The supply chain plays a major role in determining the true value of sustainable packaging. While I am rather enthusiastic (an understatement to those that know me) about the use of post consumer materials, other factors need to be considered. For example, if a company used a material made with 100% post consumer material, but they have to ship the material 2,000 miles, is that truly better for the environment than a 50% post consumer material shipped 1,000 miles, or are we better off with virgin material that is produced locally?

It is with this scenario that we have the sustainable chicken or sustainable egg question. Currently, the supply chain for recycled/post consumer material is simply no match compared to long standing material suppliers and supply chain, thus making it harder to compete. However, until more companies, more retailers, more governments and/or more consumers push for the use of post consumer materials, the supply chain will grow very slowly, thus inhibiting competition. So, do we wait for the supply chain to develop before committing, or do we commit and hope the supply chain will develop quicker?

I believe we press forward, working with innovative suppliers to be competitive, and look for other means by which to reduce total cost. Now is not the time to wait, but a time for action. Retailers and consumers are ready for this change and we have a responsibility to deliver. We have an obligation to future generations to make dramatic strides to improve our environment, to preserve our natural resources and do so responsibly and economically.