The Active & Intelligent Packaging Industry Association (AIPIA) and the World Packaging Organisation (WPO) have signed a Memorandum of Understanding to further their collaboration in sharing ideas on Smart Packaging and the science that underpins it.

This will include WPO supporting AIPIA on the technology of material science, which is particularly important in active packaging. In turn, AIPIA will support WPO’s agenda of encouraging sustainable and appropriate packaging innovation.

The two organisations have already been cooperating at various events, including ProPak and CPHi exhibitions in Asia, MENA, and South Asia. They will endeavor to develop joint agendas wherever possible to further the creation of smart packaging solutions that meet the goals of the global industry and particular market needs.

WPO President Pierre Pienaar welcomed the agreement and signing of the MoU: “Both organisations have been aware for some time that we share common goals and objectives, and it is a logical next step to formalise these in a constructive and practical way.

The two of us have a clear focus on our responsibility to the sector and the way packaging can be a solution, not a problem – as it is so often characterised today. Packaging for good is high on our agendas and we see this collaboration as a way to demonstrate these benefits in a very impactful way.”

Andrew Manly, communications director at AIPIA, added: “WPO is the major global packaging organisation and has a strong profile in both the developed and developing world. It is a tremendous boost to the smart packaging sector to be able to join with WPO in promoting these technologies and helping to reinforce the Organisation’s agenda on sustainability, innovation, and supply chain efficiency. We are particularly delighted to be able to tap into so many talented people, in particular Pierre’s tremendous knowledge of materials science.”

One outcome of the MoU could be the development of a defined WorldStar Award that involves Smart Packaging. “These Awards are the benchmark for global packaging innovation and are recognised as the Oscars of packaging. While some elements of smart packaging are included already in the various categories, we now see innovations appearing everywhere, APAC, MENA, China, South America as well as the more traditional markets of the Americas, Japan, and Europe. So the time is right for a more formalised WorldStar Award, we believe,” continued Manly.

“This agreement adds strength and knowledge to both organisations, we look forward to working with AIPIA and ‘spreading the good word’ about packaging and its benefits across the globe,” concluded Pienaar.

This article was created in collaboration with AIPIA (the Active and Intelligent Packaging Industry Association). For a full update on active and intelligent packaging, come along to the AIPIA World Congress (co-organized by Packaging Europe) in Amsterdam on 14-15 November. The only smart packaging event covering the entire technology spectrum, the World Congress is a meeting place for the global active and intelligent packaging industry where brand owners, innovators, and other stakeholders can network and see and discuss the latest trends and innovations. Register to attend here.