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STEEL PACKAGING: A VALUED CHOICE IN THE GROWING HUNGARIAN FOODMARKET . . . . . . . . . . . . . . . . . . .page 2

DYNAMIC GROWTH OF STEEL PACKAGING IN THE HUNGARIAN PET FOOD MARKET .page 3

THE CAN’S STRENGTH AND PRODUCTIONEFFICIENCY: AN ASSET FOR THE RUSSIAN MARKET . . . . . . . . . . . . . . . . . . . . . . . . .page 4

Decorative cans

STEEL PACKAGING FOR LUXURY GOODS: TRANSFORMING SPECIAL INTO UNIQUE . . . . . . . . . . . . .page 6

VIROJANGLOR: PIONEERS IN LUXURY PACKAGING . .page 10

Steel Packaging Gallery

INSPIRING STEEL PACKAGING SOLUTIONS .p 12

Innovation

WATCHING YOUR WAISTLINE . . . . .page 14

Interview with an expert

GÉRARD CARON: THE WAYS OF BUYING A PRODUCT... AND ITS PACKAGING! page 16

Legal & Environmental issues

RESEARCH DEMONSTRATES CANNED FOOD IS A SUSTAINABLE TOP PERFORMER . . . . . . .page 18

Innovation

HÉNAFF ADOPTS CREASTEEL FOR IMPROVED EASY OPEN ENDS . . . . . . . . . . . . . . . .page 20

Environment

STEEL PACKAGING RECYCLING IN ITALY: “A SUCCESS STORY” . . . . . .p.21

International communication programme

“STEEL FOR PACKAGING: TRUSTED EXPERIENCE VALUE FOR THE FUTURE”p.24

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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

WATCHING YOUR WAISTLINE

HUNGARY

FRANCE

EUROPE

UNITED KINGDOM

EUROPE

EUROPE

FRANCE

FRANCE

ITALY

EUROPE

STEEL PACKAGING: A VALUEDCHOICE IN THE GROWINGHUNGARIAN FOOD MARKET

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HUNGARY

T he food processing industry remains one of the most important sectors in theHungarian economy, representing up to 14% of industrial production. Within thefood processing industry, vegetable and fruit canning and pet food are two

important market segments. No wonder: the quite favourable climate conditions promotethe production of most horticultural crops for vegetable and fruit growing. And thestrong agricultural background in Hungary enables an excellent production capacity forpet food manufacturing using Hungarian farm produce as raw materials.

The vegetable canningsector in HungaryThe canned vegetable business is the mostimportant part of the Hungarian canningindustry. In this industry the production ofsweet corn and peas represents the majorshare. At least 2/3 of the Hungarian productionis destined for export.

There is only one international player in thismarket segment, namely Bonduelle. For manyyears, the company Globus has been anotherwell-known company in Hungary, the othercompanies are private or just privatisedcompanies. This means that these companiesare relatively new (1-10 years old) family orprivate businesses.

It is usually difficult to manage the seasonalityof vegetable production with all the cash flowconstraints of a relatively young company.Nevertheless, the strong agricultural andprofessional background provides a good,competitve position for the companies in thissector. Their growth rate is often quite strikingas a consequence.

Here are the most important names in thissector:

- Bonduelle, the dominant player, both inHungary and in the export from Hungary

- Globus, a well-known producer in particularin Hungary

- EKO, privatised at the end of 2005 andowned by a Russian trader.

- Kelet Food: family-owned company,developing very fast (see later in this article)

Some other important canners in this sector inHungary are: Pusztakonzerv, Schenk es Tsa,Kecskemeti Konzervgyarto, SzatmariKonzervgyar and Aranyfacan.

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The pet food canningsector in HungaryPet food manufacturing is a very fast growingsegment of the food industry in Central andEastern Europe. In Hungary the mainproducers are multinational companies likeNestlé, Masterfoods and recently also theDutch company Provimi. This latter companytook over the pet food canning company PetHungaria (see later in this article). Growth ratesfor pet food in cans are double-digit and theodds are quite good for the future.

Each of these producers have their own strongbrands on the market, but some of them arealso manufacturing private labels for thedifferent supermarket chains like Tesco,Auchan, Billa, Cora, Profi, Metro, Kaufland etc.

For both of these sectors, Hungarianmanufacturers and distributors have agreat opportunity to maintain theirposition and obtain an increasing numberof orders from EU partners. APEAL wantedto take a closer look at this boomingmarket, which offers so manyopportunities to steel packaging. APEALhas interviewed two Hungarian brand-owners to find out why this packagingmedium is so valued in this market.

DYNAMIC GROWTHOF STEEL PACKAGINGIN THE HUNGARIANPET FOOD MARKET

I n 2000, Werner Bruse foundedVasi Pluto, a pet food companylocated in Sopronhorpacs, near

Budapest. Werner Bruse, born inGermany, had previously heldseveral managerial positions in anumber of pet food companiesthroughout Europe, among whichMasterfoods, Saturn and Jupiter.

Originally producing wet pet food productsexclusively, Vasi Pluto, now called Pet Hungaria,has extended its range to include dry pet foodproducts. In the 5 years since its launch, thecompany has grown rapidly, with its productionof 400g cans increasing from 5 million to wellover 100 million today. In October 2005 the

Dutch company Provimi, one of theworld leaders in the pet nutritionbusiness, acquired 100% of ‘PetHungaria’ shares, having alreadyinvested in the pet food business inPoland and in the Czech Republic.

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DYNAMIC GROWTH OF STEELPACKAGING IN THE HUNGARIAN PETFOOD MARKET

fill some flexibleretortable pouches.However, our profitonly comes from our canninglines, not from the pouches, in particularbecause of the high investment costs forprinting plates and the high costs to changedecorations in the flexo-printing process.’

What further developments would you like toachieve regarding cans?

Csaba Borsfai: ‘I personally think it isimportant for the can making and can fillingindustries to downgauge cans even more; itwill really help to cut down on today’s ‘GreenDot’ costs. Indeed, the lighter the can is, theless you pay. We have also been looking intopeelable ends, but do not apply these yet.However, we remain open to innovations incans.

I foresee a very good future for cans in thepet food industry in Central and EasternEurope.’

HUNGARY

For more informationplease contact:

Csaba Borsfaï Purchasing ManagerPET Hungaria Kft

2040 Budaors, Puskas Tivadar u.12HU-9463 Sopronhorpacs FO u. 68

HungaryTel: +36 99 5 33 060

Email: [email protected]

Csaba Borsfaï, purchasing manager, andrecently also appointed plant manager, tellsus more about the growth of Pet Hungariaand their packaging range:

Csaba Borsfaï : ‘We are one of the companiesactive in this segment and setting the trends.We have been using only three can sizesfrom the beginning, namely a 400 g can forcat food and two different cans for dog food,one of 1200 g and another one of 1240 g.

