El Packaging Cluster A new edition of Packaging Talks was held at the Empordà Golf Club (Girona). More than 150 professionals, companies, technology centers, and institutional representatives met on June 11 and 12 to discuss the main issues that will shape the future of the packaging industry.
The meeting highlighted that the sector's competitiveness will increasingly depend on companies' ability to incorporate artificial intelligence, advance in digitalization and traceability, adapt to new regulatory frameworks, and anticipate changes stemming from the new global geopolitical context.
This debate takes on special relevance in an industry that in Catalonia has 855 companies, generates an aggregate turnover of 12.227 million euros and employs 36.512 professionals, consolidating itself as a strategic sector for the economy and industrial competitiveness of the country.
General Assembly
The sessions began with a networking activity led by Oriol Villa, co-founder of Holaluz and BlaBlaNote, who reflected on the value of human relationships in an increasingly digitalized environment.
Drawing on the results of Harvard University's study on adult development, Vila highlighted that the quality of personal connections remains a determining factor for both well-being and the generation of professional and entrepreneurial opportunities. In this regard, she emphasized that "the quality of our relationships is the main predictor of long-term happiness and success," and underscored the role of technology as a tool for facilitating more relevant and meaningful connections.
During the General Assembly, the Packaging Cluster presented the results of the exercise and the lines of action of the new Strategic Plan 2026-2029, aimed at strengthening the competitiveness of the sector through collaboration, shared knowledge and the generation of innovation ecosystems.
According to the president of the organization, Martina Fountain“No organization can face such complex challenges as sustainability, digitalization, or adaptation to new regulatory frameworks alone. The role of the Packaging Cluster is to connect companies, knowledge, and talent to generate opportunities and strengthen the sector's competitiveness.”
The day concluded with the presentation by Alfonso CornellaThe founder of Infonomia and the Institute of Next, speaking under the title "How to Innovate Without Being Google?", argued that innovation is not exclusive to large technology companies, but rather a capability that can be developed in any organization. In this regard, he emphasized that "it makes no sense to talk about innovation, but rather about innovative people," underscoring the importance of building corporate cultures that are curious, open to change, experimentation, and learning.
Second day
On the second day, the Packaging Talks took place, in which Martina Font highlighted the strategic role of the packaging industry within the Catalan and European economy, as well as the need to strengthen the innovation capacity of companies to face the challenges of the coming years.
The president also noted that packaging is present in virtually all industrial value chains and that its competitiveness will be increasingly conditioned by the ability to incorporate new technologies, manage data, attract talent and anticipate market changes.
The day began with an institutional welcome from the Secretary of State for Industry, Jordi Garcia Brustenga, which highlighted the importance of collaboration between administration and business to promote industrial transformation and strengthen the competitiveness of the productive fabric.
Artificial intelligence, a lever for transformation
Then Enrique BarbaAn expert in innovation management pointed out that innovation continues to be one of the main drivers for boosting business growth and resilience in an increasingly demanding and competitive environment, arguing that innovation must be understood as a strategic discipline aligned with business objectives and results-oriented. In this regard, he emphasized that “innovation is not inspiration, but method, work, and execution: it doesn't guarantee success, but failing to innovate guarantees failure.”
One of the main points of consensus during the day was that artificial intelligence has already moved beyond the experimental phase and is establishing itself as a real transformative tool for industry. In this areaMireia Garcia, Director of Transformation and Artificial Intelligence at Hinojosa Packaging Group, shared her experience in the adoption of AI in industrial environments.
The session concluded with a round table discussion moderated by Joan Puaté, Cluster Manager of the Digital Cluster, in which the following participated: Pau Vila, CEO of LC Paper; José Racionero, CEO of AIS Vision; Marius Rossell, CEO of Trilogi; and Albert Iribarne, Data Scientist Manager at Dribia, who presented specific applications related to automation, advanced data analysis, operational optimization and improved decision-making.
The participants agreed that the main challenge today is to transform the potential of this technology into real improvements in productivity and efficiency.
Albert Iribarne (Dribia) argued for the need to distinguish between generative AI and other artificial intelligence applications that have been adding value to organizations for years. He explained that generative AI has democratized access to these technologies and allows for the development of customized solutions at much lower costs and timelines than just a few years ago. As an example, he pointed to the automation of telephone calls, where current systems can handle a large portion of inquiries autonomously. He also highlighted AI's potential to optimize business processes beyond its generative aspect.
For its part, Pau Vila LC Paper presented several projects developed at their company. Among them, they highlighted a production planning tool capable of optimizing material usage and reducing waste, as well as a cost calculation system that detects deviations and potentially unprofitable orders before they materialize. According to the company, AI facilitates the development of this type of specialized software, making it economically viable for many companies.
