Kati Murto, „I have a new job. I’m really excited to be working at UPM Raflatac steering the marketing communications team. It’s all brand new to me and I have found the world of labeling so much more fascinating and varied than I ever imagined! It’s all very exciting and I’m thrilled to take part in labeling a smarter future with UPM Raflatac.“
Before I came to this job, I have worked as a Brand Manager marketing many brands. Part of my job has been to make sure that the labels on the brands that I’m steering, entice the customer to choose my brand. Build the brand and secure sales. Help the consumer to make the right choice. I wanted my brand to pop out of the shelf of a supermarket. I thought; that’s it for labels. Simple as that, brand recognition. But little did I know that there is so much more to them. We rarely pay attention to the fact that they are absolutely everywhere! Actually, they are the real unsung hero of our everyday lives.
The wonderful world of food labeling
As a consumer, I like to know what I eat. You are what you eat, they say. Labels on food products convey important messages such as food ingredients, storage requirements and nutritional information. They can be used to protect and reseal the food product. No wonder that the supermarket is a great example of a world full of labels. Starting from the fruit and veg section’s banana brand labels to the packed meat and dairy counters.
Most labels printed in the world are used on food products. In recent months, I have had the privilege to learn that plenty of thought goes to the different labeling options in food products. They must withstand different temperatures and stay in place for the duration that the package is needed. They must be food safe and meet the strictest guidelines and requirements. Many of these solutions have required innovation and product development and most of all understanding of the customer and consumer requirements. And what happens when you have finished with that food package – can you recycle it? Does the label help or hinder?
Why labels matter?
Because of the sheer volume of labels, sustainability is important and labels really do matter. I am proud to be working for a company that is a frontrunner in sustainable labeling solutions. At UPM Raflatac we often remind ourselves that sustainability is in the heart and DNA of this company. Has always been and today even more so. I’m looking forward to a smarter future with more sustainable labeling solutions for future proof packaging.