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Changing Retail Demands on Packaging — and Opportunities You’re Missing

If you’re not thinking of primary, secondary and tertiary packaging as a delivery system, you’re missing an opportunity to protect, ship and sell more products. Both brick-and-mortar retail and e-commerce are evolving rapidly. They are quickly adapting and becoming omnichannel. Packaging suppliers must evolve too.

Case sizes are getting smaller. Parcel shipments are increasing, and so are customer expectations. Packaging professionals can solve this puzzle by adopting new technologies, adapting current equipment and developing a complete supply chain mindset. Chet Rutledge, former Director of Private Brand Packaging Solutions at Walmart, will share strategies for keeping up with ever-changing retail demands on packaging, including:

  • Developing complimentary packaging components to reduce damage
  • Coordinated branding between primary and secondary packaging
  • Delivering shelf-ready and easy-to-execute packaging


Chet Rutledge
Director of Marketing for Retail Ready Packaging
Vanguard Packaging

Chet Rutledge is the Director of Marketing for Retail Ready Packaging at Vanguard Packaging. As the Director of Private Brand Packaging Solutions at Walmart, Rutledge was instrumental in the development and evolution of Retail Ready guidelines and co-led the Packaging Sustainable Value Network, driving packaging sustainability initiatives. Prior to his ten years of retail experience, Rutledge was Corrugated Sourcing Manager for Tyson Foods and Territory Manager for International Paper. He also spent time as a Supply Officer in the US Marine Corps. His background in supply chain logistics and paper packaging are extensive and his perspectives as box manufacturer, CPG supplier and retailer provide depth and nuance to his SRP expertise. Rutledge works from Vanguard’s Bentonville, Arkansas office.

Vanguard Packaging is an independently owned and operated manufacturer of point-of-purchase displays, signage, retail packaging and corrugated boxes. In addition to the corporate headquarters design and manufacturing facility at SubTropolis in Kansas City, Missouri, the company has offices in St. Louis, Missouri, and Bentonville, Arkansas. Vanguard specializes in the creation of high-quality products through the use of sustainable business practices and has become recognized as the most sustainable packaging company in North America.

10 a.m. - 11 a.m. CT
April 12, 2018


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