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Mackie's case study

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Reduce Materials

At Pitreavie we work with a wealth of suppliers around the world. There are constant changes in packaging technology related to your sector, whether it’s food, cosmetics, manufacturing or pharmaceuticals. The packaging industry invests in research and development to design products that are more durable, lightweight, secure, and environmentally friendly. All of these add up to cost savings. More durable packages reduce the probability of transit damage. Lightweight packaging limits the amount of space you take up in carrier trucks. Secure packaging reduces the probability of spoilage and damage. Your brand reputation also benefits from environment-friendly products.

Our expert packaging team will advise you on the most cost effective way in which to leverage new materials to reduce your overall packaging cost.

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Reduce Storage

Reduced Inventory maximises both working capital and warehouse space.

With every company looking to maximise space, it is important to consider the costs associated with storing your packaging materials. You may struggle to find room for the large amounts of corrugated cardboard, paper, and plastic you use to package and ship materials.

Unfortunately, some companies feel they are forced to buy in bulk to reduce costs to a manageable level. Some are faced with long lead times and are therefore forced to carry large stock levels to cope with any sharp rises in demand. It also goes without saying, the more storage space you dedicate to packaging material, the less space you have for finished product.

Instead of shipping all of your corrugated cardboard and paper orders directly to you, Pitreavie will hold stock of all your packaging materials, ready to be called upon at a moment’s notice. You might be concerned about cutting it too close and not having the packaging you need in time. If that’s the case,we can offer pre-scheduled or automated releases of packing materials based on your company’s historical data.

By taking a holistic approach to cost savings, our packaging experts will identify ways to improve your packaging process without compromising on quality. 

Reduce Transport

Reduce transport costs and save CO2 The cost of transportation is a major issue whether you are using your own vehicles or operating through courier companies. Packaging can have a major impact on the costs, whether its optimising the box size to get more per pallet or increasing the specification to dramatically reduce product damage. At Pitreavie we employ a specialist design team who can work with you to examine your current shipping methods and advise on different material and pack size configurations. Our shipping yield software allows us to maximise pallet optimization.

Reduce Handling

Your workforce could be spending valuable time on the following time-consuming tasks in the packaging process;

• Constructing corrugated cardboard
• Assembling and securing cartons
• Inserting dividers or void fill materials
• Taping and securing boxes

We manufacture a full range of quick assembly corrugated boxes as well as boxes suitable for case erecting automated lines. One of the most time-consuming steps of the packaging process is taping and sealing. A poorly sealed product has a higher chance of damage and return. Automation can play a key role in boosting your productivity;

• Increased output: Automation speeds up your packaging process, making your business more profitable.
• Reduce your carbon footprint: Manual sealing produces ample waste. An automated machine only uses the exact amount of material needed.
• Reduce workplace injuries: Automation reduces the likelihood of repetitive strain injuries, minimizing the risk of absenteeism and workplace injury claims.
• Enhance your brand reputation: Machinery introduces precision, giving you perfectly packaged and secured products. So you can present a better-looking product to your customers as well as reducing the likelihood of damage.

Not only can our expert team work with you to identify opportunities we employ bespoke software to audit and demonstrate overall cost savings.

Reduce Returns

Reduce Returns - Properly Packaged Products

Product damage costs your business in many ways. When a customer returns a damaged product, manufacturing, packaging, shipping, and returning it are all sunk costs. Moreover, you’ve possibly damaged your relationship with your customer. There are two leading causes of product damage: poor packaging and transit damage. Our expert packaging team will work with you to determine the best way to eliminate damaged product. We have a variety of products that can improve load stability, reduce harsh vibrations and improve burst and crush strengths.

Reduce Waste

Designing your packaging to reduce waste

This is usually the most cost-effective option and the best for the environment. There are a variety of ways of achieving this and both our design and packaging teams will work with you to help.

Reduce production losses - choosing a package shape that minimises waste material

• using computer-aided design/manufacturing (CAD/CAM) systems to plan more efficient packages or component layouts
• using fewer, larger pack sizes instead of a greater number of smaller ones

Reduce packaging

• eliminating unnecessary layers of packaging
• reducing or eliminating the use of adhesives and tapes
• using direct printing to avoid using labels

Reduce packaging voidspace fillers

• reducing unnecessary voidspace in containers
• avoiding using fillers - such as expanded polystyrene blocks or bubble-wrap
• considering using air as the packing medium to protect fragile products

Lightweighting and downsizing

• eliminating one or more layers to reduce the overall package weight
• using double-walled or triple-walled corrugated board when strength is needed
• strengthening individual materials to allow you to reduce overall material use reducing the average thickness of the packaging where possible
• avoiding putting strength into secondary transit packaging if this is not necessary

Improving transport efficiency

• choosing packaging shapes that will maximise case and pallet utilisation and transport

Reduce Administration

It can be tempting to use multiple suppliers to chase the best prices and to spread the business, however, the cost of administration can mount up. Depending on what journal you read, the cost of processing and paying an invoice can cost anything from £10-£25. This does not include the amount of time you spend chasing late deliveries, questioning discrepancies and haggling over prices. Now consider the alternative. One monthly invoice, covering all your supplies.

