Plea for EC rules active and intelligent packaging

AIPIA director Eef de Ferrante said: “I’ve had meetings with the Commission regarding the important issue of which materials can be used, for instance, in antimicrobial packaging.”​

The 40-plus members of the association, created at the beginning of the year, include companies supplying indicators and sensors, scavengers and antimicrobials. Nestlé and Marks & Spencer are members, and AIPIA says it is talking to other international brand owners and retailers.

Radio frequency identification​

Also involved are providers of intelligent options such as radio frequency identification (RFID) and those interested in the potential of Quick Response (QR) and other consumer-scannable codes.

“There are privacy issues to resolve with the Commission regarding these codes, and consumers buying products and accessing information using their mobile phones,”​ said de Ferrante. “That’s why we’ve seen so much interest from telecoms companies. This is very valuable marketing information.”​

The diversity of AIP technologies means that the association is having to deal with different departments within the Commission. But they share a relevance to its recently-stated aim of urgently addressing the question of food waste, de Ferrante claimed.

Ready-to-market products​

AIPIA argues that the time is right for the full range of supply chain partners to examine – under its auspices – the commercial feasibility of the various technologies. But de Ferrante stressed that it was not itself involved in research and development work. “We are focusing on ready-to-market products and what business model could work for them,” ​he said.

The packaging industry remains relatively conservative, he said, but needs to embrace these added-value options as the basis of its future success.

The Dutch-based association is planning a showcase in Japan in October this year, which will include a strategy meeting to discuss future activities.