Column Saskia Stender: A box full of air

I ordered a small jar of spices. Online, because convenience is key. Two days later, the package arrived—a sizable cardboard box, neatly sealed with paper tape. Inside, a layer of protective paper, and somewhere deep within… my tiny jar.

The smaller the product, the bigger the packaging seems to be. Selling air is an art in itself. Cookies in an oversized bag, half-empty chip bags, boxes that promise more than they deliver. Manufacturers play with this—bigger looks more luxurious, even when the contents disappoint. And consumers? They keep wondering how so much packaging ends up straight in the trash.

The issue isn’t limited to retail. In food service, hospitality, and industry, packaging challenges keep piling up. Smaller portions to reduce waste? That often means more packaging. Bulk packaging? Convenient, but less flexible. And that’s not even touching on the logistics—stocking shelves, optimizing transport, and protecting products without unnecessary materials.

Still, change is happening. Reusable packaging, smarter sizing, materials that actually match the product. But as long as a full box psychologically feels better than a small bag, the challenge remains. Sustainable packaging isn’t just about using less plastic—it’s about using what’s needed, more intelligently.
My spices went into the kitchen cupboard, the box into the old paper bin. But one thought stuck with me: maybe next time, I’ll just go to the store. At least then, I get to decide how much air I’m buying.

Saskia Stender
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