Renowned label and package printing leaders have joined Labelexpo as ambassadors in a unique affiliation with the global brand. The partnership provides targeted expertise and insights on folding carton, flexible packaging, materials, sustainability, and automation and AI. 

The event, which spans a 45-year history, is once more supporting the industry in its current transformative shift. Today, the industry is also being powered by technology, M&As, and sustainability mandates reshaping the market.

As prominent industry experts, Labelexpo ambassadors will share their knowledge across the label and package printing ecosystem. Additionally, they will target their specific areas of expertise. Experts will also address the industry’s current trends – both online, via Labelexpo’s platforms, and in-person at Labelexpo Europe 2025.

Global ambassadors

They are: 
•    Flexible Packaging: Chris Ellison – managing director, OPM Labels and Packaging Group Ltd 
•    Materials: Corey Reardon – president and CEO, AWA Alexander Watson Associates 
•    Sustainability: Marius Tent – founder, ViaPackaging UG and 360 PackMastery 
•    Folding Carton: Will Parker – senior packaging executive 
•    Automation and AI:  Steve Metcalf – founder, CEO, and chief AI officer – IMAGINE AI LIVE

The ambassadors will command a prominent role at the Barcelona event. They will lead a dedicated keynote, meet and greet, and Q&A sessions at The Pulse Arena. The arena is a bespoke space designed for education, networking, and the convergence of innovative ideas, as well.

“Being named a Labelexpo Ambassador is both a privilege and a responsibility. Folding cartons represent a powerful new chapter for label converters, especially those looking to scale into adjacent, sustainable formats. I expect to see growing interest in hybrid technology, automation-ready workflows, and carton-ready narrow-web platforms. For many, this will be the show where diversification becomes action,” says Parker.

“It is with great pleasure and honor to be asked to be a Labelexpo Ambassador, providing independent expertise as a face and a voice of the materials segment of the labeling and packaging value chain. I look forward to the show in Barcelona, bringing together material suppliers from across the globe and learning of new materials, technologies and how we can secure our supply chains moving forward,” adds Reardon.

The Pulse Arena

The Pulse Arena, located at Hall 7 – Stand 7B27 at Fira Barcelona Gran Via, will be a central hub for learning and innovation, focusing on sustainability. Plus, it will have an emphasis on PPWR, diversification opportunities for label converters into flexible packaging and folding cartons, and the future of AI and automation in the industry. 

Jade Grace, managing director, Labelexpo Global Series, says, “Labelexpo has evolved from a show focused on pressure sensitive labels to a comprehensive platform covering the full spectrum of package printing. Our ambassadors embody the collaborative business mindset that’s emerged across the value chain, bringing expertise in folding carton, flexible packaging, sustainability, and automation that reflects how our industry has evolved to co-drive innovation.”