Dean Bellefleur


Kingston, Ontario, Canada



Job Title





Dean is the Founder and Creative Director of D-idea, a consulting
practice predicated on credentials secured during a highly successful
20-year international career with the leader in aseptic carton packaging.

He has taken a particular interest in the challenges of redesigning
packaging to meet both environmental and humanitarian needs namely
intuitive packaging. To this end he is a frequent guest speaker and
continues to provide innovative insight through his writings.

As a result of his international experience his network extends into
Europe, Asia and the Americas. Most recently he was a judge at the 2009
Sustainable Packaging Leadership Awards in Toronto.

Recent Blog Entries

  • INNOVATION TAKES ROOT 2010 – hosted by NatureWorks LLC

    After following 46 comments addressing “ What is greener? Biodegradable or 100% recycled?” it was time to speak to the practitioners. April 13- 15 venue; three days in Dallas, Texas amongst innovators, entrepreneurs and technology experts in biobased materials and biopolymers hosted by NatureWorks LLC. Some 320 to 350 inquisitive delegates representing thirty countries converged to applaud the progress and support ongoing developments in the deployment of biopolymers.

    Posted April 21, 2010
  • Who's calling the shots in today's packaging industry?

    Emphatically not the consumer! Initiate a conversation with your friends and casually inquire as to their thoughts on the clamshell / blister package. Be forewarned as you have just unleashed the dogs of war. There’s nothing but frustration and contempt for this package. Closures and intuitive opens are other incomprehensible hot spots to the consumer. If we have the technology to place a man on the moon why can’t we have packaging that’s functional? Invariably the packaging scope widens to include environmental and surplus packaging concerns and the battle rages on.

    Posted February 16, 2009

Recent Discussions

  • A Case Study in Designing for Eco -Effectiveness

    Just days ago Heinz unveiled an evolutionary packaging development catering to the fast food industry; a new “dip & squeeze” ketchup package.[inline:Heinz.jpg] Heinz concept of a new “dip & squeeze” condiment package is brilliant and long overdue in fact.

    Posted February 8, 2010
  • Redesign for Eco Effectiveness

    November 2008 I made a presentation in Helsingborg Sweden titled "Packaging Muscle" and in that presentation I touched on Greenwashing. [inline:PakMuscle.jpg] Greenwash as we know is an expression used to describe the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service.

    Posted March 23, 2009


  • Product Designing

    In the evolution of packaging it’s relatively recent that the package has been attracting serious attention for a number of reasons and least of all is functionality. So Jacob are you hinting at a collaborated effort? It would be a great extension to what I could see from your website.

  • Fast Tracking GP Awards

    After some deliberation I wonder if the process can be simplified even further. The category is definitely FMCG’s . No need to differentiate between FDA regulated or not. What influences the requirement of packaging robustness is distribution, be it primary or secondary packaging. Therefore why not segment the category by its intended market, local/national and export. If there is a need to quantify the volumes then consider working with two tiers. A tier-1 could be for “small runs” say under 50,000 units and a tier-2 for greater than 50,000 units. Once again the demand of the packaging changes significantly due to economies of scale at production, from print methods & inks to package construction and converting. Innovation certainly deserves its own award and recognition as a standalone. The balance of the awards can now focus on areas of improvement that significantly impact the effects of post consumer waste on the environment. Perhaps there should be an award for each of the 5 R’s. ( recycle, re-use, respect, reduce, renew) Including packaging equipment is a good idea. Would this include recycling equipment as well? The definition & boundaries on equipment certainly have to be well defined for such a packaging enabler as the equipment. At this point in time I would expect all entrants to be able to calculate the environmental impact of their entry. If we focus on carbon dioxide emissions rather than an array of gasses it will facilitate the comparisons. Third-party reviews is essential and also time consuming, hopefully the process won't stall the judging. I believe that we should consider both metrics, material eliminated through source reduction and material diverted from the waste stream. They speak of increased efficiencies and re-design. Kimberly-Clark’s removal of the toilet tissue tube is a case in point for material diverted from the waste stream. Both are equally important. I feel the awards should illustrate the diversity of solutions & ideas available to the market and continue to be a source of inspiration to others.

  • Kimberly-Clark Rolls Out Tube-Free Toilet Paper

    "Redesign for Eco Effectiveness" concludes with the launch by Kimberly-Clark of tube-free toilet paper October 2010. Now that validates a great idea.

  • The bag that ROARED !

