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Just had a complementary carton of spring water delivered to my room. That’s right, a carton of water, courtesy of the packaging company Tetra Pak. This is interesting for a couple reasons, first being that it’s a new alternative to bottled water, which has had a considerable image problem of late. It could also be setting a tone for the show ahead. I’ve been anticipating the time when manufacturers will turn their full attention to packaging. I’m not talking about recyclable containers, but rather innovative options that promise renewal, whether it be at the front end through sustainable sourcing, or at the back end by using biodegradable material. And then marketing around that. It just seems like the next logical step, you know? Companies have focused so much on what goes on inside, that they should now look at the stuff that’s currently ending up in landfills, waterways and other places. Tetra Pak, for its part, boasts that its carton packaging is made from “renewable resources that grow back”. That’s an interesting new direction from a major packaging company, and it’ll be fun to see how this plays out at the show. Stay tuned!