Mackie's of Scotland Case Study

Mackie's of Scotland is a Scottish ice cream and Chocolate manufacturer based at Westertown Farm, Rothienorman, Aberdeenshire.

The business was established in 1912 as a dairy farm, formerly operating as a milk retail business until first diversifying into the manufacture of ice cream in 1986

Mackie’s real dairy ice cream is now no.1 in Scotland, available in all major retailers across the UK, and exported to several countries across Asia. Mackie’s of Scotland make over 12 million litres of ice cream a year and is one of the top five take home brands of ice cream in the UK. Mackie’s has diversified further to produce an array of award-winning products from ice cream, crisps & popcorn to chocolate.

All Mackie’s ice cream is made on the family farm, with fresh, whole milk from their own dairy herd. The ‘Sky to Scoop” ethos sees the company generate its own renewable energy to power the business, grow crops to feed the cows, make their own ice cream packaging and their own ingredients like honeycomb. The company mission is to become the greenest company in Britain and they are well on the way to being self-sufficient in renewable energy.

Pitreavie Packaging have helped Mackie’s to reduce their administration costs and consolidate some of their purchasing requirements with one supplier, Pitreavie supplies a wide range of packaging materials to Mackie’s, including polythene, films and cartons.

Mackie’s like to support local businesses where possible and this also helps them reduce unnecessary carbon miles in transport. With a local Pitreavie site based in Bridge of Don, Aberdeen Pitreavie can support the Mackie’s business, and service and turnaround times have improved, meaning a dedicated just in time supply to support their production schedules.

Knowing that Pitreavie Packaging has the stock and the fleet to deliver on time in full, Mackie’s have peace of mind that their packaging supplies will arrive when required.

Stephen Heslop, Managing Director at Pitreavie Group said:

“Pitreavie are delighted to support Mackies, one Scotland’s top food and drink brands, with their packaging solutions. By understanding their needs and consolidating their packaging products, we have successfully reduced the company’s administration costs.”

Nikki Nangle, Marketing & Design Executive at Mackies said “It’s great to find a local solution , the Pitreavie team have been friendly & helpful and have provided us with a diverse range of packaging and printing solutions - from customised shipper boxes for export, new gift packs solutions to instant win tickets”.

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Mackie’s of Scotland… Renewable ice-cream?

Mackie’s is a 1600 acre Westertown farm located at Aberdeenshire, using green power to run their industry- including the byre, ice-cream dairy and chocolate factory.

This Scottish food industry produces 70% of its energy from a mix of renewable generation, with wind being the main source. They have four wind turbines with a total capacity of 3MW- 3 Vestas 850 kW and 1 Enercon 500kW Wind Turbine. A 10-acre site of solar panels with a total installed capacity of 1.8 MW-6,912 individual panels each with 260W capacity, in addition to a smaller array of solar panels on the byre roof, contributing to the electricity needs. Moreover, heating power for the office and houses is generated from a 400kW biomass plant.

A good mix of these power types is provided which helps producing peaks at different times and for achieving their goal to be a self-sufficient industry.

At Mackie’s, they are committed to good environmental stewardship and their company vision is to be a Scottish global brand from the greenest company in Britain created by people.

Why Mackie’s as a case study?

The current system still lacks dispachability to meet the peak energy demands and approximately 1.3 GWhr of electricity is purchased from the grid!

Several factors identified in the literature review will be adopted for the biogas plant as they are prerequisites for its production. These are the processes of hydrolysis, acidogenesis, acetogenesis and methanogenesis. Many factors are dependent upon each other as the selection of feedstock and type of fermentation are crucial for producing an effective system. The wet digestion fermentation will be adopted as it allows a wide variety of feedstocks regardless of their solid content. The main type of feedstock that will be used in the case study will be manure due to the location of the site being next to a dairy farm, but the use of wet fermentation allows the methodology to be applicable for sites where there is limited access to manure. The Mackie’s case study will produce a waste product from the ice cream manufacturing process that can be used in the anaerobic digestion process. The biogas plant will operate in the Thermophilic temperature range between 45-60 oC as it reduces the retention time and the reactor volume. The requirements of the site mean that a continuous process must be used as it allows for the stable production of biogas and is adaptable to various digesters, which increases the versatility of the methodology.

