This tweet was posted following the visionary keynote presentations and workshops taking place during the three-day Packaging and Converting Executive (PACE) Forum in Brussels last week. This PACE Forum was well attended by brand owners, packaging vendors and consultants such Procter & Gamble, Grupo Bimbo, Reckitt Benckiser, Arla Foods, Seymourpowell, Crown Packaging, …
The industry is indeed having to become much more proactive in responding to changing demands and expectations. The shift identified in the tweet is gaining momentum thanks to four major trends and influences as described by Michaël Nieuwesteeg - Managing Director NVC Netherlands Packaging Centre who was chairing the event.
Key trends include collaborative innovation, globalisation supported by workflow management, a changing distribution model and sustainable development.
All about interaction and collaboration, the event promoted the benefits of improved supply chain communication and knowledge sharing. It also discussed how globalisation is making packaging design challenging with regional differences and regulations increasing the opportunity for mistakes and making managing brand consistency and quality standards complex.
Suggested solutions included brand owners, packaging and technology suppliers, finding ways to collaborate to innovate as well as using cloud management for easy recognition of errors and increased speed in reportability and approvals. John Kuijt, Brand Innovation Solutions at Esko took to the floor with an incisive presentation on 3D packaging design for increased shelf appearance and explained the technologies on how to get there.
As for changing distribution, the example of the largest bakery in the world, Grupo Bimbo’s desire to promote a new cheese snack was discussed. It chose Justin Bieber as the face of the product because he has fans worldwide but did not have a distribution channel in place in China. So the company turned to Amazon.com to fill the gap. The lesson is that packaged product manufacturers have to prepare for Web Retail Packaging (WRP) ensuring that they can meet global online demand also via new distribution channels
The final trend making headlines was sustainable development and the ability to think beyond a single reuse of a product. The emphasis was towards a cradle to cradle approach that reduces the impact of the product from its inception.
Above all, the event provided an excellent networking platform to interact with the brand owner community as 7th year in a row guest speaker and delegate Arno Melchior, Global Packaging Director at Reckitt Benckister told us. This was confirmed by first time attendee Mike Horsten, Marketing Manager EMEA Mimaki when he said: “These kinds of events are perfect platforms to get acquainted, explore and discuss new application possibilities.”
So to keep apace with the expectations of the packaging market and to put the necessary changes in place make sure the 10th edition of PACE is on your calendar for next year!
by Ingrid Van Loocke, duomedia