President Lindy Hughson (International Packaging Press Organization)

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Transcript

Cory Connors: 0:31

Welcome to Sustainable Packaging with Cory Connors. Today's guest is my friend, Lindy Hewson, the International Packaging Professionals Organization President. How are you, Lindy?

Lindy Hughson: 0:43

I'm very well. Thank you, Cory. And thank you for having me onto your podcast again. It's great to be able to have the opportunity to speak about the thing I love most, and that's Packaging press , packaging.

Cory Connors: 0:53

you're an inspiration to many, including me. I'm honored to be in an organization with you. And, I'm just, very impressed with all that you do in our industry to support, young people, to support women, to support diversity, to support all of the things in the industry that we need supporting, including sustainability. And, I would love to learn a little bit about your background. what got you into packaging journalism?

Lindy Hughson: 1:20

Cory actually fell into it by accident. and it was a very happy accident. And at that time, I had been a teacher, an English teacher and a friend of mine had said to me, I'm leaving my job it's in trade press journalism, but I know you'll love it. So I'm going to introduce you. Put in your CV and see what happens. And I went to this interview with a founding member of IPPO , Jill Loebscher, who is one of our honorary members, at the time. And she said, you've got no journalism background. No, I haven't, but I do have an honors degree and I can write. So just take a chance on me kind of thing. And she did in the rest is history. it was really, honestly, a very, I've always been so engaged in the work that I do. And it's crazy to think that, I was, I was very young then and I'm turning 58 next year. I don't mind saying, next week. so Um, for making it this far and always being really committed to packaging journalism. I feel that it is, yeah, it's a, it's a vocation, really. It's a calling in many ways. And for other people outside of the industry or outside of what I do, who have other flashy careers, they don't quite get it. but what they do get is they do see the light in my eyes, Cory, when I speak about packaging. One of the wonderful things that has happened, over time for me has been joining IPPO and meeting the most amazing, smart, creative journalists around the world who are writing about packaging. And making friends with them, and having true friends in this group. And that's part of what we are about. We are a professional organization, but we are also a social organization in the sense of, feeling connected to other people who have like minded passions.

Cory Connors: 3:15

very well said. I agree. 100%. it feels like a family in the packaging industry. And IPPO is a very intimate group of incredibly smart people who have been doing this many of them a very long time. and so it's an opportunity to talk to people about the things that you're passionate about and to learn from others in this, very, huge world of packaging. It's such a big space. It's the third largest market in the world. A lot of people don't understand that. but I think that's cool that you've pinned it down to relationships. And, I think that's why Adam Peake and I are honored to be newer members of the group and, that you took a chance on some podcasters, means a lot to us. So thank you.

Lindy Hughson: 4:06

I think we recognize that creating content around packaging isn't just about the written word anymore. And, we have to, be aware of and be alert to and embrace the digital age. so it was a no brainer, Cory, it really was a no brainer. The other thing I wanted to say about IPPO is that we add a lot of value also to, to the industry in the sense that not only are we just, aren't we journalists rIPPO rting on the industry, sharing the message and doing that sort of thing, but we as a group can. Offer show organizers, for instance, the opportunity to tap our insights and our experience. now we had a recent example of this, which I would love to share with you in the Australian industry, which is where I am the managing editor of a packaging magazine. We ran a, an IPPO forum during the recent APEX trade show. APEX is the Australasian Processing and Packaging Expo. And, we had five IPPO members, all veteran journalists, all us veterans. Two who work with me in Australia, Wayne Robinson and Kim Berry on, Wayne is a print and packaging expert and Kim works in the food and beverage space, writes, also writes about packaging. And then we had joining us from Europe, from Packaging Europe, Tim Sykes , and, flying in from Amsterdam was Andrew Manley, who, represented The active and intelligent packaging industry association, and Andrew is a treasurer on the board of IPPO as well. And we ran a packaging perspectives forum and honestly, it was so well attended. We were, we felt truly validated. there was standing room only, A lot of interest, of course, in what Tim had to say, because he was looking at sustainability insights from Europe and Australia takes the lead, into many extents from what's happening in the European market, especially regulation wise. but what we were able to bring to that event then was a whole afternoon of engagement and people at the expo feeling that they had added value at no cost. APEC supported us. they made it possible for Tim and Andrew to come over. So there's their flights and hotel was sponsored by the show organizer, and we appreciate that. That show is owned by the Australian Packaging and Processing Machinery Association, APMA, who is also an IPPO sponsor and partner. so that, that was really a real feel good moment for me, realizing that we were able to initiate that forum. Different, shows we do different things with. We cooperate with. Some of us attend, will attend PAC Expos around the world and PMMI always also comes to the party with a, a couple of hotel nights that help IPPO members get there. So they're different arrangements that we have, because, just want to stress that IPPO is a not for profit. we. We have a small membership fee, but that's the money that comes in and, at Interpac, we always run and a party where we get sponsorship for the party so that we can fund that as well. And that in itself is also a great gathering of many associations and industry leaders that come to that party too. So we can look forward to that in the, at the 2026. Yeah. And what will be super exciting then is that will be, we will be celebrating one year late, but we will be celebrating Ippo's 50th anniversary.

