The two approaches to elimination
There are two different approaches to elimination — direct and innovative. They differ depending on whether an item of packaging serves an essential function or not. Essential functions include necessary protection, containment, convenience, communication, and efficiency.
Packaging that does not serve an essential function is directly removed. For example, film packaging on multi-buy tins.
Packaging that does serve an essential function is indirectly eliminated through innovation. For example, edible coatings for fresh produce that extend shelf life, eliminating the need for packaging.
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