There have been quite some developments inthe cans over the last 5 years. Crown Food isby far our main supplier and we co-operatefull heartedly with them to make the canslighter and more convenient for theconsumer. The results of our joint efforts areencouraging: the body thickness of our 400 gcat food can decreased by 30%, from 0.20 to0.14 mm, in just 5 years. A gauge of 0.13 mmis already being tested which representsanother 7% decrease. The body thickness ofour dog food cans was reduced by 8%,decreasing from 0.26 to 0.24 mm. The endsand bottoms followed the trend and werealso downgauged.

Another important development has been thechange-over to steel Easy Open Ends (EOEs).Since September 2005 we have in factcompletely switched over to steel EOEs. It isquite simple: in the pet food market, canswith EOEs are now the standard, therefore ithas become difficult to sell pet food in canswithout this feature.

Pet Hungaria supplies mainly to private labelpet food brands, such as Tesco, Metro,Match, and Penny. It sells 70 to 80 % of itsproduction to the home market, the rest isdestined for the export market. All the cansare labelled with paper – the use of printedcans is simply not an option, because of thecosts involved.’

Is Csaba Borsfaï satisfied with the decision touse cans for their product range?

Csaba Borsfaï: ‘We find steel cans veryefficient and cost-effective for pet food.Nevertheless, in order to be able to supplythe full range of pet food products we also

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THE CAN’SSTRENGTH ANDPRODUCTIONEFFICIENCY: ANASSET FOR THERUSSIAN MARKET

L aszlo Partizer is ManagingDirector of the foodcompany Kelet Food 2000 Kft

in Nyiregyhaza, some 200kilometres from Budapest. Thecompany was founded in 1996and started by producing mainlyvegetables and fruit packed inglass jars. The yearly productiontotals approximately 10 millionjars. Sweet corn in cans wasadded to the product range lateron. Most of the production wasexported to Russia, animportant and longstandingtrade partner for Hungary.

Specialisation incanned sweet cornand peas pays offIn 1998 the Russian Crisis hit Hungarianproducers of canned vegetables that wereexporting to Russia. Indeed, the Russianmarket collapsed, huge stocks could not besold and Hungarian canners sold the stockssometimes with a rebate of 50 %.

Laslo Partizer: ‘We noticed that during thisRussian crisis the demand for two productsremained high, that for canned sweet cornand for peas. We therefore decided tospecialise in these two products and investedheavily in a new modern production line.The result of this strategy is that we filledapproximately 45 million cans in 2005 withthese two products, the share of sweet cornbeing greater than that of peas. We also

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produced 5 million special non-standardproducts, such as small gherkins packed inglass jars. At the same time we also decidedto focus on two main market regions, namelyWestern Europe and Russia plus other ex-Soviet States like Ukraine and Kazakhstan.French and Taiwanese producers of sweetcorn are strong competitors. But, Kelet Food2000 is situated closer to the rapidly growingEastern European markets and thelongstanding relationship it has developedwith local customers enables Kelet Food 2000to even gain extra market share.

Laszlo Partizer: ‘At the same time our qualitystandards are improving. Indeed, we arequalified for the IFS and BRC certificates andwe are implementing HACCP standards. TheSwiss organisation Bio-Suisse has qualified usfor the supply of organic products and wehave successfully undergone various qualityaudits carried out by retailers such as Metro.

We are also continuously working togetherwith farmers and suppliers of seeds toimprove further the taste of sweet cornvarieties.’

Steel cans: thepreferred packagingtype for Kelet Food2000The transport conditions in Russia and otherformer Soviet States meansthat a packaging resistant torough handling is a must.Also the tough processingcycle for sweet corn thatincludes

vacuumising of the cans requiresa solid package.

Laszlo Partizer: ‘Strength andproduction efficiency are some of the keyadvantages of steel food cans. The classicalthree-piece necked-in cans cover 100% of ourproduction. Retailers like them because theyare easy to stack on the supermarket shelves.Body thickness has been reduced from 0.20mm in 1999 to 0.18 mm today. A furtherreduction in thickness going down to 0.17mm is on the way.

Only 4.4% of our ends are Easy Open Ends(EOE). Cans with EOE are usually for theWestern European markets; the EasternEuropean markets are not yet ready to paythe extra cost of an EOE, despite the extraconvenience it brings to the consumer.’

Are you satisfied with your cans?

Laszlo Partizer: ‘Basically we are quitesatisfied with our cans, in particular becauseof their high efficiency on our productionlines and the very good protection they offerour products in often rough handlingcircumstances. Cooperation throughout thesupply chain is necessary to continue

downgauging the cans we use. Anexample to illustrate this: while the canmaker cuts down further on the thickness

of the can walls and its weight, the fillerhas to improve the handling of the cans

throughout its filling lines.

Investing for thefuture

Laszlo Partizer is quite optimisticabout the future of his company.The company is investing heavily incapacity expansion but also inhigher product quality.

Laszlo Partizer: ‘We are presentlyinvesting in a new production line

with a capacity of 600 cans per minute. Thiswill enable us to produce the 65 million canswe expect to sell in 2006 and still allow forsome further expansion. In addition to theextra capacity, this line also has an opticalsorting device that sorts 100% of thevegetables disregarding automatically thosevegetables of poorer quality, and thereforeincreasing the overall food quality. To be ableto get the organic quality vegetable suppliercertificate this kind of equipment is needed.We are proud to be the very first company inHungary to use such a tool; even largecompetitors do not have such equipment.

We will also be the only company in ourmarket segment that cleans 100% of its usedwater. By doing so, we will be saving apotential 300,000 euros per year in waterpollution taxation.

You see, we really do believe in the future ofour company and the future of our market.And this is only the beginning of the story!’


Laszlo Partizer Director

Kelet Food 2000 KFTJokay Telep

HU-H-4432 Nyiregyhaza - NyirszolosHUNGARY

Tel: +36 42 470 025

The retail world is fiercely competitive andstanding out on the shelves is a constantchallenge. It is the packaging which plays akey role in presenting the brand values of theproduct and for a luxury brand, whichdifferentiates itself on quality and image, theimportance of the packaging is intensified.Luxury brands rely on packaging to cultivatean image of high quality, elegance andsophistication for their products.

There is a material and a new technology forevery occasion but choosing the rightcombination to create excitement on the retailshelves is not straightforward. Amongst manydifferent packaging types used in the luxuryworld, steel is gaining more and more groundbecause of the unique benefits it can offer,including advanced shaping performance anda multitude of decorative finishes, embossingand debossing, where an image or shape isdepressed into the material so it sits belowthe surface.

