1. Final
Project
Report
Label
for
Zero
Hunger
The
Dow
Chemical
Company
Jillian
Sommer,
Spring
Koger,
and
Cassidy
Horency
Monday,
April
25th,
2016
2. 1
Table
of
Contents
1.
Executive
Summary……………………...……………….……………..…………………………………………..………2
2.
Introduction……...………………………………………………………………………………………………..…….........3
3.
Labels
for
Education:
Lessons
Learned………………………………………………………………..……..……...6
4.
Label
Placement
and
Design…………………………………………………………………………………….….…….8
5.
Post
Consumer
Collection……………………………………………………………………..……….………….…….14
6.
Value
Proposition………………………..……………………………………………………………………...…..……..18
7.
Partnerships………………………………………..………………………………………………………..…......………..20
8.
Conclusion……………...……….………………………………………………………………………………………………26
10.
Contributions……………………………….………………………………………………………………….….…….....27
11.
References……………………………………….………………….…………………………………………..….…….....29
List
of
Figures
Figure
1:
Work
Breakdown
Structure…………………………………………………………..…………………………5
Figure
2:
Task
Network.
…………………………………………………………….………………………………..………..5
Figure
3:
Task
Schedule……………………………………………………………………………………………..…….…….6
Figure
4:
Brainstormed
Label
Design
Idea..………………………….……………………………………………….11
Figure
5:
Brainstormed
Label
Design
Idea
#2…………………………………………………………….………...
11
Figure
6:
Labels
for
Education,
Small
Formats……………………………………….………………….………...12
Figure
7:
Labels
for
Education,
Large
Format………………………………………………………………….….…12
Figure
8:
Labels
for
Education
Design
Variations……………………………………………………………….…13
Figure
9:
Label
Recommendation
#1……………………………………………………………………………….……14
Figure
10:
Label
Recommendation
#2…………………………………………………………………………………..14
Figure
11:
Label
Recommendation
#3…………………………………………………………………………………..14
Figure
12:
Partnership
Terms
………………………………………………………………………………………….…..22
Figure
13:
Guidelines…………………………………………………………………………………………………………..23
3. 2
Executive
Summary
We
are
a
team
of
three
undergraduate
students
working
with
The
Dow
Chemical
Company
(Dow)
to
develop
a
marketing
plan
for
a
program
that
will
increase
the
recycling
rate
of
flexible
plastic
packaging
while
alleviating
hunger.
The
Label
for
Zero
Hunger
program
will
also
promote
the
food
waste
reduction
benefit
of
plastic
packaging
and
work
to
improve
society’s
perceptions
about
the
material.
As
a
team,
we
will
outline
a
plan
to
carry
out
four
simplified
objectives:
Label
Placement
and
Design,
Post
Consumer
Collection,
Value
Proposition
and
Partnerships.
In
regards
to
the
Label
Placement
and
Design
objective,
our
team
consulted
with
the
Sustainable
Packaging
Coalition
in
figuring
out
the
specific
guidelines
in
creating
a
label
for
this
program.
Also,
our
team
created
sample
labels
and
got
feedback
from
consumers
about
their
preferences.
When
researching
the
Post
Consumer
Collection
objective,
our
team
looked
into
the
feasibility
of
participating
with
both
schools
and
retailers
and
also
looked
into
companies
who
would
be
interested
in
retrieving
and/or
recording
the
recycled
material.
Our
team
also
developed
a
value
proposition
to
promote
to
brand
owners
in
order
to
convince
them
to
allow
space
for
the
Label
for
Zero
Hunger
on
their
products.
Lastly,
our
team
researched
potential
partnerships
who
would
be
interested
in
helping
Dow
accomplish
the
donation
of
food
as
a
result
of
the
recycled
flexible
plastic.
The
team
has
contacted
various
entities
to
research
the
feasibility
of,
and
interest
in,
a
project
like
this.
A
good
portion
of
all
of
the
local
food
banks,
brand
owners,
schools
and
national
nonprofits
we
reached
out
were
interested
in
the
specifics
of
the
program.
Finally,
our
team
will
outline
four
tips
for
success
that
we
feel
will
allow
this
project
to
have
most
positive
impact
on
people,
planet
and
profit.
4. 3
Introduction
Our
group
has
been
given
the
opportunity
to
work
on
a
project
for
Dow
Packaging
and
Specialty
Plastics.
The
project
involves
creating
a
marketing
plan
for
a
Label
for
Zero
Hunger
program,
which
will
promote
the
food
waste
reduction
benefit
and
increase
the
recycle
rate
of
flexible
plastic
packaging.
Dow
recognizes
that
about
1.3
billion
tons
of
food
is
lost
or
wasted
annually
and
wants
to
create
a
program
that
calls
attention
to
this.
As
we
learned
when
our
project
representative,
Jeff
Wooster,
came
to
speak
to
us,
flexible
plastic
packaging
not
only
helps
to
prevent
food
spoilage
but
also
has
a
multitude
of
other
sustainability
benefits
due
to
its
lightweight
and
versatile
qualities.
The
problem
with
flexible
plastic
packaging
is
that
it
has
very
limited
end
life
options
as
it
cannot
be
recycled
with
the
rigid
packaging
formats
such
as
plastic
bottles,
glass
bottles
and
aluminum
cans.
The
Sustainable
Packaging
Coalition
developed
a
How2Recycle
label
for
flexible
plastic
packaging
providing
instructions
for
consumers
on
what
packaging
can
be
recycled
and
in
what
way.
