrefour. We are convinced that a goodposition in the raw material market is crucial,that’s why we also operate our own fleet.

We regularly conduct consumer research toanalyse our customers’ perception of ourproducts. Our main brand Rianxeira is posi-tioned as a real ‘middle of the road’ product,a ‘value for money’ option as opposed toEscuris which stands for exquisite quality at a

STEEL : THE FIRST PACKAGINGCHOICE FOR JEALSA


SPAIN

T he fish canning industry in Spain consists of over one hundredcompanies, dominated by ten main players, of which virtually allare still family owned. To learn more about this industry, APEAL

interviewed Javier Alonso, Product and Purchasing Manager at JealsaRianxeira S.A., the second largest fish cannery in Spain, situated in thevillage of Boiro on the west coast in the province of Galicia.

19news

Finally, the fact that we can make the most ofsteel’s magnetic properties to transport ourproducts is a boost to our efficiency. Therobustness of steel cans is also an advantageas the cans inevitably get knocked aroundduring transport and we cannot present dent-ed cans to our consumers. We simply findsteel cans much easier to use in our produc-tion process.”

E.W. : “Where do you see potential forfurther improvements for steel cans ?”

J.A. : “I must say that the printing quality ofsteel cans has improved a lot in the past fewyears. We have also seen a considerableincrease in the efficiency of the easy openend. This is of key importance as our con-sumer research shows that people still some-times have problems opening the cans. Theopening performance of round steel easyopen cans is perfect but for rectangular oroval cans it could still be improved. In fact,this is the reason why we also buy somealuminium cans from our can supplier CrownCork & Seal.

4

Javier Alonso,Product andpurchasing

Manager at JealsaRianxeira S.A.

premium price. We give our products more‘added value’ by offering them in variouspreparations, e.g. with specialsauces, with vegetables etc.Of course the standard tunaproducts remain the main-stream offer but we are alsodeveloping speciality prod-ucts. And this is precisely ourstrength as a large companywith adequate know-how and tech-nical resources that enables us to do this.”

E.W. : “Why do steel cans remain yourfirst packaging choice ?”

J.A. : “From the very beginning our companyhas used steel cans to package our productsand we are now buying tens of millions ofcans every year for all five canning plants. In2001 we spent a total value of 33 millionEuros on cans ! 95 percent of our cans aremade of steel - I don’t see that changingmuch in the near future. We are very satisfiedwith the high production efficiency we areable to obtain with steel cans; some of ourcan lines run at 1000 cans per minute.

I also see the relative price stability of steel asa considerable asset. The price of steel forpackaging is much more stable than that of

other packaging materials like aluminiumand certainly plastic. We have to

make one year contracts with ourcustomers, so this price stability isimperative.

For more information, please contact :

JEALSA Rianxeira S.A.Apartado, 46, Lg. Bodión s/nES-15931 Boiro (LA CORUÑA)

SPAINTel : +34 981 84 54 00Fax : +34 981 84 45 51

19news

5


THE NETHERLANDS/UK

Safe and convenientConvenience, food safety and value formoney are important to consumers. Andfillers are looking for a pack that delivers allof these requirements and at the same timepromotes their brand at the point of sale. Therectangular fish container made of polymercoated steel caters for these needs. With fullyprintable coatings, superb decoration is possi-ble. And to enhance the overall impressionthere is a clean, hygienic appearance on theinside of the container. To reinforce theimage of quality, the pack has an Easy-Peel-Off lid (EPOL) offering an easy,safe and convenient open-ing system.

Due to continu-ing technolog-ical develop-ments, marketingpotential and itsintrinsic advan-tages, the steel canwill continue to be amajor player in this market.

INNOVATIVE POLYMERCOATED SOLUTIONS C orus Packaging Plus has been driving the development of

polymer coated food cans. The properties of the polymer coatingmake these cans an excellent pack for fish.