Indeed, the opportunity for creativity hasnever been so dynamic, hence why manyfamous whiskey, cosmetic and confectionerybrands opt for steel as their packagingmedium, taking full advantage of thenumerous technologies available. AlthoughAPEAL cannot showcase all examples, wenow present the latest, most striking onesrecently to dazzle our retail shelves…

STEEL PACKAGING FOR LUXURYGOODS: TRANSFORMINGSPECIAL INTO UNIQUE

L uxury packaging, oncelimited to expensiveperfumes and spirits, is now

rapidly expanding into othersectors including cosmetics,toiletries, chocolates,pharmaceuticals, tobacco,watches, jewellery and up-market food items.

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D e c o r a t i v e c a n s

EUROPE

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SPECIAL DECORATIVE FINISHESAs well as shaping, advances in decorative technologies means that steelpackaging can achieve a wide range of creative decorative finishes, suchas crackle effect, mirror effect, colour-change, matt, sparkling, soft-touch,perforation, mesh and holographic effect.

One example is lenticular, a unique printing technology that allows thevivid illusion of movement, morphing, and 3 dimensional to beportrayed onto a 2D printing surface. In Spain, Envases MetálicosEurobox have been using the technique for the last 3 years and havesuccessfully applied novel lenticular finishes to metal for a range of spiritbrands, among which Nicolas Feuillatte, Baileys, Absolut Vodka,Jameson and J&B, in addition to international cosmetic manufacturerIntercos. They have recently produced a striking can with lenticularfinish for eau de toilette and after shave to commemorate the 50thanniversary of the Italian brand Pino Silvestre. The can, which vividlyevokes the pines of a christmas tree, proved very successful on the Italianmarket. ‘Lenticular is a novel, eye-catching finish which can help createmovement, differentiation and impact on the shelves of departmentstores and supermarkets,’ says Rosana Devesa, Marketing & PublicityManager, Envases Metálicos Eurobox.

PERFORATION TECHNOLOGY CREATESPREMIUM EFFECTJean Paul Gaultier had already used a ‘classic’ steel container for thelaunch of its world-renowned perfume ‘Classique’, back in 1997, andsubsequently for the launch of its ‘summer collection’ in a highlysophisticated decorated can (see APEAL news 16). For the festiveseason, Crown Speciality Packaging created a sleek steel promotionalpackage delivering the exact high-end, upscale and stylish look requiredby Jean-Paul Gaultier. The 140mm x 200mm cylindrical steel packagingfeatures cutting-edge asymmetrical perforation with designs such assnowflakes and Christmas trees. The cans hold paired combinations of“Le Male”, “Classique Eau de Toilette”, “Classique Eau de Parfum,” andFragile products, in a choice of pink, blue, silver, and gold with a mattfinish. The cans feature 4 different sizes of holes, ranging from 0.7 to 1.5mm in diameter.

Jérôme Gavinet, Product Manager at Beauté Prestige Internationalcomments, ‘Since the original launch of ‘Classique’ in a classic cylindricalfood can, we continue to exploit the differentiation potential of metalpackaging to present the Jean-Paul Gaultier range. Always setting thetrends, we have made another leap forward with a unique steel boxproduced in a limited series. Our design concept was very challengingto produce, but in partnership with the can manufacturer, we’vesucceeded in bonding creativity with technology to deliver a real workof art.’

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DEMONSTRATING VALUE THROUGHSOPHISTICATED PRINTING Alongside the famous brands, other lesser known companies areexploiting the excellent decorative finishes achievable with steel, tocultivate an image of quality for their products. Can-printing uses offsetlithography allowing fine design details and interesting opportunities forspecial effects.

An exclusive steel ice cream can with decorations from Hans ChristianAndersen’s fairytales, coinciding with the 200 year anniversary of the birthof the Danish writer, was developed by Glud & Marstrand for the smalldairy ”Is-mejeriet” in Randers, Denmark. Søren Guul of Is-mejerietcommented, ”Our products are high quality products made from Danishcream, and according to our customers, they taste great too. However,we are a small unknown dairy offering a new product, and you cannottell that the ice cream is good just by looking at it when you see it in thecounter of the shop’.

Why our choice of steel? ‘We chose steel to underline the premiumcharacter of our products. We needed to communicate high quality andat the same time make consumers feel we are different from ourcompetitors. Steel is a material, when decorated, that can really get theattention of the shopper. It’s also a package that can have extended use,where the packaging stays around long after the product is consumed.We find this steel can so beautiful that we believe it could become acollector’s item’.

The decorative can “WØ Larsen 1864” manufactured for the famousDanish tobacco producer Orlik by German canmaker KlannVerpackungen has two distinguishing features - stunning printing and anexceptional lid design. The can is decorated with a sophisticatedcombination of matt and glossy elements, and extremely fine lidembossing adds to the elegant appearance of this can. Instead of thetraditional can with inward or outside curls the ‘Klann Premium Lid’creates a container with seamless design areas between lid and body.This not only enhances the excellent visual characteristics of the designbut also increases the perceived value of the packaging.

STEEL PACKAGING FOR LUXURYGOODS: TRANSFORMING SPECIALINTO UNIQUE

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A ‘MUST TOUCH’ FEELING FOR THE CONSUMEREmbossing and debossing provide alternative ways of enhancing the high quality look of aproduct, by emphasizing specific items such as logos and brand names for example. Also,

perfectly fitting, detailed embossing on both lid and body not only give higher value andsecondary use but also encourage a ‘must touch’ feeling for the consumer.

This is the case of the eye-catching ‘Fruit and Vine’embossed decorative biscuit can createdby Churchill’s Confectionery, who arespecialists in beautifully packaged giftconfectionery with high decorativevalue. The tin is typical of the ‘Tiffany’style, with colourful fruits printed on thecan in a painting-like quality andembossing around them to imitate leadframing. “We believe that visual impact

and contents which taste good are equallyimportant, that’s why so much care and

attention goes in to designing attractivepackaging to pack our high quality

products, to provide that specialgift that can be treasured

afterwards. We recognisethe aesthetic advantages of

steel packaging and its ability toconvey a message of value,” says Stephen Oliver, General Manager,Churchill’s Confectionery PLC.

INNOVATIVE MATERIAL COMBINATIONSIn addition to forming steel into interesting shapes, some luxury brandspair innovative materials for a look that differentiates. One recentexample is for Otard Cognac, who have launched a new metal can fortheir VSOP product every year for the last fourteen years. Their latest canfeatures ‘SilktouchTM paper’ which was literally adhered to the surface ofthe metal. Eleonore Routoulp, Marketing Manager for Otard explainedthat the objective was to continue the ‘tradition’ of using metal cans, butto create a new look and to bring it up to date. ‘The originality of thecan is in the daring combination of materials and colours. We kept thetraditional aspect of the metal but wanted to create an element ofsurprise by combining it with a different material, the ‘silktouchTM’. To thesame end the contrast in colours used - the acidity of the orange colourmixed with the reassuring grey and green colours.’

As we have seen, steel offers designers a wealth of opportunities in termsof packaging design. Can manufacturers, brand marketers and designersare working hard to push the limits of metal manufacturing. Withincreasing disposable income worldwide, the demand for luxuryproducts is growing, leading to fast growth in the sector, and steel willcontinue to bring elegance, individuality and increased value to premiumproducts.

