Martin Weber’s Post

The era of "setting targets" is over. The era of industrial deployment has begun. A new report from Bain & Company confirms what we are seeing on the ground: The honeymoon phase for sustainable packaging is finished. Five years ago, you could raise capital on a promise. Today, brands are falling behind on their 2026 commitments. They don't need more "roadmaps." They need units on the shelf. This is why one • fıve is currently finalizing a deployment for a major solution in the 𝐬𝐧𝐚𝐜𝐤𝐢𝐧𝐠 𝐢𝐧𝐝𝐮𝐬𝐭𝐫𝐲 in the US. We aren't talking about a pilot project. We are talking about replacing single-use plastics at a nation-wide scale. Why did they choose us? Because while the industry debates "plastic vs. paper," we focused on 𝐮𝐧𝐢𝐭 𝐞𝐜𝐨𝐧𝐨𝐦𝐢𝐜𝐬. We used our 𝐐𝐭.𝐌𝐚𝐬𝐭𝐞𝐫 platform to predict the exact failure rates, cycle times, and margin structure before a single tool was cut. As the data shows (see image), "Advanced Paper" is now seen as the #1 most promising solution for innovation—ranking higher than bioplastics or reuse. We are seeing this demand explode in real-time. The "Green Premium" is disappearing. The only metric left is speed to market. To our partners in the US and Europe: The pilot phase is over. We are scaling. ====== 𝐎𝐩𝐞𝐫𝐚𝐭𝐢𝐨𝐧𝐚𝐥 𝐔𝐩𝐝𝐚𝐭𝐞: While Claire Hae-Min Gusko and I are focused on our expansion strategies this week, our team is on the ground at Packaging Innovations & Empack in Birmingham. If you want to see the physical proof of our data, find Gregorio Ossola and Terry Shortland at the show. They aren't just sales leaders; they are technical experts who can explain exactly how we solved the "runnability" problem for brands. #SeriesB #IndustrialScale #SnackBrand #PackagingInnovation #BainReport