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The European packaging decision-makers validate the promotion efforts of our industry
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The marketing dialogue started up 4 years ago by the European steel packaging industry together with the major packaging decision-makers of Europe is bearing fruit.
This is what can clearly be seen from a recent pan-European study carried out on a representative selection of packaging managers for high-consumption products. The image of steel as a packaging material as well as the image of the steel industry as a whole has improved considerably over the past few years. This evolution is particularly significant with regards certain specific key criteria, such as “the increasing use of steel, its capacity for shaping, the flexibility of the steel industry”.
This development is seen in the growing number of concrete initiatives and projects undertaken in relation to steel packaging within the different market sectors. A new example is the VIRBAC international laboratory which has just taken the decision to opt for steel packaging, newly named “millennium packaging” in order to differentiate itself from other products and ensure a premium position for its new, innovative veterinary medication. With this, steel packaging has broken into a new market segment from which it was previously absent.
Finally, the review of the European Directive on Packaging and packaging waste is an important topic affecting the entire packaging world, and which will require us within the steel packaging industry to remain vigilant and take concerted action.
As the new APEAL General Manager, I am proud to be able to put the fruits of my past experience in the Planning Department at Cockerill Sambre and various administrative posts at the service of a dynamic European sector. It is my wish to continue and to extend the communication and marketing strategy that was started four years ago by my predecessor whilst still defending on behalf of the industry the most favourable legal framework possible for our material at the European level, reconciling economic realism and environmental protection.
Finally, the review of the European Directive on Packaging and packaging waste is an important topic affecting the entire packaging world, and which will require us within the steel packaging industry to remain vigilant and take concerted action.
As the new APEAL General Manager, I am proud to be able to put the fruits of my past experience in the Planning Department at Cockerill Sambre and various administrative posts at the service of a dynamic European sector. It is my wish to continue and to extend the communication and marketing strategy that was started four years ago by my predecessor whilst still defending on behalf of the industry the most favourable legal framework possible for our material at the European level, reconciling economic realism and environmental protection.