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EUROPE

VIROJANGLOR:PIONEERS IN

LUXURY PACKAGING

F ounded in 1963, Frenchcanmaker VIROJANGLOR isspecialized in luxury metal

packaging and decorative canboxes. They have twocomplementary factories ViroferItalia s.r.l. and Virojanglor ChinaManufactory Ltd allowing themto meet the various requirementsof today’s promotional andindustrial packaging. Interviewwith Jean-David Curiel, CEO atVirojanglor.

What are Virojanglor’s particular assets?

One of our major strengths is our ability tocoach projects right from their infancy. Weare a young and dynamic team which pridesitself of providing the service similar to that ofa creative agency, advising our clients rightfrom the outset, offering them a reallypersonalised service. Our objective is to givereally added value to our client’s products.

We are very reactive and very flexible, beingable to develop projects from scratch within afew weeks. The new technology that we haveat our fingertips today, and our experience inthe can sector are such that we are able tomake up any shape of packaging, atcompetition-defying rates that very often rivalthose for cardboard or plastic boxes. Indeed,Virojanglor lays out over 200 moulds: round,oval, square, rectangular, octagonal boxes aswell as trays, posters, ashtrays and so on. Wemaster the arts of embossing, stapling andoffset printing. Our R&D department isconstantly on the move to create and designnew shapes, printing effects and types ofmetal.

LUXURY SHAPINGProgress in shaping technology has given designers additional scope for creative shapes, and brandowners the means to transform the ordinary into the exceptional.

J&B for example have launched a new, truly innovative packaging Twist 2005. The main technicalchallenge for this can consisted in getting a «twist» effect into shape of the can. During itsdevelopment, technicians at French canmaker Virojanglor concentrated their efforts on controllingthe effects linked to the “twisted” drawing of the steel material. The maximum expansion of themetal had to be calculated to avoid any risk of default or even minimal deformation during massproduction. Certain steps of the process required a precision of ± 0,002 mm. But the most difficultelement in the process was the making of the lid. The original shaping of the contours of the letters“J&B” required rigorous manual intervention. Over 40 steps with specially developed high precisiontools were necessary to obtain that original “twist” effect’. Clémentine Giaconia of R'Pure, designersresponsible for the project commented…”Creating an object for a brand like J&B, it’s developingthe energy of the image by bringing new perspectives. Drawing inspiration from the vitality ofcontemporary graphism, the beauty of the can is in its lines of tension, the dynamics between thebrand symbol and the synergy of the shiny and satin metallic effects”.

FRANCE

STEEL PACKAGING FOR LUXURYGOODS: TRANSFORMING SPECIALINTO UNIQUE

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What are the emerging trends in luxurypackaging? Is there a new interest for steelfor perfumes, cosmetics and alcohols, asopposed to other materials?

A study recently undertaken amongst ourclients showed that the metal can is thepreferred packaging of the consumer, for thesimple reason that the end-user will re-use ametal packaging as a decorative box ratherthan throwing it away. A personalised metalbox promotes a brand’s image for years. It isthus an effective way of ensuring that theimpact of an advertising campaign isprolonged as long as possible. It’s also a wayto be present in consumers’ homes for years.In this respect, cardboard and plastic arelimited – once you’ve removed the object, it’sfinished, you throw the packaging awayimmediately.

Thanks to advances in technology, we aremore like a competitor for cardboard, whilstaluminium is 30% more expensive thantinplate which is the principle material weuse… even cosmetic brands are turning moreand more to steel.

What specific advantages can steel offerluxury brands?

Metal offers a certain authenticity. It canfeature a wide range of creative decorativefinishes that give the product a luxury aspect.For example, a range of new varnishes andfinishes exist such as soft touch, rubber finish,matt finish, mirror effect, selective varnish.We can also now play on metallic colours,which enhance the luxury feel of the product.

Nowadays Environment and Ecology arepointed up as crucial matters for society. Steelfor packaging has become a highly popularmaterial in the packaging market because it’seasily and fully recyclable, as well as beingcompletely versatile.


Jean-David Curiel PDG

Virojanglor S.A.10 avenue Albert Einstein, Z.I. Le

CoudrayFR-93150 LE BLANC MESNIL

FRANCETel: +33/1/49 39 20 20Fax: +33/1/48 20 01 52


How do you see the development of theluxury packaging sector in the future?

I’m very positive about the futuredevelopment of this market. We are nowsurpassing the limits and going one stepfurther by starting to mix materials with metal.So steel is the base material, and we aremixing with plastic, integrating windows inPVC, even with luxury paper and leatherimitations. These innovative combinations areextremely popular with clients.

INSPIRING STEEL PACKAGINGSOLUTIONS

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S t e e l P a c k a g i n g G a l l e r y

EUROPE

PREMIUM OLIVE OIL PACKED IN CANS BY PHILIPPE STARCK

Crown Speciality Packaging in the UK has produced cans for Spain’s La Amarilla de Rondabrand of premium olive oil. They are available in 25 cl, 50 cl and 3-litre sizes and arecurrently being sold at gourmet shops in Spain and the west coast of the US. DesignerPhilippe Starck is responsible for the containers’ design.

SHAPELY CANS FOR NESCAU CAPPUCCINO

Expanded steel can with a modern, ergonomic shape and lithography by Brazil’sCompanhia Brasileira de Latas. The objective was to create a modern identity through anew shape to target the younger generation. The success of the product has lead Nestléto introduce this new package for other special and differentiated products, such as

Nescau® Light.

NEW APPLICATION FOR TRADITIONAL DWI BEVERAGE CAN

Lorenz Bahlsen Snackworld, has chosen to pack its ‘WorldSelection’ peanuts in a traditional DWI beverage canproduced by Rexam Beverage Can Europe & Asia. Theproduct represents an innovative use of a two piece beverage

can introduced into a new product market, and provides cleardifferentiation from other traditional type packages. The product isdesigned to appeal to the consumer looking for a modern yet convenient'on-the-go’ snack option. Consumer opinion: a "cool new way" to enjoypeanuts.

www.steelforpackaging.org

INSPIRING STEEL PACKAGING

SOLUTIONS

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PREMIUM LINGERIE ON OFFER IN ELEGANT STEEL CAN

Customers at Etam retail establishments in France, Spain andItaly recently received their lingerie in elegant rectangular tinsdeveloped by Crown featuring images of prominent models.Denim jeans were sold in attractive cylindrical tins. The

limited-edition canisters reinforce Etam’s premium brand image both atpoint of purchase and at home, where the long-lasting collectors’containers can be used to store personal care items. A distinctive 190 x125 x 70 mm rectangular tin was created for each of the country-specificlingerie lines carried in France, Spain and Italy. The 150 x 200 mmcylindrical tins for denim products were designed with special removablebottom ends to facilitate the packaging process. From concept toexecution, the stylish tins were ready for distribution in less than twomonths.

