“We have proven that ROI and sustainability can go hand in hand”
Interview with Andre Kabel, VP, Product Management EMEA of Ranpak BV
When Ranpak first introduced its sustainable packaging solutions in the 1970s, it was among the pioneers driving meaningful change in the industry. Today, the company is evolving from a materials provider into a technology-driven partner across the entire supply chain – delivering measurable gains in both sustainability and cost efficiency. VP, Product Management EMEA Andre Kabel shared insights into the company’s latest innovations and strategic direction in an interview with European Business.
European Business: Ranpak has been advancing sustainability in the supply chain for more than half a century – starting with paper-based packaging solutions.
Andre Kabel: In the early days, our primary goal was to demonstrate that paper could serve as a viable and effective alternative to conventional air-cushion packaging. Today, that case has clearly been made, and we have built a successful global business on that foundation. Beyond these in-the-box solutions, we have expanded into automation technologies that further optimize the packaging process – particularly through height reduction. While the first phase of our evolution focused on enabling sustainable materials, the next phase is now centered on materially reducing waste and excess. Automation plays a critical role here, combining height-reduction systems with vision technology to ensure that only the necessary amount of material is used in each package.
European Business: How do your automation systems work?
Andre Kabel: Large e-commerce companies – as well as B2B players with an online component – often ship a wide variety of products within the same packaging formats. Optimizing box size is therefore a significant challenge. Our solution allows customers to automatically select the appropriate carton and measure the void space on the packing line. We then precisely cut the box to size and seal it, minimizing unused space. This approach reduces overall shipping volume, improves space utilization, and lowers transportation costs – delivering meaningful savings across the supply chain. Additionally, protective materials perform more effectively when packaging is properly sized, which helps reduce damage rates during transit. In this way, we continue to demonstrate that sustainability initiatives can go hand in hand with clear financial returns.
European Business: When Ranpak introduced its paper-based solutions 50 years ago, it was doing pioneering work. Today, sustainability is a top priority across industries. When did the real inflection point occur on your growth trajectory?
Andre Kabel: I would point to two key moments. The first one was the COVID-19 pandemic, when e-commerce volumes surged dramatically and paper-based solutions proved scalable in meeting that demand. During that period, we significantly ramped up our operations. The second moment is happening now. Sustainability initiatives are gaining real traction, and regulatory frameworks – such as the EU’s Packaging and Packaging Waste Regulation – are becoming increasingly stringent, particularly around reducing excess packaging and void space. In many cases, achieving these targets requires precisely the kind of technology we offer. We are well positioned to support our customers as they adapt to these evolving requirements.
European Business: What innovations is Ranpak currently focusing on?
Andre Kabel: Even after five decades, we continue to refine and improve the sustainability profile of our paper-based solutions. One recent development is the introduction of paper made from grass fibers sourced from large fields in Eastern Europe. Our aim is to provide packaging that is not only recyclable in theory, but actually recycled in practice within existing supply chains – something that cannot be said for many alternative materials. On the automation side, we work closely with system integrators to ensure seamless integration with customers’ production lines and conveyor systems. Their feedback is critical to continuously improving our solutions. At the same time, we are investing heavily in data capabilities, including AI and advanced vision technologies, to deliver measurable savings and enable greater flexibility across a wide range of box sizes.
European Business: What is Ranpak’s long-term vision?
Andre Kabel: We are in the midst of transforming from a packaging supplier into a strategic partner. Our goal is to help customers achieve their sustainable supply chain objectives by aligning our solutions with their operational needs. We have established ourselves as a trusted partner in process optimization and sustainability – areas where we can deliver tangible ecological and financial impact. Given today’s complex geopolitical and economic environment, companies are placing greater emphasis on resilience. We believe our solutions can play a meaningful role in strengthening packaging and transportation systems in that context.
European Business: What personally motivates you to be part of this journey at Ranpak?
Andre Kabel: I spent more than a decade in China, where I witnessed the environmental consequences of industrial growth firsthand – particularly in terms of plastic waste and air pollution. At Ranpak, I have the opportunity to contribute to reducing that impact through sustainable materials like paper and through advanced technologies that accelerate change. That combination makes this an especially compelling place to be right now – and I am confident that our impact will continue to grow in the years ahead.