Cory Connors: 7:42

Oh, wow.

Lindy Hughson: 7:44

That is, yeah.

Cory Connors: 7:45

I sure plan to go to that. And, this is a great point. that inviting the group from Ippo will help. Promote your event, and it will help, you're bringing some of the best journalists in the packaging industry to, to, discuss your event to rIPPO rt on it to bring value to the people that attend it. these are all really insightful thoughts. Thank you. Mindy. that's a great point.

Lindy Hughson: 8:12

as a kind of a quid pro quo, let's say what we usually we do for those shows that do partner with us. we do pre show exposure across our journals and through IPPO channels, and we would then write a meaningful rIPPO rt So both Tim and Andrew have written for their markets, which are much bigger than the Australian market. They've really put this epic show on the map by writing fantastic rIPPO rts about the show. so people forget that journalists, Like us have such a broad, understanding of what goes on in the market. We've got this information coming at us from all angles across our news desk desks all the time. So we have by osmosis or otherwise a huge body of knowledge that is. is valuable to

Cory Connors: 9:02

tap. I am often asked, can you please, find me a good speaker for this panel? Or can you please recommend someone to, help with this event? And so Ippo is the first place I look and, reach out to all of you and see who's available and, because there's so much wisdom and so many, bright people on, in the group, I should say. So

Lindy Hughson: 9:57

yeah,

Cory Connors: 9:57

very well said. So if someone is, in rIPPO rting in journalism, in packaging, how do they sign up to apply?

Lindy Hughson: 10:09

it's the process is where we would, they would reach out to us via the email. Um, and they can just give their reasons for wanting to join and we have a standard membership form, which is quite simple to fill in what they would need is, an IPPO member to nominate and second them. For instance, Cory, if they've heard it on your podcast, they might approach you first.. And then you could recommend, and that I could have a chat and then the two of us could nominate and second that person., it's not really an arduous process. and then give us some examples of their work. And then we put it to the membership votes, and, after the board has to approve and the membership votes, and then after that, they become a member. So recently we've signed up since, since you joined, I think we've added another seven members, Cory. yeah, we are a growing group. We also have a group. We are also a group that still has many of its older members in the group because they want to remain members. So for instance, recently, We had a group meeting that was more of a social meeting. it's a bit tricky cause we all around the world and the time zones don't always work in our favor, but we had a soiree and joining us on that call was Pauline Cavell and Pauline was one of the founding members and she still had so much insight and wisdom to add to our chats. And I did say to Pauline wouldn't, it would be really super if you could write a kind of a memoir on Ipoh ahead of our 50th. Anniversary. and she's still interested in what's going on. And that just talks to the community that is a part of

Cory Connors: 11:53

that. I agree. And it's been so fun to meet some of the longtime journalists and, and learn from them, how people like you, indeed, that have, grown up in the industry and, watched it mature and, change and adapted to the new, things like it. podcasting and like other things and embrace them. but while still keeping their old, methods, I got to interview, another member recently, Dominique, and she spoke about that, how she's got a system for shows or fairs. She's got a great system.

Lindy Hughson: 12:30

Dominique writes for me and she helps me a lot. So sometimes if I'm going to a big trade show. I would say, Dominique, I can't cover everything, so can you do part of it for me? Can you, for instance, do the beverage packaging at Interpack? Yeah. And then she sits down and, I looked at her spreadsheet of her document that she had and she said, I'm seeing this one at this time for that and she just has such a great method. It's fantastic.

Cory Connors: 12:56

Agreed. I saw her at Paris Packaging week twice, and both times she said. Great to see you. I gotta go. I said, okay. although we did pause for a picture once and, posted that for sure, but she's, again, some great wisdom, some great hardworking people in, in our group. And, I'm honored to be a part of it, but I do need to talk a little bit about sustainable packaging. how has sustainable packaging become more of a key topic, to IPPO and its members recently.

