In the rainy yet vibrant streets of Amsterdam, I had the privilege of attending the AIPIA World Congress held at the captivating “Beurs van Berlage” on November 14th and 15th, 2023. This gathering, co-hosted by AIPIA and Packaging Europe, was an immersive experience in the world of active and intelligent packaging solutions.

The event was packed with insightful sessions featuring speakers who shed light on groundbreaking innovations. Highlights included Heinz’s presentation on their pioneering paper bottle and or its mono-material Balaton dispensing closure. It is designed to ensure the recyclability of the whole bottle, including the cap, and replace around 300 million non-recyclable silicone valves annually. Pretty impressive and not to mention their new paper bottle!

Simultaneously running three or four content tracks heightened the sense of potential FOMO (fear of missing out), emphasizing the need for careful selection and strategic planning. Additionally, there were stages a little more hidden away upstairs to consider in the overall event experience. So you had to be on the ball.

It was also great to see Appetite Creative’s work being recognised by Gavin Geer from Lavva, the world’s first secure and globally scalable alternative to QR codes, in his presentation “Secure connected packaging – Get your packaging to work harder (and make you money!“)

The presentation was about engagement, traceability, sustainability/circular economy, and of course – trust (authenticity, verifiability, supply chain integrity).  Gavin referenced the Annual Connected Packaging Survey highlighting the huge increase in interest. If you want to be part of this year’s Annual Connected Packaging Survey you can gain a copy of the results by getting involved here – https://forms.gle/AETdfa3ma1WTBnaV6

After all the madness of the presentations of the first day, there was a quick drinks and networking session quickly followed by dinner and The Sustainability Awards.

The dinner and awards ceremony hosted by Packaging Europe and Tim Sykes, brought a unique twist with AI-generated voiceovers mimicking famous people such as Obama, Arnold Schwarzenegger and David Attenborough. It added a lighthearted touch to the thought-provoking discussions and then sparked some ethical ponderings among attendees.

It was an exciting lineup – both the menu and the variety of awards.

The overall Winner, AMP Robotics, secured victory in the Machinery category for its AI-powered automation system, AMP Vortex. This system excels in film removal and recovery within recycling facilities. Utilizing AI, Vortex identifies film and flexible objects, employing an automated vacuum to capture and deposit the material in a customizable location. The integration of AI and recycling-specific automation aims to streamline the sorting process in recycling facilities, alleviating contamination concerns and enhancing the recycling of film and flexible packaging. 

Before we knew it we were into Day 2-where it was clear there’s been a significant rise in interest in connected packaging, which feels like finally 8 years later people are listening to what we have been preaching about! Exciting!! But there was a common thread in the air – a need to align, collaborate and think about content to make the most of these new technologies and opportunities.
Guneri Tugcu, Senior Partner Manager, Transparency at Amazon wisely said “Packaging is the silent ambassador of a brand, whispering its story to the world. In the era of connected consumers, it transforms into a gateway, offering brands an incredible opportunity to engage, authenticate, inform, and create lasting connections through the dynamic realm of connected packaging.” And a big thanks for the shoutout during the panel discussion “Amazon Transparency and the push for global customer trust”! Loved to see Appetite Creative’s work be recognized for bringing great ideas and creativity to the content.

This fantastic discussion also engaged the room full of people via interactive polls! A nice touch. One of the polls showed that some see cost as the biggest barrier to entry for the implementation of connected packaging. But here’s an interesting fact we learnt: spending only $1 on connected packaging can give more than 400 times the return compared to digital methods.

Not surprisingly, alongside innovation, there was a strong focus on reusability with Angela and Eef. Angela Morgan, Director of Marketing, Strategy and Business Development at Aptar and Eef de Ferrante, Managing Director at AIPIA presented “Active packaging to mitigate food waste and the introduction to the Smart Food Chain Consortium” Later in the day Inge Fleuren, Global RFID Product Solutions Manager at Checkpoint Systems presented “RFID for smart reusable tableware” where we learned about installation of RFID hardware and software in over 1,200 French restaurants with aims to provide the fast-food chain with real-time visibility for its reusable tableware stock. This initiative is expected to enhance inventory management, optimize replenishment, and safeguard the long-term security and usability of stock lines.

My presentation “Connected Packaging as a Force for Good” was well-attended and received lots of positive feedback. We explored real-world examples of leading brands leveraging technology to drive positive changes in consumer behavior, offering a glimpse into the transformative potential of packaging for a sustainable future.

We learnt how Connected Packaging can help with Supply Chain Transparency, Recycling Guidance, Reducing Food Waste, Carbon Footprint Tracking, Reusable Packaging Programs, Consumer Education and engagement, and Loyalty programs supporting good causes.

Thanks to Andrew Manley for providing excellent support, and contributing significantly to the success of the session! :)

The audience was highly engaged and asked some great questions that added depth and excitement to the discussion. Also thanks to everyone who participated by asking questions as it truly enhanced the overall experience and made it a highly interactive and enriching session. 

 It works by using ionized gasses at room temperature, keeping things fresh without using heat. This talk discussed how CAP can help in different industries like food, medicine, and more. We explored how CAP can make things last longer and be better for the environment.

The biggest highlight for me was finally meeting in person people like Ali Azhar from Tetra Pak, whom I’ve worked and collaborated with for years who said- “It was very promising to see how we are coming together to tackle challenges like transparency, trust and sustainability through an ecosystem of partners and suppliers”.  

There were some great moments shared and thought-provoking conversations with some old faces, along with many new faces I got to meet during the event, which only enriched the experience.

Gemma Rollason, Commercial Director from LitterLotto/Peasy thought that  “The event was a fantastic mix of learning about new innovations and the future of connected packaging, coupled with meeting some great potential new partners, giving me lots of new ideas to take back.” which I wholeheartedly agree with.

The event was definitely a hub of inspiration and valuable connections, however, I felt that having more real-life case studies would have made it even better!
Patrick Poitevin, Senior Associate at Vision Hunter, summed up the event nicely for me “Although most have been connected via email, zoom, google, teams, or whatever platform on this planet, nothing can beat the 2F2 meetings with other packaging nerds. Nothing is better than to see and feel the material, the applications and discuss in length and detail. I have been honored and privileged to be a judge for many years, but meeting the finalists and many others is for me the ultimate winner! “.

A big thanks to the event organizers for making this event happen. I’m already excited for the next AIPIA World Congress already, to explore more packaging ideas and innovations. Here’s to more great experiences ahead! 🥂