How PurePack uses Impact Metrics to guide sales

Purepack uses Pickler to create tailored footprint calculations for all their unique customer cases. Read their story.


Zazala Quist


February 22, 2024

Key insights

1. Baseline impact measurements for bestsellers

2. Impact Widgets communicating Environmental Scores of packaging on website

3. Sales proposals with tailored footprint calculations for customer cases

Company snapshot
  • Food, cosmetics, personal care, healthcare.
  • The Netherlands
  • Cardboard packaging, laminated packaging, cardboard tubes.

A growing need in a changing industry

PurePack specialized in sustainable packaging from the start. Targeting a market segment that used to be smaller - but is growing exponentially. 

“The demand for sustainable solutions has increased immensely in the last couple of years. The Packaging industry is changing - it wants to do better. On top of that,  consumers and EU legislation are upping the pressure for our clients”. 

  • Mette Laman-Jensen, CEO at PurePack

Most of PurePack’s products are Cradle to Cradle* (C2C) certified, FSC certified, 100% made of recycled materials, sourced from renewable sources, Carbon neutral printed, designed to be recycled etc. You name it.

But one thing was missing. Proof their products are as environmentally sustainable as they think they are. 

*C2C certified: means cradle to cradle certified. It’s a standard for designing and making products that enable a healthy, equitable, and sustainable future. Developed and owned by the Cradle to Cradle Products Innovation Institute.


Getting rid of ‘gut feelings’

With increasing sustainable consumer demand and new sustainability legislation such as the EU's Green Claims Directive, or Corporate Sustainability Reporting Directive (CSRD), PurePack wants to help and guide its customers to comply and future-proof their purchases.

To really do so, they don't want to rely on gut feelings anymore. They want footprint data to be part of the sustainable decision-making in their services. For themselves, as well as clients.

But they struggled to find an accessible way to calculate and share this evidence - until they found Pickler.

3 reasons PurePack chose Pickler:

1. Complete specialization in footprinting for packaging;

2. Options to share footprint results on websites and in sales;

3. Easy and low entry barrier. The software and support enable you to start today and instantly get results. 

“Pickler is incredibly easy, and the customer support is great and completely specialized in packaging. It allowed me to calculate and share the footprint of my offering on my website, within days.”

  • Mette Laman-Jensen, CEO at PurePack

How does it work?

Pickler calculates the environmental footprint of packaging using its scientific LCA-based Pickler methodology and the IDEMAT database. These are compliant with ISO 14040, 14044, EN15804, and the LCA handbook of the ILCD. Ensuring the integrity and reliability of data used in Life Cycle Assessment (LCA).

No matter the number of products - Pickler connects your product data (e.g. BOM, production processes, transport, etc.) - to average scientific impact data from its independent, auto-updated database Idemat.

The result: environmental impact results (carbon footprint + 4 other impact categories), ready to be shared 100% in line with anti-greenwashing regulations.

Read about Picklers’ specific footprint results here.

PurePack’s Goal: Creating a snowball effect

PurePack wants to use these environmental insights to create a snowball effect:

1. First: Gain insights into the environmental footprint of their packaging themself.

2. Second: Include footprints in their services to offer customers even more responsible decision-making.

3. Third: Inform customers enough to change consumer behavior accordingly.

1. Baseline insights

PurePack now has baseline environmental insights into its top bestselling products. Showing them exactly what the environmental impact of their most used packaging is - and where it comes from.

2. Impact Widgets on PurePack’s website

PurePack linked their Pickler results to their website with Pickler’s e-commerce API. Showing the environmental scores of their bestsellers with a link to their full footprint results in Pickler. Find their full page with impact widgets here (Dutch).

By doing so, they provide footprint data to guide potential customers at the earliest stage.

Pickler Impact widgets for Purepack's bestsellers. Source.

3. Footprint data to guide sales

With their Pickler insights, PurePack now adds impact data as possible decisive criteria in their cases for clients. 

Using the comparison and scenarios feature, they can compare the least impactful materials and processes tailored to the client’s wishes. Informing clients of all possible choices. And enabling them to take full responsibility for choosing the most sustainable option - driven by facts. 

The future is greener

As PurePack offers unique solutions for customers, they will use Pickler to offer a footprint calculation for every specific customer case.  Educating their customers, and inspiring the industry to adhere to complete impact transparancy.

We can’t wait to see the results.

Zazala Quist

Head of growth

Hi, I'm Zazala - Head of Growth at Pickler. I've worked in impact measurements for many years and experienced first hand how difficult it can be for businesses to start. My goal: share my practical knowledge to make environmental sustainability accessible and understandable to business. Have questions about this topic or just want to chat? Reach out to me via email or LinkedIn!