ON 20 November, the World Packaging Organisation (WPO) held an exclusive media briefing at Cape Town’s V&A Waterfront.

Outgoing president, Pierre Pienaar discussed the current state of the global packaging industry and highlighted the WPO’s future plans and projects. He explained that over the last six years, the WPO has been working hard to increase the organisation’s image and footprint in the global packaging arena, especially in developing countries. ‘With the backing of good science and regulation, South Africa is currently in a strong position. However, it needs to utilise its knowledge and expertise to assist other developing countries in growing their packaging industries,’ Pierre commented.

First female president introduced

He also used the opportunity to introduce Luciana Pellegrino as the new WPO president-elect as of November. Luciana, a business administration graduate from Mackenzie University in São Paulo has more than 20 years’ experience working with the WPO.

‘I’m honoured and excited to assume the presidency role,’ she exclaimed. ‘The core focus during my tenure will be to drive a more active global presence for the organisation and encourage the exchange of ideas and communication between the various packaging organisations in each region. It’s important that we speak with one global voice.’

The managing director of ABRE (Brazilian Packaging Association) is the first woman to assume the WPO presidency in the organisation’s 56-year history. As she reflected on this remarkable milestone, Luciana hopes to inspire other women to take up senior roles in the packaging sphere. ‘It’s important to promote our diversity. It not only builds a reference for the organisation, but broadens its perspectives.’

Trends in the spotlight

WPO vice-president of events and WorldStar coordinator Soha Atallah gave a compelling presentation on the latest global packaging trends, as well as a teaser regarding the main innovations to be seen among WorldStar winners that will be announced during a gala ceremony in June 2024 in Thailand.

Among the long list of packaging trends, Soha cited minimalism and simplicity, personalisation and customisation, health and wellness, cultural diversity and inclusivity, anti-counterfeit measures and luxury packaging (to name a few) as the main drivers in the sector.

Sustainability and recyclability remain an important mandate for WPO going forward, and Soha encouraged the industry to keep a close eye on smart, on-demand and science-driven packaging, especially in the technology and alternative material space. ‘The current geo-political situation is affecting trade and pressurising suppliers and consumers to be more cost-conscious. This creates a need for value-based and cost-effective options,’ Soha noted.

The WPO’s visit to South Africa also included an executive meeting, working group meetings (sustainability and food safety, education and marketing) as well as the participation of the WPO delegation in the Institute of Packaging SA’s Gold Pack Awards ceremony.