No CPG company is 100 percent immune to product recalls. As of late, the world of packaged pet food has seen its fair share of products being pulled from shelves of major retail stores due to a range of health concerns.
As such, brands must be prepared well in advance for any mishaps that can happen before, during, and after the product reaches retailers. While the pet food industry in particular has been affected by concerns of listeria and salmonella, in particular, we cannot forget the importance of packaging when it comes to consumer safety.
While it’s easy for us to quickly blame the manufacturers themselves for product safety issues, it’s crucial to recognize the role packaging suppliers can have in making or breaking a band. Recently, we learned Mondi Bags USA was pinpointed as the reason an entire product line was rejected from PetSmart and was sued because of it. American Nutrition, the manufacturer of the pet food in question, was informed that a shipment of their product was dismissed due to faulty packaging closures. The ineffective packaging alone cost American Nutrition millions of dollars in damages, not to mention a tarnished brand reputation.
Packaging is the first thing people see, and we in the pet packaging industry recognize that retailers and consumers alike often gather their first impressions of a brand from the outside container alone. It’s the first interaction you have in stores with a particular item, and if the package is broken or nonfunctional, there’s a good chance the product inside will be of inferior quality too. They say, “Don’t judge a book by its cover,” but the fact of the matter is, if the packaging is poorly designed or simply doesn’t work, the product itself is likely misshapen, spoiled, or contaminated.
After American Nutrition’s lawsuit emerged, international packaging supplier Mondi was quick to pass the blame to someone else — the company claimed they were not at fault for the defective slide closures on the flexible pet food packaging and that the damage probably occurred somewhere else in the supply chain. Passing the blame and refusing to accept responsibility for poor packaging should be recognized as a big red flag for pet brands — all eyes are on this market, and pet owners actively research and seek out the very best for their beloved furry friends. If their preferred brand has faulty flexible pet food packaging, the end user is typically more likely to focus on the issues related to the manufacturer itself, rather than pinpointing the packaging supplier.
As one of the largest suppliers of pet food, American Nutrition was faced with the implication that they would be responsible for ultimately taking the heat for the defective packaging because it did not arrive to PetSmart in the condition it should have. There’s a big lesson to be learned from this situation: ALWAYS have a backup supplier, even before you think you’ll need it. Bad packaging means your product isn’t retail ready, and if your packaging supplier isn’t willing to admit their mistake and make it right, there’s a good chance you’ll need to move on to another trusted, reliable packaging partner who will right their wrongs and help you make amends with the retailers and customers who have been let down.
Situations like American Nutrition’s aren’t the only time when hiring a new packaging supplier should be an active initiative. Any hiring decision should never be made impulsively or last minute, which is why we always recommend having a #2 supplier in your back pocket for instances when mistakes occur and your packaging expectations are not met.
Issues like this affect numerous parties, and when they arise, brands have to deal with lost money, a damaged reputation, and sometimes returning to the drawing board to design new packaging. In this particular circumstance, Mondi Bags supplied packaging with a damaged slider lock. To ensure the packaging you use for products is functioning properly, work with a partner who will provide samples and allow time for fill tests and other methods of experimenting with the packaging to ensure it properly protects your product and keeps goods protected during the transportation and delivery process. Not all packaging is alike, and a good supplier will be honest about what bags work best for the structure of your product and amount you need filled, rather than trying to take shortcuts to save you (or, often, themselves) money.
Flexible packaging, like new big bags for packaging dog food, is made with some of the most advanced, scientifically developed materials available today. Each bag or pouch is made with multiple layers of laminated film that work together to create a strong barrier, protecting the shape, flavor, aroma, and freshness of the product while blocking it from harmful outside contaminants like bacteria, pests, odor, light, and moisture.
These flexible bags can be produced with a slide zip closure or a standard zip lock that allows the end user to easily open and reseal the bag, letting air out, which preserves the longevity of the product and allows the packaged food to take up less space in their home than a rigid canister or box. Can mishaps and rogue mistakes occur with the end result? Yes, it happens, but working with a team of reliable packaging partners ups your chances of having your problem taken care of quickly and getting new packaging produced in a timely manner so you aren’t missing out on sales.
We emphasize that brands in the animal industry keep an open, communicative relationship with those in the pet packaging industry so they can make an informed choice regarding whom to work with and what exactly they can expect when their packaging project is complete. Transparency, quality customer service, and a can-do attitude are al crucial aspects of hiring the right flexible pet food packaging supplier. Pet brands should never have to go at it alone when it comes to finding the perfect solution for protecting and presenting their products to the masses — successful suppliers will have high-quality, fully functional bags available for your specific goods, and they will always have your best interests in mind.
Remember — a packaging supplier’s success depends upon YOUR company’s success. If they deliver defective bags that do not offer proper protection for your pet food and other products, it’s time to move on. Having a backup packaging supplier is always a good idea, and ensuring it’s a firm you can depend on and trust will only help build your brand and earn the trust of major retailers and your target customers.
