On March 19, our Vice President, Lara Botta, took part in the Milano Marketing Festival, a leading event dedicated to the latest trends and innovations in marketing.
The festival brings together top industry professionals (from Publicis Groupe, POLIMI Graduate School of Management, Ipsos, Amplifon, Lidl, MIT, among others) to discuss the connections between marketing and industry. This year’s theme is “A New Beginning Between Humanism and Tech.” A significant event given the developments we are witnessing with artificial intelligence and the impact it will have on businesses.
During her interview, Lara shared valuable insights into the future of packaging, emphasizing the critical role of sustainability and technological innovation. She highlighted the need for businesses to reassess their packaging strategies, urging them to embrace circular economy practices and adopt cutting-edge materials to minimize ecological harm.
Central to the discussion was the escalating consumer appetite for environmentally friendly alternatives and how companies can effectively adjust their plans to meet this demand. Lara emphasized the crucial balance between environmental consciousness and practicality, stressing the necessity of ensuring that sustainable packaging solutions do not jeopardize product integrity or consumer safety.
Excerpt from the interview
Andrea Secchi, Journalist at ItaliaOggi: ‘’BOTTA EcoPackaging is now a well-established company. It started as a business using one of the most sustainable materials by nature: cardboard. However, over time, you have evolved, focusing on sustainability and innovation since 2018. How did this transformation come about?’’
Lara Botta: ‘’We started as manufacturers of corrugated cardboard packaging boxes. In 2018, with the goal of continuous innovation, we came across some statistics that really caught our attention. Final consumers were willing to switch brands if the packaging was not sustainable and aligned with the company’s corporate communication.
The packaging evolution
From that moment, packaging evolved from being a simple commodity to becoming a value-adding element. It gained importance that had to be respected and communicated. That’s when we began innovating our product, exploring alternatives worldwide, and adapting them to our needs. We experimented with a material we had always used but never developed in this way.
From family business to global leader in sustainable packaging
This opened up a market not only in Italy but also internationally. Today, we have become a benchmark for sustainable packaging. We have managed to transform the company, from a family business into something more than just a commodity provider. This evolution happened thanks to our consultancy, the expertise we have gathered over the years, and our range of innovative products.’’
From insight to innovation: BOTTA EcoPackaging’s forward-thinking approach
In the interview, Lara also addressed the incorporation of digital advancements within packaging at BOTTA EcoPackaging. She unveiled some pioneering projects of ours, a video game and a smart QR code.
The video game ‘’Pack Hero: The Eco Adventure’’ shows how paper can help create optimized packaging, protecting the product while also having a positive environmental impact by leaving no waste behind.
The iQRcode™, a smart packaging solution, automatically complies with environmental regulations in Europe, so brands will not need several versions of the same label. In this way, customers can discover all the company’s efforts related to sustainability, plus learn where each product comes from.
At BOTTA EcoPackaging, we have experienced firsthand how innovative marketing strategies can create a significant impact. Our journey towards eco-friendly packaging solutions has been driven by our ability to align marketing with product innovation and customer needs.
Are you curious to know more about our products? Contact us today at ecopack@botta.it or visit our website to learn about our smart packaging solutions and achieve your sustainability goals.
Watch Lara Botta’s full interview here: lara-botta-marketing-festival-interview.
