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Center offers hands-on food packaging inspiration

By Jenni Spinner

- Last updated on GMT

Related tags: Retailing

Menasha Packaging has opened a Retail Integration Campus in Cincinnati.
Menasha Packaging has opened a Retail Integration Campus in Cincinnati.
Menasha Packaging has opened a Retail Integration Campus in Cincinnati, the newest facility designed to give CPGs a chance to collaborate on creative product strategy.

The new facility joins six other campuses nationwide, each part of the company’s Retail Integration Institute (RII) initiative. The program is geared toward giving food companies, other CPGs and retailers a source for consultative, collaborative and progressive product innovation and strategy.

Virtual reality

While each of the seven RII facilities varies in size, they all share a similar approach. Each is constructed to have an in–store feel, with products and shelving modeled on the actual different retail channels that the packaging company serves.

In addition, the facilities each have an open meeting space at their center. The combination of simulated shopping environment and meeting spaces facilitates collaboration and creativity, according to the company.

Crucial collaboration

Jeff Krepline, packaging vice president for national sales and RII, said that the company believes it is crucial that brand owners and packaging staff work together in order to attain the best solutions.

 “It’s important that our customers see us as partners, and for us to be able to offer them added value to our relationship​,” he said. “In order to do that, we prefer to be seated at the table when strategic conversations are happening​.”

Krepline added that the Retail Integration Campuses offer a perspective and forum for product development that is both unique and effective.

Menasha Packaging launched the Retail Integration Campus program in 2004, at its headquarters in Neenah, WI. It since has opened campuses in Bentonville, AR; Brooklyn Park, MN; Northbrook, IL; Philadelphia; and Santa Fe Springs, CA.

In addition to the RII program services, Menasha Packaging Co. also offers contract packaging, design, merchandising, material handling and other services for food companies and other CPGs.

Related topics: Processing & Packaging

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