Using PET based coatings means that thepack guarantees food safety whilst achievingexcellent pack performance. Polymer coatedsteel offers excellent release properties andcomplies with the highest food safety stan-dards in the United States (FDA) and Europe.The combination of high barrier properties ofsteel and the chemical inertness of PET coat-ings results in excellent organoleptic (flavourtainting and flavour scalping) qualities.

Corus Packaging Plus has developed twotypes of polymer coated fish cans : thetapered drawn fish can, and a rectangular fishcontainer with an Easy-Peel-Off lid.

Wild salmonThe tapered drawn fish cans are currentlyused for packaging wild salmon in NorthAmerica. The specific polymer coated steelused for this can, Protact®, provides an attrac-tive, robust can with a high degree of internaland external protection. The properties ofProtact® are invaluable against the extremeconditions experienced in Alaska and Canadaduring transportation, filling and processing.

For more informationplease contact :

Corus Packaging PlusDudok House 3H16 Wenckebachstraat, 1

1951 JZ VelsenTHE NETHERLANDSTel : +31 251 49 31 86 Fax : +31 251 47 00 51

E-mail : [email protected] : www.corusgroup.com

In my opinion, the combination of a steel canwith a peelable aluminium foil end could bea perfect packaging solution, especially forthe type of fish snacks and salads we are inthe process of developing and have alreadyintroduced on the shelves. For these highvalue-added products we need this sort ofinnovation.

I also believe it is important to continue towork together on new shapes and moresophisticated designs. In today’s market,brand differentiation has become extremelyimportant. If we continue to work together inthese areas, I am sure steel cans have a brightfuture.”

Evert van de Weg

6


FRANCE

19news

AROK, the principal brand of COBRECO, isthe result of a merger in 1986 between twofamous Breton fish packers situated in thepicturesque town of Douarnenez : The com-pany ‘Jacq’ was founded in 1897 by MmeLaurent and with the subsequent exploitationby her son-in-law Eugène Jacq, quicklygained a reputation for fine conserves, greatlyappreciated by gourmets in Brittany andFrance.

COBRECO today is a major fish packer withproduction facilities housed in an area of10,000 square metres, including a cold storagecapacity capable of handling 1000 tonnes ofraw materials.

Francis Moreau, President and C.E.O.,explained, “Our expertise remains the special-isation of two basic raw materials, Scallops(Noix de Saint-Jacques) and Tuna Fish. Weare one of the few natural tuna fish packersto continue to process our product in France,

in comparison with the majority of tuna fishpackers, who in recent years have

established their production facili-ties in low cost labour areas

such as Africa or Asia.”

AROK - WHERE TRADITIONMEETS INNOVATIONT he success of AROK is undoubtedly due to their focus on a very

specific line of fish products and their constant commitment totraditional recipes of high quality.

Brand differentiationand consumer appealThe AROK range of products produced byCOBRECO are packed in deep drawn steelcans and have been nominated recently for anumber of major awards. They have beencommended for their excellent flavour, butalso for their very original packaging concept,which played an important role in the marketsuccess of their product range.

“Our objective”, said Francis Moreau, “wasto obtain brand differentiation on the super-market shelves and at the same time offer aproduct which was convenient to open andreclose. We had to meet the requirements ofthe single serve and snacking markets whichhave become a major criteria for consumeracceptance and sales success.”

From left to right : Christophe Rault (Franpac),

Marie Luce Grimault (UPPIA), Jean-Marie Bouroullec (Franpac).

19news

High qualityall-round decorationJean-Marie Bouroullec, General Manager ofFranpac said that they had developed theirown proprietary technology for distortionprinting and a unique ‘knowhow’ for theindexing of the ring pull. This allowed highquality all-round decoration and gaveimproved facing for added consumer appeal.

The printed design chosen for the new prod-uct range was based on the blue and whitehorizontal stripes of the traditional Bretonfisherman’s pullover which was not the mostsimple design for distortion printing.

