Leading the industry in packaging innovation, Pure Fishing announces new packaging for selected 2011 products. Replacing the sometimes hard to open clam packs are new “Sustainable Packaging” that promotes easy, safe and attractive packaging. Made by Natralock®, a division of MeadWestvaco Corporation, the Pure Fishing packaging will be available on 35 new Berkley Classic Tools with some products already on store shelves.

“Consumers will see the new packaging in stores during the fall of 2010,” said David Lund, Vice President of Marketing -The Americas. “We’ll have enhanced visibility of the Berkley product with glare-free surfacing and improved graphics. Opening the new packaging requires no special tools, just a pair of scissors that leaves a smooth, safe edge. Gone are the hazards of the ragged edges and the frustrations from opening the clam packs.”

Natralock materials include coated tear-resistant paperboard with a thermoform blister or bubble. The paperboard contains up to 30% recycled fiber and is recyclable.

It is anticipated that the new packaging will result in a 67% reduction in plastic usage compared to the traditional clam packs with an annual reduction in plastics headed to our landfills of 76.6 tons. Even transportation costs for shipping the products will be reduced as package weight is 29% lighter than before. The packaging is also much easier to open than the clam packs, yet retains its tear and pilfer resistance for product integrity.

Berkley continues to promote stewardship of our environment and our fisheries. The company’s commitment to responsible resource management is reflected not only with the new packaging. For years Berkley has actively engaged in recycling of discarded fishing line. Literally millions of miles of monofilament fishing line have been turned into fish habitat for enhanced fishing for all.

To learn more, visit PureFishing.com or Natralock.com.