Sustainable packaging is a win-win for our customers -James MacSween

The impact of the Covid-19 pandemic has been unlike anything any of us have ever experienced before. For the first time in our lives, we’ve all been collectively affected by something far out with our control. Be it restrictions on seeing loved ones or for many businesses, the financial implications of our new way of life, which has presented a raft of unexpected challenges.

James Macsween is Managing Director at Macsween.

While we’re still battling the virus and living with its implications, it does offer us a chance to refocus our attentions on a greener economic recovery. As businesses plan what their brand may look like following the impacts of Covid-19, it’s a chance for them to reset and think about the ways that more sustainable products can benefit their business, customers and the environment.

At Macsween, we’ve always been committed to providing the best value for money and quality product we can, but we realise that now is the time to support our loyal customers with a more affordable product.

Sign up to our Opinion newsletter

Sign up to our Opinion newsletter

Part of this process has seen us introduce an innovative package redesign that improves our sustainability. We’ve reduced the size of both our original and vegan-approved vegetarian, 454g and 227g packs to 400g and 200g which has in turn allowed us to make the pricing more competitive for our customers.

Not only does this change mean that people are purchasing a more sustainable product, it potentially also reduces food waste with less chance of people cooking more than they need. We also use 75 per cent less packaging on average compared to other haggis brands while our business is 67 per cent locally sourced. In addition to this, we were also the first haggis brand to use RSPO certified palm oil in our products, which ensures it has been sustainably sourced.

We’ve felt first-hand how our move to more environmentally friendly packaging has helped to invigorate the haggis market and it’s an immense source of pride to make our award-winning haggis more affordable. While I know the challenges of Covid-19 mean that not every company will be in the fortunate position of being able to lower their pricing or rebrand, for those that are able to, I’d certainly recommend they take this opportunity to align their business goals with the wider environmental benefits that are possible.

For us, it’s something we’re delighted we’ve been able to do to help loyal customers who have supported us over the years. We wanted to give back during the current challenges we’re all facing and enable them to enjoy our premium haggis at a lower price.

Collectively, if those that can within the business industry, come together to push similar initiatives, we can all help support those who have been worst affected by Covid-19. The majority of people are tightening their purse strings due to the pandemic and if companies can provide a more sustainable product and reduce packaging, they may find they can offer a lower price to customers.

The challenges we’re all currently facing are far reaching and impact every industry in some way or another. However, if we can all do our bit to refocus on where our businesses are going following the pandemic, then we might be able to help those that need it most and in turn, benefit the environment.

James Macsween is Managing Director at Macsween.


Want to join the conversation? Please or to comment on this article.