the containers flood with the leftovers of packaging that one time contained the food now found on the restaurant&rsquos tables and its customers&39 stomachs. according to slate&rsquos report, alone in 2010, in the u.s., more than 75 million tons of packaging waste ware taken to landfills. help is on the way for a person to reduce waste. researchers are trying their best to create edible packaging that customers won&rsquot have to put in a dustbin. a fastfood chain in brazil, which is called bob&rsquos after founder also a tennis champ robert falkenburg, enfolded its burgers in edible wrappers and motivated its customers to just not to worry unwrapping before eating it. according to afp report, this was a oneday promotion activity held in the month of december. bob&rsquos, which is the country&rsquos first fastfood chain, was established in 1952. according to psfk, bob&rsquos was so effective at testing its eatable packaging, at right, that not even a single customer threw away the wrappings. meanwhile, the guardian notes that two us companies that are currently competing to be the first to exploit this marketplace commercially. the first one is headed by dr. david edwards of harvard&39s wyss institute whereas the second one is indianabased monosol. edwards and his group have created a type of edible packaging, which they are calling wikicells. in february, edwards promised the harvard crimson that, in the near term, wikicells would be found in restaurants. since that time, it has been featured on pbs. monosol has got success for selling detergents that are packaged in watersoluble casings. it also plans to use that similar technology to make packets for hot packaged foods like cocoa powder and porridge for hot chocolate. as per fast company, now monosol is shopping around its technology to giant food brands. the guardian reports, meanwhile, over in the uk, pepceuticals won a £1.3m 2.1 million research deal to develop an edible covering for fresh meat, which as per the company requirements could reduce waste, increase shelf life, and eliminate the need for oilbased plastic vacuum packs. apparently, brits ravage 570,000 tons of meat annually. this quantity is as heavy as two statue of liberties. according to karin hibma and michael cronan of cronan, getting consumers to believe the idea of eating not only the food item on their plate but also the packaging it came in will take a bit of initiative. in order to make it an easier sell, they suggest that marketers use the example of a fruit which has its own edible packaging, and also advise adding up nutrients to the edible packaging. until people get familiar to the idea, though, the very ecoconscious may have to travel to austin, texas, where in.gredients, which is a relatively new grocery store, doesn&rsquot sell even a single item in packaging. it&39s a retail concept which some people call "in.genius." source of information  httpwww.brandchannel.comhomepostediblepackaging121812.aspx
