“Customer can now see exactly what they are buying”

Precise dosing

Jorg used to sell professional fertilisers packed in 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-kilo bag was too generous,” he says. The bags simply didn’t match the average size of a private garden. So he decided to pack fertiliser himself in small plastic buckets. That had one big drawback, though: “Packing lawn fertiliser in buckets is quite labour-intensive – I have to press the lids on firmly and apply the labels carefully. 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 is more efficient and more practical.” A pouch quickly seemed like a good solution to Jorg: easier to fill, sustainable options and better to stack. The only problem: the right size for his fertilisers was hard to find. “Many suppliers only offered small packaging, worked with high minimum order quantities or used aluminium inner layers – something I don’t consider sustainable.”

Testing packaging with a sample box

The turning point came when Rob Engelman of the Pouch Factory called with the suggestion to look for suitable packaging together. “He offered to drop off a number of samples so I could test different sizes and materials with the fertiliser. Very thoughtful and exactly what I needed,” says Jorg. “It let me experience for myself how strong the packaging material was – very important, because with a large amount of lawn fertiliser there is a risk of tearing. I could also judge whether the required volume would fit the packaging properly, and that gave me confidence.” He says the collaboration ran smoothly from the very first contact. “We clicked right away, and it feels good to work with a partner that is also based in Brabant.”

Sustainable and flexible

For Jorg it goes without saying that he keeps looking at how his company can contribute to a better world. Choosing a mono-PE pouch was therefore a logical step: research by the Pouch Factory shows that producing this material results in up to 87% less CO₂ emissions compared with his plastic tubs. On top of that, pouches are not only more environmentally friendly but also far more practical. Jorg: “They take up much less space in the warehouse and are easier to ship because they are stackable. Customers benefit from that flexibility too: an empty bucket is hard to get rid of, but an empty pouch simply goes in the bin,” he explains.

Guidance with the design

The pouch was given a clean design: bright colours and a see-through window that shows the fertiliser clearly. “I think it’s important that customers can see what they are buying,” says Jorg. “Just like in a shop, where you want to see at a glance what you need. The pouch now says in large letters: Spring Lawn Fertiliser, with restores your lawn after winter underneath. That’s clear for the consumer.” The design was created by an external designer, while the Pouch Factory guided the process. “I’m a perfectionist, so I liked that Rob worked with the designer and that I could step back every now and then.” When the design was ready, the Pouch Factory provided Jorg with a proof print. “That was a real relief, because your biggest fear is that it won’t look good after all, or that the right dose won’t fit. Now I knew exactly where I stood.”

Serving customers well

Kuypers will launch the first pouches this coming spring. He is starting with the two best-selling sizes and will expand step by step after that. How does he look back on the collaboration? “I’m happy with the flexibility the Pouch Factory has given me. If anything ever changes in legislation or in the composition of my fertiliser, I’m not stuck with huge stocks. That gives freedom and peace of mind. And those short delivery times? A very welcome bonus. I believe these pouches will let me serve my customers really well.”