AIPIA & AWA Congress Update: McCormick & Co confirmed as host of Brand Challenge | 23-04-2025 |
This year AIPIA is delighted to announce that the world’s number one supplier of herbs, spices and seasonings McCormick & Company will present the famous Brand Challenge at this year’s World Congress in the Steinberger Airport Hotel, Amsterdam, taking place on 23/24 June.
Styling itself as ‘the global leader in flavour’ the company operates in 150 countries and boasts a portfolio of Brands which are famous, not only in their country of origin, but in international markets. Many, such as Schwartz – the UK’s #1 brand for herbs, spices and seasonings, but which also makes recipe mixes, wet sauces and gravies – and French’s - the world’s number one mustard brand – are iconic names in the food and food service sectors. But McCormick has a much broader product offering, such as hot sauces, BBQ sauces, national flavours from as far afield as China, Thailand and Australia (as well as much of Europe and the Americas) and even a jelly mix!
The original company can be traced back to 1889 with just the founder, Willougby McCormick, and three other workers. Today the company employs more than 14,000 people around the world and had an annual turnover of $6.7 billion in 2024. The revenues are balanced between consumer facing brands (57%) and flavour solutions for food manufacturers, food service and restaurants (43%).
“With such a strong global presence and a wide portfolio of products for all aspects of the food sector McCormick is an ideal host for the Brand Challenge,” commented Eef de Ferrante, managing director of AIPIA. “We are very excited to see what aspects of Smart Packaging technologies they will focus on, or whether they are looking to address a number of areas where these technologies can offer benefits to their products. For example their flavourings and sauces for consumers might easily be enhanced by recipe tips or improving knowledge of its sustainable ingredients and efforts to reduce waste. More information on this shortly!”
The Brand Challenge involves around 12-15 companies in a dynamic session where the Smart Technology provider must pitch their idea to McCormick in only 3 minutes. The Brand will provide an outline of the technologies it is looking to harness and what they hope to achieve. At the end of the session they will choose three companies (or maybe more) to continue the conversation. Hosted by Eef de Ferrante it is always a lively and entertaining climax to the Congress and one which is often very insightful – only 3 minutes to get an idea across is, indeed, a challenge!
This is just one element of an action packed 2 days, bringing the best minds in Smart Packaging technology in one place to discuss all aspects of the sector – challenges and opportunities. This year the focus is on Connected Packaging for Brands, Smart Sustainable Packaging and Powering Supply Chains & Data Management.
ALL THIS AT AIPIA CONGRESS 2025 AMSTERDAM
