Contemporary Business 14th Edition by Louis Boone, David Kurtz

تمرين 1

SunChips Introduces Greener Packaging Everybody loves to snack on chips, but surely nobody can love what happens to the empty bag, which eventually ends up in a land-fill-and may never decompose. Frito-Lay's brand SunChips aimed to change that when it introduced what it called "the world's first compostable chip bag" on Earth Day.In a recent survey, 75 percent of those questioned thought that recyclable packaging was "somewhat important"; 51 percent felt that compostable packaging was "somewhat important." A recyclable item can be used repeatedly, whereas a compostable item breaks down in the presence of water and oxygen.The company had to meet the challenge of developing packaging that was ecologically sound while preserving the contents. After four years of research and testing, the company had a bag made of more than 90 percent plant-based, and therefore renewable, materials. The outer layer is made of corn-based polylactic acid (PLA). Although the bag is 100 percent compostable, researchers are currently developing an environmentally friendly inner layer that will keep the contents crisp and edible. Frito-Lay makes it clear that the bag decomposes most quickly-in about 14 weeks-in a hot, active composting bin. If the bag is simply left on the ground, it will still break down, but less efficiently.While assuring its customers that SunChips will still taste the same, Frito-Lay is marketing the fact that because of the different material, the new bag sounds somewhat different from conventional packaging. It is promoting the difference as the "new sound of green" and even has a clip of the sound on its Web site, along with a link to Facebook.The Biodegradable Products Institute has certified the new packaging, but getting Americans to recognize the importance of composting is another matter. A Frito-Lay executive acknowledged the challenge-and the opportunity to educate consumers.
-What role does the new, compostable packaging play in the overall marketing strategy for SunChips?