sustainable packaging is no longer a brownbag affair. today&39s new materials successfully combine looks and performance to yield environmentally friendly packaging that does exactly what it has to do. unfortunately, however, many consumers don&39t realize how far packaging has come over the past five years.consumers want to be sustainable. however, they tend to see packaging as the top environmental problem in relation to the products they buy, as a necessary evil, without realizing that packaging can actually provide sustainable benefits. especially when it is biobased.innovations in ecofriendly solutions are revolutionizing the perception of biobased packaging. today, products ranging from shampoo to magazines are packaged in sustainable materials. and their number is growing fast.to be successful, packaging has to meet a number of important requirements. appearance, functionality and appeal are all aspects that influence the way customers experience packaging and, ultimately, their decision to buy a product.yet packaging does more. it engages the customer&39s interest in a product, communicating information about the product to the customer, its value proposition and its benefits.packaging, in short, is branding. it&39s a way to shape a product&39s image and add more perceived added value. a prime driver in the development of innovative packaging today is the growing demand from consumers for sustainability. more and more, consumers are making greener choices, both when it comes to products and packaging. biobased packaging offers consumers who are seeking to "go green" the option they are looking for.biopac, the newest conference on biobased packaging, offers a rare opportunity to meet and hear from experts in the fastgrowing biobased packaging field.bioplastics magazine in cooperation with biobased packaging innovations and supported by fachagentur nachwachsende rohstoffe e.v. has put together an impressive speaker lineup featuring key stakeholders from across the value chain.biopac will take place on may 12 and 13, 2015, in amsterdam. at the conference, topics that will be addressed include the different biobased materials, applications, endoflife options, land use and the foodfeed versus plasticsfuel debate.for more information about the program and to register to attend, visit the event website at www.biopac.info. an early bird discount applies through the end of february. 
