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Enquire about a stand The unmissable ingredients event Fi Europe is where the F&B ingredients industry comes together to connect, innovate and drive the future of food. food Marketing & Technology • August 2025
Editorial Data in the packaging environment The packaging landscape is changing rapidly and is catching even experienced professionals off guard. This goes beyond materials and content. The new Extended Producer Responsibility (EPR) rules are transforming everything from the design of packaging to the calculation of its costs. With stricter ecomodulation fees, mandatory recyclability thresholds, and mounting pressure for transparency, the cost of packaging is no longer just a materials issue. It is also a data issue. This change is also a moment of rare opportunity. Alongside challenges, digitalisation offers an equally powerful path forward – a way not just to comply, but to lead. At its core, EPR is is a policy approach that makes manufacturers accountable for the environmental impact of their products throughout their lifecycle, focusing on recycling and waste disposal. To do that well, businesses need visibility and accurate, structured, shareable data. That means knowing what is in your packaging, where it is used, how it performs, and what happens to it after use. It also means using that knowledge strategically to make better choices, unlock eco-modulation bonuses, and avoid spiralling costs. Arno Melchior, retired Global Packaging Director at Reckitt, knows this challenge intimately. After more than three decades leading global pack- aging efforts at one of the world’s best-known FMCG groups, he has seen the data gap first-hand and the damage it can do. “While I was working, I got involved in many trade associations. You must always consider the large companies, such as P&G, Unilever and Reckitt, as well as other multinationals are datadriven. They have a lot of data. But then you see the small and mediumsized companies and often they don’t have proper specification systems. They get a PDF from their supplier and put it somewhere, maybe a printout in a folder or a digital folder. That’s where the specification lives.” This lack of digitalisation becomes critical under evolving regulations. Melchior believes that one of the most important steps any business can take is to assign a clear owner to packaging data. “It’s very important to have a person who deals with packaging, maybe someone who covers quality and packaging, but they need to manage packaging data properly.” The complexity is increasing fast. “We need more and more data,” he says. “It’s not enough anymore to know a bottle is made of PET or HDPE. We need to know what makes up the HDPE or PET, what’s in the masterbatch, and what substances it contains. Soon, we’ll need a substance breakdown of our packaging, and that’s where suppliers and their suppliers come in. The whole value chain needs to work Ian Healey Editor-in-Chief together, otherwise we don’t get the data.” Part of the solution lies in rediscovering the value of in-person learning and industry collaboration. Events like London Packaging Week, PackExpo, Fachpack and others are important opportunities to discuss issues and discover innovations. We need to find time to visit to fairs, walk the aisles, ask questions, and find new ideas. These are the real benefits of going to this kind of event. In the end, the future of packaging will not be decided by policy alone. It will be shaped by those who understand that data is not just about control, but creativity. Not just regulation, but reinvention. Sincerely If you like it – subscribe! food Marketing & Technology • August 2025 food Marketing & Technology • August 32025
