In the more competitive marketplace manufacturers no longer have the resources to employ traditional marketing strategies so now they're recognizing that packaging can be a powerful tool. Meanwhile packaging costs are less critical than before and packaging breakthroughs are fewer and less essential. Instead Rubbright says the adaptation of existing technologies from diverse sources is the optimal way to use packaging to meet consumer and distribution needs. He cited a number of recent food packaging successes that used no single technology; rather they blended several established technologies in new ways. "In tomorrow's regime the consumer or user will be heard the packaging technologist will be involved from the beginning and as much as possible existing technologies from anywhere in the world will be incorporated" Rubbright predicted.