PREMIUM PACKAGING FOR INTUIX INKJET PRINTER CARTRIDGE

Dexxon has chosen a steel container by Crown Speciality Packaging to package itsprinter cartridge. In a competitive market, the objective was to differentiate the productand give it a premium positioning, since ink cartridges are traditionally packed in plasticblister packs. Consumers have appreciated the new, ‘sexy’, steel packaging in a niche

where standard packs predominate.

AFTER EIGHT ANY TIMEDecorated and embossed pocket-sized steel container for After Eightmints with ‘squeeze top’ openingsystem and integrated dispensing

insert incorporated into the tin's bottomallowing the sweets to be taken out one byone. The ‘squeeze top’ allows for single-handed opening. The tin was exclusivelydeveloped by Hoffmann Neopac Switzerlandfor Nestlé Germany.

Would you like to know more about all these

steel packaging solutions?

Please visit:


Keeping fat low profileAs an alternative to the conventional highcalorie salad creams and dressings, PremierFoods first introduced the «Waistline» brandon its low fat salad dressings but at the sametime, maintaining their gourmet rich flavour.

The marketing success was immediate andprompted Premier to extend “Waistline”across their Crosse & Blackwell brand ofcanned foods.

To give the new range of products more shelfappeal Premier Foods Brandmanagement decided to revampwith a new shaped can design to

differentiate“Waistline” fromother traditional andown label brands.

WATCHING YOUR WAISTLINE

M ore and more diet conscious consumers are concerned with thenumber of calories contained in their meals which has becomea major factor in their choice of convenience foods.

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A Slimmer future for consumersThe “Hourglass” shape concept was selectedand developed through close collaborationbetween Crown Technologies’s innovationteam and Premier Foods with the aim to givea more ‘slimmer’ feminine appeal. Thefeatures of the can perfectly compliment thefood concept and together with a new logo,was the ideal choice.

I n n o v a t i o n

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Forming a futurefor steelThe proprietary metal formingtechnology, developed by CrownTechnologies has successfully openedup new horizons for the steel can andis helping to put metal cans back as apackaging option for Brand design byBrand Designers. This particular example ofcreating brand identity for a specific productline using three-piece shaped cans wasproduced for Crosse & Blackwell at CrownFood Europe’s German plant in Seesenusing a specific steel quality and expandingtechnique. The process still retains theprotection and integrity of steel cans.Despite the packs unusual shape thecontents can be filled and processed onconventional lines without any majorequipment adjustments.

The attractive decoration using shrink-sleeve labels adapts ideally to thenew slim silhouette with only slightline adjustments to achieve perfectalignment. The ergonomic designoffers easy handling with theadded convenience of EOLE IIIfull-aperture easy open end.

Our aim is to create innovativeshaped food cans which offer

maximum brand differentiationwithout compromising theirquality and integrity, while

maintaining excellentperformance in our customerplants and retail distribution

chains.

Steve Thomas, Crown Food UK & Ireland.

“

”


Steve Thomas Marketing Manager

Crown Food UK & IrelandWorcester

Perry Wood Walk, WoodsideGB-WR5 1EG Worcester

UNITED KINGDOMTel: +44/1905 762 290Fax: +44/1905 762 337


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How do we attract theconsumer? The answer lies mainly in the product’sidentity, its presentation, the clever ways itcan be used… in a word, in its design. Itsobjective will basically be to open an area ofdesires in the consumer’s imagination. Thelanguages used by designers are in the realmsof the irrational, in sensations, instinct,archetypes, and received ideas that bombardall individuals, and in particular the consumerpushing his shopping trolley or the executivein a car dealer’s showroom! We know thatconsumers do not have a single form ofbehaviour when it comes to products. Theirrational mixes with the rational to varyingdegrees according to the nature of theproduct and the circumstances surroundingthe purchase...

The four types ofpurchasing behaviour1- The functional attitude: The buyer onlytakes into account the purely utilitarianand functional aspect of the product.Any suggestion and any appeal to theimagination would be superfluous. Inthis case the buyer sticks to theproduct’s functional value.

2- The analytical attitude: Theconsumer turns into a genuineprofessional buyer, himselfinventing his own way of buying.He weighs up, compares, andanalyses the quality, theperformance, the prices, and thenovelty factor. He decides freelyand in full knowledge of thefacts...or at least he thinks hedoes. The products of reference brand

THE WAYS OF BUYING APRODUCT... AND ITSPACKAGING!W hat can we do to ensure

that our product standsout in an environment

saturated with signs? Let usanalyse the four main types ofconsumer behaviour in thesupermarket.

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names play an important part in this category.For all that, the advantages of the product’sdesign are a decisive factor in the consumer’schoice; insofar as they add to rationalarguments.

3- The imaginary attitude: This is theattitude that links the products to certainfashion values and to new forms ofbehaviour, with strong consumeridentification with the brand. Here, designcan be linked to the impact of fashion, andan appeal to the senses is then a veryimportant asset. Many products aimed atteenagers fall into this category.

4- The recreational attitude: The purchaserdistances himself from his day-to-day life; heseeks pleasure, humour, a break with reality.This behaviour is obviously linked toimpulsive “fun” purchases or exclusiveproducts or gadgets...

The mechanisms ofperception

Today everybody is aware of thefact that our brain is made up

of two essentialhemispheres: the left side,which houses our capacityfor analysis - our masculinity,and the right side, which

houses our faculty forsynthesis and our emotions -

our femininity. The art of thedesigner is to switch constantlyfrom one to the other. Theconsumer will quickly deciphercolours and shapes, knowledge of

which is built early on in a child’sdevelopment. Other elements such as

counting and reading are incorporatedafter the formation of our nervous

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I n t e r v i e w w i t h a n e x p e r t

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A D M I R A B L ED E S I G N

ABOUT GÉRARD CARONGérard Caron, the leading international designspokesman and founder of Carré Noir, the firstdesign agency in France, has always sought toincrease the renown of the design professionthroughout the world. One of the initiators of thePDA, the "Pan-European Brand Design Association",he recently also created "admirabledesign.com", aweb site dedicated to the various forms of graphicdesign, and a forum for exchange between designprofessionals.

www.admirabledesign.com

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system, and consequently, texts and numbersare less vivid elements! We are talking here ofa perception measured in fractions of asecond, but that is decisive when it comes tomaking a choice from what’s on the shelves,when you know that an average consumercovers a metre per second in a hypermarket,and that a single look can encompass sixtybrand names in a second! Nowadaysconsumers devote an average of fifty minutesin the hypermarket, as opposed to ninetyminutes fifteen years ago... You have to bequick and act on the consumer’s senses asmuch as, or indeed more than, on histhoughts.

