Responding to consumers, U.S. halal meats manufacturer Crescent Foods tackles excess with new packaging

U.S. halal meats manufacturer Crescent Foods has turned to preprinted film packages that it says helps it reduce the use of excess materials.

The Chicago-based supplier told Salaam Gateway it was time for a refresh after hearing consumers’ feedback at a focus group.

Amna Haq, Crescent Foods’ marketing and innovations director said the new packaging is more environmentally-friendly as it reduces the use of the overall quantity of materials.

“In the past, we shrink-wrapped our packages with a clear, food-safe plastic overwrap and then added multiple printed labels over the top of the wrap,” Haq explained.

“The preprinted film is a single process, where images and information are printed directly onto the overwrap, itself.”

The new packaging can also accommodate more details of products, such as the hand-cut halal seal and colour codes for poultry packages based on white or dark meat and specific cuts, said Haq.

The 25-year-old company manufactures halal chicken, turkey, lamb and beef products that are distributed across the U.S. through large retailers, foodservice providers, and specialty retailers.

Crescent Foods says its products are manufactured from cage-free, antibiotic-free, and vegetarian-fed livestock.

In a statement on May 17, vice president of business development Pete Eckes said the company’s focus on “responsible animal welfare and assurances of product safety, quality, and purity” meet the needs of “conscientious consumers”.

U.S. consumers are increasingly conscious of the need to be more environmentally-friendly.

Nearly 70% of American and Canadian consumers polled prefer eco-friendly brands, according to a study released in January 2020 by IBM and the National Retail Federation.

In the second half of last year, a survey by consultancy firm McKinsey revealed that while U.S. consumers rank overall sustainability relatively low as a buying criterion, they are nonetheless “highly concerned” about the environmental impact of packaging in general.

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