Environmental Impact Assessment (EIA)

EIA was carried out to determine the impacts of our proposed system and its significance to the surrounding environment. The assessment was carried out with the use of matrices to determine the impact significance from every component. With the help of the matrix analysis, the cumulative impacts were assessed.

Based on the results of EIA analysis, the overall impact significance of our proposed system is within the acceptable range.

Land Use and Visual impact

The four wind turbines of Mackie’s are well spaced (approx. 5 to 10 wind turbine blade dia. apart) and the turbines occupy only a small portion of the land. (NHMRC, 2010). The wind farm doesn’t interfere with the usage of any areas such as recreational or biodiversity.

Noise from the turbines depends on the design module and wind speed but since people don’t live in the close proximity to the wind turbines, the noise effect isn’t significant.

Mackie’s have a solar farm of 10 acres but since the land is private and at a lower-quality location, the land impacts are minimal. It doesn’t affect the recreational areas or wilderness (Greenmatch, 2019). Moreover, they have effectively added solar panels on the byre roof.

Greenhouse Effect

The GHG emissions from the electricity production of a biogas plant can be mitigated by continual evaluation of monitoring data such as reducing the direct methane emission and leakage, exploiting the heat from cogeneration, amount and nature of input material, nitrous oxide emission control and digestate management. Considering cattle manure as the feedstock for the biogas plant, a well operating digestate processing and handling could reduce the methane emissions. Closed storage for manure and co-digestion feeding can reduce ammonia emissions. (Valerio, Francesco, Marco, Laura, Nour & Angelo,2018)

Air Quality and Odour

The parameters such as the feedstock and digestate storage units are essential requirements for the best design and management of a biogas plant which helps in mitigating the odour impact. (Valerio, Francesco, Marco, Laura, Nour & Angelo,2018)

Lithium-Ion Battery

Software Analysis

To allow analysis to be performed on Mackie’s Hybrid Energy Generation System with our proposed system of adding a biogas generator as dispatchable energy generation and energy storage as energy buffering, we modelled and optimised the system based on the information provided by Mackie’s Scotland. Homer Pro was used to carry out analysis for our case study on Mackie’s Scotland. Constraints were set to achieve 100% renewable fraction and full energy autonomy from the grid. In order to achieve full renewable energy autonomy, the power supply and demand of the site must be balanced throughout the year. Any unmet electrical load would cause disruptions to the operations of the industrial site, which can lead to severe capital losses. Full details can be accessed from here.

Financial Analysis

To establish feasibility of the proposed optimised hybrid energy system comprising of wind, solar, and biogas along with a Lithium-ion battery storage system, financial modelling of the system was undertaken. Assumptions are made to estimate the capital cost of all components. Furthermore, payback period and Internal Return Rate (IRR) were calculated to determine the feasibility of our proposed system. Full details of the analysis can be accessed from here.

Greenmatch.co.uk. (2019). Environmental Impact Of Solar Energy | GreenMatch. [online] Available at: https://www.greenmatch.co.uk/blog/2015/01/impact-of-solar-energy-on-the-environment [Accessed 13 April 2019].

National Health and Medical Research Council (NHMRC). 2010. Wind turbines and health: A rapid review of the evidence. Canberra, Australia: National Health and Medical Research Council.[Accessed 29 Apr. 2019].

Valerio Paolini, Francesco Petracchini, Marco Segreto, Laura Tomassetti, Nour Naja & Angelo Cecinato (2018) Environmental impact of biogas: A short review of current knowledge, Journal of Environmental Science and Health.Available at: https://www.tandfonline.com/doi/pdf/10.1080/10934529.2018.1459076?needAccess=true [Accessed 25 Apr. 2019].

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A renewable energy masterclass from Mackie's

Mackie's may trust old family recipes for its ice cream, but it’s all about innovation when it comes to energy. Find out about the company's ‘sky to scoop’ philosophy, green goals, and how we’ve supported its sustainability projects so far.

9 Oct 2023 | 7 minute read

Mackie's is a household name in Scotland. The company has been making ice cream from the family farm since the 1980s, but it’s far from old fashioned. In fact, it was ahead of the curve in harnessing the power of the Scottish weather.

