February was a busy and rewarding month for the Cullen team as we attended two major international events: Fruit Logistica in Berlin and World Health Expo in Dubai.
While these events differ in sector focus — fresh produce and healthcare — they share one important common thread: both provide a global platform for innovation, collaboration, and sustainable progress. For Cullen, attending these exhibitions is about more than visibility. It’s about listening to markets, strengthening partnerships, and understanding where packaging is heading next.
This year, one thing stood out more clearly than ever: Cullen’s brand awareness is growing.
Fruit Logistica: Sustainability in Fresh Produce
Fruit Logistica remains one of the most influential events in the global fresh produce calendar. Bringing together growers, distributors, packaging suppliers and retailers from across the world, it offers valuable insight into how supply chains and sustainability priorities are evolving.
Across our meetings and conversations, several themes emerged:
- Increasing demand for plastic-free transit packaging
- Greater focus on recyclability and material transparency
- Pressure to balance sustainability with cost efficiency
- Interest in fibre-based protection and integrated solutions
The fresh produce sector continues to evolve rapidly, with brands and retailers seeking packaging partners who can deliver both environmental responsibility and reliable performance.
We were pleased to reconnect with existing contacts, meet new businesses exploring fibre alternatives, and discuss how Cullen’s moulded fibre and corrugate capabilities can support fresh supply chains.
Most notably, many conversations began not with “Who are you?” but with “We’ve heard of Cullen.” That shift speaks volumes about the growing recognition of our expertise across European markets.
World Health Expo Dubai: Healthcare Innovation on a Global Stage
From Berlin to Dubai, the focus shifted to healthcare at World Health Expo. The event provided a platform to explore trends in medical technology, healthcare infrastructure, and clinical supply chains.
Sustainability is becoming an increasingly important topic within healthcare packaging, particularly as regulatory pressures and environmental targets intensify across regions.
Discussions at the show highlighted:
- Interest in plastic replacement within appropriate medical applications
- Growing awareness of fibre-based alternatives
- The importance of compliant, reliable packaging partners
- The need for scalable, internationally supported supply
Dubai’s position as a gateway between Europe, Asia and the Middle East makes World Health Expo a particularly valuable environment for understanding cross-market trends.
Again, we noticed a clear shift in brand awareness. Cullen is no longer introducing itself from scratch in many of these conversations. Our reputation in sustainable fibre and integrated packaging is travelling further than ever.
A Growing International Presence
Attending both events reinforced the importance of maintaining a visible and active international presence.
Exhibitions and trade shows provide more than commercial opportunity — they offer real-time market intelligence. The conversations we had help shape our product development, inform our integrated fibre and corrugate strategy, and ensure we remain aligned with sector needs.
Perhaps most encouraging of all was the recognition of Cullen as a serious, scalable UK-based manufacturer with growing international credibility.
The shift we noticed this year — from introduction to recognition — reflects the work being done across the business in innovation, communication, and partnership building.
Thank You
To everyone who met with us at Fruit Logistica and World Health Expo Dubai — thank you.
Whether we discussed fibre-based transit packs, medical moulded solutions, corrugate integration, or future collaboration, we value every conversation and opportunity to connect.
Events like these reinforce why we continue to invest in sustainable packaging innovation and global engagement.
Let’s Continue the Conversation
If we met at either event and would like to follow up — or if you’re exploring fibre and corrugate solutions for your sector — we’d be delighted to speak further.
Contact our team to discuss your packaging requirements or arrange a consultation.
February was a busy and rewarding month for the Cullen team as we attended two major international events: Fruit Logistica in Berlin and World Health Expo in Dubai.
While these events differ in sector focus — fresh produce and healthcare — they share one important common thread: both provide a global platform for innovation, collaboration, and sustainable progress. For Cullen, attending these exhibitions is about more than visibility. It’s about listening to markets, strengthening partnerships, and understanding where packaging is heading next.
This year, one thing stood out more clearly than ever: Cullen’s brand awareness is growing.
Fruit Logistica: Sustainability in Fresh Produce
Fruit Logistica remains one of the most influential events in the global fresh produce calendar. Bringing together growers, distributors, packaging suppliers and retailers from across the world, it offers valuable insight into how supply chains and sustainability priorities are evolving.
Across our meetings and conversations, several themes emerged:
- Increasing demand for plastic-free transit packaging
- Greater focus on recyclability and material transparency
- Pressure to balance sustainability with cost efficiency
- Interest in fibre-based protection and integrated solutions
The fresh produce sector continues to evolve rapidly, with brands and retailers seeking packaging partners who can deliver both environmental responsibility and reliable performance.
We were pleased to reconnect with existing contacts, meet new businesses exploring fibre alternatives, and discuss how Cullen’s moulded fibre and corrugate capabilities can support fresh supply chains.
Most notably, many conversations began not with “Who are you?” but with “We’ve heard of Cullen.” That shift speaks volumes about the growing recognition of our expertise across European markets.
World Health Expo Dubai: Healthcare Innovation on a Global Stage
From Berlin to Dubai, the focus shifted to healthcare at World Health Expo. The event provided a platform to explore trends in medical technology, healthcare infrastructure, and clinical supply chains.
Sustainability is becoming an increasingly important topic within healthcare packaging, particularly as regulatory pressures and environmental targets intensify across regions.
Discussions at the show highlighted:
- Interest in plastic replacement within appropriate medical applications
- Growing awareness of fibre-based alternatives
- The importance of compliant, reliable packaging partners
- The need for scalable, internationally supported supply
Dubai’s position as a gateway between Europe, Asia and the Middle East makes World Health Expo a particularly valuable environment for understanding cross-market trends.
Again, we noticed a clear shift in brand awareness. Cullen is no longer introducing itself from scratch in many of these conversations. Our reputation in sustainable fibre and integrated packaging is travelling further than ever.
A Growing International Presence
Attending both events reinforced the importance of maintaining a visible and active international presence.
Exhibitions and trade shows provide more than commercial opportunity — they offer real-time market intelligence. The conversations we had help shape our product development, inform our integrated fibre and corrugate strategy, and ensure we remain aligned with sector needs.
Perhaps most encouraging of all was the recognition of Cullen as a serious, scalable UK-based manufacturer with growing international credibility.
The shift we noticed this year — from introduction to recognition — reflects the work being done across the business in innovation, communication, and partnership building.
Thank You
To everyone who met with us at Fruit Logistica and World Health Expo Dubai — thank you.
Whether we discussed fibre-based transit packs, medical moulded solutions, corrugate integration, or future collaboration, we value every conversation and opportunity to connect.
Events like these reinforce why we continue to invest in sustainable packaging innovation and global engagement.
Let’s Continue the Conversation
If we met at either event and would like to follow up — or if you’re exploring fibre and corrugate solutions for your sector — we’d be delighted to speak further.
Contact our team to discuss your packaging requirements or arrange a consultation.
