Matt Reynolds: Hi, I'm Matt Reynolds, editor of Packaging World magazine, back with another edition of the End of Line podcast (or video podcast). I’m joined by my partners across editorial at PMMI Media Group: Liz Cuneo with Healthcare Packaging, Sean Riley with OEM (among many other editorial hats), and Derrick Teal, editor of ProFood World.
Every Friday, we like to get together and talk about what came across our desks—what we’re hearing, what we’re seeing, and what’s going on in the industry.
One thing Liz and I have coming up is GS1 in June. We’ll both be there, covering two very different tracks. I’ll be on the CPG and retail side, and Liz will be focused on healthcare. So Liz, what’s going on there?
Liz Cuneo: Yeah, GS1 is shaping up to be a big one. Ullrich Mayeski from GS1 US submitted a column for us this week about the shift to a 12-digit National Drug Code—moving from 10 digits to 12—which has huge implications for the healthcare industry.
It’s a long-anticipated change in drug identification, but it’s going to require a lot of coordination across manufacturing, distribution, packaging, barcoding, and the supply chain. Basically, everyone who touches these products needs to get on board.
It’s a big deal. It came up at the Healthcare Distribution Alliance conference I attended in March, and I expect it’ll be a major topic at GS1 in June. Even though the deadline isn’t until 2033, transitioning systems and aligning everyone is a massive undertaking.
Right now, the big questions are: where do companies start, who goes first, and how do you ensure everything works together cohesively?
Beyond that, we’ll likely hear a lot about the Drug Supply Chain Security Act, traceability, and 2D barcodes. It should be a great event—my first GS1 show, actually. Have you been, Matt?
Matt Reynolds: I’ve been to a few—always great locations. This one’s at the Cosmopolitan in Vegas, which is a pretty slick spot, even if you’re not a Vegas person.
From the CPG side, a lot of what you said applies. Healthcare is ahead in some ways, but aligning everyone is tough. In CPG, retailers are really driving change—especially with the Sunrise 2027 initiative. That’s the shift from traditional 1D barcodes to larger data carriers like QR or 2D codes.
So retailers are pushing, brand owners are responding, and that’s what I’ll be watching.
Speaking of standards, Derrick, you’ve been seeing developments even in something as simple as honey.
Derrick Teal: Yeah, and it ties back to traceability and suppliers. The FDA recently reported on economically motivated adulteration in honey—basically, some products labeled as honey aren’t pure. They’re being cut with things like corn syrup.
It sounds scandalous, but it reflects broader trends. A recent study showed U.S. consumers are becoming more intentional, value-driven, and selective as financial confidence wavers.
Anyway, consumers are getting more selective, and some manufacturers are feeling the pressure. Unfortunately, a few are cutting corners to maintain margins.
Matt Reynolds: Are they declaring that on the label?
Derrick Teal: No—and that’s why the FDA considers it food fraud. If it’s not disclosed, it’s a problem.
That said, it’s not always intentional at the brand level. Some companies may be sourcing from suppliers who are the issue. It reinforces the importance of knowing your supply chain and verifying ingredient integrity.
We’re also seeing increased scrutiny elsewhere—like infant formula. The FDA recently tested for contaminants like lead and found everything within acceptable limits, but standards are tightening after past shortages and safety concerns.
Matt Reynolds: Good—always better to err on the side of safety. It reminds me of the gray areas around labeling, like whether plant-based products can be called “milk.”
Now, shifting gears—Sean, you’ve been looking at cybersecurity, which is becoming a huge issue globally. It sounds like the EU is introducing regulations that could impact manufacturers everywhere.
Sean Riley: Yeah, I attended a webinar on the EU’s Cyber Resilience Act (CRA). You might think it’s just a European issue, but it’s not.
The panel—organized by PMMI—emphasized that many companies aren’t paying enough attention yet, and they need to start.
Cybersecurity today is kind of where safety was 10–15 years ago. Back then, systems weren’t always designed with safety in mind. Now, safety is built in from the start. The same is happening with cybersecurity.
Under the CRA, CE marking for products sold in Europe will now require cybersecurity compliance. And if you’re not compliant, there are significant financial penalties—described as “effective, proportionate, and dissuasive.”
What’s really striking is that compliance doesn’t end at sale. You’re responsible for maintaining cybersecurity for up to 10 years. That means monitoring vulnerabilities, reporting issues, and actively managing risk long after the product is deployed.
So cybersecurity becomes an ongoing commitment, not a one-and-done requirement.
Matt Reynolds: That’s a big shift. Derrick and I will be at Interpack in Europe next week, so we’ll definitely be asking about that.
Speaking of Europe, one interesting development: Kraft Heinz is rolling out Polytag on its baked beans in the UK. This isn’t a small pilot—it’s one of their highest-volume products.
These tags act like digital product passports, carrying detailed information about the packaging materials. That data can be tracked through the supply chain and even into recycling systems.
In Europe, this ties into Digital Product Passports (DPP), where recyclers can identify material composition at the unit level. With AI now able to process that data at scale, it’s becoming much more practical.
So there’s a lot of interesting innovation coming out of Europe right now.
Derrick Teal: Definitely. And at Interpack, I expect AI to be everywhere. In 2023, it barely came up. Now it’ll likely dominate.
The real question is whether it’s meaningful innovation—or just buzzwords. Is it “sizzle” or “steak”?
Matt Reynolds: Exactly. That’s everything on my end—anything I missed? We might take a break next week since we’ll all be spread out, but we’ll be back soon with another episode of the End of Line podcast. Thanks, everyone—have a great weekend.
