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Event Overview
The upcoming lecture, "From Green Claims to Brand Engagement: Communicating Sustainability Through Packaging," is designed for members of Pack4Food. It aims to enhance the network and knowledge of its participants.
Key Topics
This session will address critical questions such as how to communicate sustainability effectively on packaging without falling into the trap of greenwashing. Attendees will learn about the importance of strong branding as a foundation for credible sustainability communication. The discussion will include current case studies from the food industry, showcasing how brands can create clear, relevant, and action-oriented packaging.
Innovations in Packaging
The event will also explore the transition from traditional barcodes to 2D QR codes, which serve as a new interface for customer engagement and foster long-term brand relationships.
Legislative Insights
A significant focus will be on the new European anti-greenwashing legislation, effective September 27, 2026. This legislation mandates that companies formulate environmental claims in a concrete, verifiable, and transparent manner. Participants will gain insights into what practices are permissible and what changes are necessary in branding, packaging design, and communication strategies.
Speaker
The lecture will feature Bart Maesen, a seasoned product designer and founder of Seendesign, who brings over twenty years of experience in product and packaging design. His expertise lies in bridging the gap between strategy, design, and the future of packaging, making him an ideal speaker for this topic.
Logistics
The event will take place on August 25, 2026, from 16:30 to 19:30 at Kasteel van Zwijnaarde, Gent. Participation is free but requires registration, with limited seating available to promote interaction among attendees.
