Why is packaging so important for cannabis businesses? In addition to protecting and securing products, packaging is consumers’ first impression—a reflection of the brand. In some ways, the packaging is the product.
Low-quality cannabis packaging can result in long-term consequences. Exposing customers to risk, decreased trust in the brand, and lost sales are just a few of the potential problems. While mature companies may be able to weather an occasional misstep, mistakes can kill startups before they’ve had a chance to prove their products’ merit.
The truth is, no matter what type of packaging you choose for your cannabis product, problems can—and most likely will—arise at some point. Identifying potential pitfalls at the outset so customers and your bottom line are not affected is imperative. Lost sales and lost consumer confidence can be avoided.
Issues can present themselves in the structure or composition of plastic packaging. Watch out for these common missteps.
Uneven bottle top
One of the most important parts of a plastic bottle is the seal at the top. Uneven manufacturing can result in an improper seal, which increases the chance of product contamination.
Additionally, a defective top can prevent the cap and bottle from working together properly, making the package unsafe around children. Legal states are putting more emphasis on child-resistant containers. Getting ahead of regulations by working with a responsible partner to design and manufacture packaging that meets or exceeds requirements will increase the security of your product and instill trust in your brand.
Carbonized resin, or material trapped inside the resin, can make plastic bottles appear cloudy or dirty. Packaging that appears dirty or contaminated can erode consumer confidence—which, of course, reduces sales.
Wrinkled or illegible labels
The label introduces your brand and products to potential customers. Illegible labels don’t make a good first impression. Raised side parting lines can lead to abrasion, and excessive side taper can result in uneven or wrinkled labels. Both decrease readability and make your product look sloppy and unprofessional.
WHAT TO LOOK FOR IN A PARTNER
Partnering with a packaging manufacturer that addresses several common issues is essential to attain your goals.
Subpar plastic bottle manufacturing can lead to inefficiencies and wasted materials. This reduces profitability and negatively impacts the bottom line. Throwing out packaging when problems are identified on the filling line is never ideal.
New cannabis businesses should be careful to select a packaging partner that emphasizes quality control throughout the manufacturing process. This will ensure proper bottle specs and pleasing aesthetics; packaging won’t appear damaged to potential customers.
Country of origin
Where cannabis packaging is produced is an important, but sometimes overlooked, consideration. Impurities introduced to the resin at some overseas facilities could affect the products within the packaging. Ensure packaging partners have documentation of origin and comply with complex U.S. Food and Drug Administration regulations. Bottles must be manufactured under strict guidelines to guarantee customer safety and brand integrity. Doing so will minimize risk and facilitate long-term business success.
The cannabis industry is growing quickly and faces many complex regulatory challenges, including regulations for packaging. Many states have their own unique cannabis packaging requirements to which companies must strictly adhere.
It’s essential your cannabis packaging partner not only manufactures bottles and closures that meet your needs, but also complies with regulations. Doing so will help your cannabis business reach its goals, build consumer loyalty, and increase revenues.
Strength and integrity
Aspects such as safety, branding, and compliance all should be considered when selecting packaging for a cannabis product. Packaging should be an asset for your business. It should instill trust in customers and create a good first impression. High-quality plastic packaging can help establish and grow brands.
Companies can get the most value from their packaging by selecting packaging partners that have engineered defect-producing issues out of their manufacturing process. For optimal product safety, packaging must be virtually perfect each and every time. Consistency, in terms of shape, size, and design, will reduce waste and minimize potential risks.
As a cannabis business, your brand is more than just your logo and company name. It identifies who you are and reinforces the integrity of your product. In growing markets, it’s important to showcase product quality. Take a look at your own cannabis packaging. What message are you sending?
Danielle Antos is the marketing project manager for Drug Plastics & Glass Co. Inc. Located in Boyertown, Pennsylvania, Drug Plastics is a leading manufacturer of HDPE bottles, PET bottles, and plastic closures for medicinal, wellness, and lifestyle products. The company is committed to making people’s lives better by producing packaging that is functional, easy to use, and safe.