From mushrooms to plant plastics, it’s time to start thinking outside of the (cardboard) box

by | Sep 11, 2013

Truly innovative packaging could be a part of your sustainability story.

When I started working in an office last year, I suddenly developed a taste for mushrooms. It was purely psychological – I was lamenting indoor life and remembered that mushrooms contain Vitamin D. I can’t think about them too much when I eat them, though … all those mycelia stringing through the earth, popping up over night …

But there’s another function for those strange threads, one that benefits the health of the planet and the products being shipped around it.

Growing sustainable packaging, literally

Mushroom mycelia and agricultural waste are the ingredients in Ecovative’s high-performance, biodegradable and compostable alternative to foam packaging. The company grows and shapes the Mushroom® Packaging to meet each of its customers’ needs. The product is Cradle to Cradle CertifiedCM Gold, so the entire process, from growth to finish, is designed to be environmentally beneficial. It’s also a USDA Certified Biobased Product.

Two Rs are the more common approach

As far as packaging goes, what I see most often are labels boasting recycled or reduced content. That’s good, and often involves a surprising amount of innovation and design changes, even if a package doesn’t look very different to the undiscerning consumer.

Coca-Cola’s PlantBottle™ exemplifies scientific innovation without major design changes. It’s still PET plastic, but it’s made with renewable sugar cane. Like any other PET plastic, it’s recyclable. Coke has been working on sustainable packaging since the very early year of 1969.

Rad isn’t a fad

So radically new designs and materials aren’t common on shelves or in the boxes of your online purchases.

But that’s exactly what Ecovative wants to change, according to Marketing Manager Sam Harrington, who has written, “We’re not looking for quick fixes or incremental improvements; we’re inventing radical replacements for environmentally harmful plastics. While some options pretend to solve the plastic problem with 10% reductions in materials or by swapping petrochemicals for lower performing, albeit natural, materials that affect our food supply, Ecovative takes a totally different approach.”

Compostability – often achieved via a combination of cardboard and renewable materials – seems to be a key quality for more imaginative new packaging. The 360º Bottle, a recycled and recyclable/compostable cardboard beverage bottle made from bamboo or palm leaves, has a sleek, award-winning design, but as far as I can tell, hasn’t made it to shelves. Ecologic Brands and GreenBottle have, though.

Seventh Generation uses Ecologic’s plastic-lined cardboard bottle for its Natural 4x Laundry Detergent. Straus Family Farms, a large organic dairy based in California, uses Ecologic’s milk bottle. And Safeway will soon let Ecologic transform its discarded boxes into similar packaging for store-brand products.

There have even been ideas for edible food packaging, like dissolving hot chocolate pouches.

Starch-based packing peanuts have become well known since the early 1990s, for corporate and personal use. For more aesthetically pleasing filler, Sylvacurl of Vermont’s All Natural Wood Curls, made of fast-growing aspen, can be composted or reused for animal bedding (this I wouldn’t call radically new, but, in an age of Styrofoam, it’s certainly different).

Mushrooms are the most far-out material I’ve encountered. And they’re doing well. Ecovative has hardly had to market their products; according to Melissa Jacobsen, my media contact there, Ecovative has been “fortunate enough to have companies reach out to us after hearing about our product through media outlets. These media outlets have almost all approached us directly, offering free promotion for us. Since we are the only company out there doing what we’re doing, we are fortunate to receive a ton of support and interest.”

Fortune 500 companies are using Mushroom Packaging, although not necessarily across operations. Steelcase, Dell, PUMA, and Crate and Barrel have all used it, often for particular products, like PUMA’s limited edition Laird stand-up paddleboard.

While some big names are using packaging products like these, some of the packaging companies’ sites, like GreenBottle and Ecologic, seem to target smaller or already green businesses, like organic farms or Seventh Generation, more than big ubiquitous brands.

But other large companies are working on their packaging too, like Sprint. Sprint has achieved some impressive packaging improvements just since 2008: They’ve reduced package volume by 60 percent and weight by 50 percent, and switched from plastic laminates to 100 percent recyclable, unbleached kraft paper with low-VOC, vegetable-based inks. The company has even formed a packaging committee to focus on social, ethical and environmental accountability related to packaging.

Mind the ruts

The general consumer and the supply chain are frequently targeted with recycled/recyclable/reduced content messages rather than with new things.  Is that just because of  economics – after all, changing  packaging design can be expensive and risky – or is it just a result of inertia? Maybe companies are just not engaged enough to really rethink the idea of packaging?