José Racionero (AIS Vision) focused its presentation on quality control using machine vision. It noted that AI has made it possible to handle complex inspections of organic or variable products, where traditional methods had limitations. It also emphasized that cultural and knowledge barriers persist regarding the operation of these technologies, especially concerning model training and their integration into production processes. It added that, in most cases, AI does not replace human decision-making, but rather acts as a support tool to expedite and improve decision-making.
Marius Rossell (Trilogi) focused on the business management of innovation. He stated that the success of AI projects depends on identifying specific problems, establishing clear indicators, and rigorously measuring the return on investment. As an example, he explained that software testing automation has reduced tasks that previously required a week of work to just thirty minutes. Rossell also advocated for maintaining a clear strategy and avoiding impulsive reactions to every new technology.
In their conclusions, they recommended promoting pilot projects, leveraging internal talent, and approaching AI adoption from a practical perspective, always evaluating its impact, feasibility, and cost to ensure tangible results within the organization.
Digitalization and traceability
Subsequently, David VivesThe Chief of Staff at Myneral Labs highlighted that “traceability is not just compliance; it is a competitive opportunity for companies,” and presented a use case developed between Coca Cola, Vetropack and Myneral Labs that shows how data associated with packaging can generate new benefits for manufacturers, brands and consumers throughout the entire value chain.
Next, there was a round table discussion moderated by Maica García, editorial coordinator of the magazine News Packaging (Interempresas), in which the following participated: Gabriel de Mariscal, general manager of Llet Nostra, and Isidre ArgerichCorporate communication from bonÀrea, where they shared experiences on how digitalization and traceability contribute to improving transparency, consumer relations and brand sustainability strategies.
Gabriel de Mariscal He explained that traceability has become a key element in demonstrating the origin and value of products. He noted that they have developed a system that allows them to track the complete journey of the product from the farms that make up the cooperative to the end consumer. Although they have not yet been able to implement a unique identifier for each package, they have created a solution based on QR codes that provides access to specific information about the product's origin and journey.
For its part, Isidre Argerich He emphasized that traceability is part of the company's DNA thanks to its vertically integrated model, which covers everything from farms to points of sale. He explained that the innovation lies in conveying all this information to the consumer through QR codes that allow them to learn about the origin of each product, its production process, and even certain production parameters. He added that the company has already implemented this system for around 150 products and plans to continue expanding it.
Regarding regulation, both agreed that it is more of an opportunity than an obligation. Gabriel de Mariscal stated that transparency allows for communicating aspects related to sustainability, efficiency, and the circular economy, while Isidre Argerich pointed out that consumers increasingly demand verifiable information about the products they consume.
Regarding operational efficiency, Isidre Argerich explained that access to historical data and forecasting tools allows for adjusting production to actual demand, significantly reducing food waste. He also highlighted the use of artificial intelligence to optimize sales forecasts, production processes, and quality controls. Gabriel de Mariscal, for his part, pointed out that data collection and analysis is a fundamental tool for identifying opportunities for improvement in sustainability and efficiency, especially in the agricultural and livestock sectors.
One of the most innovative projects presented was RetornA, the returnable packaging system developed by BonÀrea. Isidre Argerich explained that the initiative was born with the aim of reducing the use of single-use packaging for fresh meat products. After a pilot test, the company has achieved very high return rates and has avoided the consumption of thousands of disposable trays. Furthermore, the system incorporates RFID technology and QR codes that allow tracking the usage history of each container and quantifying the savings generated in plastic and emissions. He indicated that one of the main challenges has been achieving a change in consumer habits.
In the final stretch of the debate, both speakers agreed that progress toward more sustainable models will require not only business innovation, but also the involvement of consumers, government agencies, and the entire value chain. While companies continue to adapt to new regulatory and technological requirements, they considered it essential to continue promoting transparency and traceability as tools to build trust and accelerate the sector's sustainable transformation.
The geopolitical context
This year's edition of Packaging Talks concluded with an analysis of the impact of the new geopolitical context on the European industry, presented by Hector Sanchez Margalef, principal researcher at CIDOB (Barcelona Centre for International Affairs). He addressed how trade tensions, international conflicts, the redefinition of supply chains and the emergence of new economic blocs are transforming the competitive environment of industrial companies.
In this context, Sánchez stressed that "changes in globalization force companies to incorporate the geopolitical factor into their decision-making," underlining the need to anticipate risks and adapt business strategies to an increasingly complex and uncertain global scenario.
