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The next big thing in packaging?

Can companies drive sales by revealing the carbon footprint of their products?

The answer to that question may become clear in coming years as more and more American businesses evaluate the carbon footprints of their products -- and provide those details to consumers.

The most recent example comes from PepsiCo, which says that it determined that the carbon footprint of its half-gallon carton of Tropicana Pure Premium Orange Juice is 3.75 pounds of carbon dioxide. The company plans to release the carbon footprints of Pepsi, Diet Pepsi, Gatorade and Quaker Chewy Granola Bars in coming months.

But will they put it on the packaging, like they've begun to do in England?

PepsiCo said it doesn't plan to put the carbon footprint of Tropicana on its carton anytime soon, but will provide details on its Web site for those consumers who are interested. New Belgium Brewing did the same thing when it evaluated the carbon footprint of its Fat Tire Amber Ale (7 pounds of carbon dioxide are released into the atmosphere for every six pack).

No one else is doing it right now, but its time is coming:

"There's really not a relevant reference point," said Brian Lembke, a senior manager on the Tropicana carbon project. "If we put 1.7 kilograms on a container, a consumer would say, 'So what?'"

"Ultimately I'll think we'll be there," he added. "Now we'd be the only one with a carbon footprint."

That didn't stop PepsiCo from trying it in England in 2007, when it listed the carbon footprint of Walkers-brand potato chips on the label. Neil Campbell, who was in charge of Walkers at the time and is now president of Tropicana North America, said consumers in England are simply more familiar with carbon issues.

"In England, they didn't necessarily understand the number, but what they respected was the fact that we were being transparent and committed to reduce and lead," Mr. Campbell said. "It's not something that drove sales particularly, but it helped with consumer perception."

Consumer perception is all that we can hope for right now. It's all about education, baby...educating the masses first as to what all the lingo means...then change comes after that.

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