Wednesday, March 6, 2013

Live from FEI EMEA: Taking Out the Trash: Why Reuse Gives Consumers and Brands More of What They Want

Tuesday morning Keynote by Jason Foster, Founder & Chief Re-User from Replenish

Jason provided a great example of how innovative green thinking can lead to a successful venture that can change how we view our use of everyday objects. His youthful enthusiasm and optimism belied his savvy business head. The presentation had Jason walking us through the history of plastic bottles and their use over the past 100 years, which essentially hasn't changed. He indicated we've spent the past 30 years trying to address the growing problem of containers and packaging after use from the back end - through recycling - and how Replenish has tried a different approach, through the front end - with packaging innovation - to change behaviour.

With some fresh thinking in an industry that produces 99% of their bottles through blow moulding, to achieve what he wanted to create in a reusable bottle, Jason found injection moulding provided the solution. Each time he brought the product cost or savings back to a financially-measurable model.

His focus was on providing an 'integrated and cool' product, that people would enjoy using. A great question he sought to ask during planning: "What is the best experience I can offer a consumer?"

The talk was brought to a close with Jason discussing three long term trends he sees shaping consumer experience going forward, and the opportunities these may present for business.


Dr Claire McGowan is founding Director of Commercialisation Advisors Limited (COMMA) and been actively involved in technology commercialisation and investment. She has a PhD in Molecular Microbiology and MBA from Otago University, Dunedin, New Zealand. She has experience in the venture capital and investment banking industries, as well as personally building and growing companies. Her passion is in assisting entrepreneurs and inventors to build successful companies. She achieves this through her board roles on research and investment organisations and IP Market, as well as her Chair role with The Executive Connection (TEC). @clairemcgowan @ipmarket

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