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kerlund & Rausing produced all sorts of paper packaging for dry
staple groceries, but Rausing was determined to find a way to pre-
package liquids like milk and cream, and spent large sums on
developing a viable package. The goal was to provide optimal food
safety, hygiene and distribution efficiency using a minimum amount of
material, according to the subsequently famous credo that a package
should "save more than it costs".[10][16] The new package had to be
sufficiently cheap to be able to compete with loose milk, meaning that
a minimum of material waste and a maximum of production efficiency
needed to be obtained.
In 1943, the kerlund & Rausing lab started to work on developing the
milk carton, and, in 1944, came up with the idea of constructing
a tetrahedron-shaped package out of a tube of paper.[17] The idea was
simple but efficient, making optimal use of the material involved. After
some initial hesitation, Rausing understood the potential of the
package and filed for a patent on 27 March 1944.[18] The rest of the
1940s were spent developing viable packaging materials and solving
the technical problems of filling, sealing, and distribution.
It was reportedly Rausings wife Elisabeth who came up with the idea
of continuously sealing the packages through the milk while filling the
tube in the manner of stuffing sausages, to prevent oxygen from
entering the package.[15] In 1946, a model for a packaging machine
was presented by engineer Harry Jrund, and in collaboration with
Swedish paper mills and foreign chemical companies a viable paper for
packaging was finally produced when coating carton paper
with polyethylene, which made the paper waterproof and allowing for
heat-sealing during filling.
Operating history
AB Tetra Pak was established in Lund, Sweden, in 1951. In May of that
year, the new packaging system was presented to the press, and in
1952, the first filling machine producing 100 ml cream tetrahedrons
was delivered to Lundaortens Mejerifrening, a local dairy.[19] In the
subsequent years, the tetrahedron packages became more and more
frequent in Swedish grocery stores, and in 1954, the first machine
producing 500 ml milk packages was sold to a Stockholm
dairy.[19] That same year the first machine was exported
to Hamburg, Germany, soon to be followed by France (1954), Italy
(1956), Switzerland (1957) and later the Soviet Union (1959) and
Japan (1962).[20] Rausing relentlessly strove to improve the Tetra
Classic system, wrought with many technical problems during the
1950s, and spent enormous amounts on development. The different
projects the tetrahedron, the aseptic packaging technology, Tetra
Brik all demanded extremely large resources and the company had
financial troubles well into the 1960s.[21] Indeed, Tetra Pak's
commercial breakthrough did not arrive until the mid-1960s with the
new Tetra Brik package, introduced in 1963, and the development of
the Aseptic technology.[18] To liberate capital, kerlund & Rausing was
sold in 1965 while AB Tetra Pak was retained. International expansion
had begun by the beginning of the 1960s, when the first production
plant outside of Sweden was established in Mexico in 1960, soon to be
followed by another in the United States in 1962.[19] In 1962, the first
Tetra Classic Aseptic machine outside of Europe was installed
in Lebanon.[19] The late 1960s and 1970s saw a global expansion of
the company, much due to the new Tetra Brik Aseptic package,
launched in 1969, which opened up new markets in the developing
world and sparked off a virtual explosion in sales.
Operations
Business and markets
Tetra Pak operates globally through 40 market companies, which
are subsidiaries to Tetra Pak International SA, doing business in over
170 countries.[29] Because of the low relative cost of its end products,
the developing world has been an important market for Tetra Pak from
the start. In 2010, Tetra Pak reported a 5.2% increase in sales, with
an annual turnover of almost 10 billion. [30] In its 2010/2011 annual
report, Tetra Pak announced particularly strong growth in China,
Southeast Asia, Eastern Europe and Central and South
[31]
America. Rising income levels in these markets enabled higher
consumption of protein-rich foodstuffs such as dairy products, and
Tetra Pak has announced that it will increase investment in the
emerging markets by 10% to over 200 million (2009). [32] After
investing close to 200 million in new packaging plants in Russia
(2007) and China (2008), in 2011 Tetra Pak announced the
construction of new packaging plants in India and Pakistan to meet
increasing demand.[32][33]The new plants on the Indian sub-continent
are thought to supply the growing demand in the Middle East.
The Financial Times reported that the rise in milk consumption
in emerging markets particularly regarded UHT milk, facilitating
transportation and food safety, something which is favourable for
Tetra Pak whose aseptic packages represent two-thirds of its
sales.[32][34] Tetra Pak's most popular product is the Tetra Brik Aseptic,
a best-seller since the 1970s.[10][34] In May 2011 Tetra Pak launched
the first aseptic carton bottle for milk, the Tetra Evero Aseptic.
