Right packaging wraps business success

By Victoria B. Bartilet
Science and Technology Media Service

Most things that are visually attractive win attention.  Here's why big companies spend millions to make packaging of products sparkle: It packs advantage in product positioning.

But very few of the micro, small and medium enterprises in the country can afford to wrap products the same way big companies do.

Recognizing the importance of quality-based product packaging, the Department of Science and Technology established the Packaging Research and Development Center in September 1999.  Its mandate is to help make local industries and their products globally competitive through world class and innovative packaging technology.

“The Packaging R&D Center evolved from a need expressed by industry for a venue to conduct packaging research and development, package testing and a source of information on packaging regulations in support of the SME's quest for global competitiveness,”   DOST Secretary Estrella F. Alabastro said.  She added that prior to the establishment of PRDC, the packaging system of most of the local products especially those produced in the regions arrive at store shelves in bad condition because the packaging materials are faulty or no one looks at the product because of inferior packaging.

 PRDC puts in harmony the functional, structural, and graphic designs suited to a product.   Dr. Alabastro said this becomes an essential tool when local products enter world markets where competition is tight.  When PRDC developed the packaging for mango roll for example, US competitor products were made as benchmark. 

The PRDC addresses the problem of limited shelf life of products.  It conducts research and development on appropriate packaging system, product-package compatibility studies, and shelf life testing for packaged products at different storage conditions.

PRDC program leader Daisy E. Tañafranca reports that from 2000 to August 2004, the center assisted 336 small and medium enterprises covering 598 food and non-food products in packaging R&D, shelf life testing, package testing, nutrition labeling , packaging design, and toll packaging. 

The improvements resulted to business expansion, ability to penetrate export market, nationwide distribution of products, reduction in product damages or losses, compliance to labeling and packaging safety requirements, and prevention of product detention.   The center also assisted five large companies in package testing and packaging innovation development.

Mislabeling is blamed for detention of 20 to 30% Philippine food products exported to the US.  The PRDC in collaboration with other government institutions i.e. PHILEXPORT and PHILFOODEX conducts labeling seminars and advocacy.   It completed 81 packaging seminars with approximately 2,025 participants from 2000 to August 2004.   Ten percent of participants pursued packaging development and improvement of their products and became clients of PRDC.  Another 20% became regular clients through consultation on packaging related concerns.

PRDC provided consultancy services to 1,302 walk-in clients or 54 clients per month on average since 2000.  Tañafranca recalls PRDC's quick response to the problem of one walk-in client whose products were detained in Australia due to non-compliance to standard format for nutrition labeling.  Through PRDC experts' assistance, the four container vans loaded with Philippine products were released within 48 hours.

There are also generic containers on display at PRDC to provide immediate answers to problems of walk-in clients on available and appropriate packaging containers for their products.  To complete a package design would take six weeks to one year, or depending on the nature of product, characteristics, and target market.

Charlotte Caliwara, 26, of House of Polvoron in Sucat, Parañaque is in the food business for 12 years and approached PRDC in 2001.  She started with the PRDC branded product just over a year ago and it is picking up, and now sold in outlets in Megamall, Glorietta, and SM Southmall.  It is also distributed in Tarlac, Bacolod, and Davao. 

 Robert Muñoz, 57, of  Mura Sarap Foods based in Tierra Bella Homes, Quezon City  started his bagoong in sachet three years ago with PRDC assistance.  His products, which also include kare-kare and laing in bottles, are now sold in 40 supermarkets from Batangas to San Fernando, Pampanga.

 Meanwhile, Tañafranca disclosed that PRDC drafted a master plan to establish Satellite Packaging Service and Testing Centers in the regions to fast track packaging assistance outside the Metro Manila. 

She added that two foreign-assisted projects are currently implemented to enhance facilities and manpower capability.  These are PACKit, Profile of Philippine Packaging Industry funded by World Trade Organization, and United Nations CTAD, and Development/Improvement of Packaging Systems of Philippine Selected Products in the Region funded by Japan International Cooperation Agency.

Since PRDC provides critical assistance to the private sector, Tañafranca said an Executive Order and a proposed Republic Act are being worked out to make it a stronger institution.

[To avail of PRDC services, interested SMEs and companies will have to fill out a request form for technical services and pay corresponding fees/charges]