Cullen at Packaging Innovations 2025: What We Saw, Who We Met, and What’s Next
Earlier this month, we packed up our most exciting sustainable packaging solutions and headed to Packaging Innovations & Empack 2025 at the NEC Birmingham — one of the UK’s premier packaging events that brings together designers, manufacturers, brands, retailers and innovators across the entire supply chain.
We exhibited at Stand X68, surrounded by inspiring peers and cutting-edge solutions shaping the future of packaging. Over two busy days, we connected with hundreds of visitors, hosted thought-provoking conversations, and showcased why sustainable, paper-based packaging continues to gain momentum across industries
A Hub of Innovative Minds
Packaging Innovations & Empack is more than just an exhibition – it’s where the packaging community converges to explore design trends, material innovation, sustainable practices, and real industry challenges. From expert-led discussions to product demonstrations, this show draws professionals ready to rethink how packaging is designed, manufactured, and delivered.
At Stand X68, we placed Cullen’s moulded fibre and corrugated solutions front and centre – tailored products that help brands transition from traditional materials (especially plastic) to eco-centric alternatives. Our team was eager to talk through real applications, from food and drink to retail and industrial packaging, shining a spotlight on how flexible, sustainable packaging can make a measurable difference.
Day One: The Crowd Arrives
Right from opening, the buzz was palpable. Professionals from fresh produce brands, eCommerce specialists, sustainability leads and supply chain managers stopped by to see Cullen’s products up close. Our LinkedIn updates reflected that energy well: “The Cullen team are excited to be in Birmingham for Packaging Innovations & Empack! … join us for meaningful conversations about sustainability and discover how we can support your journey.”
The footfall was impressive, and engagement with visitors was constant – from people seeking ways to switch from single-use plastics, to those curious about custom moulded fibre designs. There was a clear and shared interest in solutions that marry functionality with environmental responsibility, something our team specialises in.
Alongside live demos, we made sure visitors could take away product brochures and detailed information – a resource many appreciated as they evaluate their packaging strategies for 2025 and beyond.
Day Two: Conversations That Count
The second day saw an even larger influx of attendees, and the stand was buzzing throughout. As one of our LinkedIn posts summed up: “The crowds are here, and the Cullen team is busy showcasing our selection of plastic-free products. … speak to our friendly team here and ready to talk all things packaging and sustainability.”
It wasn’t just about traffic – it was the quality of interactions that made an impression. We had meaningful discussions about real packaging challenges, from regulatory pressures to rising consumer sustainability expectations. We also heard from partners and customers who are already on the journey with us, sharing feedback about performance, scalability and design options. These conversations are invaluable, influencing how we continue to refine and expand our solutions.
Sustainability at the Forefront
Across the showfloor, one theme stood tall: sustainability isn’t a just buzzword — it’s a business requirement. Many exhibitors highlighted eco-centric innovations, and visitors came with genuine curiosity about material impact, lifecycle performance, and carbon footprint reduction.
For Cullen, sustainability has always been a core part of our story. From helping brands replace plastic in as little as six weeks to crafting bespoke solutions that fit unique requirements, our approach blends practicality with purpose. The enthusiasm from show attendees reinforced that the packaging industry is ready and eager for greener alternatives that deliver performance without compromise.
What We Took Away
Participating in Packaging Innovations & Empack 2025 reminded us of the industry’s momentum toward sustainable change. Key takeaways included:
Education still matters. Many visitors were in early stages of their sustainability planning and looking for expert guidance.
Flexibility wins. Bespoke solutions sparked great interest, especially where standard packaging fell short.
Partnerships power progress. From supply chain leads to brand owners, collaboration is key to scalable sustainability.
Most importantly, we walked away energised — carrying the conversations, learnings and connections into exciting projects for the year ahead.
Looking Ahead
If you didn’t make it to the show, don’t worry – we’re always keen to keep the dialogue going. Whether you’re exploring moulded fibre, corrugated packaging, or fully custom solutions, our team is here to help you meet your goals.
Here’s to the next event — and to a greener packaging future! 
