Sustainability took center stage at the 2025 Shop! Outstanding Merchandising Achievement (OMA) Awards—and we’re proud to share that the Starbucks Bakery unit, produced for G&J Pepsi and entered by Middlestreet Graphics & Display, was awarded the coveted Sustainability Award.
At a time when major brands are rethinking their in-store presence through the lens of sustainability, this project stood out not only for its eco credentials but for its smart design, mobility, and commercial sensibility. And at the heart of it? Xanita’s engineered fiberboard—designed in Cape Town and proven globally.
The Brief: Rethinking the Bakery Display
Starbucks sought a fresh, sustainable solution to replace traditional MDF, metal, or wood displays—materials often heavy, costly, and difficult to recycle. The brief was ambitious:
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Hold up to 200 lbs of product
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Remain durable and mobile for use across multiple retail locations
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Deliver 25% cost savings
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Be at least 75% recyclable
No easy task. But it was exactly the kind of challenge we thrive on.
The Material Edge: Xanita Board
Enter Xanita board—our engineered fiberboard with a recycled kraft core and printable white liners. It’s ultra-light, non-toxic, and crush-resistant—outperforming traditional honeycomb fiberboard and enabling designers to do more with less.
From structural strength to graphic versatility, the Starbucks Bakery unit showcased everything Xanita board was built for. With digital print and cut production, and clever internal engineering, each unit was pre-assembled and shipped in custom cartons to over 10 Kroger-managed locations.
The Outcome: A Story Worth Telling
Feedback from Kroger was strong:
“Impressive quality, lightweight, easy to reposition, and a compelling sustainability story.”
For us, this award isn’t just about the win—it’s about proving that smart, sustainable retail design is commercially viable. It’s about elevating fiberboard beyond just “eco-alternative” and putting it at the center of premium brand experiences.
We’re grateful to Middlestreet Graphics & Display for bringing the unit to life and leading the charge on the award submission. Collaboration like this—where great design meets great material—is how real progress is made.
Looking Ahead
This award is a win for sustainability, for creative collaboration, and for better design thinking in retail. As brands continue to embrace circularity, we’re here to help them do it without compromising on strength, aesthetics, or impact.
To learn more about Xanita board and how we’re helping global brands go greener, get in touch.
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