You'd be well served to take the nineteenth-century advice of New York newspaper man Horace Greeley, who said, "Go West, young man!" Nineteenth and (almost) 21st century America have little in common (Ah, this Miyares... He really is the master of understatement). Nevertheless, packagers and their suppliers still consider Greeley's charge good advice. With the advent this Fall of Pack Expo West (October 9-12, in Las Vegas, in case that fact somehow slipped your notice elsewhere in this issue) and WestPack (October 17-19, in Anaheim), thousands of packaging professionals - young and old, men and women - will be heading West to demonstrate, evaluate and create packaging opportunities. Many of those who are heading West for the shows will be stopping in Texas, Arizona, Colorado, Nebraska, Oregon, Washington and other West-of-the Mississippi markets to conduct retail audits of what's new. In the last year or so, some favorite western test sites (and the packages that emerged there) have included: * Tulsa and Oklahoma City, OK, where the pre-teen set is now finding Pepsi's Smooth Moos dairy shakes (see PW, July, '95, p.2) in 9.5-oz glass bottles from Anchor Glass Container Corp. (Tampa, FL) carrying PVC shrink sleeve labels from American Fuji Seal (Bardstown, KY); * Denver, CO, where consumers are still among the few to savor Hormel's Jennie-O frozen meat entrees in pressed paperboard trays from Pressware International, Inc. (Columbus, OH) lined with quick heating and browning liners and sealed with surface crisping film lids from Beckett Technologies Corp. (Mississauga, Ontario, Canada); * St. Louis, MO, Phoenix, AZ, and Houston, TX, where liquid "freeze 'em and drink 'em" cocktail slurries from Brown-Forman Distillers debuted in laminated foil pouches developed by Lawson Mardon Flexible, Inc. (Arlington, Heights, IL); * Boise, ID; Portland, OR, and Olympia, WA, where P&G first figured it could keep 2.5 million lb of polyethylene terephthalate (PET) a year out of landfills with its lightweight, square-footed Crisco oil bottles developed in cooperation with Continental PET Technologies, Inc., (Florence, KY); * Omaha, NE; Salt Lake City, UT; Spokane and Seattle, WA, and Phoenix, AZ, where Pepsi took the time to test open dating of its cans and bottles; * Dallas, TX, where Procter & Gamble first introduced the concept of big, flat-bottom bags made of recycled polyethylene film from Paramount Packaging Corp. (Chalfont, PA) for its Tide and Cheer powdered detergents. Today the packages that can profitably blaze trails from the R&D labs into the hearts and homes of Western consumers are the ones most likely to carry their brands into the wide-open American marketplace tomorrow.
Packaging pros take Greeley's advice and "Go West!"
If you want to test new packaging concepts, evaluate the latest in packaging technology or determine what new consumer packaging ideas are likely to be flowing through the American manufacturing-to-consumption pipeline in the next year or so, go West now.
Jul 31, 1995
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