Packaging as Part of the Sales and Marketing Function

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Introduction

One of the key functions of a food package is to present the food product contained therein in a manner that preserves and protects the food. However, with regard to the sales and marketing function of food products, the fundamental role of a food package is to serve as a form of communication about the product. In this case, there is a need to ensure that a package renders itself to the use of graphics and printing (Yuva, 2003, p. 18). The intention is to assist in the selling process through communication. Using a food package, a manufacturer of a food product is in a position to communicate with the ultimate user for example, about the directions for use of the product in question. By including such information as the price of a product, its quantity, lot number, size, routes of distribution, color, premium and merchandising data, a package in this case seeks to protect consumers’ interests as well. Nonetheless, there are environmental and health concerns that are usually associated with packaging and its movement. For example, the use of wood packaging and pallets has been faced with criticism from environmental conservation advocates. In addition, there are also concerns about the attachment of marine life to hulls of cargo on transit. In light, of this, the paper shall explore the environmental and health concerns relating to packaging and its movement.

Health concerns and environmental issues associated with packaging and its movement

Environmental issues have also transcended into the area of packaging. Accordingly, a number of governmental agencies, consumer groups, marketing intermediaries, and manufacturers are all concerned about product packaging. It is important to note that bilge water is not the only pathway through which unwanted species may find their way to packages on transit. Crustaceans and other forms of marine life that could be found attached to either passenger steamships or hulls of cargo are another concern. Following revelations that such wood packaging materials as pallets posed a threat to the depletion of the ozone layer, this led to the enactment of a novel regulatory proposal that would seek to change the way in which the shipment of goods in the United States is carried out (USDA, 2009, par. 5). Accordingly, in August 2009, the APHIS (Animal and Plant Health Inspection Service) arm of the U.S. DA (United States Department of Agriculture) issued a proposal that sought to solicit the comments of the public regarding possible replacement to wood packaging materials

Further, the APHIS hinted that it is in the process of compiling a comprehensive environmental impact statement that will seek to examine possible pest mitigation measures. This could be a challenging undertaking for the APHIS, considering that wood is today almost synonymous with the shipment of goods. When unprocessed raw wood is used as a packaging material, this poses a health concern because the material in question is already known to be a conduit for the introduction as well as the spreading of pests (Euro Monitor, 2008, par. 6). The presence of arachnids and nematodes is also associated with wood packaging material that has not been treated. Bilgewater is a term used in reference to the water that collects at the bottom of a ship. This water is normally contaminated with oil, water, solvents chemicals, detergents, particles and pitch, among other impurities. These impurities pose a health concern to packaged material aboard a ship, on transit. Such packaging material as wood has been criticized by a number of environmentalists on grounds that it endangers the forest cover.

However, it is also important to examine the potential hazards involved in the use of wood, especially if it has not been adequately treated to ensure the protection of the product upon transit. To this end, there are standards that wood packaging material must meet in terms of treatment against such hazards. These standards could be different depending on whether the packaging is meant for the local or international market. Consumers of food products would want to receive a product that is both wholesome and of quality (Heitzman, 1997, p. 2) and for this reason, an examination of environmental and health issues associated with packaging needs to be addressed. Proper treatment of packaging material is vital to help in overcoming a possible infestation by nematodes and arachnids for instance during the movement of the packaged products. This is more common with pallets, wood packaging, and dunnage as well (Beveridge & Diamond P.C., 2009, par. 3). Furthermore, the attachment of crustaceans, along with other marine life to cargo being hulled is yet another concern where the above-mentioned packaging materials are used.

Conclusion

One of the main functions of packaging is to ensure that the products contained in a given package reach the intended consumer in a wholesome manner, with minimal or no damage to the contents. However, health and environmental concerns appear to surround the issue of packaged material during transit. In this case, such hazards as the infestation of the packaging material by nematodes, crustaceans, and other marine life, remain a concern. To this end, the APHIS is already soliciting proposals regarding alternative packaging material to wood, in a bid to overcome the health and environmental concerns associated with wood, pallets and dunnage.

Reference

Ackerman, F. 1997. Environmental impacts of packaging in the U. S. and Mexico. Phil & Tech, 2(2).

Beveridge & Diamond P.C. (2009). Plastic or Wood? Packaging Wars Break Out at APHIS. Web.

Heitzman, B. 1997. Ecology concerns spur economic benefits. (packaging materials and environmental issues). Packaging Digest

Euro Monitor. (2008). Packaging Industry in the US. Web.

USDA. USDA-APHIS-Import and Exports. 2010. Web.

Yuva, J. (2003). Trends in environmental packaging. Inside Supply management. Web.

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