Dow
would
like
to
explore
the
opportunity
to
integrate
the
Label
for
Zero
Hunger
program
to
the
How2Recycle
program
and
provide
the
added
incentive
of
a
food
donation
per
recycled
amount
of
flexible
plastic
packaging.
The
Label
for
Zero
Hunger
program
would
ultimately
promote
the
concept
of
packaging
optimization
and
raise
awareness
about
the
sustainability
benefits
of
flexible
plastic
packaging.
Dow
realizes
that
many
consumers
are
concerned
about
the
end
of
life
environmental
impact
of
flexible
plastic
packaging
and
hopes
that
this
program
will
change
the
common
consumer
opinion
about
packaging
options
and
impacts.
The
suggested
objectives
Dow
provided
us
with
for
our
project
were
to
provide
answers
the
following
questions:
5. 4
1. If
we
can
include
‘Label
for
Zero
Hunger’
to
the
existing
H2R
label.
2. If
it
is
feasible
to
collect
and
validate
packaging
with
‘Label
for
Zero
Hunger’
at
schools
or
retailers.
3. If
there
is
any
risks
to
public
health,
such
as
food
residue
contamination.
4. Define
a
value
proposition
to
promote
to
brand
owners
the
use
of
the
label
on
their
packages
5. Explore
the
opportunity
of
partnering
UN
World
Food
Program,
FAO,
etc.
on
food
donation
per
recycled
packaging.
Upon
speaking
with
one
of
our
project
representatives,
we
decided
to
forgo
the
third
objective
of
identifying
any
risks
to
public
health
as
we
agreed
this
was
not
an
objective
we
were
especially
qualified
to
pursue.
We
then
broke
down
Dow’s
suggested
objectives
into
four
simple
areas
of
focus.
The
objectives
we
decided
to
pursue
for
the
Label
for
Zero
Hunger
program
can
be
more
accurately
and
simply
identified
as:
label
placement
and
design,
post
consumer
collection,
value
proposition,
and
partnerships.
Because
this
project
was
presented
to
us
in
the
very
early
stages
of
formation,
our
project
objectives
mainly
involve
market
research,
outreach,
and
feasibility
comparisons.
To
organize
our
many
objectives
for
this
project
we
utilized
three
project
planning
tools.
We
created
a
work
breakdown
schedule
(Figure
1)
to
break
up
the
larger
objectives
into
smaller
goals,
a
task
network
(Figure
2)
to
prioritize
the
individual
components
and
a
timeline
(Figure
3)
to
keep
on
track
with
deadlines.
A
huge
asset
for
our
project
approach
was
our
Dow
contact
person,
Dr.
Han
Zhang,
who
is
the
Sustainability
and
Advocacy
Manager
in
Packaging
and
Specialty
Plastics.
He
has
been
our
primary
project
guide
and
Dow
resource,
providing
us
with
6. 5
insight
into
the
purpose
of
this
innovative
project.
Figure
1:
Work
Breakdown
Structure.
Figure
2:
Task
Network.
7. 6
Figure
3:
Task
Schedule.
We
have
outlined
four
program
implementation
basics
for
Label
for
Zero
Hunger.
One
of
our
main
points
will
be
to
collaborate
more
with
the
Sustainable
Packaging
Coalition
to
coordinate
labels.
The
organization
said
they
would
definitely
be
interested
in
getting
further
involved
in
this
type
of
innovative
program.
Another
main
action
item
will
be
to
make
efforts
to
keep
the
program
relevant
on
the
World
Wide
Web.
We
recommend
developing
an
informative
website
to
go
along
with
an
engaging
social
media
presence.
Finally,
we
want
to
stress
the
importance
of
persuasive
incentives
for
brand
owners
and
participating
organizations.
In
the
following
report
you
will
find
specific
guidance
concerning
these
basic
points.
Labels
for
Education:
Lessons
Learned
Our
team
will
first
address
the
ending
of
Labels
for
Education
in
the
United
States.
This
program
was
brought
up
in
Dow’s
specification
sheet
as
a
similar
concept
to
Label
for
Zero
Hunger.
Campbell’s
Soup
Company
was
forced
to
wind
down
the
project
due
to
increasingly
declining
participation
rates
(FAQ,
2015).
While
the
brand
will
continue
to
support
the
alleviation
of
hunger
in
different
ways,
this
42
year
old
charity
will
no
longer
exist.
Steps
should
be
taken
to
avoid
a
similar
problem
with
Label
for
Zero
Hunger
down
the
road.
Our
team
has
two
main
recommendations.
First,
we
want
to
stress
the
importance
of
engaging
consumers
8. 7
online
with
an
informative
website
and
especially
active
social
media.
We
suggest
creating
Label
for
Zero
Hunger
accounts
for
the
three
most
popular
and
relevant
social
sites:
Facebook,
Twitter
and
Instagram.
Our
first
recommendation
to
gain
followers
and
truly
engage
consumers
would
be
to
create
a
hashtag
specific
to
the
program,
such
as
#labelforzerohunger.
Users
could
then
enter
into
some
kind
of
a
giveaway
lottery.
For
more
specific
example,
a
competition
could
be
created
for
consumers
to
Instagram
pictures
of
themselves
dropping
off
flexible
plastic
packaging.
Participants
would
be
instructed
to
use
a
specified
hashtag
and
randomly
selected
winners
would
then
be
awarded
goodie
bags
filled
with
products
packaged
in
recyclable,
flexible
plastic
material.