Lindy Hughson: 13:27

I guess just simply by virtue of that's the topic of talk on everybody's lips. and so we have to go where the market is going when we're doing our rIPPO rting. and I do say we do recognize that other, there are other trends like automation, and digitalization of the packaging industry happening. But a lot of that in concert with what's happening in. In sustainability, and there are members like Tim Sykes, for instance, of Packaging Europe, who he is now also the curator of the very big sustainability summit that happens annually and also of the sustainability awards. And I know that many members will be going to the sustainability summit and, we have to take our lead from, as I said, the trends that are happening in the market and taking a look across all the things we write about, whether it's machinery, whether it's materials. Everything has a bearing on sustainability, from energy saving right across through to light weighting of matters or switching between materials. So it has become the topic du jour and will stay so for the longest time, I think.

Cory Connors: 14:40

I think so, too. very true. It's it was a flash in the pan before in recent history. I would say maybe 10 years ago, people said green packaging or eco friendly packaging is the future. And then it just didn't catch on because it was more expensive. but now I think we've, we've passed that tipping point and, sustainable packaging is becoming, by just by economies of scale. And by innovations, cost neutral, or even sometimes the savings in many cases. but yes, the sustainable packaging summit in Amsterdam is one of my favorite shows every year. And I look forward to going again in November in Amsterdam. are you going?

Lindy Hughson: 15:20

Yes, I certainly have to be. I am also on the awards judging panel this year. So I'm going to find that really interesting to see. I've already started the process. There's a lot of judging to do to see the innovation coming through. and I think that one of the places that we see it most, Cory, which is where most of us journalists gather is that these trade shows where you cannot walk through a trade show floor now without seeing the, all the signage, all it all talks to circularity, sustainability.

Cory Connors: 15:53

Recycled content, yeah, all the buzzwords, right?

Lindy Hughson: 15:57

And the other thing is, if you're a business journalist, you're also taking heed of what governments are doing and what regulations are rolling out. And certainly in our market and obviously in Europe, I'm not 100 percent sure what's happening regulation wise in the U. S. Cory, you could perhaps enlighten me. But we are on a very strong, Straight path here. Gov. Our government has said you've had it vol. The industry's had it voluntary for too long. we are not making significant changes. We are not going to meet targets that have been set via the voluntary model. We are gonna step in. currently now we are preparing for what that's going to look like. It's going to take some time, but there will be mandates around recycled content as just one example.

Cory Connors: 16:37

And that's international. that's gonna that's happening. Extended produce responsibility laws are taking shape everywhere. unfortunately, in the U. S. it's very segmented with the 50 states here. but, we think that will change eventually, and it will be national, at least parts of it. So we'll see what happens there. But again, I'll continue to rIPPO rt on that as those changes

Lindy Hughson: 17:02

feel over overall, Cory, do you feel, that we are moving that people are moving in a more positive direction?

Cory Connors: 17:10

Yes. I do. I do. I think they are trying. I think, companies are volunteering to move in that direction. they want circular, economies to work. They want, recyclable packaging to be effective. Compostable packaging is another thing that's in the mix. We'll see if how effective it is and if it can take hold but we've been doing the same thing for a very long time so to pivot especially for these very large companies, for example nestle I just interviewed their chief of sustainability and she said, it's going to take some time But we're going to do it and we're going to do it together as we can That's a group of, industry professionals.

Lindy Hughson: 17:54

I must say what I am, I'm encouraged by is the degree of collaboration that's happening. Certainly, we're seeing that in our market where we've got competitors, for example, Coca Cola, Euro Pacific partners and Asahi competitors in the beverage space generally, but they have united their resources and funds to get behind a joint venture and work with clean away and pack group and create a circular a plant that, that does bottle to bottle recycling for PET. Right. and those are projects that are coming off the ground now. We are seeing Mondelez international co collaborating, and investing in a plant, with Amcor so that they can, we can have a future for sub plastics recycling. And so it's a chemical recycling facility. so we are seeing more collaboration happening. and certainly I think the message is coming through from the market that we cannot do this alone. It's no, it's fine to work in silos to make change happen because we need it on such scale. We need standardization.

