As the packaging industry continues to evolve in the face of sustainability pressures and technological advancements, few voices carry as much weight as that of Neil Farmer.

With a career spanning more than four decades, Neil has been a constant presence in an industry that has undergone seismic shifts since he first entered it in 1978.

Now, as he steps back from the packaging frontlines and into an advisory and consultancy role, Neil is set to be honoured with an award at the upcoming London Packaging Week 2024, recognising his immense contributions to the packaging industry.

But what insights does Neil offer as he reflects on an industry in flux? And more importantly, what hard truths must the sector face as it grapples with the pressing sustainability challenges of our time?

From manufacturing to consultancy: A journey through packaging
Neil's journey through packaging began in a world that seems almost unrecognisable today.

"Looking back at the start of my 46-year career, I started in 1978 at a packaging manufacturer. It was a global business that made every type of packaging. We’re talking bottles, cans, containers, folding carton, flexible packaging and bottle closures," he recalls.

This early exposure to the impressive breadth of the packaging world laid the foundation for a career that would see Neil transition from manufacturing to consultancy, always with an eye on innovation and market trends.

"I learned so much from the 12 years I had there because I was essentially Market Research and Acquisitions Manager. It was my job to look at the global scene, to understand the key trends and what factors are driving these changes. Before the digital age could lay information at our fingertips, this was a much more manual and time-intensive process, so that was really the first deep-dive for me. The goal was to see what was happening in the wider packaging industry, how consumer needs are shifting over time, and use that to identify areas we could move into," he explains.

It's this global perspective that has persisted and has made Neil such a valued voice in the industry. As the founder of Neil Farmer Associates, he has spent the last two decades offering insights and consulting services on everything from flexible plastic packaging to bioplastics, from active and intelligent packaging to the ever-pressing concerns of sustainability.

A witness to packaging evolution
Over his 46-year career, Neil has been deep in the trenches as the packaging industry has expanded and flourished, witnessing technologies come and go. He's observed significant shifts in materials, design, and functionality that have come to characterise the sector.

"The industry has made remarkable strides, and it’s something we can collectively take a lot of pride in. For example, we've seen the rise of barrier coatings, now a €430million market in Europe. These innovations have dramatically improved product shelf life and security, meeting consumer demands for fresher, longer-lasting products.

“Of course, we’ve also seen the shift from complex multi-layer packaging to mono-materials. That alone has been a game-changer for recycling efficiency. It's not just about new materials but rethinking entire packaging systems for a more effective circular economy."

This evolution, Neil emphasises, showcases the industry's adaptability and commitment to progress. "We are, and have always been, and industry of constant improvement. We’re always finding ways to do things better."

The sustainability imperative: A call to mobilise
If there's one theme that dominates Neil's current outlook, it's the urgent need for the packaging industry to address sustainability concerns. This perspective is shared by many across the sector, though despite impressive progress being made in areas such as circularity, Neil still believes there’s a lot further to go.

"On sustainability in particular, there's an awful lot we still have to do as a collective. I think that's my biggest take today, and it’s certainly a topic that’s skyrocketed to the forefront for almost all packaging businesses today, and of course their brand customers. The sustainability field is the one that we really have got to improve on because we're missing so many more opportunities to improve the environment and reduce our impact on the world around us".

Never one to mince his words, Neil cautions about the slowing down of progress across the packaging industry. "Sadly, in my experience, over the last five years we've sort of stood still. We haven't progressed with the same vigour; we haven't moved forward," he says. The slowing of progress that Neil cites, while not stagnation, is particularly concerning given the ambitious global sustainability targets still looming large on the horizon.

"The 2030 deadline in the European Union is that we've got to have packaging plastics ready to be recycled or reused across the board, with the clear end goal of eventually phasing out virgin materials. Now that's a big, BIG ask. The realist in me suspects we won't hit that target, but if we can make significant improvements in recycling, make real progress in the circular economy, which is still nowhere near as big as it could be, we could be making a much bigger difference. Get that closed loop working first, which where DRS (Deposit Return Schemes) can help enormously. We can do an awful lot."

