Labelexpo appoints industry leaders as ambassadors

Renowned label and package printing leaders have joined Labelexpo as ambassadors in a unique affiliation with the global brand. The partnership is set to benefit the industry with 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 again supporting the industry in its current transformative shift, driven by technology, mergers and acquisitions, and sustainability mandates that are reshaping the market.

As prominent industry experts, Labelexpo ambassadors will share their knowledge across the label and package printing ecosystem, targeting their specific areas of expertise and addressing the industry’s current trends both online, via Labelexpo’s platforms, and in person, at Labelexpo Europe 2025.

The ambassadors include Chris Ellison, managing director of OPM Labels and Packaging Group, focusing on flexible packaging; Corey Reardon, president and CEO of AWA Alexander Watson Associates, covering materials; Marius Tent, founder of ViaPackaging UG and 360 PackMastery, addressing sustainability; Will Parker, senior packaging executive, specializing in folding carton; and Steve Metcalf, founder, CEO and chief AI officer of Imagine AI Live, handling automation and AI.

The ambassadors will play a prominent role at the Barcelona event by leading dedicated keynote, meet-and-greet, and Q&A sessions at The Pulse Arena: a bespoke space designed for education, networking and the convergence of innovative ideas. 

‘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,’ said 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,’ added Reardon.

‘I am honoured to be chosen as an ambassador for Labelexpo. Having dedicated over 40 years in print, I am passionate about our industry's potential for future growth and fostering collaboration with the technology suppliers that will help converters make that possible. I look forward to bringing my unique experiences and insights to this role. Together, let's inspire the next generation and build a legacy of innovation and excellence,’ noted Ellison.

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, with 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.

Commenting on the show’s evolution and the contribution ambassadors will bring to the industry, Jade Grace, managing director at Labelexpo Global Series, commented: ‘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.’

Labelexpo Europe 2025 will take place at Fira Gran Via in Barcelona in September. The show has expanded 15 percent compared to the 2023 edition and is set to welcome over 650 exhibitors. The registration is now open online.