Once
the
program’s
pages
have
received
a
sizeable
following,
the
best
thing
to
do
would
be
to
consistently
tweet
and
share
information
in
varying
ways,
such
as
videos,
infographics
and
articles,
about
the
multiple
benefits
of
flexible
plastic
packaging.
Also,
we
suggest
spotlighting
the
real
people
who
benefit
from
the
label.
There
are
many
opportunities
for
highlighting
program
success
to
consumers:
reports
on
the
schools
that
have
recycled
the
most
plastic
of
the
month,
narratives
about
or
photography
of
the
communities
receiving
food
donations,
or
even
quotes
from
the
specific
people
who
have
been
fed
thanks
to
the
program.
These
are
the
ways
consumers
will
feel
they
have
helped
make
the
world
a
better
place
and
hopefully
it
will
incentivize
them
to
continue
to
participate
in
the
program.
Second,
our
team
recommends
tailoring
incentives
for
school
collection
to
kids.
Labels
for
Education
provided
important
school
supplies
and
materials,
but
those
are
not
necessarily
things
that
young
students
will
get
excited
about.
We
suggest
incorporating
rewards
such
as
fun
parties,
a
rented
bounce
house,
or
perhaps
even
new
play
equipment
made
from
recycled
flexible
plastic.
9. 8
With
dedication,
these
improvements
to
the
Labels
for
Education
model
should
reduce
the
risk
of
low
program
participation.
Label
Placement
and
Design
In
the
following
paragraphs
we
will
make
recommendations
to
Dow
about
how
the
Label
for
Zero
Hunger
should
be
presented.
Our
first
step
in
label
placement
and
design
was
to
contact
the
Sustainable
Packaging
Coalition,
the
organization
responsible
for
developing
and
licensing
the
How2Recycle
label.
Program
manager
Kelly
Cramer
shared
her
tips
for
success
and
things
the
Sustainable
Packaging
Coalition
learned
with
the
How2Recycle
program.
First,
we
learned
that
to
use
the
How2Recycle
label,
there
are
many
requirements.
License
agreements
are
required
for
companies
to
use
this
label
and
the
contract
negotiations
can
be
quite
complex.
Ms.
Cramer
emphasized
the
importance
of
developing
an
extremely
strong
value
proposition
that
will
convince
companies
to
give
up
more
space
on
their
packaging
for
an
additional
label.
Second,
researching
government
regulations
about
food
packaging
labels,
such
as
those
from
the
Federal
Trade
Commission,
will
be
vital
in
developing
a
viable
label.
The
most
relevant
set
of
specifications,
the
Federal
Trade
Commission's
Green
Guides,
stress
that
environmental
claims
on
packaging
cannot
be
deceptive
to
consumers.
The
How2Recycle
label
was
designed
to
be
in-‐line
with
all
federal
regulations.
Another
aspect
of
concern
to
Ms.
Cramer
was
that
there
should
be
no
competing
mobius
loops
or
recycling
information
on
the
same
packaging.
This
may
be
an
issue
as
consumers
will
need
an
explanation
of
this
new
Label
for
Zero
Hunger
and
will
not
be
able
to
find
it
on
the
packaging
itself.
This
means
it
will
be
very
important
to
develop
a
promotional
strategy
to
convey
the
program
purpose,
most
likely
via
website,
social
media,
advertisements
and/or
in-‐store
promotions.
Finally,
Ms.
Cramer
had
10. 9
some
summary
points
to
leave
us
with.
She
explained
that
the
logistics
for
plastic
collection
infrastructure
is
of
great
importance
in
planning
a
program
like
this,
which
is
a
topic
we
discuss
in
section
4
of
this
report.
Also,
the
arguments
for
brands
to
give-‐up
more
packaging
space
for
the
label
must
be
quite
persuasive
and
different
from
the
How2Recycle
label,
which
are
issues
we
discuss
in
section
5
of
this
report.
The
Federal
Trade
Commission
operates
to
protect
consumers
from
exploitation
by
business
entities.
The
Green
Guides
were
created
to
specifically
address
the
manipulative
use
of
false
or
non-‐meaningful
environmental
claims
that
marketers
may
employ
to
increase
sales
of
a
normal
product.
The
guides
apply
to
any
form
of
advertising
or
labeling
which
makes
claims
about
environmental
characteristics
of
the
product
or
packaging,
such
as
brand
names,
depictions,
logos,
symbols,
etc
(Guides
for
the
Use
of
Environmental
Marketing
Claims).
These
guides
require
thorough
consumer
research
into
perceptions
that
may
be
logically
reached
upon
exposure
to
the
marketing
message.
According
to
the
Green
Guides,
“Marketers
must
ensure
that
all
reasonable
interpretations
of
their
claims
are
truthful,
not
misleading,
and
supported
by
a
reasonable
basis
before
they
make
the
claims...Such
evidence
consists
of
tests,
analyses,
research,
or
studies
that
have
been
conducted
and
evaluated
in
an
objective
manner
by
qualified
persons
and
are
generally
accepted
in
the
profession
to
yield
accurate
and
reliable
results.”
The
Label
for
Zero
Hunger
program
will
need
to
collect
the
evidence
and
campaign
before
implementation,
to
ensure
it
is
not
unintentionally
deceptive.
If
the
Federal
Trade
Commission
finds
a
claim
to
violate
their
regulations
,
they
will
pursue
legal
action,
which
will
lead
to
bad
press
and
brand
image
issues.
There
are
four
general
principles
of
particular
interest
for
our
project.
First,
the
qualifications
and
disclosures
of
the
item
should
be
clear.
