Benna Responds To Plastic Cap Backlash After Rebranding Exercise
Local milk producer Benna has responded to social media backlash over the introduction of a new plastic screw cap on milk cartons, saying this was a carefully considered measure which is here to stay.
Speaking to Lovin Malta, Benna’s brand manager Jonathan Zammit said the new cartons came with a number of environmental advantages, including the fact that they are 100% recyclable, made from unbleached board and using materials from responsibly managed forests (FSC approved).
“The cap itself is the lightest plastic on the market,” he said, adding that Benna’s decision to go for plastic caps was taken for a number of reasons. Screw caps made it easier for the cartons to be opened by the elderly and people with mobility difficulties. They also help keep the milk fresher for longer and will therefore combat wastage, especially in public places like hospitals where the old cartons gave the illusion of contamination and would therefore be thrown away quicker.
“Some people have already made their voices heard on social media to say what a difference it makes for them to have screw caps. These people exist. Sure there are pros and cons with changing the cartons but I truly believe there are more pros than cons and our aim should be to educate people to recycle plastic in the best way possible.”
Although Benna’s new branding was positively received, many people on social media have hit out at the introduction of the plastic cap due to environmental concerns. Some people have even organised a “protest” entitled #ScrapTheCap in which they are inviting people to collect the plastic caps to send them to the offices of Benna. They plan to collect 80,000 caps in a few days.
But Zammit has hit out at critics for targeting Benna when so many products – including soft drinks and foreign milk products – are made with excessive amounts of plastic.
“Two wrongs don’t make a right but we have to keep things into perspective. Milk is a product most people consume at home or at work, two places in which it is very easy to recycle. You don’t see people taking milk cartons to the beach or carrying it outside and throwing it away in the streets. Secondly, this is a local product which means it contributes to a lower carbon footprint because you don’t need as much CO2 emissions to travel from production to consumption, unlike other foreign imported products. These also use thicker boards and thicker caps, so what is all the fuss about?”
Zammit said he understood the fears of those campaigning to reduce the amount of plastic but urged them to join the company in their recycling efforts instead. He said Benna would soon roll out a number of initiatives to promote recycling education in schools and use the opportunity to also raise money for charity as is done with L-Istrina bottle cap collections.
Zammit also admitted that there was some pressure from the packaging company Elopak to go for these cartons since the old cartons were being phased out internationally for many of the reasons Benna made the same decision. He also said glass bottles were not a desirable option either because of other environmental concerns such as the water and detergents needed to clean them and the CO2 required to transport them back to factories.
The timing was rather unfortunate for Benna given there was a massive international conference organised in Malta to raise awareness about the damage plastic is causing to the world’s oceans and marine life.
But Zammit insisted that the changes have been positively received by more than 90% of the public and some of its new products have already sold out due to unprecedented demand.
What do you think of the new cartons? Have your say in the comments below or on Facebook.
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