Innovation: Evolution, not revolution?
While Neil highlights areas where the industry needs enhancement and focus, he also recognises the incremental progress being made in certain areas, such as marrying sustainability and performance through material technology. He points to examples like British Crisp Co`s fully recyclable crisp packet using Aquapak`s Hydropol material and Capri Sun`s transition to recyclable pouches as evidence of meaningful evolution in packaging design.

"The key here, when we look at the future of packaging and where we are now, is ‘Evolution not revolution’. It’s often more impactful to make incremental and consistent changes rather than sweeping across-the-board shifts. We're not changing the world in one fell swoop, we’re evolving packaging formats for a more sustainable future. It’s fantastic to come up with these new mono and multi-material concepts for packaging, but we must keep the bigger picture in mind. We must think about the waste hierarchy first and foremost. " Neil explains.

This view challenges us to consider: In an industry as vast and complex as packaging, is steady evolution perhaps more realistic – and ultimately more impactful – than hoping for revolutionary leaps?

In his industry musings around sustainability, Neil also puts the persistent issue of greenwashing in the spotlight. With reference to the Competition & Markets Authority’s (CMA) Green Claims Code initiative in the UK, and the similar Green Claims Directive in the European Union, Neil notes that "50% of environmental claims are vague or distorted. I've seen that statistic and I've looked at it and I've analysed. Actually, it's probably more that. At conferences, I’ve identified and spoken about six distinct types of greenwashing, which really lays bare the complexity of this topic: green crowding, green lighting, green shifting, green labelling, green rinsing and green hushing.

“A lot of manufacturers are good at this, because we see a lot of terms like ‘biodegradable’, ‘less polluting’ and ‘bio-based content’ but often with no evidence that these claims are true or will be realised. That’s ultimately deceiving the consumer, so it does a disservice to all of us. We will probably see a lot more caution around this with the rollout of the Green Claims Directive, where fines could be up to 4% of company revenue.

A call for unity and education
Looking to the future, Neil advocates for a more united approach within the industry. He notes that because the packaging category is so diverse and wide, it’s not always standing united in the way we might expect.

Neil’s comments make it clear that the packaging industry needs to double down in its efforts in matters of sustainability. As one of the most creative and out-of-the-box thinking sectors in modern industry, there are clear advances being made in matters of sustainability, but these innovations need to be tempered with realism. As well as taking current and future waste infrastructure into account, this also means ensuring we’re all rowing in the same direction.

“Packaging covers a massive span of disciplines, materials and industries. We're not always a united front, we have different sectors. For example, we have the glass industry that typically doesn't want involvement in the DRS scheme proposals. We've got other sectors that have different pressure groups and lobbying groups, as well as organisational associations. It isn't always a united picture," he observes. “But it could be.”

He also emphasises the need for better consumer education about the role of packaging. "It's almost an education programme, to tell the consumer that packaging has got a role to play. We need it. We can't do without it". This education, he believes, is crucial to counteracting the negative perceptions of packaging in media discourse that have developed in recent years.

The road ahead
As Neil prepares to receive his well-deserved recognition at London Packaging Week 2024 as part of the Innovation Awards 2024 Ceremony, his message to the industry is clear: progress is being made but not nearly fast enough. The packaging sector faces immense challenges in the coming years, from meeting ambitious recycling targets to combating greenwashing and improving its public image.

Neil remains cautiously optimistic. "Things will improve, and there’s enormous opportunity on the table, but we need to put our focus where it needs to be and be honest about it. Get the systems up and running. Let's make the recycling system work first”.

As the industry bids farewell to one of its most respected and seasoned voices, it would do well to heed Neil's parting advice: "Global sustainability goals are rightfully ambitious, but the catalyst of change is in collective action. It's in the entire industry working together. I think if we do that, we've got a chance."

The question now is: Will the packaging industry rise to this challenge? Only time – and collective action – will tell.

Sustainability is set to be one of the most important topics covered at London Packaging Week 2024, where industry leaders will gather to address these pressing issues and showcase innovative solutions.

With voices like Neil's shaping global packaging conversations, this event promises to be a crucial platform for driving the packaging industry towards a more sustainable future. Don't miss this opportunity to be part of the change – join us on 11 & 12 September in Halls S5 & S6 at ExCeL for what promises to be an unmissable event in the packaging calendar.

Neil will be presented with his award from 2pm at the Luxury Stage on Thursday 12 September, when the Innovation Awards 2024 are presented.

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