Amcor Leads the Way in Sustainable Packaging Innovation with New European Innovation Center
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- Published: Tuesday, 04 June 2024 12:54
Amcor, a renowned global leader in the realm of responsible packaging solutions, continues to push the boundaries of sustainability and performance with the inauguration of its Amcor Innovation Center Europe (AICE) in Ghent, Belgium. This strategic move marks an expansion of Amcor's packaging innovation hubs worldwide, amplifying the company's dedication to revolutionizing the packaging industry.
The AICE is poised to be a catalyst for transformative change, pioneering cutting-edge material technologies aimed at enhancing the sustainability and performance of packaging solutions. Central to its mission is the development of designs that not only captivate consumers on store shelves but also prioritize ease-of-use, aligning seamlessly with evolving market demands and environmental imperatives.
Michael Zacka, President of Amcor Flexibles Europe, Middle East, and Africa, emphasized the significance of this venture, stating, "The opening of the Amcor Innovation Center Europe is a significant investment towards more sustainable, circular, and innovative packaging." Zacka underscored the center's role in bringing together top-tier talent in packaging design and material science, fortified by state-of-the-art technology, to offer comprehensive brand solutions from conceptualization to commercialization.
At the heart of the AICE lies Amcor's Catalyst approach, a flexible, collaborative, and creative co-development methodology tailored to address diverse brand requirements. This approach ensures that packaging solutions are meticulously crafted to resonate with target markets, integrate seamlessly with existing production lines, and embody the principles of sustainability and recyclability.
To facilitate this holistic collaborative process, the AICE houses several specialized centers:
Material Science Center: This facility serves as the epicenter for innovation, focusing on the development of groundbreaking packaging materials aimed at reducing carbon footprints. From recycle-ready mono-material solutions to bio-based and recycled polymer alternatives, the center spearheads initiatives to optimize performance while minimizing environmental impact. Advanced analytical labs equipped with state-of-the-art technology facilitate rigorous material testing and characterization.
Customer Engagement Center: Designed to foster collaboration and innovation, this center hosts interactive sessions and consumer focus groups. Equipped with retail simulation areas and real-life settings, such as kitchens and living rooms, the center enables immersive experiences for both consumers and marketers. Additionally, an on-site prototyping lab enables rapid iteration and testing of diverse packaging solutions, ensuring alignment with consumer preferences and usability standards.
E-Commerce Lab: In recognition of the growing significance of e-commerce, this lab is dedicated to testing and certifying packaging according to rigorous standards. By validating packaging for shipment through major e-commerce channels, including Amazon, the lab ensures optimal performance and protection during transit, bolstering brand integrity and consumer satisfaction.
Packaging and Recycling Test Center (Upcoming): Set to enhance Amcor's capabilities further, this center will facilitate small-scale packing line trials, replicating brands' own production environments. By integrating recycling equipment, the center will enable comprehensive evaluations of packaging recyclability and compatibility with existing infrastructure, thereby advancing Amcor's sustainability objectives.
Noemi Bertolino, Vice President of Research & Development at Amcor, emphasized the company's commitment to crafting packaging solutions that marry consumer appeal with environmental responsibility. "We want to create packaging that consumers like, and that is better for the environment," stated Bertolino. She highlighted the AICE's pivotal role in testing packaging against stringent criteria, ranging from usability and functionality to recyclability and environmental impact.
In alignment with its ambitious sustainability goals, Amcor has pledged to ensure that all its packaging is recyclable, compostable, or reusable by 2025, alongside a substantial increase in the utilization of recycled materials. Reflecting this commitment, the Amcor Innovation Center Europe operates within a building constructed and designed according to BREEAM sustainability certification standards, underscoring the company's holistic approach to sustainability.
With the inauguration of the Amcor Innovation Center Europe, Amcor reaffirms its position as a trailblazer in sustainable packaging innovation, poised to shape the future of the packaging industry through relentless innovation, collaboration, and a steadfast commitment to environmental stewardship.