While virtually every sector in the world uses packaging, the pressure to make those packages more sustainable and future-proof is increasing. With this in mind, the Sustainable Packaging Summit offers a global stage for the entire supply chain to come together. Following successful editions in Lisbon and Amsterdam, the 2025 edition was held at Royal Jaarbeurs in Utrecht. The venue was chosen as it was ideal to support the summit’s further growth while strengthening interactions between packaging stakeholders.
In terms of accessibility, we really only see advantages. Utrecht is about as fast from Schiphol as Amsterdam. And for people coming by train from Germany, it's often even a bit faster.Tim Sykes, Brand Director - Packaging Europe
The Sustainable Packaging Summit is an initiative by Packaging Europe, an organisation that originally began as a media platform for the packaging supply chain. A key question over the years has increasingly been how to make packaging future-proof and more sustainable. “Our aim with starting this summit was to create a place where the entire supply chain could meet,” says Tim Sykes, brand director at Packaging Europe. “A gathering at which we could both celebrate our successes together while honestly addressing the areas still to be solved.”
Rising attendance
After editions in Lisbon and Amsterdam, the Sustainable Packaging Summit kept expanding. “We saw increasing demand for a larger congress and we especially wanted to offer even better networking opportunities,” adds Tim. “That of course requires both space and the flexibility to use that space well.”
Utrecht as congress city
After careful consideration Packaging Europe opted for Utrecht, as Tim explains: “The city has so many advantages in terms of accessibility. You can reach Utrecht from Schiphol airport in almost the same time as the centre of Amsterdam. And for people coming by train from places like Germany it’s often even a little quicker.”
Perfect fit at Royal Jaarbeurs
The choice for Utrecht also led to Jaarbeurs, with the organisation being surprised by the central location at the heart of the city, directly adjacent to the central rail station, as well as the possibilities offered by the venue itself. Tim: “We saw more options at Jaarbeurs to facilitate curated networking, including foyers, lounge areas, bars and reception areas. Our goal was to encourage greater social interaction, extra energy and more moments where people ‘naturally’ meet. All this and more is possible at Jaarbeurs.” curated networkingfacilitate. Think foyers, lounge areas, bar and reception areas. We wanted more social, more dynamic and more moments where people meet 'naturally', and that was possible here."
Collaborative success
Sustainable Packaging Summit participants were equally enthusiastic about the venue change. According to Kelly van der Velden-Otten, key account and event manager at Jaarbeurs, this was also due to the careful joint planning of the format. “The event setup included hosting the Sustainability Awards with a dinner. We had to approach this in a different way to the previous edition as the event was taking place in the Beatrix Theatre. Together we worked out how best to showcase the winners and keep the programme attractive for visitors.”
A key element for the award show was therefore a stage that seamlessly matched the Beatrix Theatre as a venue. “The theatre gave the ceremony an additional layer of prestige,” says Tim. “Moreover, rather than sitting at the same table for two hours, we devised a walking dinner format that allowed for more movement and some really good conversations.”
The awards show was given a stage that literally fit the moment: the Beatrix Theatre. "The theatre gave the ceremony a lot of allure," says Tim. "And instead of sitting at one table for two hours, we devised a format with a walking dinner. That gave more room for movement and really good conversations."
Focus on sustainability
Unsurprisingly, the environment was also high on the agenda during the Sustainable Packaging Summit. “We know that visitors hold us to account in terms of the event’s footprint,” says Tim. “It is very helpful for us that the venue already takes the issue seriously and provides the right answers.”
This is a reflection of how Jaarbeurs is fully geared up to support sustainability initiatives. “You notice that Jaarbeurs as an organisation is well ahead of the game. Some congress venues, for instance, still hand out plastic water bottles while here they have water stations with reusable glasses. These are the kind of assets that we may well have asked for but there was no need.”
The fine details mirror this approach, with local sourcing, minimisation of waste and a policy of adapting to wishes as sustainably as possible. Kelly provides another example: “We received a request to add some Chinese dishes to one of the dinners. Our chefs and colleagues with Chinese roots were delighted to devise meals that matched the taste required while using local suppliers and an eco-friendly approach. The fact that we can reuse these recipes adds to the overall sustainability.”
It's also in the details: local sourcing, reducing waste and moving with wishes, but as sustainable as possible. Kelly: "For example, we were asked to add some Chinese dishes to one of the dinners. With our chefs and colleagues with Chinese roots, we translated that into dishes that are right in flavour, but with local suppliers and a sustainable approach. And we can reuse the recipes. That is also sustainability."
Strong partnership
Tim is pleased with the collaboration with Jaarbeurs: “Offering excellent communication and fast responses, the teams are professional and friendly. No mistakes were made and everyone was flexible when it came to last-minute requests.” This of course is music to Kelly’s ears: “We felt honoured to host a summit that fits so strategically into Jaarbeurs’ profile: international, content-rich and focused on sustainability.”
Looking ahead
The next edition of the Sustainable Packaging Summit is already scheduled for 10 to 12 November 2026, and Tim says the aim is to continue the growth in numbers.“ Having already gone from 230 to 900 participants over four editions, it would be great to pass the 1,000 mark. If the current trajectory persists we’ll easily pass this number.” Kelly and her team are certainly ready to play their part: “We know what to expect from each other and can take even more steps forward together next time round.”
