AIPIA/AWA Smart Packaging World Congress takes shape as Cranswick to host Brand Challenge | 25-03-2026 |

The global Smart Packaging event of 2026, the AIPIA/AWA World Congress, is pleased to announce that major fresh food manufacturer, Cranswick, will host this year’s Brand Challenge at the event, which takes place in Amsterdam on 22/21 May. 

Cranswick is a leading and innovative supplier of premium, fresh and added-value food products. The business employs over 16,000 people and operates from 23 facilities in the UK. The company was formed in the early 1970s by farmers in East Yorkshire to produce animal feed and has since evolved into a business which produces a range of high-quality, predominantly fresh food, including fresh pork, poultry, convenience, gourmet products and pet foods. 

The Group develops innovative, food products to the highest standards of food safety and traceability and supplies major grocery multiples as well as the growing premium and discounter retail channels. Cranswick also has a strong presence in the ‘food-to-go’ sector as well as a substantial export business. Revenue for 2025 was in excess of £2.7 billion.

Corey Reardon, President and CEO of AWA Associates commented, “We are delighted to welcome Cranswick to be the host for this year’s Brand Challenge. The interest in Smart Packaging technologies extends across every form of CPG, but nowhere is it of more importance than in the food sector, where producers must balance the needs of food security, sustainability and supply chain resilience alongside customer trust and engagement. Cranswick will present a very topical and relevant challenge which is sure to spark a lot of interest.”

Eef de Ferrante, until recently AIPIA’s managing director, and who moderates the Challenge, added, “The great thing about the Brand Challenge is that it brings something different to the event each year. Cranswick, as a major supplier of fresh meat and other perishable products, as well as pet foods,  will probably prioritise food safety, traceability and supply chain resilience. But, of course they also need to tell the story about product quality and provenance. So it will be interesting to see where its major focus lays. That is a real exciting aspect of the Challenge.

The Congress agenda is also shaping up to ensure the usual disruptive and up-to-the-minute dive into all aspects of Smart Packaging and the latest trends and innovations. It is the only event which truly covers the whole Smart Packaging sector. Three tracks will focus on key issues for Retailers and Brand Owners, producing Food & Beverage, Household Goods, Pharmaceuticals and Personal Care, Luxury and Technical items, etc. as well as those who supply products and logistics services to them:

Track 1: Connected Brands & Consumer Experience

Track 2: Sustainability & Circular Innovation

Track 3: Supply Chain Intelligence & Data Management

For more details on the very latest agenda and how to register for the AIPIA/AWA Smart Packaging World Congress 2026.....

ALL AT AIPIA/AWA SMART PACKAGING WORLD CONGRESS 2026