11. 10
Second,
a
claim
should
clearly
specify
whether
it
refers
to
the
product,
the
packaging
or
a
portion
of
one
of
the
two.
Third,
the
claim
must
be
honest
to
the
true
environmental
aspect
being
promoted.
Finally,
if
comparative
claims
are
made,
they
must
be
substantiated
and
straightforward
for
consumers.
With
this
knowledge
of
the
Green
Guides
and
the
help
of
the
Sustainable
Packaging
Coalition,
our
team
was
able
to
continue
the
design
process
of
the
Label
for
Zero
Hunger.
When
our
team
got
the
project
specifications
from
Dow,
we
immediately
began
brainstorming
ideas
for
label
designs,
including
utilizing
cutlery
to
create
a
unique
mobius
loop
(Figure
4)
and
a
food
graphic
(Figure
5)
to
strongly
associate
the
program
with
food
waste
reduction.
However,
after
speaking
with
the
Sustainable
Packaging
Coalition
representative
and
researching
governmental
regulations,
we
found
that
these
designs
are
not
ideal.
Instead
we
recommend
a
very
simple
text-‐based
label
that
displays
the
program
name,
perhaps
a
recognizable
icon
and
directs
consumers
to
an
instructive,
engaging
website.
This
would
be
similar
to
the
Labels
for
Education
small
format
style
(Figure
6),
which
is
useful
for
packages
with
limited
space
and
for
companies
who
are
unwilling
to
add
larger
options.
When
allowable,
Labels
for
Education
implements
larger
and
more
informative
labels
(Figure
7),
which
Label
for
Zero
Hunger
could
also
implement.
Additionally,
there
are
varied
ways
that
the
local
elements
can
be
arranged
and
combined
to
fit
tight
spaces
(Figure
8).
Our
team
thinks
that
this
adaptability
will
be
important
for
plastic
packaging
items
especially,
and
Labels
for
Education’s
system
can
serve
as
an
effective
model
in
this
regard.
Though
Labels
for
Education
is
different,
requiring
consumers
to
cut
out
the
label
with
the
barcode,
we
think
the
basic
design
concepts
are
applicable.
13. 12
Figure
6:
Labels
for
Education,
Small
Formats.
Figure
7:
Labels
for
Education,
Large
Format.
14. 13
Figure
8:
Labels
for
Education
Design
Variations.
Our
team
created
three
sample
labels
which
incorporated
three
main
characteristics:
legible
font,
clean
lines
and
no
competing
recycling
information
(Figures
9-‐11).
When
showing
several
consumers
these
images
and
asking
about
their
perceptions,
we
were
able
to
learn
that
the
color
option
was
most
preferred
(Figure
9).
Interviewees
said
it
was
more
noticeable,
it
popped
and
even
claimed
they
would
be
interested
to
know
what
it
means.
They
said
it
would
be
especially
interesting
if
it
were
near
the
How2Recycle
label.
However,
it
is
important
to
consider
that
color
labels
may
not
be
viable
on
some
of
the
basic
flexible
plastic
packaging
15. 14
items,
such
as
air
pillows
in
shipping
boxes.
For
these
issues
we
suggest
creating
a
version
that
could
be
printed
in
color
or
black
and
white.
Figure
9:
Label
Recommendation
#1.
Figure
10:
Label
Recommendation
#2.
Figure
11:
Label
Recommendation
#3.
Post-‐Consumer
Collection
Part
of
our
assignment
from
Dow
was
to
figure
out
the
logistics
to
the
Label
for
Zero
Hunger
program.
The
parts
we
focused
on
were
how
to
measure
the
incoming
flexible
16. 15
packaging,
where
will
the
drop
off
centers
be
located,
who
will
measure
the
plastic,
and
who
will
recycle
all
of
it.
First,
we
needed
to
find
the
best
way
to
measure
the
incoming
flexible
plastic.
The
two
possible
strategies
we
came
up
with
were
weighing
the
plastic
or
scanning
printed
bar-‐codes
on
the
plastic.
After
much
deliberation,
we
came
to
the
conclusion
that
weighing
the
plastic
is
a
better
option.
Because
the
plastic
is
able
to
bend
as
much
as
it
does,
scanning
it
could
be
a
cumbersome
process.
The
plastic
may
not
lay
flat
and
the
scanner
may
not
notice
the
piece
of
plastic,
or
the
plastic
may
tear
wear
the
barcode
is,
and
then
it
could
not
be
taken
into
account.
The
reason
we
thought
a
barcode
might
be
a
good
idea
is
because
that
is
what
the
Labels
for
Education
did.
We
were
told
to
slightly
model
our
project
off
of
the
Labels
for
Education
so
we
thought
we
should
consider
their
collection
technique.
(FAQ’s,
2015).
However,
we
believe
it
is
more
difficult
to
scan
plastic.
Weighing
the
plastic
is
simple
because
it
does
not
matter
if
it
is
torn
or
damaged,
it
can
still
be
recycled.
We
then
needed
to
find
out
where
people
will
drop
off
their
plastic.
There
are
two
possible
drop-‐off
locations,
the
first
being
retailers.
Many
retailers
already
have
flexible
packaging
drop-‐off
bins
in
their
stores
so
as
long
as
they
are
willing
to
participate
in
the
Label
for
Zero
Hunger
initiative,
it
will
not
be
difficult
to
collect
from
retailers.
The
other
option
is
schools.
The
school
drop-‐off
program
will
almost
act
as
a
subset
of
the
retailer
drop-‐off
program.
We
are
thinking
that
children
will
drop
off
the
plastic
at
their
schools
for
prizes,
and
then
a
designated
staff
member
would
take
the
plastic
to
a
participating
retailer.