Always colour!Colour is the most powerful of the visuallanguages at the designer’s disposal. It has atwofold influence on the sense of perception,since it acts not only on our culturalreferences but also on our physiology. In1996 on France 2, at the request of theproducers of the programme Envoyé Spécial,

I asked forty consumers,selected at random in asupermarket, to taste twoyoghurts and to say whichthey preferred. One wasin a sky-blue pot, whilstthe other pot was ahorrible greenish-yellow colour.Thirty-nine optedfor the blue

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Gérard Caron Email: [email protected]



yoghurts which were said to be definitely“softer, creamier, more...”. Of course it wasthe same brand and the same quality ofyoghurt in the two pots!

Shape also has alanguage of its ownSome shapes will naturally be recognised asmasculine and will adapt to packaging forenergising products, shaving products, etc.Other shapes are said to be feminine, becausethey are protective, enveloping andreassuring. They are appropriate for dairyproducts, children’s foods,cosmetic products, certaindecorative items, the artof entertaining, andso on. Thesymbolism ofshape, acomplexlanguage, leavesno room forerror.

Colours and shapes are twolanguages that “dominate” us, sincethey address our subconscious. Theyrepresent a formidable power, which, if wellused, is a success factor. We have seen that intheir choices, consumers mixed the rationalwith the irrational. The same goes for thedesigner as he goes about his work. That isthe surest way of creating all the moresuccessful products on markets that aresaturated...

GÉRARD CARON’S OPINION OF METAL PACKAGING

The metal can is “in”!

The metal can (steel or aluminium) isconquering new markets in the moredeveloped economies. You only need to lookat Japanese or American shelves to realise. Thefashion is for metal packaging, not only for giftpresentation boxes and vintage packs, but alsofor new cans (Japan is an excellent example)and other innovations.

In fact, a trend is taking shape in many marketsin favour of metal packaging. Recyclable, lightand decorative, they used to have thereputation of a certain lack of flexibility, whichcould limit creativity.

The good news is that designers are nowhaving their say, since the technical

production performance levels of thesecans now permit a degree of creativity.There’s more than plastic in life!Admirable Design is there to remindyou of that. It is time that as designerswe reconsider our positions in thelight of the major developments inthe sector.

Extracts from the web site: www.admirabledesign.com,the first French design web site.

The consumer iscentral When in our modern society all kinds ofproducts are brought onto the market for thegreatest benefit of the consumer who hasseen his choice increase dramatically over theyears, APEAL, the Association of EuropeanSteel for Packaging Producers, wanted toassess from a consumer’s perspective thesustainability performance of packaging.Indeed, the consumer is central. It is theconsumer that buys the product, that preparesthe meals he and his family will be eating andfinally that has to dispose of the packaging inorder to allow recycling or waste disposal totake place according to local conditions.

This approach where the consumer assumes acentral position, also means a more societysupported approach and enables APEAL tobenchmark the steel food can packagingsystem against other systems from asustainability viewpoint. This is the work thatTNO, a well renowned Life Cycle Assessmentexpert company in The Netherlands hasrecently carried out for APEAL.

Study boundaries Carrots were chosen as an example of a welldefined food product because carrots areavailable in a wide range of processing-packaging combinations.

The study analyses the carrots that areavailable on the Dutch market throughout theyear, taking also into consideration theimported carrots.

The scope of the study goes from thecultivation of the carrots in the fields to thestorage, preparation and cooking of thecarrots at home by the consumer. The wasteflow generated by the consumer has alsobeen included in the study, taking intoaccount not only the used packaging, but alsothe food that is lost in the process as well asthe food the consumer throws away, simplybecause he doesn’t always eat everything hehas prepared.

All products analysed were bought in a largeDutch Albert Heijn supermarket.

In the case of laminate cartons and frozenproducts, the carrots were mixed with othervegetables.

For the environmental and economicassessments it was assumed that thepackaging only contained carrots.

RESEARCH DEMONSTRATESCANNED FOOD IS A SUSTAINABLETOP PERFORMER

C ommenting on the conclusions of the study Toon Ansems, projectleader at TNO, said “In today’s open market where the supply offoods is secured throughout the year amongst the systems

analysed in our study the canned food packaging systems is a topperformer in terms of eco-efficiency”. When considering economic andenvironmental aspects, the canned carrots, the fresh bunched carrotsand the frozen carrots in a plastic bag performed well, havingcomparable above average eco-efficiency, while vegetables in a foodpouch, laminate carton or frozen in a carton performed less well.

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Functional unitPlacing the consumer in a central positionalso dictated the choice of the functional unit.The daily quantity (600 g) of vegetablesrecommended by the Dutch Centre forNutrition for an average Dutch household ofthree persons was indeed chosen as thefunctional unit.

MethodologyThe environmental impact of each step in thechain was defined according to 6environmental themes that were chosen inaccordance with today’s political agendaimportance, incorporating the crucial globalwarming criteria. These impacts were

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L e g a l & E n v i r o n m e n t a l i s s u e s

EUROPE

The study provides substantiated,independent evidence of the value

that steel packaging brings tosociety, and specifically to the

food sector, at an environmental,economic and nutritional level.

Antoon Ansems, Project leader, TNO

“

”

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measured for each of the 7 systems analysed.The LCA data used for the purpose of thisstudy orginates mainly from BUWAL 250 andJUNGBLUTH.

In a second stage these impacts wereaggregated in order to get a global impact perenvironmental theme for each of the systems.

To aggregate the environmental impact to asingle indicator, shadow prices were used. Avariety of methods were nevertheless tested,but showed no significant differences in theresults.

The cost analysis included the retail price ofthe product, costs of transportation from theshop to the home, storage, preparation andcooking. The cost for the product itself wasthe price at the supermarket, the other costswere calculated from average consumer pricesfor car usage, consumption of electricity andgas, drinking water and the average Dutchcosts for waste treatment.

The eco-efficiency of the different systemsanalysed was determined for the Dutchmarket taking into account the environmentaland cost impact of the imported products inorder to reflect the reality of choices theconsumer is confronted with throughout theyear.

Key results of the eco-efficiency analysisThe graph shows the relative positioning ofthe 7 systems analysed. The canned carrotshave a below average shadow cost, theirenvironmental impact being lower than 1.

In terms of cost the canned carrots are belowaverage, together with the fresh bunchedcarrots, the frozen carrots sold in a bag and incarton, their cost being lower than 1.

The value of cannedfood to societyCanned carrots, fresh bunched carrots andfrozen carrots sold in a bag have acomparable and slightly above average eco-efficiency. In a real market situation whereconsumers are confronted with a number ofchoices, in all seasons, canned food clearlystands out as one of the best performingpackaging solutions.

It offers consumers a reliable product whichthey can trust, while also offering society theoptimum solution in terms of sustainability.