With their original packaging, the new AROKrange was voted “The best new product inBrittany 2001” by consumers, journalists andsupermarket managers, and has become wellknown on the international markets.

Tom McMurtry

7

ReclosabilityAROK in partnership with Franpac (GroupMassilly), a major can producer, and the steelproducer, Arcelor Packaging International, setup a project to create a new and innovativepackaging concept to launch their new line offish ‘rillettes’. Their objective was to design anoriginally shaped, drawn can which had con-sumer appeal, was ergonomic, and offeredreclosability.

“We chose steel for its strength and magneticproperties, being suitable for transport duringcan manufacture, filling and recycling”, saidFrancis Moreau. “The deep drawn bowl shapeis sensual and ergonomic which we neededfor presentation on the shelves in an uprightposition. The plastic cap ensures reclosability,but has the added advantage of covering theeasy open end double seam, improving theoverall aesthetic appearance of the packaging.”


Cobreco S.A.(Compagnie Bretonne de la Coquille

Saint-Jacques)Z.I. de Lannugat

FR-29177 Douarnenez CedexFRANCE

Tel : +33 2 98 92 32 08Fax : +33 2 98 92 13 03

M a r k e t i n g

GERMANY

Steel packaging meets both objectives, partic-ularly in the food and beverage segment. Thecontents are completely safe because flavour,vitamins and minerals are protected fromexposure to air and light. At the same time,steel packaging is light, unbreakable and easyto store thanks to its stackability. In addition,steel offers good design potential, throughshaping, high quality printing and embossingtechniques.

New ideas fororiginal combinations Given these basic qualities of steel, what issometimes missing is the idea for an attractivecombination between product and packaging.This is where the Innovation Centre atRasselstein Hoesch GmbH comes into play.Together with an advertising agency inDüsseldorf, marketing experts from the steelmanufacturer develop a variety of ideas basedon various market and consumer studies inthe beverage and food sector.

One of the ideas developed by theInnovations Team is the “Shake Me” can, amilk mix beverage made of fresh milk andfruits. The packaging takes the form of atrendy steel can and is targeted towards theyoung and mobile consumer.

Handy packaging forthe barbecue seasonThere are also many other ongoing ideas inthe food segment. Marketing experts havedeveloped two products in a practical aerosolcan suitable for the barbecue season, called‘Chili Breeze’ and ‘Lemon Breeze’. The practi-cal spray can containing liquid spices makesfor easy handling. No more lemon squeezingor cutting of chili peppers required. With ‘Chili

ORIGINAL PRODUCT - PACKAGINGCOMBINATIONSI n today’s competitive market, attractive presentation and brand

differentiation at Point Of Sale are increasingly important. Toinfluence those critical seconds of the purchasing decision,

products need to be eye-catching and successfully positioned. At thesame time, the packaging needs to protect the contents efficiently.

Breeze’ and ‘Lemon Breeze’, the consumeralways has these flavours at hand, no matterthe season. Anyone who has not yet discov-ered the product Sol-Eier will become aninstant fan ! An individual egg is packed in asmall, handy tin can witha pull tab opening,providing an idealsnack for travel-ling. It staysfresh for a longtime, due to thebrine it’s storedin and the appro-priate packaging.

With these and manyother ideas, Rasselstein Hoesch is already indiscussions with interested brand manufactur-ers. It will be exciting to see what upcomingproduct-packaging combinations will appearon the market…

19news

8


Jochen Lohscheidt Manager Innovation Centre

Rasselstein Hoesch GmbhKoblenzer Straße 141DE-56624 Andernach

GERMANYTel : +49 2631 81 23 93 Fax : +49 2631 81 29 36

[email protected]

Web : www.rasselstein-hoesch.de

19news

9

P a c k a g i n g D e s i g n

FRANCE

This project came about due to a fruitfulcollaboration between API and the NantesDesign School. The college, convinced of theadvantages of steel for packaging in terms ofdesign potential and environmental aspects,was keen to promote the material in the foodsegment where metal packaging is seen as acommodity. API, who works regularly withdesigners through its marketing-developmentprogramme, saw this as an opportunity tomake young designers (and ultimately youngconsumers!) aware of steel as a packagingmaterial and to highlight steel’s shapingpotential, whilst taking advantage of originaland innovative concepts and using them topromote steel for packaging in the foodsegment.

