What is happening within the Supply Chain from the Producer all the way to the Retailer. How some large companies often underestimate packaging; they do not believe in the advantages that a well designed and, of course, tested packaging can offer. The only thing that matters to them are the costs, and not the product and packaging integrity. Many times they do not realize the contribution that good packaging can make to overall system cost savings. Once they realize that, the opportunities begin to grow for us, the packaging people. This presentation will show how that trend is starting to change.