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This case is about New Zealand-based sustainable packaging company The Better Packaging Co (TBPCo). At a time when the world was experiencing an explosion in packaging due to rapidly increasing e-Commerce businesses, TBPCo. sought to tackle the packaging waste crisis by providing sustainable packaging solutions. TBPCo was founded in 2018 by Rebecca Percasky (Percasky) and Kate Bezar (Bezar) with the stated mission of replacing single-use plastic items with sustainable alternatives, starting with e-Commerce packaging. One of the first products launched by the company was an innovative sustainable packaging solution - a courier satchel, known as the 'Real Dirt Bag', which was a direct alternative to plastic. The products were home compostable and biodegradable. The company's efforts went beyond packaging. For consumers who could not compost at home, TBPCo started BCollected - a network of collection points which made it easier for consumers to compost the packaging they received from e-Commerce companies using packaging from TBPCo. Taking its packaging sustainability initiatives forward, in November 2019, the company launched the #BeBetter campaign in order to educate consumers on paying more attention to packaging and encouraging them to raise concerns with brands not using sustainable packaging. In 2021, the company planned to launch a re-usable courier satchel known as SWOP (The Sustainable Way of Packaging), which would create end-life disposal of the product. This was a bid to reduce the carbon footprint from packaging including their own products. The packaging solutions provided by TBPCo were 'not perfectly circular', meaning that the raw materials they used were not totally renewable and all of them were not compostable. Do you think Percasky and Bezar have a greater need for design, creativity, and innovation to make TBPCo a truly sustainable packaging business in future? Going forward, what should Percasky and Bezar do to achieve their goal of making compostable packaging mainstream by taking more packaging out of the waste stream?