In conclusion, European consumers andsociety benefit from the 25 billion steel foodcans in the EU market place each year. Whenthe first retorted food cans were brought ontothe market, value was brought to society

because food wastage had been cut down.This value still exists and can be evaluated at465 million euros per year in Europe bymeasuring the reduced environmental impactcans have enabled to reach as compared towhat existed before.

The study provides substantiated,independent evidence of the value that steelpackaging brings to society, and specificallyto the food sector, at an environmental,economic and nutritional level.

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Antoon Ansems Project Leader

TNO Environment & GeosciencesPostbus 342

NL-7300 AH ApeldoornTHE NETHERLANDSTel: +31/55 549 39 37Fax:+31/55 549 37 40


ECO-EFFICIENCY OF FOOD PACKAGING SYSTEMS

Opening performancefor CreaSteelThe introduction of ‘CreaSteel’ just over a yearago by Arcelor Packaging International,significantly increases the level of ductility andthe capacity for elongation of packaging steelin comparison with the traditional materialsused for Easy Open Ends and at the same timeoffers improved rheological properties.

This combination of improved properties makeCreaSteel an ideal packaging solution for theproduction of round or shaped easy open endsand deep drawn cans with innovative andproprietary shapes for increased brand identity.Due to the high ductility and thin gauge ofCreaSteel, the Easy Open Ends and innovativedrawn containers made out of CreaSteel requirethe use of counter-pressure in retorting process.

CreaSteel for Easy Open Ends offers multipleadvantages including a considerably lower tearforce compared to other materials, with nospring-back effect during opening, whichfrequently occurs with shaped easy openlids. Maintaining efficiency in theseaming

process is also an important factor especiallywhen using reduced thicknesses (therecommended thickness for CreaSteel is 0,17mm).

Joining forces forconvenienceHénaff immediately recognized the advantagesof CreaSteel and in partnership with a leadingcan-maker Massilly-Franpac and ArcelorPackaging International, established adevelopment plan for the use of CreaSteel EasyOpen Ends for the majority of their pâté cans.

Convinced of the importance of increasedconvenience for the consumer throughimproved access to their product, and thanks toa close and dynamic collaboration with theirsupplier Massilly-Franpac, Hénaff was able tointroduce CreaSteel Easy Open Ends in twelvemonths for a complete range of products.

And the results were more than encouraging,with tear forces decreased by more than 25%.

«With CreaSteel, steel lids are as easyto open as aluminium ones and I

am convinced that ourconsumers appreciate thisimproved convenience»concludes Jean-JacquesHénaff, Managing Directorof Hénaff.

HÉNAFF ADOPTS CREASTEEL FOR IMPROVED EASY OPEN ENDS

T he Hénaff pork pâté can is almost legendary amongst seafaringBretons, not only for its quality and pure pork flavour but aboveall for its convenience and ease of opening. Jean-Jacques Hénaff

has always stressed the importance of his product being available invirtually all situations and Hénaff was one of the precursors of easyopening devices. Hénaff Pâté is now distributed worldwide and Jean-Jacque’s quest for innovative opening ends has recently been fulfilledwith the introduction of CreaSteel, an original steel quality whichmakes can opening child’s play.

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The added valueOne year after its introduction, ArcelorPackaging International’s new CreaSteel hasalready found a viable industrial andcommercial application for Easy Open Ends,permitting API to complete its steel product linefor this application. Together with Maleïs, asteel quality designed for the production ofEasy Open Ends requiring high mechanicalstrength (sterilisation without counter pressure).CreaSteel is now available for round, profiledand shaped ends not requiring high mechanicalperformances for sterilisation with counter-pressure or for non-retorted applications suchas milk powder or coffee.

CreaSteel’s leading edge technology for thedesign of original deep drawn steel cans withcreative formats and shapes should not beoverlooked for the food packaging segment,whether for retorted or fresh food.

Hénaff cans with CreaSteel Easy Open Ends arealready available in supermarkets andhypermarkets in France, and can be identifiedby a small logo «CS» on the lid.

By the beginning of 2006, production of allHénaff cans with a diameter of 71,5 mm and83,7 mm should have switched to CreaSteel.

I n n o v a t i o n

FRANCE


Jean-Jacques HénaffPrésident Directeur Général

Jean Hénaff SASKerc'Hastel

FR-29710 PouldreuzicFRANCE

Tel: +33 2 98 51 53 53Fax: +33 2 98 54 37 23Email: [email protected]

www.henaff.fr

Hénaff promotesincreased opening

convenience as adefinite branddifferentiator

towards itscustomers.

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THE CNA, THE DRIVING FORCEBEHIND THE COLLECTION ANDRECYCLING OF STEEL PACKAGING

IN ITALYThe CNA was set upin 1998 further to theadoption of the“Ronchi1 Law”, whichimposed theimplementation bylocal authorities ofselective collectionsystems for householdpackaging andstipulated recoverytargets to be reachedby packagingproducers andpackaging users.

In an effort to developan efficient system andto ensure the return ofused packaging, thelaw stipulated thecreation of consortiaby type of materialand the provision forthe creation of a superpackaging consortium,known as the‘CONAI’.

STEEL PACKAGING RECYCLING IN ITALY: “A SUCCESS STORY”

L ast year, the recycling of steel packaging in Italy reached about57%, a tenfold increase compared to 1998 as a result of the excel-lent initiatives undertaken by the CNA (Consorzio Nazionale

Acciaio). During a discussion in Milan with APEAL, Dr. GiuseppeRusso together with his assistant Antonio Russo, outlined the featuresof the collection and recycling system for steel packaging which hasbeen implemented in Italy.

A challenge forhousehold packagingGiuseppe Russo stressed that when the CNAwas established, everything still had to beinvented. ‘The recycling of steel packaging in1998 barely reached 27,000 tonnes and inorder to achieve our legal recycling target ofat least 15% per material, the quantities to becollected had to be more than trebled’.

To reach these objectives, the CNA’s prioritywas first and foremost to identify existingoperators that were capable of handling,sorting and processing collected steelhousehold packaging. Subsequently the CNA,through the CONAI, concluded nationalagreements with local municipalities for theimplementation of selective collectionsystems. The CNA, in due course, guaranteedthe return and processing of collected steelpackaging using the service of approvedscrap metal dealers.

…and IndustrialContainersIn the case of industrial and commercialpackaging, a somewhat different approachwas adopted, with the granting of financialincentives. It allowed for the conclusion of acollective agreement between the CNA andItalian scrap dealers, represented by SARAand ASSOFERMET, as well as withindependent scrap dealers. This ensured thesystematic collection of all industrialpackaging.

E n v i r o n m e n t

ITALY

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Giuseppe Russo,managing director,

CNA and his assistant

Antonio Russo.

[1] Named after the Environment Minister at that time

Environmentalcontribution collectedupstream in the chainRather than opting for a “Green Dot” inspiredapproach, whereby producers and importersof packed goods pay a fee by containerweight, the CONAI chose to collect anenvironmental contribution upstream in thechain from packaging producers andimporters. This would avoid the “free-rider”phenomenon, as experienced by othernational recycling systems, that is, companiesevading payments for the quantities ofcontainers they placed on the markets.

