The Journey to a Conscious Packaging Partner
Ecoprint OÜ is an Estonian company that produces cardboard and corrugated packaging according to high quality standards. Their goal isn’t just the physical manufacturing of packaging, but offering a holistic solution from initial idea to logistics. Since 2025, Ecoprint has been collaborating with Magrada OÜ, a company providing spa-quality beauty care to its customers.
We spoke with Magrada’s CEO, Kaire Pagliuca, to understand what packaging means to an entrepreneur. Is it an expense, a tool, or something else entirely? And should one choose a packaging producer or a mutually beneficial partnership with a packaging provider?
Kaire, can you recall what your packaging solution looked like before the collaboration with Ecoprint?
Before working with Ecoprint OÜ, we also had a good partner and I was perfectly satisfied with their work. Honestly, I can’t point out any direct weaknesses in the previous solution—everything worked, and there were no issues. If I had to highlight something, it’s that Ecoprint’s printing method aligns best with our mindset and values today. We were ready for a step that would bring us even more in line with an environmentally conscious direction.
In your view, is packaging an expense item or a strategic tool?
Packaging is both. On one hand, for an entrepreneur, it is inevitably an expense item. On the other hand, it is a vital strategic tool. Packaging affects brand perception, ease of use, and the value of the product as a whole. I see packaging more as an investment, but of course, it must be accounted for as a cost.
What were the company’s expectations when negotiations began? Do you remember your first impression?
The first phone calls were very positive. I was contacted persistently and systematically, and the communication was highly professional. Once the first samples started moving (our existing solutions to the print house and their new developments back to us), it was clear to me that this is a very collaboration-oriented company. Such client-friendly, solution-focused communication is quite rare in Estonia. If I had to rate it, I’d give the customer experience a solid “A+”.
What were your biggest surprises or discoveries during the development process?
During development, many different solutions were proposed that I might not have initially thought of myself:
- How to save material.
- How to make opening the package more convenient.
- How to make our own packaging process in production more efficient.
- How to make the packaging more environmentally friendly.
We made several innovations and adjustments, and today they have fully justified themselves. I was actively involved in the development phase, but I also gave the professionals a free hand to think and propose solutions. The result was a balanced solution that considers both the expectations of our target group and production logic.
What was the first impression of the new solution?
It wasn’t a 180-degree turn, but rather substantive and well-thought-out changes. A key keyword is definitely the FSC label. In today’s world, where we are moving more and more toward clean nature and responsible production, the choice of material and its certification is very important.
They proposed solutions that created a 100% cohesive whole between the product, the material, and the brand. No one tried to “sell” me something; rather, they explained thoroughly why one solution or another was best for us. This reasoned approach built trust.
Was the knowledge that Ecoprint invests heavily in eco-friendly production an important factor in choosing a new partner?
Environmentally friendly production was a very important factor. Taking this step was only a matter of time for us. It is only positive that Ecoprint suggested this direction before we even started actively looking for it ourselves. It shows an alignment of values. They have been supportive, systematic, and reliable. The cooperation is simple, transparent, and professional. As an entrepreneur, it has been extremely pleasant to work with them. Everything works as originally agreed, which is a massive value in today’s business environment.
How did the production process go in your opinion? Did you make any changes to the packaging after the initial production run?
In the first print run, the FSC label was missed; that was the only substantive correction we made later. We haven’t made any other changes to the packaging today, and we are very satisfied with the quality. We hope to continue in the same direction in the future.
How important is it to you that Ecoprint is not just a packaging manufacturer, but a full-service provider?
It is very important to me. All packaging-related issues are managed by one company: the quality is stable, transport is organized, and delivery times are met. This takes several worries off an entrepreneur’s daily plate. I know the packaging will be ready by the agreed date and everything will work—it’s very convenient.