Competition
In an interview in Swedish business monthly Affrsvrlden in 2006,
Tetra Pak CEO Dennis Jnsson defined Tetra Pak's current main
competitor to be Swiss manufacturer SIG Combibloc, however adding
that Tetra Pak's main competition generally no longer comes from
companies producing similar packaging but from industries and
companies producing other types of packaging with a lower cost of
production, like the PET bottle.[36] Indeed, Jnsson perceived the PET
bottle as Tetra Pak's biggest threat in the European market at the
time.[36] The Norwegian company Elopak/Pure-Pak produces similar
style carton packages and has historically been Tetra Pak's principal
competitor. The Chinese packaging company Greatview has begun
challenging Tetra Pak, both in the Chinese market as well as in
Europe.
Products
Aseptic technology
Recycling
Since the aseptic packages contain different layers of plastic
and aluminium in addition to raw paper, they cannot be recycled as
"normal" paper waste, but need to go to special recycling units for
separation of the different materials. Tetra Pak has operated limited
recycling since the mid-1980s, introducing a recycling program for its
cartons in Canada as early as 1990.
Criticism
Tetra Pak cartons have been criticized for being more difficult to
recycle than tin cans and glass bottles. The difficulty lies in the fact
that the process demands specific recycling plants that are not easily
accessible and that if not recycled, they end up in landfills. Tetra Pak
has stated that it is currently working on joint ventures with local
governments around the world to increase the number of recycling
facilities.
Community projects
Food for development
Tetra Pak was early in engaging in community projects and the
company has supported School Milk and School Feeding programmes
for 45 years.[59] In the late 1970s, Ruben Rausing engaged himself
personally in Operation Flood, a joint venture between the World Food
Programme, the World Bank and Tetra Pak to supply western milk
surplus to Indian households.[60]
School milk
The school milk programmes are part of the Food for Development
projects and aim at providing milk to school children to help improve
nutrition. Tetra Pak supplies the cartons for the school milk at cost and
does not make any profit on sales. UNDP and World Bank case studies
of Tetra Pak school milk programmes in Nigeria showed that vitamin
deficiency, energy, growth and cognitive skills were improved and that
children were more interested in their school work after taking part in
the programme.
Disaster relief
Tetra Pak has supported disaster reliefe.g., after the Haiti
earthquake, Pakistan floods, and Russian wildfires in 2010,
and Japan's Thoku earthquake and tsunami and Thailand floods in
2011, and during the 2010 Pakistan floods and Thailand in 2011.[65] In
China, Tetra Pak helped improve food safety, sustainability and best
practices in the dairy industry after the 2008 contamination scandal
that, although Tetra Pak had nothing to do with the scandal, seriously
damaged the market for packaged milk in China. As the Financial
Times stated, it was not solely a philanthropic act but a way of
securing the future for the market, helping the industry become safer,
more sustainable and more efficient. The training programme was
reported to be very successful with substantial elevation of standards
in dairy handling and farming.
Controversy
Monopoly
Tetra Pak has occasionally been subject to controversy, most notably
regarding its near-monopoly position on certain markets for many
years. Especially attempts at mergers have been subject to scrutiny.
Its merger with French PET-production company Sidel in 2001 drew
anti-competition allegations from the European Commission.The court
case was drawn out for many years and twice appealed to
the European Court of First Instance before the European Court of
Justice ruled in favour of Tetra Laval. In 2004, Tetra Pak was accused
of using its near-monopoly in China, where it held 95% on the market
for aseptic carton packaging.[70] The allegations were contested by
Tetra Pak.
The Parmalat scandal
In January 2004, Italian dairy giant Parmalat was caught in a
multibillion-euro accounting scandal, culminating in the arrest of the
owner Calisto Tanzi. Parmalat CFO Fausto Tonna told the Italian
business daily Il Sole 24 Ore that Tetra Pak had made substantial
payments to Tanzi and his family and to a company in the Cayman
Islands belonging to Parmalat. Tetra Pak acknowledged having made
payments to Parmalat but stated that the payments had been made as
discounts to subsidize marketing operations and pricing, as is usual
practice with large customers. Tetra Pak was asked by Italian
authorities to provide documentation on the transactions, and found
that payments had been made since 1995 as part of regular operations
but that no payments had been made specifically to the Tanzi family.
Calisto Tanzi was eventually sentenced to 8 years imprisonment for
fraud by the Italian high court in Milan after several appeals in lower
instances.