In this instalment of our Rapid Interview series, Tom Wielicki – global vice president, Innovation, Sustainability at Maxim Label & Packaging – runs us through the company’s data-driven approach to digital and intelligent packaging, ranging from RFID to Digital Product Passport solutions.
Your elevator pitch: introduce and sell us your company in no more than 280 characters.
Maxim provides a one-stop shop for all trim, packaging and branding needs around the world through a wide range of integrated digital solutions. With 21+ factories globally, we serve brands at every stage of their growth in RFID and digital compliance. We scale with agility, driving sustainable and intelligent packaging solutions in various industries.
Where are your company’s locations? Are there any specific challenges or advantages relating to your geographical location that you could tell us about?
Maxim is based out of Taiwan with 21 production locations across Asia, EMEA, UK, and the Americas. We operate innovation centres in China, US, and Europe. Our global footprint allows us to stay close to needlepoint and ensure quick turnarounds. In 2024, we converted and delivered almost 2 billion RFID labels within the apparel space alone.
Tell us a surprising fact about the market you work in.
Eco-Trac™ with its tunnel scanning functionality is revolutionising data accuracy and reaction time: Most supply chains saw RFID and pallet scanning benefits at the DC or store level. Now, with a simple device installed at the manufacturing site, we are able to provide 100% box accuracy and capture essential data points required for DPP and EPR compliance, all at item level.
At Packaging Europe we like to watch trends and areas of innovation as they evolve. Can you tell us something we might not be aware of that is driving technology in your sphere?
Data is a driving force now for packaging and smart label innovation. It’s not just about sustainability. Brands and regulators now demand full traceability—from materials to end-of-life. We understand that smart labels like RFID, NFC and DPP-ready solutions are now essential requirements for traceability, compliance, and circularity.
What would you say is the biggest common misconception that you encounter in your business?
One misconception we see at Maxim is that packaging is just visual or protective. In reality, it’s a critical data carrier, a compliance tool, and a driver of circularity. With smart labels, DPPs, and EPR legislature, labels now drive traceability, circularity, and transparency.
If the wider packaging industry could be transformed in some way, what kind of change would you like to see?
True sustainability requires a continued balanced focus on economic viability, ongoing investment in waste management infrastructure, and improvements in manufacturing processes—especially for materials that are resource-intensive or limited in geographies. This impacts circular economy, provides consumer and government officials with metrics, and helps businesses remain competitive.
… and how do you envisage your company changing the industry in the coming years?
Maxim has been socially and environmentally responsible since 1973, from the materials and suppliers we cooperate with, to our unique reforestation processes. With a plan to reach carbon neutrality by 2050 and driving the digital transformation in the industry, we are well on our way. The 60,000 trees planted every year through our Plant-a-Tree Program, deployment of Energy Management Systems throughout all our sites and continued research on more sustainable substrates are all a true testament to just that.
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