Today's consumers will manage relationships among themselves, between products in a way that is different from that of relationships developed through traditional, one-direction packaging communication, finds AIPIA Congress forum speakers

Elyse Blye

JAARBEURSPLEIN, The Netherlands , October 3, 2013 (press release) – As over 180 delegates to the 2nd AIPIA Congress departed from Nuremberg last week the overwhelming view was that the event had addressed the key issues confronting the implementation and commercialisation of Active & Intelligent Packaging.

One delegate put it very clearly, “We had conversations with key people who had definite plans and timescales for projects using A&IP technologies.” More than 40 presentations covered almost every area of development, from RFID/NFC and printed electronics, through nano-materials to anti-microbial and active solutions for shelf-life extension.

Eef de Ferrante, director of AIPIA was delighted with the result, “Last year we tested the temperature for A&IP technologies at our first Congress in Tokyo,” he said, “This year we proved beyond doubt that these new forms of packaging have great potential and are generating enormous interest among brand owners, retailers and major packaging manufacturers.”

AIPIA’s Chairman, Bruno Ponsard, director of institute of packaging and food engineering (ITEGA) based in Montreal, Canada, added, “Delegates came from every continent to listen to what our speakers had to tell them and to network in a very focused way on the issues and challenges of A&IP development. It was a very positive atmosphere and great progress was made in many areas.”

A highlight of the Congress was the Forum which took place on the first day where keynote speakers from KMPG, Bayer, Barilla, Avery Dennison, Evrythng and Hive took a more visionary view about the future and A&IP’s role in enhancing packaging’s performance.

The key theme to emerge from the forum was that the consumer will manage the relationship between himself or herself and the product in a very different way. Traditionally packaging communicates in only one direction. Thanks to A&IP there can now be a dialogue based system which enables consumers to register their preferences and wishes directly to the manufacturers.

All the speakers put a timeline of 5 years on the A&IP ‘revolution’. Guido Schmitz, head of packaging and technology innovation at Bayer Health Care laid down a challenge to packaging companies to understand the consumer better and the culture in which they exist and develop these new aspects of packaging accordingly. Daniele Scotti, packaging research manager, at major food supplier Barilla suggested that each product requires a tailor made solution and that A&IP can provide these answers if the suppliers and manufacturers work together.

Director de Ferrante summed up the Congress, “Last time we talked about how we might introduce A&IP. This time we talked about when and where and with who we are going to make it happen. I expect the next Congress, during the huge Pack Expo International event in Chicago, will be very exciting!”

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