116. Sustainable Packaging That Drives Retail Growth With Kelly Williams, Futamura

116. Your "recyclable" packaging may still end up in a landfill—and that disconnect could undermine your brand mission and retailer credibility. If you're building a natural CPG brand, clean ingredients aren't enough. Retailers and consumers are demanding sustainable packaging solutions that actually work. In this episode, I sit down with Kelly Williams of Futamura to unpack the shocking truth about recycling, why most flexible packaging never becomes packaging again, and how earth-digestible, compostable materials are reshaping the future of CPG. We also explore print-on-demand packaging, faster go-to-market strategies, and how sustainable packaging can become a competitive advantage at retail—not just a cost. If you want to align your brand mission with execution, strengthen retailer partnerships, and future-proof your packaging strategy, this episode is for you. Download the free strategic guide linked in the show notes and listen to related episodes to go deeper into category management, retail execution, and profitable CPG growth. Get instant access on the show webpage: RetailSolved.com/session116