Maitland Mackie, founder of the ice cream business and late father of the current owners, installed a small wind turbine on the hill by the piggery back in 1983. While the original turbine and the piggery are no longer on the farm, the spirit of green innovation has never left.

Finding sustainable solutions

“As a family and a farming business, Mackie’s is naturally concerned with sustainability. It’s an inherent goal of each generation that the land is passed on to the next in a better state than it was found,” says Angus Hayhow, grandson of Sir Maitland and Head of Marketing at Mackie’s.

The current generation have certainly taken this to heart, building in sustainable practices and solutions throughout the ice cream-making process.

They call it “sky to scoop”: using turbines and solar panels to harness the energy of the wind and sun to power the dairy, as well as to grow crops to feed the cows that produce the milk to make ice cream. That’s the simple version, of course. The actual ice cream making process involves a lot more steps, and energy – which Mackie’s works hard to innovate on and keep as sustainable as possible.

Wind turbines and solar panels

Reducing the energy it uses and creating as much of its own renewable energy as possible is a key part of the company’s goal to become completely energy self-sufficient – and it’s getting close.

Mackie's has been generating its own wind power since 2005 and now has four turbines that generate 8570 megawatt hours per year. That amount of energy could power more than 2000 homes.

There are also more than 7000 solar panels at the Mackie’s site, dotted across the roofs of the buildings and clustered in a solar farm at the top of the hill. All these panels generate a further 2000 megawatt hours per year.

Between the turbines and the solar panels, Mackie's generates approximately twice as much energy as it uses each year. Whatever it doesn’t use goes back to the UK National Grid.

Despite generating a huge amount of energy, Mackie’s hasn't quite reached renewably-generated energy self-sufficiency yet. This is because the weather can be temperamental and won’t always produce as much energy as the business requires to power its operational needs each day.

When this happens, Mackie’s needs to use energy from the National Grid. Researching and trialling methods to store the energy produced on days when the Scottish wind and sun provide excess power is on the company's list of future sustainability projects.

Low carbon refrigeration

One of the biggest energy uses on the Mackie’s farm is the refrigeration of its signature product: ice cream.

Mackie’s ice cream isn’t just popular in Scotland – it’s made its way all over the world. With so many people after a taste of that home-grown goodness, Mackie’s must produce a huge amount of ice cream. On average, it makes more than 13.5 million litres of ice cream per year, and in 2022 it sold enough in the UK alone to fill five Olympic swimming pools.

All that ice cream must be kept frozen, which uses an enormous amount of energy. Reducing this has both business and environmental benefits, so Mackie’s has implemented a new solution: the low carbon refrigeration system (LCRS) plant, the first of its kind in Scotland.

The plant uses ammonia, a natural refrigerant gas, and heat from the biomass boilers to power refrigerated spaces where the ice cream is cooled and stored. This innovative solution reduces environmental impact and is anticipated to cut the company’s energy use and CO2 emissions by up to 80%.

This is by no means all of Mackies’ green initiatives, though. It is also exploring ways to reduce the Greenhouse Effect of their cows (it trialled a new food mixture in 2022 which reduced emissions), has been preparing the 10-acre solar farm to house bees, and has started providing electric bikes for staff to use to enjoy the Aberdeenshire outdoors.

Mackie's in action

Watch Angus Hayhow, Head of Marketing at Mackie's, talk through the company's sustainability journey so far:

Seeking support from experts

It’s no small feat to implement sustainability initiatives, and the team at Mackie’s has been candid about the challenges.

Back in 2005, at the beginning of the company's renewable energy journey, there were a lot of steps that it hadn’t anticipated. “You can’t just put up a turbine or a field of solar panels anywhere,” Angus explains. “You do have to apply for planning permission and get consultations from experts on the optimal spot and oversee the process of them being connected to the national grid.”

It can be hard for businesses to know where to start with sustainability efforts, from small initiatives to big projects. This is why getting advice and support from experts is so important.

Scottish Enterprise has worked with Mackie’s for several years across a range of projects. One thing that Mackie’s has commented on as being very helpful is how we can signpost businesses to the right people to support its projects and help across a range of business areas.

For Mackie’s, this has taken the form of strategic support, leadership coaching and management development, as well as capital support for equipment.

Investing in sustainability

For Mackie’s, the upfront capital investment for each of its energy solutions has been substantial – biomass boilers and low carbon refrigeration don’t come cheap! But it isn’t just worth it from the environmental perspective – there’s a definite business benefit, too.