The first step of the process was for studentsto familiarise themselves with steel as a pack-aging material through visits to productionfactories at Basse-Indre, steel food can pro-duction lines and through specific informationon the shaping potential of steel for packag-ing. Students were then invited to reflect onpackaging concepts according to specificthemes, including nomadic, fun and conve-nient packaging. Students translated theseideas into steel packaging concepts, whichwere evaluated by a committee at API fortheir technical feasibility and marketing poten-tial versus consumers’ expectations.

DESIGN SCHOOL INITIATIVEVALORISES STEEL PACKAGING

T his year, second year students at the Nantes Design School havebeen involved in a project with Arcelor Packaging International(API) aimed at ‘valorising steel packaging in the food segment’.

The diversity of steel packaging concepts pre-sented (including packaging for sausage,couscous and cereal products), fully highlightsthe potential of steel packaging in terms ofshaping and applications for the food seg-ment. As a continuation of this partnership,API will now present these concepts to keyplayers within the packaging chain with aview to bringing innovative steel packagingsolutions on to the market.


Barbara Martin - Marketing Manager,Marketing & Packaging Development

Arcelor Packaging InternationalImmeuble Pacific, 11-13, cours Valmy,

TSA 20002FR-92070 La Défense Cedex

FRANCETel : +33 1 41 25 66 46 Fax : +33 1 41 25 97 70

E-mail : [email protected] : www.arcelorpackagingintl.com

This steel packaging concept for olives istotally different from the traditional steelpackaging used for this product. It consistsof a can body (drawn-redrawn DRD) with aprotective metal cap, allowing the packagingto be resealed.

The end of 2001 was the time to assess steel’sachievement. Data compiled by APEAL fromEuropean countries showed that around 55%of the steel packaging entering the market inthe European Union had been recycled, withnational results ranging from 25% to 88%.

Marked progressfor countriesin southern EuropeThe countries in southern Europe have madenotable progress since 2000 : Italy increasedby 18 percentage points to 44%, Spain by 13percentage points to 46% and Portugal by 12percentage points to just below 30%.

Belgium (88%), Luxembourg and Germany(78%), the Netherlands and Austria (77%),Sweden (71%) and Switzerland (70%)remained the leading countries for steel pack-aging recovery. Norway, Denmark and Franceeach achieved around 55%, followed by theUnited Kingdom (37%), Portugal (28%) andFinland (25%). In Ireland, the rate rose from16% to 66%, thanks to improved statisticalcoverage of the recovery of industrial steelpackaging.

A three-foldincrease in recyclingwithin 10 yearsIn 2001, 1,900,000 tonnes of steel packagingwere recycled in Europe. This represents anincrease of 15% compared to 2000.Approximately 1,250,000 additional tonnes ofsteel packaging are now recycled annually bythe steel industry, compared to the level tenyears ago, contributing towards sustainabledevelopment.

2001 : A RECORD GROWTHFOR STEEL PACKAGINGRECYCLING IN EUROPES teel has greatly exceeded the recycling targets of the EU Directive

on Packaging and Packaging Waste (Directive 94/62/EC).It stipulates that each packaging material needed to achieve a

minimum recycling rate of 15% by 30 June 2001 and that recycling ofall packaging materials in total was to be between 25% and 45%.