Cullen at Packaging Innovations 2025: What We Saw, Who We Met, and What’s Next
Earlier this month, we packed up our most exciting sustainable packaging solutions and headed to Packaging Innovations & Empack 2025 at the NEC Birmingham — one of the UK’s premier packaging events that brings together designers, manufacturers, brands, retailers and innovators across the entire supply chain.
We exhibited at Stand X68, surrounded by inspiring peers and cutting-edge solutions shaping the future of packaging. Over two busy days, we connected with hundreds of visitors, hosted thought-provoking conversations, and showcased why sustainable, paper-based packaging continues to gain momentum across industries
A Hub of Innovative Minds
Packaging Innovations & Empack is more than just an exhibition – it’s where the packaging community converges to explore design trends, material innovation, sustainable practices, and real industry challenges. From expert-led discussions to product demonstrations, this show draws professionals ready to rethink how packaging is designed, manufactured, and delivered.
At Stand X68, we placed Cullen’s moulded fibre and corrugated solutions front and centre – tailored products that help brands transition from traditional materials (especially plastic) to eco-centric alternatives. Our team was eager to talk through real applications, from food and drink to retail and industrial packaging, shining a spotlight on how flexible, sustainable packaging can make a measurable difference.
Day One: The Crowd Arrives
Right from opening, the buzz was palpable. Professionals from fresh produce brands, eCommerce specialists, sustainability leads and supply chain managers stopped by to see Cullen’s products up close. Our LinkedIn updates reflected that energy well: “The Cullen team are excited to be in Birmingham for Packaging Innovations & Empack! … join us for meaningful conversations about sustainability and discover how we can support your journey.”
The footfall was impressive, and engagement with visitors was constant – from people seeking ways to switch from single-use plastics, to those curious about custom moulded fibre designs. There was a clear and shared interest in solutions that marry functionality with environmental responsibility, something our team specialises in.
Alongside live demos, we made sure visitors could take away product brochures and detailed information – a resource many appreciated as they evaluate their packaging strategies for 2025 and beyond.
Day Two: Conversations That Count
The second day saw an even larger influx of attendees, and the stand was buzzing throughout. As one of our LinkedIn posts summed up: “The crowds are here, and the Cullen team is busy showcasing our selection of plastic-free products. … speak to our friendly team here and ready to talk all things packaging and sustainability.”
It wasn’t just about traffic – it was the quality of interactions that made an impression. We had meaningful discussions about real packaging challenges, from regulatory pressures to rising consumer sustainability expectations. We also heard from partners and customers who are already on the journey with us, sharing feedback about performance, scalability and design options. These conversations are invaluable, influencing how we continue to refine and expand our solutions.
Sustainability at the Forefront
Across the showfloor, one theme stood tall: sustainability isn’t a just buzzword — it’s a business requirement. Many exhibitors highlighted eco-centric innovations, and visitors came with genuine curiosity about material impact, lifecycle performance, and carbon footprint reduction.
For Cullen, sustainability has always been a core part of our story. From helping brands replace plastic in as little as six weeks to crafting bespoke solutions that fit unique requirements, our approach blends practicality with purpose. The enthusiasm from show attendees reinforced that the packaging industry is ready and eager for greener alternatives that deliver performance without compromise.
What We Took Away
Participating in Packaging Innovations & Empack 2025 reminded us of the industry’s momentum toward sustainable change. Key takeaways included:
Education still matters. Many visitors were in early stages of their sustainability planning and looking for expert guidance.
Flexibility wins. Bespoke solutions sparked great interest, especially where standard packaging fell short.
Partnerships power progress. From supply chain leads to brand owners, collaboration is key to scalable sustainability.
Most importantly, we walked away energised — carrying the conversations, learnings and connections into exciting projects for the year ahead.
Looking Ahead
If you didn’t make it to the show, don’t worry – we’re always keen to keep the dialogue going. Whether you’re exploring moulded fibre, corrugated packaging, or fully custom solutions, our team is here to help you meet your goals.
Here’s to the next event — and to a greener packaging future!