So,
although
the
children
will
be
taking
their
plastic
to
school,
the
final
stop
for
the
plastic
before
being
recycled
will
always
be
the
retailer.
It
is
worth
noting
that
a
recycling
company,
Trex,
has
a
17. 16
similar
school
recycling
program.
The
schools
collect
plastic,
and
then
a
staff
member
weighs
the
plastic
and
drops
it
off
at
a
participating
retailer
(Trex®
Recycling
Programs,
2016).
We
are
thinking
it
might
be
possible
to
partner
with
Trex
and
then
run
their
school
recycling
program
in
tandem
with
them.
The
next
logistical
component
of
the
program
is
who
will
weigh
the
plastic.
For
retailers,
we
were
torn
between
having
an
employee
at
the
drop
off
locations
weigh
the
plastic
or
have
the
recycler
weigh
the
plastic.
If
the
program
was
set
up
for
an
employee
to
weigh
the
plastic,
the
program
would
need
to
create
a
website
where
each
retailer
would
record
the
amount
of
plastic
that
was
recycled.
Issues
that
could
arise
from
this
strategy
are
that
an
employee
could
misinput
or
forget
to
weigh
the
plastic
before
it
gets
recycled.
However,
a
benefit
of
every
single
retailer
reporting
the
weights
separately
is
that
we
would
be
able
to
see
locations
with
high
and
locations
with
low
recycling
rates.
This
could
help
the
program
target
where
they
need
to
advertise
more.
The
other
possibility
is
the
recycler
weighing
the
plastic.
Benefits
of
the
recycler
weighing
the
plastic
are
that
it
can
all
be
done
in
one
place,
and
one
number
could
recorded.
As
the
flexible
packaging
rolls
into
the
recycling
plant,
it
could
be
weighed.
A
downside
to
this
is
the
program
might
not
be
able
to
see
what
locations
had
the
most
plastic
dropped
off.
Also,
we
have
determined
that
weighing
the
plastic
at
schools
will
purely
be
for
incentive
purposes.
The
only
reason
the
schools
will
weigh
the
plastic
is
so
they
can
report
a
number
back
to
the
program
to
earn
prizes.
Because
the
designated
staff
member
will
drop
off
the
plastic
at
a
retailer,
schools
reporting
the
weight
for
food
donation
purposes
would
cause
the
plastic
to
be
counted
for
twice.
It
would
be
reported
once
at
the
school
and
once
at
the
retailer,
and
the
program
would
be
paying
for
plastic
that
is
not
there.
18. 17
The
next
part
of
post-‐consumer
collection
we
needed
to
figure
out
was
who
would
collect
and
recycle
the
plastic.
After
research,
we
have
two
viable
recycler
options,
Trex
and
Novolex.
Large
companies
like
Target,
Kohl’s,
and
Whole
Foods
are
in
a
partnership
with
Trex
(Participating
Film
and
Bag
Recycling
Partners).
They
collect
the
plastic,
recycle
it,
and
then
turn
it
into
composite
decking,
benches,
and
things
of
that
nature
(Trex®
Recycling
Programs,
2016).
Novolex
is
the
other
possible
recycler.
They
offer
a
program
called
Bag2Bag
that
aims
to
recycle
plastic
bags,
film,
and
wraps
and
turn
them
into
new
plastic
bags
(Bag-‐2-‐Bag®,
2015).
The
biggest
retailer
they
collect
from
is
Kroger
(Barnes,
2015).
We
believe
both
companies
are
great
options
because
they
already
collect
flexible
packaging
at
some
of
the
country’s
largest
retailers.
Because
people
visit
those
stores
frequently,
there
is
a
chance
that
people
would
form
a
pattern
of
recycling
their
plastic
weekly
(Bag-‐2-‐Bag®,
2015).
Something
that
would
be
very
important
to
the
program
sponsors
is
how
much
this
program
would
cost
in
terms
of
the
amount
of
money
sponsors
would
have
to
donate
to
a
hunger
organization
per
pound
of
plastic.
To
give
the
companies
some
figures,
we
did
some
research
on
how
much
the
plastic
weighs.
Although
there
was
not
research
on
all
sorts
of
flexible
packaging,
we
did
find
information
on
plastic
bags.
One
plastic
bag
weighs
about
5.5
grams
or
0.012
pounds
(Hellman).Roughly
100
billion
plastic
bags
are
consumed
in
the
United
States
per
year
(Gamerman,
2008).
Less
than
one
percent
of
those
bags
are
ever
recycled
(Waste
and
Recycling
Facts).
If
the
Label
for
Zero
Hunger
program
could
help
raise
the
amount
being
recycled
to
5%,
60,000,000
pounds
of
plastic
bags
would
be
recycled
(Hellman).
The
following
calculations
are
possible
prices
per
pound,
and
how
much
money
that
would
be
in
total:
19. 18
● $0.01/lbs
*
60,000,000
lbs
=
$600,000
● $0.005/lbs
*
60,000,000
lbs
=
$300,000
● $0.001/lbs
*
60,000,000
lbs
=
$60,000
We
are
not
sure
of
a
budget
for
this
program,
so
we
thought
it
would
be
best
to
lay
out
some
estimates.
Bear
in
mind,
this
does
not
include
the
cost
of
marketing,
advertising,
and
any
possible
logistical
cost.
In
addition,
a
partnership
among
companies
and
organizations
could
lower
the
cost
to
each
participant.
