Precise dosing
Jorg sold professional fertilizers packaged I bags ranging from 10 to 25 kg. “I want my private customers to be able to dose precisely, because that is the basis for a strong and healthy lawn. That 10-kg bag was too generous,” he says. So the bags didn’t match the average area of a private garden. So he decided to pack fertilizer himself in small plastic buckets. However, that had a major drawback: “Packing lawn fertilizer in buckets is quite labor-intensive – I have to press the lids firmly and stick labels properly. Shipping round buckets in a square box is also a challenge because they take up a lot of empty space. So I was looking for packaging that was more efficient and practical.” A pouch quickly seemed like a good solution to Jorg: easier to fill, sustainable options and easier to stack. Only: the right size for his fertilizers were hard to find. “Many suppliers only supplied small pouches, worked with high minimum overlays or used aluminum inner layers – something I don’t think is sustainable.”
Testing packaging with sample box
The tipping point came when Rob Engelman of the Pouch Factory called with the suggestion that we look at suitable packaging together. “He suggested dropping off some samples so I could test different sizes and materials with the fertilizers. Very thoughtful and exactly what I needed,” Jorg says. “This allowed me, for example, to experience for myself how strong the packaging material was – very important, because with a large amount of lawn fertilizer there is a risk of tearing. I could also estimate whether the desired volume would fit well in the packaging, which gave confidence.” He indicates that the cooperation went smoothly from the first moment of contact. “We had a good click and it feels nice to work with a partner who is also based in Brabant.”
Sustainable and flexible
For Jorg, it is natural to continuously explore how his company can contribute to a better world. The choice of a pouch made of mono-PE was therefore logical: research by Pouchfabriek shows that the production of this material leads to as much as 87% less CO₂ emissions compared to his plastic pots. In addition, pouches are not only more environmentally friendly, but also much more practical. Jorg: “They take up a lot less space in the warehouse and are easier to ship because they are stackable. The customer also benefits from that flexibility: where it’s hard to put an empty bucket, an empty pouch just fits in the trash,” he explains.
Guidance in design
The pouch was given a clean design: bright shades of color and a see-through window through which the fertilizer is clearly visible. “I think it’s important for the customer to see what he’s buying,” says Jorg. “Just like in a store, where you want to see at a glance what you need. On the pouch it now says big: Lawn Fertilizer Spring, with underneath it provides post-winter recovery. That’s clear to the consumer.” The design was created by an outside designer, while Pouchfabriek supervised the process. “I am a perfectionist, so I liked that Rob was thinking along with the designer and I could step back from time to time.” When the design was ready, Pouchfabriek provided Jorg with a proof. “That was very nice, because your biggest fear is that it won’t look nice after all or that the right dosage wouldn’t fit. But now I knew exactly where I stood.”
Serving customers well
Starting next spring, Kuypers will bring the first pouches to market. He will start with the two most hard running formats and then expand step by step. How does he look back on the cooperation? “I am happy with the flexibility Pouchfabriek has given me. Should anything ever change in legislation or in the composition of my fertilizer, I am not stuck with huge stocks. That gives freedom and peace of mind. And those short delivery times? Those were a very nice bonus. I believe I can serve my customers very well with this packaging.”