“They [The turbines and solar panels] pay for themselves through the energy they produce, which the business uses, and through earnings from the excess energy which is sold to the grid,” Angus comments. Having its own supply of energy has also helped protect Mackie’s from the extremes of energy price variations over the last year. This has allowed the brand to keep its prices lower than some of its competitors, which has led to it winning new customers across the UK.

Mackie’s has even noted a positive effect on the product itself, its famous ice cream. “The LCRS freezes the ice cream at a faster rate because of its efficiency, which creates smaller, smoother ice crystals, which in turn leads to a smoother and creamier mouthfeel,” Angus explains.

Finding sustainable solutions for its operations is natural for Mackie’s – a lesson instilled in this family-run business since Maitland Mackie first bought the farm all those years ago. But it also encourages all businesses to explore greener ways of operating.

“We would do it all again, and now is as good a time as any if you haven’t started on your own sustainability journey,” Angus says.

Ready to get started?

Whether you’re just starting your journey to environmental sustainability, or you already have a project in mind, our experts can help.

Submit an enquiry

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Discover how Mackie's increased brand awareness and grew sales South of the border with the support of ITV

Challenge & Objectives

Mackie’s is the best-selling ice cream in scotland, with 20%+ market share and around 90% brand awareness., in light of this, mackie’s decided to embark upon it’s first tv campaign with itv in order to increase brand awareness and support sales south of the border, primarily targeting abc1 women., targeting england and wales, the campaign aimed to raise the brand’s profile, building trust and familiarity with those consumers, reducing their perceived risk of moving away from their go-to ice cream brand. , idea & implementation.

In order to achieve these objectives, Mackie’s ran a 6-week campaign using a combination of linear and VOD via ITV1 and ITVX.

Utilising the itv1 regions, mackie’s selected itv1 anglia and ran an all time campaign targeting an audience of adults., simultaneously, the itvx campaign used a programme specific approach across england & wales, featuring programming that best converted vs an audience of abc1 women 35+., the results.

We’re delighted with how our summer ITV1 campaign performed this year, which has had a strong and tangible positive impact – reflected in the sales statistics over the period against control regions. Throughout, the ITV team were a pleasure to work with’’ Angus Hayhow, Head Of Marketing

20% increase in product sales YoY

11% increase in uk penetration, +200k new buyers of mackie’s product yoy, *tv was part of the wider marketing campaign   , targeting strategy , brand target , abc1 women 35+, itv addressability , programme select – best converting programmes vs abc1 women 35+ based on tgi data , campaign delivery , itv1 300 adult tvrs, reach vs adults - 30%, frequency - 7, itvx 1.8 million impressions.

Keep up to date

Keeping up to date with the latest insights and inspiration from ITV Commercial is easy

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Hear from the Scottish businesses we’ve worked side by side with to overcome challenges and succeed. This collection of customer stories demonstrates our commitment to supporting businesses like yours.

Latest case studies

Lazy day foods.

Why investing in automation has been a recipe for success at Lazy Day Foods.

Read more about Lazy Day Foods

Emergency One

Find out how Emergency One is revolutionising the firefighting industry with the world’s first electric fire engines.

Read Emergency One's story

Chris’ Story: A wildlife corridor to support farm biodiversity

Preserving farm biodiversity through planting trees.

18 May 2023

Read case study

A&L Porter

Aberdeen-based pharmacy group has acquired two new pharmacies, improving services it provides to the community.

Read more about A & L Porter

Shetland car hire switches lanes to secure future

A Shetland-based car hire business has diversified its operations with the support of a £1 million funding package.

20 Mar 2023

Read more about Bolts Car Hire

family-run business based on the Isle of Lewis has opened four new luxury self-catering apartments as part of their ambitious growth plans.

Moray Estates

Brand new Highland town celebrates key milestone with build of 250th home after securing £2million investment.

23 Sep 2022

Read more about Moray Estates

Mackie’s ice cream tastes even sweeter with investment in green technology

Ice cream company Mackie’s of Scotland anticipate making significant savings in energy usage and carbon emissions after investing in sustainability.

15 Sep 2022

Watch Mackie’s story

Circularity Scotland gets funding to change Scottish consumer recycling habits

Circularity Scotland was set up as the scheme administrator of Scotland’s Deposit Return Scheme, to encourage households to return single-use containers for recycling.

16 May 2022

Read more about Circularity Scotland

Putting sustainability on the menu

Inspired by her Italian heritage, Giovanna Eusebi, owner of Eusebi Deli in Glasgow, is working to promote the importance of reducing food waste.

28 Mar 2022

Read more about Eusebi Deli