Value
Proposition
When
looking
to
create
a
value
proposition,
we
want
to
be
able
to
show
brand
owners
that
Label
for
Zero
Hunger
is
not
only
good
for
people
and
the
planet,
but
good
for
profit
as
well.
Nielsen,
a
leading
global
market
research
firm,
conducted
a
study
between
February
17
and
March
7
of
2014
polling
nearly
30,000
consumers
across
60
different
countries
to
figure
out
just
how
much
consumers
cared
about
companies’
Corporate
Social
Responsibility
policies.
The
Nielsen
Global
Survey
on
Corporate
Social
Responsibility
showed
that,
“fifty-‐five
percent
of
global
online
consumers
across
60
countries
say
they
are
willing
to
pay
more
for
products
and
services
provided
by
companies
that
are
committed
to
positive
social
and
environmental
impact”
(Adams,
2014).
Nielsen
also
notes
that
52
percent
of
global
respondents
claim
their
purchase
decisions
are
significantly
dependent
on
the
packaging
and
admit
to
checking
the
labeling
before
buying,
“to
ensure
the
brand
is
committed
to
positive
social
and
environmental
impact”
(Adams,
2014).
In
other
words,
adding
Label
for
Zero
Hunger
to
products
would
not
go
unnoticed
as
52
percent
of
global
respondents
admit
to
specifically
seeking
out
claims
to
positive
social
and
environmental
impacts
on
packaging
alone.
20. 19
While
it
is
clear
that
consumers
do
take
notice
of
the
social
and
environmental
focuses
of
companies,
it
is
important
to
determine
whether
or
not
actual
sales
are
affected
as
well.
Not
only
did
Nielsen
look
into
consumers’
thoughts
and
feelings
towards
companies’
CSR
but
also
analyzed
sales
data
as
well.
According
to
Nielsen,
“The
results
from
a
March
2014
year-‐over-‐
year
analysis
show
an
average
annual
sales
increase
of
two
percent
for
products
with
sustainability
claims
on
the
packaging
and
a
lift
of
five
percent
for
products
that
promoted
sustainability
actions
through
marketing
programs”
(Adams).
In
other
words,
brand
owners
who
incorporate
the
Label
for
Zero
Hunger
marketing
program
into
their
companies
and
products
can
predict
an
average
annual
sales
increase
of
about
five
percent
according
to
the
Nielsen
retail
sales
data
that
was
collected.
When
moving
forward
with
the
Label
for
Zero
Hunger
program,
it
is
anticipated
that
the
brand
owners
that
the
program
will
approach
first
are
those
who
have
already
incorporated
the
How2Recycle
label
into
their
products.
Ideally,
these
brand
owners
have
already
seen
increase
in
sales
on
products
with
the
How2Recycle
label
due
to
the
sustainable
nature
of
the
packaging,
and
the
incentive
of
an
estimated
3%
increase
in
sales
with
the
addition
of
the
Label
for
Zero
Hunger
to
their
products
will
hopefully
be
evident.
Another
aspect
of
the
Label
for
Zero
Hunger
program
to
promote
to
brand
owners
is
that
there
is
no
risk
of
falling
into
the
trap
of
green
washing
by
implementing
this
marketing
program.
Because
the
Sustainable
Packaging
Coalition
is
responsible
for
the
How2Recycle
label,
it
is
also
the
avenue
DOW
has
chosen
to
pursue
when
it
comes
to
label
design.
The
Sustainable
Packaging
Coalition
has
extensive
knowledge
on
the
Federal
Trade
Commission’s
Green
Guides
and
working
with
the
SPC
on
a
potential
label
will
eliminate
the
risk
of
violating
21. 20
any
government
regulations
by
making
any
environmental
claims
that
will
be
deceptive
to
consumers.
By
adding
the
Label
for
Zero
Hunger
to
their
products,
brand
owners
are
given
the
unique
opportunity
of
being
able
to
promote
their
involvement
in
social
and
environmental
issues
to
consumers
without
having
to
take
the
time
to
research
any
potential
violations
of
government
regulations.
Partnerships
The
purpose
of
this
program
is
to
reduce
waste
and
reduce
hunger
simultaneously.
The
reducing
hunger
portion
will
be
done
through
partnerships
with
food
banks
or
a
larger
hunger
organization.
We
contacted
food
banks
all
across
the
nation
and
had
a
few
respond
back
to
us.
The
food
banks
that
expressed
interest
in
becoming
partners
with
the
Label
for
Zero
Hunger
program
are
the
Community
Food
Bank
of
New
Jersey,
the
Food
Bank
for
Central
and
Northeast
Missouri,
and
the
Los
Angeles
Regional
Food
Bank.
We
are
thinking
the
food
banks
who
never
emailed
us
back
either
looked
over
us
because
we
are
students
or
forgot
to
email
us
back.
However,
we
believe
that
since
the
food
banks
who
did
respond
are
spread
out
throughout
the
United
States,
the
program
could
become
partners
with
almost
any
food
bank.
An
idea
we
had
is
that
the
program
sponsors
will
donate
in
areas
where
they
operate
in.
The
program
could
establish
a
partnership
with
a
food
bank
in
every
state
it
operates
in,
and
then
donate
to
one
of
those
food
banks
every
month.
Another
option
is
the
program
not
donating
to
local
food
banks,
and
instead
donating
to
a
larger
umbrella
organization
for
food
banks
called
Feeding
America.
We
contacted
Feeding
America,
and
they
replied
that
they
do
take
part
in
corporate
partnerships.
