Environmentalists and others have long pointed out the waste caused by the excess use of paper and plastic in packaging U.S. goods. In recent years, some companies have worked to reduce the amount of excess packaging and, in fact, most major food and beverage companies have rallied to the cause. McDonald's responded to the complaints about waste by discontinuing plastic foam or cardboard boxes for many of its food items and by designing packaging that can be recycled or composted, many Micky D's sandwiches are now wrapped, simply, in paper. Although it has cut back substantially on unnecessary packaging, the company plans to do more in the future.

1. With most food and beverage companies now developing sustainable packaging, is it possible for them to use this concept as a competitive advantage?
2. Into what aspects of its retailing strategy could a marketer incorporate the notion of green packaging?