EuroPack Summit 2019

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  • Van Genechten Packaging: Packaging a Product for Success


    Lorenzo Delorenzi of Van Genechten Packaging, a sponsor company at the upcoming marcus evans EuroPack Summit 2011, on innovative and competitive packaging.

    Interview with: Lorenzo Delorenzi, Chief Executive Officer, Van Genechten Packaging


    “Packaging is the key for unlocking the communication between a brand and a consumer,” says Lorenzo Delorenzi, Chief Executive Officer, Van Genechten Packaging. With most decisions being made at the point of sale, attractive and innovative packaging is essential for grabbing the attention of consumers today. From a packaging design and manufacturing company attending the marcus evans EuroPack Summit 2011, in Cannes, France, 4 - 6 July, Delorenzi exchanges his ideas on product packaging for success.

    How do you stay competitive and innovative in your field?

    Lorenzo Delorenzi: With increases in the cost of raw materials and transportation, we have had to be very innovative and competitive. We have state-of-the-art innovation centres and are the single highest investor in research and development in our field of folded carbon boxes. We are innovative in terms of packaging shapes and solutions, use of material and in how we enhance the attractiveness of our customers’ brands and products, their usage and effectiveness.

    What should packaging executives take into account when building a brand or brand experience?

    Lorenzo Delorenzi: Most purchasing decisions are made at the point of sale, therefore packaging is becoming a key vehicle for branding. For an attractive, innovative, original way of presenting products, the visual, tactile and emotional aspects must be considered. This is an area where cardboard packaging can have a strong impact. Cardboard is easily printable and new technologies for interactive communication and special effects can be applied easily. 

    What are some of the upcoming opportunities in packaging?

    Lorenzo Delorenzi: There are many innovative solutions being developed to influence the experience between the brand, product and consumer. One example is augmented reality, where placing a logo on the box in front of a webcam can provide the consumer with useful data, access to videos, games and recipes. This technology is available and large brand owners see a lot of potential in it.

    RFID technology will be the next generation of packaging, as integrating hardware into packaging is more complex.

    What best practices would you recommend?

    Lorenzo Delorenzi: Sustainability is becoming a very important motivator. Consumers want the brands they use to reflect the responsibility they take on sustainability.

    Differentiation is also key. Increasing numbers of packagers are moving to advanced printing and special effects technologies, to differentiate their products on the shelf. Current technologies are progressing very fast, allowing a step forward in how packaging adds value to a product.

    Do you have a final piece of advice?

    Lorenzo Delorenzi: Dare to be innovative. Think outside the box in terms of packaging and embrace new technologies as quickly as possible. Consumers are ready for it. Social networking is playing a growing role in their daily environment, and can facilitate the connection between consumer and product. Social media is a reality that every brand owner has to take into account and be proactive with. Having innovative packaging will be paramount in the future.

    Sarin Kouyoumdjian-Gurunlian
    Press Manager
    marcus evans, Summits Division
    Tel: + 357 22 849 313

    About the EuroPack Summit 2011

    This unique forum will take place at the Majestic Barrière Hotel, Cannes, France, 4 - 6 July 2011. Offering much more than any conference, seminar or trade show, this exclusive meeting will bring together esteemed industry thought leaders and solution providers to a highly focused and interactive networking event. The Summit includes presentations on reinventing the innovation model, engineering consumer experiences, real world solutions for packaging sustainability and efficiency in the entire value chain.

    For more information please send an email to or visit the event website at

    marcus evans group - food/beverage sector portal

    Please note that the summit is a closed business event and the number of participants strictly limited.

    About Van Genechten Packaging

    Van Genechten Packaging is a group, comprising of 10 folding cartons factories in 7 countries, which serves the European consumer goods industry with cardboard boxes, microflute packaging and packaging systems.

    Other activities of the Group are Automation and Extrusion, which offer customised solutions for packaging machines and a broad range of barrier laminations both for the open market as well as for the Group.

    About marcus evans Summits

    marcus evans Summits are high level business forums for the world’s leading decision-makers to meet, learn and discuss strategies and solutions. Held at exclusive locations around the world, these events provide attendees with a unique opportunity to individually tailor their schedules of keynote presentations, think tanks, seminars and one-to-one business meetings. For more information, please visit

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