Charles
emailed
us
from
the
email
address
causemarketinginquiry@feedingamerica.org
and
said:
22. 21
If
Dow
was
specifically
interested
in
a
national
program,
Feeding
America
will
consider
engaging
in
a
cause
marketing
partnership,
in
which
consumers
are
encouraged
to
either
make
a
donation
or
take
an
action
that
will
trigger
a
donation.
Contracted
partnership
does
include
use
of
the
Feeding
America
logo
and
branding/recognition
opportunities.
Organizations
interested
in
participating
nationally
are
typically
required
to
commit
to
a
minimum
financial
donation
of
$150,000
for
a
program
lasting
on
average
three
to
six
months,
and
no
longer
than
one
year
at
a
time.
The
business
or
organization
must
have
been
in
market
for
more
than
one
full
calendar
year.
Attached
are
the
Feeding
America
cause
marketing
guidelines
for
your
reference.
The
attachment
Charles
referenced
explains
what
is
is
required
of
companies
in
a
partnership
with
Feeding
America,
and
what
companies
can
expect
out
of
a
partnership.
It
is
listed
below.
24. 23
Figure
13:
Guidelines
Dow
wanted
to
possibly
work
with
the
United
Nations
Zero
Hunger
Challenge
program.
An
employee
of
the
United
Nations
named
Ashley
Braxtrom,
ashley.baxstrom@undp.org,
responded
to
our
email
with
information
regarding
the
Zero
Hunger
Challenge.
In
a
particularly
important
portion
of
her
email
she
said:
First,
for
information:
the
Zero
Hunger
Challenge
(ZHC)
does
not
engage
in
partnerships
with
any
organization.
It
was
issued
as
a
call-‐to-‐action
by
the
UN
Secretary-‐General
in
2012;
it
communicates
the
importance
of
food
security,
nutrition
and
sustainable
food
systems
to
delivering
on
the
sustainable
development
goals;
and
it
urges
all
stakeholders
to
commit
to
specific
actions
that
will
contribute
to
a
sustainable
end
to
25. 24
hunger
and
malnutrition
in
our
lifetime.
Individuals
may
support
the
Challenge
by
pledging
to
take
action
in
their
own
daily
life,
and
engaging
with
us
on
social
media.
Businesses
and
civil
society
organizations
commit
to
advocate
for
zero
hunger,
and
work
to
make
a
difference
in
their
own
sphere
of
influence;
they
are
urged
to
make
smart,
measurable,
time-‐bound
commitments
to
actions
that
will
have
a
tangible
positive
impact;
to
undertake
transformative
change
in
ways
of
working;
etc.
This
is
important
because
it
tells
us
that
the
United
Nations
Zero
Hunger
Challenge
cannot
partner
with
any
company,
and
the
program
should
not
spend
any
more
time
looking
into
partnerships
with
them.
Like
she
mentioned,
companies
can
still
support
the
Zero
Hunger
Challenge
by
advocating
for
zero
hunger.
However,
a
partnership
is
fruitless.
We
looked
into
Campbell’s
Soup
Company
as
a
possible
brand
owner
partnership.
We
chose
this
company
specifically
because
it
was
the
founder
of
Labels
for
Education
and
they
have
a
Campbell
Foundation,
an
organization
dedicated
to
social
change
and
improvement.
As
they
are
obviously
investing
in
corporate
responsibility,
it
would
not
be
out
of
character
to
work
with
the
program
on
this
social
and
environmental
cause.
We
received
what
appeared
to
be
an
automated
reply
from
campbellsoup@cybercrs.net:
Each
year,
{i
Campbell
Soup
Company}
and
our
Campbell
Soup
Foundation
receive
thousands
of
requests
for
donations
of
funds
and
products.
While
we
would
like
to
contribute
to
every
worthy
cause,
our
funding
is
limited
to
organizations
that
are
positively
impacting
the
development
of
healthy
communities
where
Campbell
has
operations
in
the
U.S.,
with
a
particular
focus
on
community
well-‐being,
youth
empowerment,
and
economic
sustainability.
26. 25
To
learn
more
about
funding
opportunities,
please
visit
the
{i
Campbell
Soup}
Foundation
website
by
clicking
here.
You’ll
find
information
on
funding
cycles,
eligible
institutions,
and
criteria
for
consideration,
as
well
as
access
to
the
grant
application
portal.
The
{i
Campbell
Soup}
Foundation
does
not
provide
product
donations.
Instead,
Campbell
directs
its
product
donations
to
Feeding
America,
our
nation’s
largest
food
bank
network,
and
its
more
than
200
member
organizations.
If
you’re
seeking
a
product
donation,
please
click
here
for
Feeding
America
Food
Bank
Locator
to
find
a
participating
organization
close
to
you.
In
regards
to
contacting
brands
to
partner
with,
we
have
gleaned
the
importance
of
finding
a
real
person
to
speak
with
and
who
will
listen
to
our
proposal
with
an
open
mind.
Based
on
this
encounter,
there
may
be
barriers
regarding
who
is
the
right
person
to
talk
to.
However,
hopefully
the
Sustainable
Packaging
Coalition
will
be
able
to
share
the
people
they
connected
with
to
implement
the
How2Recycle
label.
When
looking
into
the
feasibility
of
implementing
collection
sites
in
schools,
we
decided
to
contact
Holy
Spirit
School
in
Columbus,
as
they
had
been
a
participant
in
the
Labels
for
Education
program.
A
woman
who
worked
in
the
administrative
office
was
in
charge
of
the
program
and
was
happy
to
discuss
with
our
team
how
the
Labels
for
Education
program
worked.
