This post is sponsored by PSC Member, DeLine Box & Display.
The DeLine family has been manufacturing packaging in Colorado since the early 1900s. Back in 1912 I.A. DeLine started a packaging business that automated the manufacturing of heart shaped candy boxes right in Downtown Denver. By 1933, Edwin DeLine expanded the family legacy with a corrugated box business specializing in die cut boxes and warehousing. Today’s current location opened in 1972 and recently welcomed a 5th generation of DeLines into the box business.
Packaging has undergone dramatic changes over the past 100 years, and every era brands are faced with new challenges to adapt to the changing pressures.
Here’s what 100 years in the business looks like, and what it tells us about where packaging is headed next.
The 1800s-1940s: The Efficiency Era
In the early days of shipping, goods were commonly transported in heavy wooden crates. By the late 1800s, corrugated board emerged as a lighter, more economical alternative. As supply chains became more efficient and palletized shipping became standard, packaging priorities shifted from puncture resistance alone to stronger stacking and compression performance.
The Mid-Late 1900s: The Scale Era
As the pet industry grew, so did the complexity of what packaging needed to do. DeLine Box & Display has consistently adapted to these shifts and changing pet industry packaging demands. In the mid-late 1900s DeLine supported the pet industry by manufacturing pet carrier boxes for vet visits and large bins for “slurry” or raw ingredients for wet pet food. Needless to say, the trucks carrying the slurry bins needed a good cleaning after going over the continental divide.
Pet brands needed packaging that could withstand the challenges of moving products faster and across longer distances.
The 1990s-2010s: The Retail Era
The biggest shift that DeLine Box has witnessed has been the rise of mass merchandising and the demand for secondary packaging that doubles as in store point of purchase displays.
The question packaging had to answer moved from “will this survive shipping” to “will this sell product when it gets there?”
Consumers now seek cost savings and convenience, turning to club stores like Costco, Sam’s Club, and Walmart to stock up on pet necessities at a lower price.
DeLine has adapted to these changing trends by being known for providing retail ready packaging solutions like corrugated trays, high-graphic endcap displays, pallet skirts, floor displays and more.
The 2010s-Present: The E-Commerce Era
How people buy products for their pets has changed. DeLine Box has noticed a boom in e-commerce and subscription boxes specifically for pet food, medicine, and cat litter since COVID 19. Consumers now seek cost savings and convenience, and brands have had to get products to their doorsteps safely and with unique new demands.
This has introduced a whole new set of requirements for a box. In addition to designing packaging for pallet displays and retail shelves, brands now need boxes that perform well delivered directly to customer’s homes. This means they need to be easy to open, visually compelling, and sized right for the product inside. More than ever, brands need packaging partners who can handle the complexities of more channels than ever before.
Now: The Sustainability Era
Each previous era introduced a new pressure. Now, with increasing pressure from retailers, legislation, and consumers, sustainability is at the forefront of the change.
“We as consumers and manufacturers need to utilize paper products over plastic products if we really want to be sustainable.”
– Dave DeLine, the fourth-generation President
DeLine’s response to this era looks a lot like its response to the previous ones: adapt ahead of the pressure.
According to the company, nearly 70% of their corrugated packaging is made using recycled paper fiber. Their Forest Guard packaging is certified 100% recycled and 100% post- consumer recycled, giving pet brands additional packaging options with higher recycled fiber content. By using the right amount of material for each application, DeLine helps reduce paper waste while maintaining the strength and performance customers need.
Dave explains that DeLine Box and Display has adopted more of a European model on how they treat paper through their plant so they can run recycled fiber paper through their corrugator with quality outcomes. Their corrugated packaging is recyclable and made using paper sourced through mills with FSC-certified paper, and according to the company, can be recycled up to 6 times before weakening in strength.
“We have invested in the types of high level machinery to allow us to run recycled fibers that result in a higher strength and consistency.”
– Dave DeLine, the fourth-generation President
Lessons from a Century in Packaging
Looking back, DeLine Box & Display’s key lesson for pet brands is to stay flexible. Consumer interests and retail landscapes are always changing and the company’s experience shows that prioritizing sustainability, embracing new tech, and adapting to changing consumer and retailer expectations is essential. By choosing corrugated over plastic and working with partners like DeLine Box & Display, brands can support their packaging goals while delivering products to their customers that are protected, communicate value, and drive sales.
DeLine’s full-service model takes pet brands from structural design, through manufacturing, fulfillment, to finished displays, all with one supplier. This approach ensures that packaging is engineered for strength, cost efficiency, and sustainability. Short run digital printing is one of DeLine’s specialties allowing brands to produce only what they need and reducing waste and costs. Digital print allows pet brands to change artwork quickly to meet tight retail deadlines as well.
For more information or to start your next packaging project visit www.delinebox.com
This blog post was created in partnership with PSC Member, DeLine Box & Display.
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