To communicate these messages, the recognisable and iconic Pakman was developed: a friendly, approachable character who guides consumers through the world of sustainable dairy cartons. His accessible appearance, humour, and simplicity make the message easy to understand for both young and old. Pakman serves as the common thread throughout all campaign materials and contributes to a strong and consistent campaign identity.
Campaign during Food Waste Free Week
In recent years, considerable effort has been devoted to generating awareness of this topic through Instagram and Facebook, media coverage, and educational activities such as a carton-folding competition for children.
In 2026, the campaign generated, among other results
> 1 communication toolkit made available to companies within the dairy sector
> More than 250,000 views of the campaign on Instagram and Facebook
> 12,000 consumers actively engaged through comments, likes, and shares on Instagram and Facebook
> 5 publications in relevant trade media
Various other organisations also adopted Zuivelpak’s communications, ranging from complete use of campaign text and imagery to the use of the iconic Pakman character alone. This helped to extend the campaign’s reach across multiple social media channels.
Significant Rreduction in dairy waste
The Food Waste Report published by the Netherlands Nutrition Centre (Voedingscentrum) shows an encouraging trend: dairy waste per person per year decreased from 6.8 kg in 2016 to 1.9 kg in 2025.
While this decline cannot be attributed directly and exclusively to the Zuivelpak campaign, it does coincide with the years in which the dairy sector actively promoted more conscious dairy consumption and waste reduction.
Together, we are building a future with less dairy waste!