She
told
us
that
the
program
was
relatively
simple
for
the
school
as
they
collected
the
accepted
labels
and
sent
them
into
Labels
for
Education
and
received
points
that
could
be
used
to
purchase
various
supplies
for
their
school.
As
the
Labels
for
Education
program
was
easy
to
implement
within
schools
we
concluded
that
setting
up
collection
sites
for
the
Label
for
Zero
Hunger
program
would
be
equally
as
feasible
and
that
schools
would
be
great
organizations
to
27. 26
partner
with.
Conclusion
In
conclusion,
the
four
objectives
that
we
attempted
to
accomplish
throughout
this
project
have
evolved
into
four
final
recommendations
for
Dow.
First,
we
recommend
that
Dow
continues
to
work
with
the
Sustainable
Packaging
Coalition
on
a
label
design
that
both
parties
agree
on.
The
SPC
has
been
extremely
helpful
throughout
our
project
and
has
extensive
knowledge
on
the
FTC
guidelines.
By
continuing
to
work
with
the
SPC
on
a
label
design,
not
only
Dow,
but
brand
owners
as
well,
will
not
have
to
worry
about
violating
any
government
regulations
in
regards
to
green
washing.
Second,
we
recommend
that
Dow
continue
to
pursue
both
schools
and
retailers
as
feasible
collection
sites
for
the
recycled
flexible
plastic
packaging.
Many
retailers
already
have
bag
collection
sites
in
place
and
schools
involved
in
the
Labels
for
Education
program
are
familiar
with
a
system
similar
to
the
one
DOW
would
be
looking
to
implement.
Therefore
it
is
our
recommendation
that
Dow
begin
by
contacting
schools
and
retailers
that
already
have
similar
collection
systems
in
place
and
use
them
as
a
test
market
to
determine
whether
or
not
this
method
of
post
consumer
collection
is
acceptable.
Third,
we
recommend
that
Dow
contact
potential
partners
once
the
Label
for
Zero
Hunger
program
is
more
detailed
and
planned
out.
Due
to
the
responses
we
received
from
multiple
potential
partners,
we
can
conclude
that
the
initial
interest
in
partnering
with
Dow
on
this
program
is
there
but,
because
this
program
is
in
the
very
early
stages
of
development,
we
were
unable
to
receive
any
concrete
commitments.
Lastly,
we
recommend
that
Dow
stress
to
brand
owners
that
the
Label
for
Zero
Hunger
program
is
not
only
good
for
people
and
the
planet
but
is
good
for
profit
as
well.
By
providing
brand
owners
with
empirical
evidence
that
the
Label
for
Zero
28. 27
Hunger
program
is
good
for
business,
we
believe
that
it
will
be
extremely
difficult
for
brand
owners
to
find
reasons
not
to
include
this
label
on
their
products.
We
also
recommend
that
Dow
begin
by
approaching
brand
owners
that
already
have
incorporated
the
How2Recycle
label
on
their
products
as
they
probably
are
more
focused
on
sustainability
than
other
brand
owners
might
be.
We
also
hope
that
these
brand
owners
will
have
seen
some
form
of
a
sales
increase
already
due
to
their
sustainable
packaging,
as
predicted
by
the
Nielsen
study,
and
would
therefore
be
more
inclined
to
more
deeply
engage
with
Dow’s
marketing
program.
Contributions
Spring
As
project
team
leader,
I
was
primarily
responsible
for
communications
with
Dr.
Han
Zhang
and
other
team
members
to
coordinate
meetings
and
reserve
locations.
Secondly,
I
researched
the
Labels
for
Education
program
and
applied
those
lessons
to
various
aspects
of
this
project.
Also,
I
conducted
secondary
research
for
the
label
design
and
placement
objective,
which
included
learning
about
federal
regulations
and
communicating
with
Kelly
Cramer
from
the
Sustainable
Packaging
Coalition.
Additionally,
I
created
two
of
the
sample
labels
and
collected
the
comparison
model.
Finally,
I
contributed
to
the
partnership
objective
by
contacting
Campbell’s
Soup
Company
about
a
possible
partnership.
Cassidy
My
main
contributions
dealt
with
post-‐consumer
collection
and
partnerships.
With
post-‐
consumer
collection,
I
researched
the
possible
recycling
firms
we
could
work
with,
the
possible
costs
of
donating
money,
the
mode
of
measuring
the
incoming
plastic,
and
came
up
with
pros
29. 28
and
cons
for
a
retailer
weighing
the
plastic
vs.
the
recycling
company.
When
it
comes
to
partnerships,
I
emailed
many
food
banks,
Feeding
America,
and
the
UN
Zero
Hunger
Project.
I
also
designed
the
third
Label
for
Zero
Hunger
label.
Jillian
In
this
project,
I
focused
primarily
on
researching
and
creating
the
value
proposition
to
promote
to
brand
owners
the
benefits
of
participating
in
the
Label
for
Zero
Hunger
program.
I
also
helped
contribute
to
brainstorming
ideas
for
the
label
design
and
gathered
preliminary
consumer
reactions
to
the
designs
of
the
labels.
I
also
reached
out
to
Holy
Spirit
School
about
how
the
Labels
for
Education
program
worked
and
whether
or
not
DOW
could
implement
a
similar
program
in
schools.
I
also
helped
research
potential
partnerships
who
Cassidy
then
proceeded
to
contact.
30. 29
References
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A.
(2014,
June
17).
Global
Consumers
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Willing
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Put
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Money
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Their
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Companies
Committed
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