March/April 2023 - 12

TRACEABILITY
endorsement is housed in Navarro's
London office overlooking the British
Museum.
" Sitting in a cabinet on the outside of
the office is a handwritten letter from Sir
David Attenborough, who most would
regard as the godfather of environmental
awareness, who wrote me a letter to
wish us all the best with our innovation, "
Navarro said.
The durability and convenience of
storing the flat bottles, which stand
alone on tables or grocery shelves
with a 5.5-degree tip angle and take
up less refrigerator space, also seem to
outweigh any initial balking from more
traditionally minded consumers, Navarro
said. He said a 2020 analysis of 1,000
posts on major social media channels
found that 70% skewed positively toward
the new design.
" We cannot remain any longer just
saying, 'Well, that's the way we always
did it so we must do it that way,' " Navarro
beginning of the COVID-19 pandemic
and resulting closures in February 2020.
" At the end of 2020, our U.S. partner
asked to pull the plug, which we did, "
Navarro said. " It was simply the worst
time to try and do this. "
Now in discussions with " one of the top
supermarket groups and retailers in the
U.S., " Packamama is currently targeting
an early 2024 launch, he said.
The U.S. market is an important one
to Packamama as the company continues
its mission to make wine in reimagined
 The Taylors Eco Bottle features Packamama's flat,
energy-saving design. Photo: Jude Cohen
said. " If that was the argument, then why
would we have progressed from horses
to engines? "
Packamama's next move is a second
and hopefully better-timed U.S. launch.
Its first major push coincided with the
bottles with a lighter footprint.
" The ability to do in packaging what
Ikea did in furniture is what drove me
to come up with designs which were
able to produce at large scale using the
existing technologies but pushing them
to the absolute limit, " Navarro said. " All
these benefits make supply chains easier
to work with and are better for business
and better for the planet, but also far
more convenient for customers. "
12 MARCH/APR I L 2 023

http://softrobotics.com

March/April 2023

Table of Contents for the Digital Edition of March/April 2023

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https://www.nxtbook.com/greatamericanmediaservices/PRO/2024-digital-buyers-guide
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https://www.nxtbook.com/greatamericanmediaservices/PRO/november-december-2022
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https://www.nxtbook.com/greatamericanmediaservices/PRO/2022-digital-buyers-guide
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