EUROPE

19news

10

19news

11

Steel packagingrecycling : aninternational successOn an international level, Japan (85%) andnorthern Europe are the recycling leaders(7 countries exceeding 70%), followed bySouth Africa (63.5%), the United States(58.5%), Korea (53.1%), Australia (42%) andBrazil (around 40%)

Steel packaging : easyto sort and recycleA number of steel packaging collection sys-tems – magnetic extraction from collectedhousehold waste, kerbside multi-materialselective collection and voluntary take-back tocontainer parks and drop-off centres - operateside by side, providing flexibility in the waysteel packaging collection schemes are imple-mented so that local circumstances can betaken into account.

Automatic sorting of the ferrous fraction ofhousehold waste using electromagnets inincinerators and in sorting or composting cen-tres makes it possible tominimise the costs ofcollecting steel packag-ing and put used steelbeverage cans, aerosols,paint pails, food cans,etc, to further use, with-out requiring specificcollection systems foreach type of steel pack-aging.


Jean-Pierre Taverne Recycling & Standardisation Manager

APEALAvenue Louise, 89

1050 BrusselsTel : +32 2 537 91 51Fax : +32 2 537 86 49

E-mail : [email protected]


DENMARK

19news

The decision, laid down in the draft regula-tion of 22 May 2002, will have an impact wellbeyond the requirements imposed on con-sumers. Such a collection system applied tosingle-use packaging will generate dispropor-tionate costs without increasing the overallrecycling rate of packaging. Quite to the con-trary, the introduction of a specific system forthe beer and carbonated drinks sector willmerely hamper the current integrated wastemanagement schemes, which provide for amore efficient collection of packaging waste.

APEAL became aware of the dangers early onand lodged a formal complaint first with theEuropean Commission and then under theprocedure for the notification of technical reg-ulations. At the same time, APEAL made aneffort to hold a constructive dialogue with theDanish Environment Ministry. The Danishmedia has provided broad coverage of talksheld between the government on the oneside and the various interested parties thatoppose the measure, such as APEAL, theConsumers’ Council, beer importers, variousBritish and German exporters and the DanishCompetition Council, on the other side.

Amendmentsproposed to preventunfair competitionSix months have elapsed since the Danishmeasure was notified to the EuropeanCommission. On 24 August 2002, DanishEnvironment Minister Hans Christian Schmidtsigned into law the final version of the draft.The compulsory deposit on drinks canscame into force on 23 September2002. After the failure to introduce acheaper and more efficient system interms of recycling, it will now becomeapparent whether or not the oppositionvoiced by EU member states Austria,France and the UK in their detailedopinion, the observations tabled bythe Commission on 12 July 2002 andthe actions undertaken by APEAL inBrussels and Copenhagen have con-tributed to improving the future com-pulsory deposit system. The amend-ments that were put forward were anattempt to prevent business informa-tion, required for the management of

APEAL FIGHTS MANDATORYDEPOSIT IN DENMARK

I n the last six months, the Danish press has been reporting on aheated debate brought about by the Danish government’s decisionto introduce a compulsory deposit on drinks cans, which after a

20-year ban have finally been allowed on the market.

the deposit system, from being used for pur-poses of unfair competition. The amendmentswere also designed to make labelling and reg-istration procedures less burdensome forimporters and small producers. Lastly, inresponse to criticism of the measureexpressed by the Danish parliament and inparticular a parliamentary question put to thegovernment, the Danish Tax Minister, SvendErik Hovmand, decided to back a reductionof the deposit now being collected, currentlyset at 6.75 cents per can.

12

19news

dumped in the countryside. Denmark haschosen a different path from Sweden, wherean optional deposit scheme for aluminiumcans has been set up in addition to an inte-grated system for the collection of a range ofmaterials.

One member of the integrated scheme, theSvenska Metallkretsen AB company, handlesthe collection and recycling of all metal con-tainers including consumer imported beveragecans on which no deposit is paid. The inte-grated system was set up in 1994 and hasproved successful since its implementation. Asregards steel collection, in 2001 the integratedsystem achieved a recycling rate of 71% of allsteel packaging put on the market (a highrate compared to Denmark’s 54% recyclingrate in 2001). Unlike the newly implementedDanish system, the Swedish collection systemallows producers of one-way packaging tochoose between a deposit system and amulti-material collection scheme.

