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"We don't just want to project sustainability, we want to be truly sustainable"
When Intratuin decided two years ago to focus even more on sustainability, the entire private label packaging line also had to be completely overhauled. In Royal Paardekooper Group, the retail chain found a resourceful partner that looks to the future with the same green outlook. "Together we arrived at a complete range of items that look sustainable. And, above all, are sustainable."
For a company that sells 'green', or flowers, plants and trees, nature conservation is obviously of great importance. To contribute to the protection of all the beauty that the nature has to offer, the management of Intratuin two years ago therefore embraced three key ambitions, linked to the Sustainable Development Goals (SDG) of the United Nations. These ambitions focus on sustainable, climate-friendly production and consumption, of which packaging is an important part. "Our gift materials, but also the bags and plant boxes, we wanted ALL our packaging to be sustainable," says Jennifer van Tol-Pietersen, Marketeer at the franchise chain.
The choice of Paardekooper was quickly made. Already at the first meeting there was mutual trust to get started. Van Tol-Pietersen: "The conversation went very smoothly and there was a lot of enthusiasm on both sides immediately." The decisive factor was the unanimity on sustainability. "Nature is our source of existence. So we were therefore keen to work with a partner who, like us, wants to pass on the world in good condition to the generations that follow us. One that works with materials that have the smallest possible impact on the environment."
Knive cuts both ways
The packaging line consisted of a variety of products made of different materials. From flower sleeves and bouquet bags to gift boxes and shopping bags. Therefore, it was important to always bring in the right experts within Royal Paardekooper Group, with the necessary expertise. "When it comes to packaging, we have all the knowledge" says Roy van der Hoeven, the account manager who was involved in the process. "It's up to me to make the right connections so that we arrive at the best products for the customer."
The starting point was a so-called baseline measurement, carried out by specialist independent scientific research into the environmental impact of packaging The LCA Centre, an initiative of the Paardekooper family. The researchers reviewed all existing packaging of Intratuin and made recommendations to make it more sustainable. Partly on the basis of these recommendations, Paardekooper was able to give complete and honest advice.
"We have learned that instinctively sustainable solutions are not always the most sustainable"
The main lesson the Intratuin team drew from The LCA Centre's research was that some perceived sustainable solutions are not always really the most sustainable ones. "The public opinion is: plastic is bad, paper is good. But we now know that plastic is not at all so bad, as long as you reuse it properly, recycle it and use material that is already recycled," says Van Tol-Pietersen. That is why Intratuin, in consultation with Paardekooper, opted for a large, reusable shopping bag made from recycled PET bottles for example.
This shopper is the result of creative sessions with Paardekooper's experts on design and sustainability, and so it was made especially for Intratuin. Another item that came out of such a session, is an innovative gift box made of FSC paper. Because this item is made entirely from one type of material, it is suitable for recycling.
Another discovery is the uncomfortable truth behind the words "biodegradable" "That seems very nice, but isn't always. With some materials, it takes a very long time before they are completely degraded. They also disrupt the composting process of all the other materials in the organic waste bin," Van Tol-Pietersen explains.
Integral approach
Paardekooper and The LCA Centre gave Intratuin important insights on how the shop chain can not only project sustainability, but also be sustainable. Van der Hoeven therefore looks back on the cooperation with satisfaction. "We want to add value for the customer and through our customer for the consumer," he says. "I think that we succeeded very well here. Just like for Paardekooper, sustainability for Intratuin is not about one part of the chain, but about the complete process. This requires an integrated approach, and we can provide that."
Sustainable inside and out
Extra nice is that the packaging line looks as sustainable as it is. Colours and icons have given way to 'basic'. After all, the less ink, the better for the environment. Only one colour has been used - green, of course - and the paper is kraft: a light brown, firm paper made from FSC material. Sustainability was also a focus here. Brown, unbleached paper generally has a lower environmental footprint than a bleached, white alternative.
To give all items the same look, and to emphasise Intratuin's sustainability objective, a kraft appearance has been mimicked for the plastic products, featuring the recycling symbol. "That kraft look was still a bit of a challenge for the shopping bag made of recycled PET" says Van Tol-Pietersen. "We had to reject three trials. One was too yellow, the other too orange. But it worked out, the bag now has the right colour. We are very satisfied."
"By the way, I have a satisfied feeling not only with the shopping bag, but with the whole new packaging line," says Van Tol-Pietersen. "I also look back fondly on the teamwork. No hasty decisions were made, there was a lot of consultation and we really clicked. We noticed in everything that Paardekooper was after the same thing as we were: a more than good end result. Without the good cooperation, it would not have succeeded."
Do you have a packaging challenge?
Do you have any questions about the aesthetic and more sustainable packaging solution we found for Intratuin? Or do you have another tough challenge in the field of packaging? Please feel free to contact Roy van der Hoeven at royvanderhoeven@paardekooper.com or +316 53 54 19 99. We are happy to think along with you. We would also like to find the right solution for you!
Are you curious about more Paardekooper collaborations? Then read our other customer stories!