To loosely paraphrase Bill McDonough, is our goal in making packaging more sustainable to create less waste, or to create no waste?

Steelcase, which tested one of Ecovative’s early packaging products, the Ecocradle, also uses blankets and wooden pallets to ship many of its furniture products. Much more furniture fits in a vehicle; it’s simply unwrapped or unstacked at its destination, ready to go; and the blankets and pallets can be used over and over.

Ecovative’s Mushroom products are compostable and biodegradable, even in the anaerobic atmosphere of a landfill.

What if more companies took the risk to dramatically change their packaging materials? And not just for the green niche or limited-edition products of major manufacturers, like PUMA, or the specialty brands like Seventh Generation.

The middle ground is a perfect place for mushrooms.

About the Author

Meghan McDonald

Meghan McDonald

Meghan concepts and writes copy for clients and also reviews creative deliverables for clarity, grammar and brand alignment. She brings an interdisciplinary background in environmental studies and journalism to our team. If you want to know the name of a tree or flower, she’s the one to ask.

About the Author

Meghan McDonald

Meghan McDonald

Meghan concepts and writes copy for clients and also reviews creative deliverables for clarity, grammar and brand alignment. She brings an interdisciplinary background in environmental studies and journalism to our team. If you want to know the name of a tree or flower, she’s the one to ask.

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Suzanne Shelton

President and CEO

Suzanne is the voice and the vision of Shelton Group. Drawing on her extensive experience in energy and the environment – and 25+ years in the marketing and advertising industry – Suzanne provides high-level strategic insights for our clients and guidance for our research and creative departments. She regularly speaks at conferences around the country, including Sustainable Brands, Fortune Brainstorm E and the International Builders’ Show, and serves as a guest columnist for publications like Fast Company, Green Builder and

Susannah Enkema

VP Research & Insights

Susannah directs our research team and plays a key role in extracting the nuggets of information that pave the way for recommended marketing strategies and creative approaches. Susannah has nearly two decades of market research and strategy experience, including her role as president of SE Consulting, where she led the services for the likes of DIY Network and the makers of GORE-TEX®.

Matt Brass

VP Creative

Matt steers the creative department in concepting, designing and producing campaigns. He ensures sound strategy and deep insights inform everything his team develops, and works closely with the accounts department to ensure copy and designs will meet our clients’ goals. As a designer and filmmaker himself, he’s also a principal contributor to all of Shelton’s in-house photography and videography work.

Courtnay Hamachek

VP Operations

Courtnay oversees our day-to-day operations to keep us running smoothly and support our growth. She establishes project management systems and processes to help our teams anticipate bottlenecks, prevent process issues, and keep projects on time and on target. Courtnay has built extensive experience over 25 years in all aspects of marketing, from account services and project management to design and production.

Aaron Crecy

Digital Marketing Director

Aaron is responsible for planning, executing and measuring digital marketing strategies for Shelton Group and our clients, with an emphasis on inbound, content, SEO, social media, email and paid initiatives. He constantly researches and explores new tactics and strategies to improve digital campaign performance and results.

Aaron brings to the table more than 20 years of marketing leadership experience with premium consumer-facing brands. He came to Shelton Group by way of Malibu Boats, where, as Director of Global Marketing, he oversaw strategic marketing planning and execution for multiple product lines, with specific emphasis on social media and digital. Prior to that, he served as CMO for a leading daily fantasy sports operator, guiding it from startup to the industry’s third-ranked site.

Scot Case

Senior Consultant

A sustainability strategy consultant since 1993, Scot has served as non-profit leader, as a partner in an environmental marketing firm that he grew and sold, and as an executive in a multi-billion-dollar, international company. He has published dozens of articles and case studies, was co-author of the original “Sins of Greenwashing” study, testified before Congress, and been quoted on NPR, Good Morning America, CNN, The New York Times, Business Week, and the Wall Street Journal. Scot was also highlighted in an Emmy award-winning documentary on sustainable purchasing.

Casey Ward

VP Account Services

Casey manages our relationships, growth and development with a specific group of clients that includes Environmental Defense Fund, Cotton LEADS and CertainTeed Insulation. She provides leadership and support for the account team members who manage the day-to-day processes for these clients. She contributes to strategic direction for each client and guides our creative efforts to ensure everything we do builds toward meeting – or exceeding – the client’s goals. Her ability to simultaneously see the big picture and pay close attention to the details helps her champion her clients’ needs and identify new growth opportunities for them.