The inaugural edition of Amplify took place from June 14-16, 2022, as more than 900 attendees arrived at the Minneapolis Convention Center to see live product demonstrations, network, and partake in educational seminars. Amplify, touted as “Amplify Print: The Print Finishing and Embellishment Event” highlighted the ways in which labels and packaging can stand out on crowded store shelves.

Bobst, Channeled Resources Group, GEW, Heidelberg USA, Infinity Foils, K Laser Technology, Konica Minolta and Kurz were among the leading label industry players active in the event.

Amplify’s educational track covered a wide range of topics, from the latest trends in print and packaging to getting started in the high-value, high-growth cannabis packaging sector. Plus, the event featured a Sustainability Summit on June 13, which was intended to help converters and brands navigate the challenges associated with recycling foils.

According to Sabine Lenz, founder, PaperSpecs, there are multiple trends in labels and packaging that lend themselves to Amplify. Foil and shimmer are growing in utilization, especially with hot foil, cold foil and metallic inks, to name a few. Vivid colors, customizations, interactive packaging and sustainability were among the other key drivers for the industry.

“A recent McKinsey study said that customization and personalization will be the prime driver of marketing success in the next five years,” said Lenz. “Your product has to stand out on the shelf. You must catch me right away to tell that story, and that’s why embellishments are so important to convey that message.”

Embellishments, which were the key topic of discussion on the Amplify show floor, are critical in heightening the visual and tactile appeal of packaging.

Meanwhile, embellishments were the focus of a presentation and panel discussion surrounding cannabis packaging. Kary Radestock, CEO, Hippo Premium Packaging, detailed the importance of vibrant, eye-catching packaging that is also child resistant. Radestock, who previously worked for RR Donnelley, said, “I saw an opportunity in cannabis without any direct cannabis experience, so I decided to start my own company. It’s an authentic community that believes and is passionate for their products. You really feel the need from this community for professional packaging.”

For label and package printers looking to expand their business, cannabis is expected to see 24% sector growth in the future. Currently a marketed valued at $493 million, that figure is expected to triple to $1.63 billion by 2024, Radestock added. Plus, baby boomers have been identified as one of the fastest growing markets for cannabis products.

“We’re probably five years away from full federal regulation,” explained Radestock. “There’s an opportunity now, and it’s a very exciting time to be in cannabis packaging. This industry is set to boom.”

Radestock noted that flexible packaging will be a key driver of this market in the future. Sustainability will, of course, be paramount, as well. The event amplified this message, as show organizers delivered a Sustainability Summit on June 13. This three-hour program explored sustainability issues in print and packaging, especially around the recyclability and pulpability of foil.

“Sustainability is core to our industry identity, and we’re committed to continuous improvement,” noted Terry Webber of the American Forest & Paper Association. “Over 80% of paper mills in North America use some amount of recycled fiber. There’s an enormous amount of activity in this space that our industry is responding to.”

“We’ve understood for a while that sustainability has been an issue and will continue to be an issue, so we put together a sustainability committee to address this topic,” said Jeff Peterson, executive director, Foil & Specialty Effects Association (FSEA). “We have a really great committee to create tools for our members and others to educate print service providers, OEMs, brand owners and others on print decorating. We wanted to prove foil decorated paper could be recycled and repulped at higher rates.”

Peterson cited work with industry leaders like Infinity Foils, K Laser and Kurz. He stated there is a negligible amount of aluminum contained in decorative foils, and the thickness of the aluminum layer in transfer foils is more than 300 times thinner than a standard household aluminum foil.

“The first step is to educate customers about what a transfer decoration is,” commented Scott Tacosik, Kurz Transfer Products. “It’s a dry process, and we’re utilizing hot stamp or cold foil technologies. Is that sustainable and recyclable? As long as the label or package is sustainable, there’s no negative effect.”

Dave Robinson, director of sustainability at Channeled Resources Group, detailed sustainable alternatives for non-recyclable waste and other obsolete materials. Specifically, Robinson mentioned Channeled Resources’ partnership with Convergen Energy, which is designed to help create EPA-approved combustible fuel pellets from foil and other obsolete waste to eliminate or lessen landfill disposal. Among those materials targeted are label matrix waste, flexible packaging, non-wovens, hot and cold foil (metalized PET) and more.