This is not about design, this is about the environment. I don’t need to add any of my own carbon emissions to the atmosphere by fuming about the new design of the Tropicana juice package. As I said earlier this week about the Pepsi redesign, time will tell, and consumers will speak for themselves.
Apparently Tropicana has become the first U.S. brand to be Carbon Trust certified. This has been widely reported recently including in Packaging World’s eClip newsletter yesterday. I realize that this is my second post about Pepsico products this week, but I sincerely applaud the effort to begin reducing greenhouse gas emissions by the company. Working with The Earth Institute at Columbia University (www.earthinstitute.columbia.edu), PepsiCo calculated the life-cycle carbon footprint of its 64-oz container of Tropicana using the Publicly Available Specification (PAS) 2050 guidelines.
Indra K. Nooyi, chairman and chief executive of PepsiCo was quoted as saying, “PepsiCo’s partnership with the Carbon Trust is a significant step in our environmental sustainability journey. As part of our company-wide ‘Performance with Purpose’ initiative, we are committed to reducing our overall environmental impact. Understanding what contributes to the carbon footprint of our products is critical both to achieving our sustainability commitments and to driving efficiency gains across our global business.”
The really shocking thing about this article was the conclusion. Using the Carbon Trust process of measuring life cycle data, mapping the product life cycle, from growing and squeezing the oranges and getting the container on the shelves, to finally disposing of or recycling the packaging, the estimated carbon footprint for the 64-oz carton of Tropicana is 1.7 kilograms. That is essentially equal to the weight of the juice in the package!
The only good news for package designers is that apparently the package itself only accounted for 15% of the carbon emissions. Still seems like a lot of carbon. Makes you wonder what the carbon foot print of bottled water might be versus drinking tap.
This data was reported in yesterday’s Packaging World eClip Newsletter, http://www.packworld.com/newsletters/ec-02-19-09.html.