b'FOOD PACKAGINGOnline grocery shopping will dominatepaper and board cannot be convertedhas been on the rise for long, and theWithout the market, where every retailer hasinto fit-for-purpose packages that havedevelopment described here would onlychemistry, an app and every restaurant is part ofthe required stiffness, strength, andspeed up the trend. Working togetherpaper and a delivery platform. Visiting a physicalhydrophobicity and that are hygienicwith our customers, we can reduce theboard cannot location is perceived as a hassle byand safe to use. The most importantuse of fibre e.g. in folding boxboard bybe converted most consumers, as the challenges offeature of food packaging is to protectover 10% without putting end-productinto fit-for-last-mile deliveries have been solvedboth the packaged product and thequality in jeopardy. purpose and food and related services areconsumer, from hot liquids, greasepackages delivered effortlessly to their home door. and similar. I doubt that this will everIn this future, consumers are exhaustedthat have change, Antti Matula points out. by climate talk and struggle to seethe required In the digitally driven world of foodthe value in recycling. Authoritiesstiffness, purchasing, packaging will be strippedAs every gram of weight adds to thehave been unable to form a sharedstrength, and down to bare practicalities that aim todelivery cost, the packaging wouldagenda for tackling climate change,hydrophobicity ensure the ease of delivery and ease ofalso need to be as light as possibleleading to fragmented regulations and and that use. In practice, this translates into awhile still providing protection to thesplintered recycling policies. The lackare hygienic lot of functionalities under the surface,products during transport with aof recycling effort and common policiesand safe to especially when talking about fibre- multitude of different delivery solutions,would turn the focus from recyclabilityuse.based packaging. Here the chemistrye.g. from bicycle bags to drones. Theto efficient disposal and end-of-life expertise plays a crucial role: without it,demand for lighter weight packagingsolutions.32 WORLD PULP&PAPER'