    The way I see it Frito Lay has the potential to immortalize the chip bag as Andy Warhol immortalized the tin can. Already the story is being followed by media giants as the bag that made too much noise. Accidental or not it would be a mistake not to capitalize on this publicity. Marketing is a fickle business that requires finesse, novelty and a vision. Rather than admit defeat apply the Midas Touch. I’m waiting for the offer to lead the brainstorming session on this one; so many triggers to play with from “the sounds of it.” Are we surprised that consumers will not compromise their expectations of packaging or at the end of the day pay more for it? “ Would you pay less for..” is a standard line on marketing surveys that fails to correlate with the actual purchase decision. On the topic of sustainability there is a report that tells it like it is, regarding the consumers lack of understanding pertaining to Environmental Concerns: The impact on beverage and package decisions. The report can be downloaded from I like to end my presentations on innovation with this statement, “No idea is a bad idea it’s just under developed”.

  • Ingeo Natural Plastic & Fiber Partners

    NatureWorks LLC the supplier of the biopolymer Ingeo have a searchable database on their website Ingeo Natural Plastic & Fiber Partners that could be of assistance in your search for a supplier.

  • I hear you

    Paul I hear you. Our media is inundated with reports of fraudulent scams, ponzi schemes, FMCG engineered obsolesce, green washed products and it’s in our face every day. As an engineer you will appreciate the challenge to build a better mouse trap and that’s how I perceive our task today. Spend more time up front building in the checks & balances that will stone wall the schemers that are driven by greed at the expense of the consumer. I believe society has entered a period of restoration, where we have an obligation to right the basic principles of a consumer driven society for the coming generations. Lets sweat this one out together.

  • Pushing Efficiencies

    It’s a great idea Nikki! Already today we award LEED certification of various levels for building projects that meet the highest green building and performance measures. So why not promote something similar for machines & equipment? I buy in. Having had the pleasure to experience a LEED platinum level office complex I can tell you the wow factor is extremely high as is the comfort level. In fact many of the performance measures could be cut & pasted for machines & equipment, efficiency as you indicated for example. Rather than limit the machine green certification to packaging equipment keep it at a macro level to be all inclusive. Dave Haft of Frito-Lay Inc recently provided the keynote address on environmental sustainability at the “ Innovation Takes Root 2010” conference hosted by NatureWorks LLC. His message was close to your point and already in practice. Frito-Lay production plants are upgrading to the highest energy recovery and water conservation targets achievable, in fact some plants have been taken off the grid. Talk about pushing the envelope on sustainability. So for those that are interested Frito-Lay Inc just wrote the case study.

  • Lets not set limitations

    Jeff & Dr. Manic I’m interested to hear how you would approach the global post consumer waste issue at hand. Your comments resonate strongly as do your citing of the problem. Why debate two possible solutions, recycling versus biodegradable, when clarity of the problem has yet to be mapped. I’m a firm believer in root cause eradication when tackling a problem. Lets not set limitations to our thinking, embrace the creativity in order to be innovative and lay the foundation for the future would be my advice to all concerned.

  • Redesign for eco-effectiveness

    Mike what if I said you need to look internally for an answer. Recycled or Biodegradable are still in the early development stage, hence all the open discussions. Deployment will be an even greater hurdle, think about the levels of consensus that will be required to get it running. Leadership I believe is the way to go. Take responsibility for your product from raw material to end of life cycle. Work with non-hazardous materials and processes to lessen the impact of your product on the environment, bearing in mind that 100% recovery is not possible. Review your current processes with the mindset that you have put in place all the checks & balance that will ensure your product is traceable & recoverable. Integrate a recycling process into your production process thus closing the loop. Make the changes that will deliver your green vision to market. Look to global best practices for inspiration and build your team to go green. PET bottlers are working to this end today.

  • Residual Sauce

    Not silly by a long shot. Let me provide you with the production figures on the traditional sachets as posted on the Heinz website. One year’s production for Heinz yields 11 billion units which equates to an annual usage of 2 packets per person on the planet. For those that like to think in terms of distance, those 11 billion units can circle the global 26 times or travel to the moon and back plus part way there again. On a daily bases 23 million packages are produced. Now extrapolate your figure to reflect the 11 billion units and remember that the new Dip & Squeeze contains 27 grams rather than the sachets 9 grams. Last thing we want are more seagulls fighting over the spent packages or creatures ingesting more plastic film. Sure, there’s an urgency to get a better package to market, but let’s address all the design criteria before we put it on the table.

* indicates an article that was submitted directly to this Web site by the supplier, and was not handled by the Greener Package editorial staff.

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