AM: The usual suspects - food, beverage, pharma and cosmetics - are top of the list. They all have distinct issues which can find solutions in A&IP.
The imperatives for cosmetics and beverages, particularly wines and spirits, are anti-counterfeiting measures and brand protection. No one wants one of their bottles to be filled with a dangerous substance which could kill or injure a consumer. That could have far more impact than the loss of sales. But in Asia counterfeiting is on an industrial scale and if Brand Owners want to fight it they need the solutions A&IP offer.
For food products the whole area of food waste and its reduction are national, even global, issues. Look at the recent French legislation. It is clear 'Best Before' and 'Use By' labels are no longer fit for purpose and if the food industry and retailers fail to do something it might end up in the hands of the legislators. Do they want that? Additionally, better supply chain management can solve a lot of problems and help in extending shelf life.
For pharmaceuticals the current top priority is traceability but reports indicate many are not nearly ready. Simple solutions from A&IP are available. These can also address the other major problems for the sector of counterfeiting (it is the largest product group for fakes) and patient compliance. So many drugs are wasted - up to 40 per cent in USA, it is claimed. So if A&IP offers a one stop shop for solving these problems, why not go there?
On a personal note l also like the idea of being able to access product information, such as contents and instructions in your own language via a QR code for example. We saw a really neat product recently from a US company, Complete Inspection Systems, which offers embedded security features as well as multi-language information from a QR code, without even the necessity of WiFi connection. Now that is smart!
TS: What are the current roadblocks to adoption of intelligent packaging solutions, and how do you envisage the industry overcoming them?
AM: Cost is always a factor and some companies supplying A&IP products are shy of, or not ready for mass production yet. But there are plenty who are. Also we are anxious not to make claims that cannot be met. This has held back RFID adoption as too many did not function properly outside 'standard' conditions.
There are certain brand owners 'leading the charge'. For example, Heineken has used several A&IP products for marketing and promotion. But not, as yet, mass market stuff. That is the case with many major brands. As more of them become confident of A&IP's capabilities then we will see more and more products using it.
We gave A&IP a two- to five-year timeline to reach critical mass. We see no reason to change that view at just over half way. Of course, some sectors and products are going faster, others slower. But it's all forward momentum. Like most things, you just keep working at it.
TS: To what extent do you think tomorrow's opportunities for intelligent packaging might come from creatively linking up existing ideas and technologies, aside from completely new inventions (e.g. harnessing the properties of smart packaging materials together with big data or digital print)?
AM: Yes, we see 3D and digital technologies as complimentary to A&IP, as just one example. And naturally the worlds of big data and the Internet of Things are tailor-made for this sort of packaging and many companies, such as EVRYTHNG are already heavily involved with us.
Smart materials already play a big part in the A&IP sector. But there are pushes and pulls in materials development. What is more important just now? Development of bio based plastics? PET bottles made from plants? Transparent aluminium foil? I can wax lyrical about film made from sugar cane or shrimp shells or utilising nano technology. But perhaps that needs to be the subject of another big interview…
TS: What is the role of AIPIA in this growing segment? Could you tell me about your recent and forthcoming activities?
AM: AIPIA was founded in 2012 and set out to become the 'hub' for information about A&IP and companies developing, researching, using or wanting to use these technologies. Our aim is to speed up implementation across all sectors and help exchange information and ideas and act as a key networking forum.
For food products the wh