For International Women’s Day, the Paper and Paperboard Packaging Environmental Council (PPEC) is highlighting the leadership of women shaping Canada’s paper packaging sector and advancing environmental sustainability.
We spoke with Laura Parlagreco, Vice President of Operations at Astro Box Corporation, about how the industry has evolved, what sustainability looks like in today’s regulatory environment, the role of industry associations, and the importance of staying curious.
This interview has been edited for length and clarity.
Q. Astro Box has been operating since the 1980s. From your perspective, how has the paperboard packaging industry, and Astro’s own operations, evolved over that time, particularly from a sustainability standpoint?
Like any industry, paperboard packaging has seen cycles of highs and lows. In the mid 1990’s, what felt like overnight, plastic clamshells had taken over grocery store shelves, replacing paper boxes. It was heartbreaking to see long-standing customers make the switch, with no regard for where all this plastic would end up.
Misinformation was spreading about paperboard packaging, and it was around this time that Charles Parlagreco, the founder of Astro Box Corporation, joined the newly formed Paper and Paperboard Packaging Environmental Council (PPEC). The industry came together to establish PPEC to stop misinformation, correct the narrative, advocate for recycling, and educate people on the environmental merits of paperboard.
This is also when Astro pivoted our operations to create paper-based packaging that could perform on many levels; high graphics for branding and customization, windows for optimal product visibility, and coatings to maintain product freshness, all while satisfying regional recycling requirements. We have maintained this stance for over thirty years – that paper packaging is capable of almost anything as long as you’re willing to try.
Q. What are you hearing from customers right now? Are their expectations around sustainability, recyclability, or regulatory compliance changing? And how does that influence how Astro supports them?
If you had asked me this question a few years ago, I would have said sustainability was the foremost concern that customers had when implementing new packaging. The ban on single-use plastic helped fuel demand for fibre-based packaging and it felt like a packaging renaissance was taking place. At the time, plastic replacement, recyclability and compostability were the chief concerns. Unfortunately, with economic uncertainty and supply chain interruptions due to tariffs, I would say cost is now the foremost concern.
Q. You are active with U.S. industry associations such as the Paperboard Packaging Council (PPC), while Astro’s founder, Charles, is involved on the Canadian side with PPEC. From your perspective, what role do industry associations play in helping the industry navigate change and represent its environmental interests?
With information and regulatory updates coming around the clock, it would take an inordinate amount of time for a business to keep up. When you have industry-specific resources like PPEC in Canada and PPC in the U.S. – who are dedicated to keeping tabs on new information, summarizing it, and telling you how it affects your industry – you can focus on running your business and pivoting as needed. Another great feature of industry associations is easy access to data and trends. Sustainability is measured in tangible metrics. When dealing with customers and their sustainability teams, your facts must be up to date – which is especially important when your paper-based offering is being pitted against another substrate.
Q. The packaging and manufacturing sectors have traditionally been male-dominated. As a woman in a senior operations role, how have you seen the industry change over time?
Recently, I was listening to a former CEO of a large folding carton company in California speak about the challenges of being the only woman in the room for many years both at industry events and the C-Suite level of her family’s business. When I recall being at early industry association meetings myself, I was one of maybe a dozen women in the room. When I look around now, I see women of all ages in leadership roles, as emerging leaders in their family companies and as seasoned owners. I’m also pleased to share that women make up half of our management team. We have come a long way, but I would love to see more women getting into the trades and becoming operators.
Q. What advice would you give to women interested in pursuing leadership roles and/or sustainability-focused careers within the packaging industry?
To put it succinctly, don’t stay in your lane and ask questions! I started my journey at Astro in marketing, but when the chance to learn CAD (Computer-Aided Design) came up, I volunteered and began designing and cutting samples for customers. During this process, I spent time on the shopfloor observing and talking to operators about what our equipment was capable of and how small design tweaks could improve efficiencies. I leaned on vendors to learn about new substrates and coatings and ran trials to see how they behaved in real time. All these experiences developed my knowledge base and prepared me to become a next generation leader – and it all happened because I ventured out of my comfort zone and stayed curious!
Q. Is there anything we didn’t ask that you think is important to highlight when it comes to your experience and perspective on paper packaging and sustainability in Canada?
At Astro, we have always known the paperboard packaging industry has a great sustainability story. I have learned, however, that what may seem obvious to us within the industry is not always well known outside the industry. Most people don’t know what happens to their recycling after it gets picked up. They have never visited a MRF (Material Recovery Facility) or thought about how a pizza or donut box gets repurposed into new paper packaging. We can’t underestimate the value of properly educating people about sustainability. The onus is on us, as an industry, to come together and ensure we have one cohesive message.
