Dec 2, 2025
Biki John
Senior Content Marketing Manager
Key Takeaways
Key Takeaway:
In this Q&A, we explore Irene O. Akpeokhai’s (Packaging Transformation Director at GBfoods Europe) perspective on:
The evolving packaging landscape.
Translating circular ambitions into real outcome.
What the future holds for the industry.
Personal reflections shared through her popular monthly newsletter.
With a Ph.D. in Chemical Engineering and over 16 years of experience across Europe and Africa, Irene O. Akpeokhai combines deep technical expertise with visionary leadership in the Consumer Goods sector. As Packaging Transformation Director at GBfoods Europe—a leading multinational headquartered in Barcelona, Spain, operating in eight countries across Europe and boasting a portfolio of more than 25 local brands renowned for their broths, sauces, and ready-to-eat meals—she is driving a bold evolution of the company’s packaging portfolio, championing purpose-led design and scalable innovation at the heart of GBfoods’ sustainability and growth strategy.
A recognised expert in ESG and sustainability, Irene is known for her commitment to circular economy goals and her ability to connect sustainability with tangible business value. Her leadership extends beyond packaging systems to advocacy, she is an IFST Fellow (UK), and a passionate supporter of women in Science, Technology, Engineering, and Mathematics. (STEM) and circular economy education.
In this Q&A, we explore Irene’s perspective on the evolving packaging landscape, how GBfoods Europe is translating circular ambitions into real outcomes, and what the future holds for the industry.
Some of the questions draw on personal reflections and insights she’s shared through her popular monthly newsletter - Irene’s Letters - which blends professional thought leadership with a refreshingly unique personal voice.
Your monthly newsletter is a thoughtful blend of personal reflection and professional insight. What inspired you to start writing it?
The newsletter began as a way for me to process what I was learning in real time — both in my professional journey and in my reflections outside of work. Over time, it’s become a space for dialogue.
I believe in the “crowdfunding of knowledge”: when we share openly, and when others respond with their own perspectives, we all walk away with sharper insights.
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Writing the newsletter allows me to combine personal reflection with professional themes in a way that reflects my perspective of the true intersection of work and life — because the two are never truly separate. My hope is that it sparks the same curiosity in readers that it continues to spark in me.
Can you take us through what a typical day in your position looks like, including the key topics or priorities you deal with?
There’s no truly “typical” day and I like it that way. On any given day, I might be reviewing packaging data, working with cross-functional teams on sustainability projects, engaging with stakeholders on regulatory developments & related business impact, or reflecting on how global ESG trends play out in our local markets. The common thread is connection: connecting data to decisions, strategy to execution, and people to purpose.
My focus is often on bridging the gap between our long-term vision and our transformation agenda — ensuring that big-picture ambitions translate into meaningful, actionable outcomes.
That means balancing strategic foresight with operational precision: planning and tracking progress through reporting and forecasting, while actively contributing to industry associations and value chain collaborations that span the full packaging lifecycle from design to disposal. Each day brings new challenges, but also new opportunities to drive impact, strengthen partnerships, and move the packaging industry toward a more sustainable future.
Back in your June newsletter, you highlighted the importance of closing the gap between ambition and action when it comes to circular economy goals.
What do you believe needs to happen to close this gap?
Bridging that gap starts with three essentials: alignment, accountability, and actionability. Alignment means setting goals that are realistic, measurable, and connected to the broader ecosystem. Accountability ensures those goals are embedded into KPIs and daily decision-making and not just featured in annual reports. And actionability turns ambition into execution through clear, practical roadmaps teams can actually deliver on.
It’s not about slogans or statements; it’s about making our commitments SMART and achievable in the real world.
What role does packaging data play in shaping your transformation strategy and making it reality?
Packaging data is the foundation. Without accurate, timely, and transparent data, it’s impossible to design credible transformation strategies. Data helps us see what materials we use, how they flow through the value chain, and what impact they have — environmentally and financially.
