Brian Sharoff, PLMA president, says it may make sense for designers and suppliers to consider taking their most innovative packaging ideas to a retailer rather than to a consumer packaged goods company.
Why? Sharoff reasons that if, for example, Wal-Mart buys into your packaging concept, that package has the edge in finding its way into the expansive distribution network that feeds the shelves of the nation’s No. 1 retailer.
Sharoff says that professionals involved in package creation should ask themselves this question: “Do you have a better chance of success if you take your packaging innovation to the brand owner or to the retailer?”