In this edition of Packaging Middle East & Africa’s flagship Big Interview, we sit down with Luciana Pellegrino, the newly appointed President of the World Packaging Organization (WPO). From driving sustainability to shaping packaging education across continents, Luciana is spearheading global change in an industry that’s transforming at warp speed.
transforming rapidly.
In an exclusive session of our Pack Talk webcast, Editor-in-Chief, Ben Daniel caught up with Luciana Pellegrino to explore the WPO’s mission, innovations in smart packaging, and why Africa and the Middle East hold the keys to the industry’s future.
Ben Daniel: Luciana, thanks for joining us. Let’s begin with the big picture—what is the mission and vision of the WPO today?
Luciana Pellegrino: It’s a pleasure to be here. The WPO’s mission is to elevate the voice of the packaging industry globally and connect it with pressing societal issues—sustainability, supply chain resilience, and food security.
We’ve been around for 58 years, with 100 members across 64 countries. Our core belief is that better quality of life comes from better packaging. Whether it’s reducing food waste, improving access to products, or streamlining logistics, packaging plays a central role.
We support this through working groups, training programs, and public tools like our Design for Recycling Guidelines and Waste Stream Mapping Tool, which are helping businesses understand how to align with global recycling systems.
Ben Daniel: Let’s talk specifically about this region. How is WPO working with the Middle East and Africa?
Luciana Pellegrino: This region is a strategic priority for us. We have 15 to 20 active members across the Arab world and Africa, including Nigeria, Jordan, and Egypt. There’s growing global attention on Africa—not just as a market, but as a region where better packaging can unlock economic growth.
We’ve partnered with UNIDO (United Nations Industrial Development Organization) to bring packaging expertise to national industrial programs. A great example is our work in Kenya, where we’re helping build infrastructure and regulatory frameworks.
This kind of collaboration—between WPO, local packaging bodies, and international organizations—ensures that the solutions are not only top-down, but tailored to real local needs.
Ben Daniel: You’ve also put education and upskilling high on the agenda. What’s happening there?
Luciana Pellegrino: Absolutely. Knowledge-sharing is key. We’ve run in-person training in Egypt, and this year, we’ll host seven such programs worldwide. These are intensive, three-day sessions for professionals in the field.
We’ve also launched an online course—designed for quick, targeted learning. It’s open to anyone in the packaging sector, and it’s part of our broader goal to democratize access to expertise.
On top of that, our WorldStar Awards include a Student category. It’s not just a trophy—it’s a gateway. We invite the winners to our global ceremonies, like this year’s event in Milan at IPACK-IMA, to meet the industry’s top innovators. It’s one way we’re building the next generation of packaging leaders.
Ben Daniel: Innovation is the lifeblood of this industry. What’s your view on where packaging is headed, especially with AI, digitalization, and smart technologies?
Luciana Pellegrino: We’re entering the Packaging 4.0 era. Technologies like AI, smart packaging, and digital printing are transforming everything—from how packages are designed to how they’re manufactured and delivered.
At Drupa, we saw AI in action—automating printing processes, cutting energy and ink use, and reducing material waste. But the real power of AI lies in its agility. It allows for mass customization, quick job changes, and smarter supply chain responses—ideal for today’s fast-moving consumer goods sector.
It’s not just a productivity play. It’s about value creation. Brands want less packaging inventory and more just-in-time solutions. That shift requires new equipment, new thinking, and business models built around responsiveness.
Design is evolving too. AI is now helping with structural design—making packages more functional and efficient. But the tech alone isn’t enough. It must be integrated across all markets, including developing regions. That’s part of WPO’s role—ensuring no one gets left behind.
Ben Daniel: That brings us to regulation and policy. Every country has its own recycling systems and laws. What’s your message to governments in this region?
Luciana Pellegrino: Packaging is deeply connected to public policy. A critical concept here is Extended Producer Responsibility (EPR). It ensures all companies adhere to sustainability standards, which levels the playing field and boosts innovation.
In places with EPR, we see better recycling systems, cost-efficiency, and higher uptake of recycled content. But every country needs a tailored approach. Some rely on co-ops, others on formal waste management systems. The key is systemic alignment.
Governments must step up—supporting local infrastructure, creating clear consumer guidelines, and offering incentives for the recycling sector. It’s not enough to design recyclable packaging. We must ensure it’s collected, sorted, and processed properly.
We need a viable recycling economy—not just mandates. That means policies that make recycling profitable, sustainable, and scalable.
Ben Daniel: One last question—people. How do we develop future professionals, and where does diversity fit in?
Luciana Pellegrino: Great question. Attracting young talent is a challenge globally. That’s why we invest in platforms like the WorldStar Student Awards, but also in visibility—showing that packaging is a modern, fast-paced, purpose-driven career.
As for diversity, we believe inclusivity strengthens innovation. As a woman in a leadership role, I know how powerful representation is. We need to keep creating opportunities for women and underrepresented groups to rise and shape this industry.
Ben Daniel: Thank you, Luciana. You’ve painted a clear, compelling picture of what packaging can be—not just a necessity, but a tool for progress.
Luciana Pellegrino: Thank you. I believe in the power of packaging to make a real impact—socially, economically, and environmentally. It’s time to make that message universal.
“The packaging industry is dynamic and highly engaging. Consumer demands are constantly evolving, and sustainability presents both challenges and opportunities.” – Luciana Pellegrino