on display/shelf. Don’t skimp on printing,
and use good quality labels so they don’t
scratch or peel off when wet.
CW: Make sure that the items are always
available for sale, and lead times are also
a priority. The last thing you want is to
build a theme and then find out packaging
components are not available. We have had
it happen to customers.
JC: Availability and quick lead times.
When a brand owner is starting a brand,
she has sales estimates and forecasts, etc.,
but what if the brand takes off faster than
expected? In this case, a brand owner
needs more components quickly and likely
does not have 8–12 weeks to wait for more
packaging to be available and ready to run.
Q: With more consumers
seeking lower price points
and added value options
in product packaging,
what challenges are brand
owners facing when
filling, and what are some
strategies to overcome
CL: If you can be open-minded, there are
many ways brand owners can work with
their contract filler to come up with ways to
save. Do you really need that paper insert
inside the carton? Maybe you can have the
information available online and/or print
as much on the carton. Or get rid of the
carton altogether and do a multi-ply label
instead to save cost and labor.
Rather than using shrink seals, see if
your packaging can come with a built-in
seal inside the cap to reduce filling labor.
Every product is unique, so if you can be
open with your filler to discuss your desire
to cut costs, you might be able to save a few
pennies—and that can go a long way.
CW: Price is a relative thing. Customers
forget that delays, waste and shipping eat
up more profit than the initial price. If that’s
not considered, everyone loses.
JC: I’ve been doing what I do—contract
filling and packaging—for nearly 13 years
and still believe what I learned very early
on: Invest in quality components.
I strongly believe that, over the long run,
the low price points are reached because
one incurs lower-to-no scrap rates, avoids
delays and extra shipping costs or [retail
losses or costs] for being late, or plain old
loss due to low-quality packaging (leaking
on shelves or in transit).
Also, select a filler/packager that
understands the brand owner’s urgency for
responsiveness, quality and timeliness—
one that returns e-mails and phone calls
quickly, fills and packs out darn near
to perfection and gets it done when the
customer needs it to be done. n GCI