Highly detrimentalto imported beersand carbonated drinksHowever, the compulsory deposit scheme asit stands is the most unfavourable collectionsystem and will affect the potential imports ofcanned beers and carbonated drinks on theDanish market. Furthermore, under the newregulation, Danish brewers will continue toenjoy a monopoly over a system that wasdesigned to bring in new economic players,but who in fact will be excluded from becom-ing shareholders or board members of DanskRetursystem A/S (DRS A/S), the companymanaging Denmark’s deposit system.Moreover, the amendments that were includ-ed in the measure prior to its signing by theEnvironment Minister failed to resolve theissue of access to business information. Onlya change in the capital of DRS A/S couldreduce the risks of a dominant position andunfair trade practices. Those risks are inherentin a system such as the one created by thenew regulation.

APEAL to monitorapplication of the newsystemIn its observations of 12 July 2002, theEuropean Commission asserted that “it willmonitor the practical operation of the systemand the proportional nature of the measuresimplemented, in order to ensure that they donot create inappropriate barriers to the freemovement of the drinks products concerned.”APEAL will keep a close watch on the appli-cation of the new scheme and will see to itthat any evidence of quantitative restrictionsto the free movement of goods and any indi-cation of unfair practices are brought to theattention of the European Union authorities.It is already apparent that DRS A/S may try toignore its promise to enlarge its board ofdirectors, despite the fact that the Commissionmade express reference to the commitmentsthe Danish government accepted in thatregard.

The matter of the Danish deposit is thereforefar from closed, as evidenced by several arti-cles published by Danish newspapers since24 August 2002, which highlighted the factthat the millions of cans imported intoDenmark every year from Germany (600 mil-lion in 2001) for personal consumption willnot be recycled, but merely incinerated or


Renaud BatierPublic Affairs Manager

APEALAvenue Louise, 89

1050 BrusselsTel : +32 2 537 91 51Fax : +32 2 537 86 49

E-mail : [email protected]

Press articles following APEAL action in Denmark

13

This year’s briefs were set by The Body Shop,Nescafé and Masterfoods. Approximately 150students from colleges throughout the UK andmainland Europe and as far afield as the USAresponded to the challenge. Common to allthe assignments was the use of steel as a sus-tainable and efficient packaging material.

THE CORUS STEEL PACKAGINGDESIGN AWARDS 2002

19news

The three first prize winners were presentedwith £1000 each at a formal ceremony at theCommonwealth Institute on Tuesday 25th

June, together with the highly prized D&ADStudent Yellow Pencils. Nicola Aebischer, theoverall winner, received an additional £1000and a work placement with leading packag-ing design consultancy - jones knowlesritchie.

14

E v e n t s

UNITED KINGDOM

C orus Steel Packaging Design Awards, run in association with theD&AD (British Design & Art Direction), once again invited designstudents to explore the creative potential of steel for packaging.

The Body Shop Asked for entries to present ideas for acces-sories, make-up or fragrance challenging themto satisfy its brand values with the primaryconsideration being the impact of packagingon the environment. Two students from theEcole Cantonale d’Art de Lausanne scoopedthe prizes for this category.

Nicola Aebischer, winning entry, and theoverall winner of the Steel Packaging DesignAwards, was described by Paul Porral fromThe Body Shop as “instantly understand-able… the visual appeal and use of steel as amaterial is outstanding.”

Nicola Cosentino was commended for herwitty adaptation on the theme of a Zippolighter for a men’s fragrance dispenser andreceived second prize.

19news

Nescafé Called for designers to consider its UltraPremium range, targeting the consumer aged30+ by reviewing the packaging for the “con-noisseur” market segment in order to increaseshelf-awareness and boost sales. The briefemphasised the importance for the packagingto be associated with special occasions andhigh quality coffee.

