Fraud-Proof Packaging as Market Maker

"Tetra Pak’s success in Kenya was mainly due to two things. The first was that the packaging was secure. No one could open it and then reseal it. This made fraud impossible. This was not the case with competitors’ paper packaging, as they were coated with wax instead of paper. If one opens such packaging, it is easy to reseal by heating the wax."

"Tetra Pak became a success in Kenya. For Kenya Cooperative Creameries, the introduction of the Tetra method meant that milk sales increased by seventeen percent – that much had the milk been diluted previously. By effectively preventing the possibilities of cheating, the cooperative earned well beyond the cost increase brought by the packaging change thanks to the increased sales."

"The sales successes soon forced even the large farmers’ dairies to cooperate with Kenya Cooperative Creameries. What particularly influenced them was that Douglas Draffan, with the support of Tetra Pak, had managed to convince the colonial administration of the positive effects on public health that would be achieved if mandatory school milk was introduced. When it was decided that the school milk could only be served in tetra packs, it effectively meant that dairies without the tetra method were excluded from competing for the orders. In other words, the large farmers no longer had a choice. If they wanted to be on the market, they simply had to open the door for cooperation with the previously so despised cooperative dairy."