Cory Connors: 18:55

Yes,

Lindy Hughson: 18:56

because if we don't have that, then we're all, doing our own little thing and nothing's going to work in harmony for the greater good. And like, like your country, we have also have the patchwork of different state governments, but, and I think, though, that in our model going forward, it would be likely that we would have. The federal government taking charge of that so that we didn't have taking charge of the recycling and the packaging waste, regulations, and working perhaps to an administrative organization that then is the good cop as such, but the enforcement by government and the states don't get involved. They defer to the federal government because otherwise we've got states with different, every state has different. Types of recycling bins. And it's, it doesn't work for harmony,

Cory Connors: 19:45

right?

Lindy Hughson: 19:46

Yeah.

Cory Connors: 19:47

My, my favorite new phrase in the industry is pre competition collaboration.

Lindy Hughson: 19:52

I

Cory Connors: 19:53

think, that's the, that's exactly what you were just talking about is, okay, let's work on this together. we can both compete and be successful. but we can use the same kind of packaging or we can develop recycling systems together to make these circular. so it's exciting to see, I'm really looking forward to the next, five, 10 years of changes in the world, for the better.

Lindy Hughson: 20:17

Yeah, so what's what will be interesting to see is how markets evolve around things like compostability, which still seem to be quite popular, in terms of what marketers want, but which is held back by the fact that we don't have widespread compostable industrial composting. So that's one area that I'm watching with interest. And the other area I'm watching with interest is reusability. Yes. Because, I saw Orora actually just won a award for a product called Jarbot.

Cory Connors: 20:52

Yeah.

Lindy Hughson: 20:52

Jarboe. Yes.

Cory Connors: 20:57

It's French for jar and bottle. Yes, this is, this is, my, my boss, Chris Bradley, invented that with his team and it's, it's been an impressive thing to watch. Very honored at the Sustainable Packaging Coalition in New Orleans, last week or two weeks ago. Yeah, geez, time flies.

Lindy Hughson: 21:15

I read the news story.

Cory Connors: 21:19

Yes. Thank you for that. We appreciated that. And, it was, it is a true honor, just one of three awards given out at that event. And, we're very thankful.

Lindy Hughson: 21:29

That is a concept for reusability to promote that as far as I understand.

Cory Connors: 21:34

Yes, it's a inner interchangeable reusable system. So all of the pieces will fit together and so you could have Mayonnaise and peanuts and peanut butter and all of these different materials pickles and all in the same thing Type of packaging, with different materials, steel or plastic or glass. it's really fantastic the way it could potentially work, but this could all be collected together and then washed in bulk and then shipped back to production to be refilled. so it's, the implication is really interesting and that's why it won. I think,

Lindy Hughson: 22:13

Yeah. So what would be the collection model? Sorry, the journalist in me is coming out.

Cory Connors: 22:17

Oh, yeah. So it would be in store. so you would bring the packaging back to the store, like, like the old bag drop off program. and then those would be, eventually, if it all, if we got enough pre competition collaboration, it could be at several different chains of stores. so you bring it back, you get the dIPPO sit, for the packaging and it gets washed and, returned to production to be filled again with something else, maybe a totally different product next time.

Lindy Hughson: 22:47

Yeah. that's it sound, it sounds noble. And I think if you can get that, the economies of scale going then that's certainly great to have that kind of option in the market. Yeah. And clever thinking, clever design. And that's a lot of it comes down to design. That's, we have to be thinking right at the design phase for, how we can make these products more sustainable and support a circular economy. Yes.

Cory Connors: 23:09

said. I, when I interviewed Nestle, they talked about Nesquick. They've got a similar, design in use now for Nesquick. Their, chocolate milk, powder. And, it's a very similar concept with nestable, packaging materials that is reusable up to 100 times. we, It's been proven to be effective, we just need to find a way to implement it. And we're in talks now with some very large companies who are very excited about being at the front end of this.

Lindy Hughson: 23:40

Oh, that does, it does sound like a great development. So that is, it's just really every day, something crosses the desk where I go, Oh, this is cool. Or this looks cool, whether it's, it hasn't got long term work. Yesterday we got something about a, a pillbox design. But imagine it more like egg box size, the pill box designed for kiwi fruits that has a day of the week, a kiwi fruit for every day. So it's mastered on that idea that, you've got to take your pill a day. You've got to eat your kiwi fruit every day. For a New Zealand company, kiwi fruit company, that exports to Singapore and it's been, it's taken up in the Singapore market, in a, it's in a carton based. So

Cory Connors: 24:27

I love that kind of innovative design. I'm sure that'll win some awards at, Pinto awards or other shows. Thank you so much, Lindy. I appreciate you letting me be a part of your organization and interview you today. I really do appreciate your wisdom.

Lindy Hughson: 24:42

It's a pleasure. And thanks for having me, Cory.