Beyond compliance, it empowers us to make smarter decisions: redesigning packaging, evaluating supplier practices, and preparing for regulations like Packaging and Packaging Waste Regulation (PPWR). In short, data turns sustainability from an aspiration into a measurable, trackable reality — because without it, it’s like steering a ship in the dark: plenty of motion, but no direction.
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Your ESG journey started in 2020 when you led compliance efforts during an IFC standards audit. Since then, you’ve worked across both African and European markets. What trends in ESG within the packaging sphere are you seeing that you believe will gain even more traction in the coming year?
Two trends stand out to me. The first is regulatory tightening—particularly in Europe, but with ripple effects globally. Businesses are now expected not only to comply but to demonstrate credible, measurable progress on circularity and decarbonisation. The second is the rising demand for transparency. Consumers, regulators, and investors alike want to understand a product’s full story: how it was made, what materials went into it, and what happens at the end of its life.
Both trends are pushing companies to move from broad commitments to specific, evidence-based action—and packaging sits at the centre of that shift. It represents a significant share of household waste, contributes to the more than 350 million tonnes of plastic produced annually, and remains one of the largest sources of mismanaged waste entering oceans. As we move toward 2030, packaging will continue to gain traction as both a visible marker of sustainability performance and a powerful lever for meaningful change.
To discuss a concrete example of those challenges, let's look at Extended Producer Responsibility (EPR). The landscape is becoming increasingly complex and costly. From your perspective, what is the key to strategically managing EPR obligations, rather than simply treating them as a reactive compliance task?
The key is to shift from compliance to strategy. If we treat EPR purely as a cost, we’ll always be chasing regulations reactively. But if we approach it strategically, it becomes an opportunity to redesign systems, build efficiencies, and future-proof operations.
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That means integrating EPR data into packaging design decisions, using it to guide supplier engagement, and anticipating upcoming requirements rather than waiting for them to arrive. It’s about asking not just, “How do we comply?” but also “How do we turn compliance into a driver of innovation and resilience?”
What are your predictions for the next major shifts in packaging sustainability, whether driven by regulation, technology, or consumer demand - and how do you think businesses should prepare?
I see three major shifts on the horizon. First, stricter regulations around recyclability and carbon footprint disclosure. Second, technological innovations in materials such as high barrier biodegradable materials and reuse systems and formats. And third, consumer demand for transparency and traceability, supported by digital tools like QR codes or blockchain solutions. Businesses should prepare by building flexible strategies that can adapt to new regulations, investing in R&D partnerships, and most importantly, embedding sustainability into their core business model rather than treating it as a side project.
Looking ahead, what are the top strategic priorities for your team or company?
Our priorities centre on three areas: advancing packaging transformation, deepening data accuracy and insights, and strengthening cross-market collaboration. We’re focused on ensuring that our packaging roadmap isn’t just ambitious but executable. At the same time, we’re working to refine our data systems so that we have a solid foundation for both compliance and strategic decisions. And finally, collaboration both internally across teams and externally with partners is key to accelerating progress.
Thank you for sharing such valuable perspectives throughout our conversation. As we close, I’d like to revisit one of your guiding principles. You’ve often said that “diversity and inclusion drive creativity, spark innovation, and build stronger connections.” How do you bring that belief to life in your day-to-day leadership at GBfoods?
For me, diversity and inclusion aren’t abstract values, they’re daily practices. I try to create spaces where people feel safe to share their perspectives, even if those perspectives challenge the status quo.
That means listening intently, asking questions, and encouraging collaboration across teams, functions, and even geographies. I also value diversity in the broadest sense: diversity of thought, background, expertise, age, and perspective. When we bring those different voices together, we don’t just get better answers we also build stronger relationships, and we create a culture of learning that helps us all grow & win together!
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Final Thoughts
Irene’s approach to leadership reflects the same values that guide her work in packaging transformation — purpose, inclusion, and impact. Through her unique blend of technical expertise, human-centred leadership and sharing knowledge - she continues to shape the future of sustainable packaging.
For more professional takeaways and personal reflections from Irene, subscribe to her newsletter — Irene’s Letters — to follow her ongoing journey in sustainable packaging transformation.