University of England student, Stephanie Davistook the first prize, with her design which,according to Glenn Tutssel from TutsselsEnterprize IG, provided “a new look for theuse of steel and packaging with the ability totranslate into Point of Sale and advertising.”Sally Warne, brand manager at Nescafé addedthat the design solution “had been clearlythought through in terms of its relevance anduniqueness for coffee and added an emotionalelement to the packaging.”

MasterfoodsPresented a set of parameters for a combinedwet and dry dog food pack, taking intoaccount the relationship between the family(especially children) and their pet, incorporat-ing Pedigree® branding, as well as consideringthe safety and ease of use for the packaging.

The first prize was awarded to Verity Gibson,a student at Sheffield Hallam University,with joint second going to Saiko Mukaistudying at Kingston University andJoy Rhodes, studying at the NorwichSchool of Art. “Pester power per-sonified,” is how Keren Housefrom Siebert Head described thewinning entry which waspraised for its innovative wob-bly form and lenticular graph-ics by all the judges.

Giving an overview for the cat-egory, Lisa Stocks fromMasterfoods said “many entriesencapsulated the fun elementrequired to capture children’simagination and interest them infeeding.”

15


Space Corus Packaging PlusTel : +44 (0)20 7975 8470Fax : +44 (0)20 7975 8401

E-mail : [email protected] : www.corusspace.com

Commenting on the quality of entries to this year’s Steel Packaging Designcategory, Reena Raythatha onbehalf of Corus Packaging Plussaid, “It is enormously encouragingto see packaging studentsconsidering steel as an inspiringmaterial. We are pleased to supportthe D&AD Student Awards for thefourth year, and are delighted thatthe level and quantity of entriesimproves year on year.Congratulations to design tutorswho are developing commerciallyaware, astute and career-orientatedpackaging designers.”

19news

16

The Association of European Producers of Steel for Packaging

Avenue Louise 89 • BE-1050 BrusselsPhone +32/2/537 91 51 • Fax +32/2/537 86 49

E-mail : [email protected]://www.apeal.org

❏ Yes, I would like to receive the “Environmental Briefing” on a regular basis.

❏ Yes, I would like to receive the APEAL News on a regular basis.

❏ English ❏ French ❏ German ❏ Spanish

Name :.............................................................................. First name :..................................................................

Company :........................................................................ Job title : ......................................................................

Address : ................................................................................................................................................................

Postcode: ........................................................................ Country : ......................................................................

Tel : ................................................ Fax : .............................................. E-mail : ....................................................

+32/2/537 86 49F A X R E P L Y

A w a r d

I S S U E N R 1 9 - N O V E M B E R 2 0 0 2

Responsible Editor

Philippe Wolper - APEAL

Chief Editor

Charles Reuland - APEAL

Coordination

Sarah Clapham - APEAL

Editorial Committee

Renaud Batier - APEALPalmarosa Della Cagna - APEAL

Astrid Goldberg - Rasselstein HoeschCatherine Jung - Arcelor Packaging International

José Ledesma - Aceralia SidstahlTom McMurtry - Packaging Consultant

Jackie Mellese - APEALSusan van der Steenhoven - Corus Packaging Plus

Jean-Pierre Taverne - APEALEvert van de Weg - Packaging Consultant

Concept Design : - www.pavy.be

Printed on recyclable paper

EUROPE

In more than 60 articles published in 11 dif-ferent countries, the packaging press congrat-ulated the originality and added value of thefirst Steel Packaging Effectiveness Award.

Packaging journalists recognised the Awardfor its groundbreaking approach and drewsome interesting conclusions on the expec-tations of consumers with regard to pack-aging. They also appreciated the scientificmeasurement of the impact that successfulpackaging can have on sales.

For more information, please see :www.apealaward.org

EFFECTIVENESS HAS ITS REWARDS

apealnews 19 uk version2 alex€¦ · rianxeira s.a., the second largest fish cannery in spain,...

Documents