Groundbreaking Sustainable Packaging
Regenerating our environment through organic farming, earth-friendly packaging and access to organic products for everyone.
Distill the complexities of plastic clamshell packaging into understandable and inspiring news bites for media. Specifically, FIG endeavored to focus the spotlight on Earthbound Farm as an industry leader with its groundbreaking initiative to become the first U.S. produce company to switch to 100% post-consumer recycled polyethylene terephthalate (PCR PET) plastic for its clamshell-style packaging.
FIG’s strategy was to connect the dots in a granular way for consumers between organic production, the packaging process and preserving the environment via energy and water conservation and reducing landfill waste. The campaign focused on education and centered on Earthbound Farm’s progressive belief that organic alone is not enough for today’s eco-conscious companies. We armed the media with facts and visuals about the benefits of PCR PET packaging. Our client generously educated numerous media on PCR PET and offered to share its insights with the produce industry, encouraging even the competition to make the switch.
Intensive research and fact-gathering was the first task to support the environmental benefits of converting from rigid PET plastic to 100% PCR PET—the reduction of carbon dioxide, landfill and water use. We then identified and gathered industry and environmental experts who could voice their support of the initiative, and confirmed a beneficial ally in the Sustainable Packaging Coalition as third-party expert. We built highly targeted trade and consumer media lists, with a short list of contacts to offer an exclusive. Following the general news release, we used good old-fashioned phone calls to follow up with our contacts to secure coverage and seed interview requests.
Total impressions: over 39 million
Earthbound Farm’s ground-breaking initiative was highlighted in 64 print and web publications, with an exclusive story with product photo breaking in USA Today. Additionally, Earthbound Farm won Silver in the Energy and Sustainability category of the 2010 Edison Best New Product Award for its 100% PCR PET plastic clamshell packaging.
USA Today, “Two food companies go all-out with recycling: Earthbound, Naked Juice switching…”
ABCNews.com, “Earthbound Farm, Naked Juice to use 100% recycled plastic”
Environmental Leader, “Earthbound Farm, Naked Juice Jump Into PCR PET”
Organic Processing, “Earthbound Farm Announces Industry-First Switch to 100 percent PCR PET”
Treehugger.com “Earthbound Farm wins Edison Innovation Award”.