An impressiveevolution of steelpackaging recyclingThanks to the continuous action of CNA, theresults quickly became apparent: in 2004, therecycling rate for steel packaging in Italyneared 55%, i.e., 324,000 tonnes of recycledsteel containers – progress by a factor of 10compared to the CNA's first year of operation.Since 2002, steel has exceeded the recyclingobjectives set at European level for metalpackaging (50%) and therefore, contributes tothe sustainable use of natural resources.

By the end of 2004, 52% of Italianmunicipalities participated in a selectivecollection system for steel packaging,representing a 67% coverage of thepopulation in Italy. Today, some 170operators cooperate with the Consortium inorder to optimise recycling of collected steelcontainers.

Selectivecommunications forselective sortingIn addition to setting priorities for thedevelopment of existing operationalstructures, the CNA will intensify awarenesscommunication programmes directed towardsItalian consumers through regularly organisedcampaigns using the general and specialistpress together with Italian TV, to emphasizethe importance of selective sorting with theobjective of achieving a 60% recycling rate forsteel containers by 2008.

STEEL PACKAGING RECYCLING IN ITALY: “A SUCCESS STORY”

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E n v i r o n m e n t

ITALY

Investing for thefutureSchools are playing a major role in the levelof awareness of young citizens toconservation and the preservation of ourenvironment. In response to this futurepotential, the CNA has implemented twoimportant educational projects correspondingto ‘ACCIAIO AMICO’ - ‘School and Creativity’and ‘ACCIAIO AMICO’ – ‘The Art ofRecycling’ to familiarize young people withthe selective collection and sorting of steelpackaging.

ACCIAIO AMICO - School and Creativitytargets pupils in primary and secondaryschools from the first grade and takes placeevery year in a different Italian province. Aftersuccess stories in Genoa, Parma, ReggioEmilia, Naples and Salerno, the 2005/2006edition will be organised in the Province ofBari.

ACCIAIO AMICO - the art of recycling is aproject reserved for students of artisticsecondary schools and art institutes. It isaimed at boosting creativity in young peoplein the field of contemporary art through theproduction of works of art made fromrecycled steel containers.

More information to be found on adedicated website:

www.acciaio-amico.org

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CNA in action:

"STEEL AGE": FASHION DRESSEDUP IN … RECYCLED STEEL An unusual fashion show with innovative andsensual clothes produced from steelaccessories made from recycled steelpackaging; created in 2001 in Milan andpresented at the same time as the major stylists("Milano Vende Moda")

"RICICLA SAPORI (THE RECYCLINGOF SAVOURS)" - "IL GUSTOSEGRETO (THE SECRET FLAVOUR)"BY GIANFRANCO VISSANIAt the end of 2003, the specialist press andVIPs were invited to the “Ricicla Sapori"event, during which Gianfranco Vissani, thegreat Italian chef, created and producedrefined dishes using products packed in steelcontainers.

The event drew the public’s attention to thehigh quality of canned foods in thepreparation of meals and to the recyclingpotential of steel packaging.


Giuseppe RussoManaging Director

Consorzio Nazionale ACCIAIOVia G. B. Pirelli, 27

IT-20124 MilanoITALY

Tel: +39/02.6671.2717Fax: +39/02.6671.2656


"COOKING CLASS WITH CANNEDFOOD FOR VIPS - "GASTRONOMICSUGGESTIONS FOR VIPS"In 2004 the first cooking class exclusivelydedicated to VIPs through a gastronomicjourney, the discovery of culinary riches fromsteel food cans to cooked dishes, and thesecrets of flavour.

"LA VIA LATTA" (THE “MILKY WAY”BUT ALSO “THE JOURNEY OFSTEEL TINS")In March 2005, a three-day journey throughthe most significant steps in the production tothe recycling of steel containers, organised forjournalists from the specialist press(packaging, environmental, distribution,consumer and culinary art).

www.acciaio-amico.com

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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]


A P E A L N E W S R E A D E R S H I P

Circulation

13 000 copies in 86 countriesBrand Owners (44%), Institutions (16%), Can Manufacturers (11%), Retailers (8%),

Steel Industry (5%), Journalists (5%), Consultants (4%), Packaging Designers (2%),

Equipment Makers (1%), Others (4%).

Languages available

English, French, German, Spanish

I S S U E N R 2 7 - J U N E 2 0 0 6

Responsible Editor

Philippe Wolper - APEAL

Chief Editor

Charles Reuland - APEAL

Coordination

Sarah Clapham - APEAL

Editorial Committee

Renaud Batier - APEALFabienne Lafargue - Arcelor Packaging International

Tom McMurtry - Packaging ConsultantJackie Mellese - APEAL

Jochen Lohscheidt - Rasselstein GmbHSusan van der Steenhoven - Corus Packaging Plus

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

Concept Design : - www.pavy.be

Printed on recyclable paper

I n t e r n a t i o n a l C o m m u n i c a t i o n P r o g r a m m e

A recent survey conducted by Landell Millsregarding information needs of packagingand marketing decision-makers of major foodbrands in Europe brought to light that thesewould like to be kept informed about all thelatest developments in steel packaging. Torespond to this requirement, the Europeansteel for packaging industry decided todevelop an “Information Pack” series forbrand marketers, retailers and packagingdesigners. Aim of this complimentaryprogramme is to give a brief and conciseoverview of marketing and packaging trends,and how steel packaging responds to them.

This new programme contains facts, figures,market research and market trends, recentdevelopments and other useful information,including where to find further data. Itreconfirms the benefits of existing steelpackaging solutions for brand owners andconsumers, and informs about recentdevelopments and innovations, focusing on

“STEEL FOR PACKAGING: TRUSTED EXPERIENCE, VALUE FOR THE FUTURE”

EUROPE

T he European steel for packaging industry has justlaunched a Europe wide, sequenced information programme tobrand owners, retailers and designers on the values of steel

packaging in the food sector. The programme was announced to thepackaging press at a press conference that took place on the 3rdApril, on the eve of the Anuga Food Tec in Cologne.

their added value from the brand owners’point of view. Four different themes coveringthe four main concerns shared by all playersin the packaging chain: Convenience, ShelfDifferentiation, Nutritional values, safety anprotection, and Sustainability – are covered,one by one, in the series. And articles wasteno time in getting to the point – they’redesigned to speed the reader through thecontents in just a few minutes.

Participation in the programme is free-of-charge for brand owners, retailers andpackaging designers, so if you’re interested,you may register to receive it by filling outand sending us back the form below.

You’ll then receive the first Info Pack of theseries – CONVENIENCE -, and the followingones as soon as they are published.

❏ Yes, I would like to subscribe to the Information Programme about “Steel for packaging:Trusted experience, value for the future”

❏ 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

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