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Stonyfield Farm blends environmental/economic goals

New multipack packaging for kids' yogurt exemplifies Stonyfield Farm's dual commitment to the environment and to its bottom line.

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Planet Protectors(TM) is the name of a new yogurt multipack for kids that was introduced by Stonyfield Farm in January. The name, however, would be equally apropos for the company.

In its brochure, "Stonyfield Farm and Environmental Packaging," the company reports that it is "keenly aware that through our packaging we have an enormous impact on the environment. Our packaging choices are extremely important." The company emphasizes source reduction in its material specifications.

The Planet Protectors six-pack exemplifies the company's packaging focus. Not only are the pack's six polypropylene cups lightweight, they also use no overcap. And an outer paperboard carrier incorporates 35% post-consumer recycled material. From a financial perspective, "We've never had a product rollout be so successful," asserts Mary Jo Viederman, the company's director of "Cow-munications" (see chart, below).

Stonyfield Farm's emphasis on profitability and environmental stewardship is central to the company's overall mission. "From the outset of our company in 1983, our mission has always been to demonstrate that you can run a business that's committed to the planet yet gives up nothing from the bottom line," emphasizes Gary Hirshberg, president and CEO of the Londonderry, NH-based maker of organic yogurt, frozen yogurt and yogurt ice cream.

Planet Protectors is the only multipack produced by Stonyfield Farm. "We resisted going to a multipack for years," points out Viederman, "because we didn't want to use so much packaging." Sold in two varieties, each multipack contains six 4-oz cups. The pack includes three cups of one flavor of yogurt, three of another. Multipacks are filled and packaged on a new line at the company's Londonderry facility.

The injection-molded PP cups are supplied by Polytainers (Toronto, Ontario, Canada). Polytainers dry-offset-prints the cups in up to eight colors. The average wall thickness is 16 mils. According to Polytainers, state-of-the-art Husky (Bolton, Ontario, Canada) molders were used to produce the cups.

A 2-mil lidding is heat-sealed to the filled cups. The lidding is sourced through Anderson Packaging (Oak Ridge, NJ), the Northeast representative of converter Clear Lam Packaging (Elk Grove Village, IL). Clear Lam flexographically reverse-prints a layer of polyester in four colors. The printed polyester is adhesive-laminated to a coextruded polyethylene layer that provides peelability. Unlike some 4-oz yogurt containers, Stonyfield Farm does not use foil in its lidstock. This allows them to use metal detectors on the multipack line.

The multipack's paperboard carrier, or "wrap," as the company refers to it, is offset-printed in five colors by converter Old Dominion (Madison Heights, VA). Until this summer, Stonyfield Farm used 18-pt solid unbleached sulphate for the wrap. Now being tested commercially are 17ꯠ cartons made of 100% recycled clay-coated newsback that includes 35% post-consumer material. "To my knowledge, we're the first yogurt multipack in North America testing a wrap using 35-percent post-consumer recycled paper," Hirshberg says.

The yogurt maker's multipack material decisions were not easy to make. The company is keeping tabs on the recycled structure to assess its ability to withstand the moisture common to refrigerated environments. According to Old Dominion, the slightly heavier 20-pt recycled board helps in this regard. So does a starch "sizing" that's added to the material during its manufacture to help it resist moisture. Stonyfield Farm also realizes the pack is more susceptible to damage due to the cup's thin sidewalls and lack of an overcap. So far, however, damage and moisture have not been a problem. And sales have been "phenomenal," according to Viederman.

Graphics promote enviro themes

Strong sales must be especially pleasing to Stonyfield Farm, considering its reluctance to introduce the multipack. Hirshberg says that multipacks of yogurt have been sold by other companies for about 10 years, but "sales have been flat for the last two years. People asked why we wanted to introduce another, but we thought we had a new approach to the packaging and the message on the carton wrap," he says.

With input from elementary school students, Stonyfield Farm created "Eartha" the cow. She's prominently featured in Planet Protectors wrap and cup graphics. Both the outside and inside of the paperboard wrap are printed with copy and graphics that educate kids about various Earth habitats. Sold virtually nationwide in natural food stores and grocery stores for $2.79 to $2.99, Planet Protectors are available in one version that includes three cups of strawberry vanilla and three of raspberry, while the second version offers three cups of strawberry and three "banilla," a vanilla/banana combination.

Packaging advertises product

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