That was the message from Jeff George, vice president of research and development for Quaker Foods and Snacks, part of PepsiCo Inc., who gave an inspiring opening keynote at the CP 08: Succeeding with Contract Packaging conference Sept. 16-17 in Schaumburg, IL. Drawing from his decades of experience at Quaker Oats, George laid the groundwork for how to think innovatively.
George declared that a major barrier to innovation is that most product manufacturers don't think about it enough. Though they're engaging the services of contract packagers more than ever, they seldom draw in their external packers in the early stages of package development, when innovation can take root.
"Most companies lack a strategy for packaging innovation," George said.
He recommended that product manufacturers turn the creative process on its ear by first creating a distinctive package and then leveraging it to drive product innovation. That approach brings about holistic thinking, George noted, because the package is the product. George said the nation's leading product manufacturers are beginning to adopt this inverted way of thinking rather than use the traditional linear approach, in which the product is created first and then packaging concepts are considered–often in the realm of being an add-on.
Contract packaging plays a major role in this new way of thinking in a number of ways, he said. Integrating co-packing into the innovative process:
- • Forces meaningful input from external partners earlier in product and package development.
- • Strengthens relationships between contract packagers and their customers.
- • Fosters a team-based understanding of the product manufacturer’s business objectives.
- • Keeps both internal and external team members abreast of new technologies.
- • Creates capability that can address unmet needs in advance.
- • Focuses team members on finding solutions and asking the right questions.
- • Makes project management a core competency.
CP 08 was produced by Contract Packaging and Packaging World magazines and supported by the Contract Packaging Association.
