Global non-governmental organisation the World Packaging Organisation (WPO) has announced signing a memorandum of understanding (MoU) with the Netherlands-based Active and Intelligent Packaging Industry Association (AIPIA).

The effort will allow the two organisations to strengthen their collaboration and share ideas on sustainable packaging and the science behind it.

As part of this MoU, the WPO will support the AIPIA on material science technology, which is also a crucial part of active packaging.

Meanwhile, the AIPIA will help the WPO to further promote its mission of sustainable and appropriate packaging innovation.

WPO president Pierre Pienaar said: “Both organisations have been aware for some time that we share common goals and objectives and it is a logical next step to formalise these in a constructive and practical way.

“The two of us have a clear focus on our responsibility to the sector and the way packaging can be a solution, not a problem – as it is so often characterised today. Packaging for good is high on our agendas and we see this collaboration as a way to demonstrate these benefits in a very impactful way.”

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Before this official collaboration, the WPO and the AIPIA had already been working together to develop joint agendas at different packaging events to encourage the development of packaging solutions to address global industry and market needs.

AIPIA communications director Andrew Manly said: “WPO is the major global packaging organisation and has a strong profile in both the developed and developing world.

“It is a tremendous boost to the smart packaging sector to be able to join with WPO in promoting these technologies and helping to reinforce the organisation’s agenda on sustainability, innovation and supply chain efficiency.

“We are particularly delighted to be able to tap into so many talented people, in particular Pierre’s tremendous knowledge of materials science.”

Another objective of the MoU, according to the WPO, is to encourage the creation of a new ‘Smart Packaging’ category under the WorldStar Awards, a global packaging competition organised by the WPO.