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What insights can you both offer regarding the process of new product development at DS Smith ? MR : We have a very robust Stage-Gate process , as many companies do , which includes working alongside start-ups and technology partners . This can take two forms : a supplier comes up with a new product and they want us to review it ; or we find a new technology and want to test whether it will be a good fit for us . Does it fit our areas that we want to be strong in , those in which we play to win ? Will it drive DS Smith forward ? In the R & D space , we ’ re coming up with new opportunities for packaging , new ways a material can be used , and that ’ s how we transition from concept to tangible , scalable product .
ML : At DS Smith , we distinguish different innovation agendas : strategic innovation , focused on scalability ; impactful innovation , which works across a lot of geographies in myriad customer segments ; day-today innovation , covering each individual pack and bespoke order ; then there ’ s our efficiency agenda , looking at process improvements at our mills and plants ; and , finally , our technology development base and technical breaks . So , in short , we have a huge network of experts who create amazing packaging solutions on a daily basis . Key to that is working closely with our customers to connect the various dots of innovation : that ’ s when radical change happens .
How green is the packaging industry , and in what ways do innovation and sustainability intersect ? MR : We believe it ’ s very green , at least when it comes to fiber-based , corrugated packaging , particularly from a circular economy point of view . We reuse our fibers over and over again . Indeed , we have a recycling rate of 85 percent in Europe ; there ’ s not another material that ’ s recycled as much as corrugated packaging . It ’ s a fantastic raw material – even more so when you compare it to something like plastic . Of course , we do need a few fresh fibers to add to the system , but each fiber can be recycled 25 times , so it ’ s very circular . On top of that , we ’ re looking for new ways to decarbonize , reduce our carbon footprint , and minimize our water and energy usage . Innovation plays a fundamental role in that .
You mentioned earlier that supplier demand is necessitating innovation , which has a knockon effect on your work . Is the same true for sustainability ? ML : Every customer of ours has sustainability targets that are very stretching , and often packaging is a big part of that . Packaging is also where the biggest gains can be made , so it ’ s really come to the fore . Essentially , it comes down to us helping our customers close their loops . But it can be very incremental : taking just a couple of millimeters off a new packaging design might not sound like a lot , but if you multiply that by a million boxes , then it means you can take 20 lorries off the road .
What trends are you forecasting for sustainability and the viability of new materials within the packaging sector ? MR : When it comes to the whole plastic replacement drive , we ’ re working quite intensively on barriers and trying to add functionality to fiber-based packaging to mimic some of the properties of plastic . This would mean customers could use our packaging for food or in otherwise challenging , humid conditions . Inevitably , this will require new , innovative technology . One element that we ’ re currently reviewing are the fibers going into our mills . Alternative fibers – made from seaweed or straw , for instance , rather than spruce- and pine-derived wood fibers – promise radical change , and we ’ re really excited to see where our R & D team can take it . ■
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