Avery Dennison start-up accelerator launches to tackle “myriad” industry challenges

10 Nov 2022 --- Avery Dennison announces the expansion of its AD Stretch accelerator program – designed to match the company’s scale and experience with industry start-ups to invest in solution-led innovation – into Europe, the Middle East, North Africa (EMENA) and North America. 

“In this first phase of the program in EMENA, we’re recruiting early-stage startups linked to specific themes we’ve identified including digital solutions for the CPG smart packaging space, sustainable materials innovation and green solutions,” Hassan Rmaile, senior VP and GM of label and graphic materials EMENA and global innovation at Avery Dennison, tells PackagingInsights about what this next step of the program entails.

The program aims to draw out the most talented entrepreneurs and innovators, in collaboration with venture studio Highline Beta. After a round of reviews, consultations and discussions, the candidates will be reduced to ten finalists who will then carry out a pilot project.

AD Stretch’s goal is to address the consumer experience, digital and physical functionality and increase the sustainability credentials of packaging and labels, “bringing new products and solutions to market that address pain points for all of these stakeholders.”

Rmaile explains that Avery Dennison aims to build on their first cohort in the Asia Pacific and Latin America, with the goal of “partnering with startups to help us tackle some of the industry’s most pressing challenges related to sustainability, customer experience and supply chain efficiency.”

AD Stretch aims to increase the sustainability credentials of packaging and labels.Collaboration for innovation
Rmaile asserts that “it’s imperative” to invest in a process that facilitates collaboration and that the program poses great potential for the industry.

“It’s clear to us that both innovation and sustainability are about collaboration. No one organization, company or product is going to be able to tackle the myriad of challenges we face in the packaging industry, and we know that we need to look beyond our own walls to find solutions.”

Having a significant role in the packaging industry, Rmaile holds that as part of Avery Dennison’s leadership roles, the company must recognize the value of strategic partnerships and act early and decisively to “seek out and support innovations that are going to advance the state of the industry, solve problems and challenge all of us to set the bar higher.”

“The agility of a start-up, powered by our financial resources, technical capabilities and supply chain infrastructure will enable us to innovate at a far greater pace and accelerate the commercialization of solutions to market – and crucially make an impact – far quicker. Time is of the essence now,” says Avery Dennison’s Jeroen Diderich, senior VP and general manager, of label and graphic materials in North America.

Doubling down despite threats
Having overcome a number of challenges to get the program where it is today, Rmaile explains that the second round of expansion presents another wave of challenges, but he expresses the company’s commitment to keeping its eye on the prize despite these obstacles.

“Given the current challenges we are collectively facing – inflation, ongoing material shortages, and the threat of recession – I think there is always the risk of becoming distracted from our sustainability and innovation goals.”

“I’m sure many startups are also feeling those same pressures. But the reality is that if we have learned anything from the crises of the last few years, it’s that we actually need to double down on our collaboration and on our strategic goals, not turn inward and kick the can down the road,” he concludes.

By Mieke Meintjes