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~ Ranpak ~

fulfil their needs wherever they expand next. The companies that impossible. However, for many plastic solutions, there are
will be most successful will have a truly global infrastructure better alternatives.’
coupled with a strong understanding of the local flavour.’
Innovate in packaging
Where opportunities arise, so do threats. E-commerce providers Sustainability is more than just a fad. For a packaging solution
might be their own worst enemy, in this case, says Asali: ‘As a lot service provider such as Ranpak, it influences the entire business
of retailers and platforms set the bar for their service levels very and is a driving influence on innovation. It concentrates on
high, consumers have come to expect this service, in every aspect increasing efficiencies in warehouses, on reducing the air in a
of that company.’ With that, Asali points to more than just box that contains an order, and on minimising the necessary
buying a product. It just as much concerns the delivery process, materials used. ‘It is all part of a sustainable supply chain,’
the packaging and the customer service. ‘These days, stores and confirms Asali. ‘Our motto is “Deliver a better world”. We want
brands focus on providing online customers with a seamless to do that with our whole organisation, for our customers and
and unique unboxing experience. Amongst others, that involves the final end-consumers. All of this is part of our mandate and
receiving a product on time, undamaged and beautifully packed. responsibility to take better care of our planet. Automation, for
E-commerce players have set example, can help us reduce the box
high expectations. It will be size even more and paper can be a solid
“PAPER PACKAGING,
a big challenge to convince a solution in cold-chain solutions, like the
customer that a different, lower temperature-controlled packaging of
quality delivery experience from groceries and medicine.’
THE SUSTAINABLE
that shop might be acceptable
in the future.’ To improve on sustainability solutions,
Ranpak joined a few non-profit
SOLUTION”
Core DNA organisations to work on this hot topic.
In line with this, new standards ‘We really feel the need that a global
for packaging are rising. solution is required regarding our
Especially in the field of plastic consumption. The companies
sustainable packaging, demands that have partnered with these non-
are driven higher by consumers, regulators, and employees of profit taskforces all share the same principle: a reliable solution
businesses. At Ranpak, Asali makes sustainability part of the that balances our needs, habits and the impact on the earth.’
core DNA of the company. ‘It is who we are, and it is what
consumers want. That is why it is so important to be aware of A responsible and fulfilling attitude
the potential it has. Seeing what has happened to the growth In the end, Asali wants Ranpak to grow rapidly while maintaining
in plastics in the past four or five decades is staggering. Our its profitability and environmentally friendly focus. ‘As I
plastic consumption really hit that exponential growth curve, bought the company, I am accountable to my shareholders and
and a substantial amount is in the form of foam or plastic used communities about its wellbeing. That is my top priority. However,
in packaging. This cannot continue, and we need to utilise I remember a recent conversation with my millennial daughter
alternatives. What I liked about Ranpak from the beginning about what a company such as Ranpak could accomplish. Her
is their ambition to provide such alternatives. Looking at the reaction, about how great it is to build a business while creating
packaging options, fibre-based and aluminium solutions will a more ecologically sustainable future, was very fulfilling. It fills
take market share from plastic.’ me with pride that we can do something good for the earth,
something which is really in the Ranpak DNA.’••
In the case of fibre-based solutions such as paper, recyclability is
excellent. It is a natural product that decomposes very quickly,
and it can be used for a variety of protective packaging needs.
Plastic’s biggest asset, its durability, is its biggest downfall as well.
‘It has a huge life span, four or five times that of a human. That
means it will be on earth for hundreds of years after its, often,
single-use purpose. In my opinion, that is just too harmful,’
Asali firmly states, clarifying he believes in paper solutions.
Aluminium has a significant higher recyclability rate over plastic.
‘It is the reason more and more bottlers and plastic companies
switch to this more reusable material.’

Although the Ranpak CEO heavily supports the use of
sustainable packaging materials instead of plastic and foam, he
also states that plastic will not be eliminated. ‘That is almost

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