Kezzler CEO to further drive IoP as former boss moves to Elopak

By Jenny Eagle contact

- Last updated on GMT

Kezzler at last year's AIPIA Congress. Photo: AIPIA.
Kezzler at last year's AIPIA Congress. Photo: AIPIA.

Related tags: Vice president, Supply chain, Marketing, Ceo

Kezzler has hired Christine Akselsen as CEO, starting the position in April.

Akselsen replaces Thomas Körmendi who is joining Elopak Group as CEO, which makes paper-based packaging for liquid food. The new CEO plans to drive the company's Internet of Packaging (IoP) approach.

Tetra Pak

Capture
(l to r) incoming CEO Akselsen & Körmendi.

I am very excited to join Kezzler at a time where digitalization of products is at an inflection point. The Kezzler technology platform leveraged through partnerships with leading packaging, licensing and management consulting organizations holds great promise​,” said Akselsen.

Implementation of the Kezzler product platform will significantly contribute to an increasingly transparent product value chain with no room for fraud or counterfeiting​.”

Before joining Kezzler, Körmendi spent 20 years working at Tetra Pak in various positions, including VP and head of North Europe. 

During his time at Kezzler, the digitalization firm formed partnerships with firms including SGS​ and US SmartLabel providers Scanbuy​, as well as collaborations with Amcor.  

For example, in a joint Internet of Packaging (IoP) approach Scanbuy will use its SmartLabel to provide product traceability, supply chain optimization and marketing insights with Kezzler’s traceability platform.

A Scanbuy QR Code will be placed on a product package, which links the consumer to a SmartLabel landing page via a scan.

The QR Code reveals information about a production batch. For example, if chocolate contains cacao, it would be traceable to each individual farm. Or if there is a recall situation, the QR Code would identify the affected products, narrowing down the products to be recalled.

The QR Code tracks the time from production to consumer scans, providing the ability to follow a product’s journey through the distribution channel and is used to track each individual item in distribution. This provides insights for preventing food waste throughout the entire supply chain.

MaXQ

MaxQ-Amcor-kezzler-serialised-codes-800

Kezzler and Amcor announced a partnership in 2015 to provide serialized packaging for consumer engagement and anti-counterfeiting via a cloud platform called MaXQ using unique identification codes printed on every pack.

Marco Hilty, VP, marketing & R&D, Amcor Flexibles Europe and Americas said at the time its customers are looking to provide more personalized experiences for consumers. And customers need to take action against the counterfeiting of their products.

The MaXQ serialized codes can also be used for a consumer engagement activities; such as contests, instant rewards, loyalty programs, and customer feedback.

Akselsen says her focus will be on driving conversations around the Internet of Packaging and communicating how active and intelligent packaging can be effectively adopted by the CPG sector and the benefits of connectivity leveraged across the entire supply chain.

Kezzler’s mission is to standardize serialization and change global business practices by making product items digitally unique and interactive. Projects include 'Internet of Packaging'/traceability/serialization/smart packaging/anti-counterfeiting.

Prior to joining Kezzler, Akselsen was CEO of outdoors product business, Sweet Protection and oversaw the sale of the company to Active Brands.

Prior to Sweet Protection, she was executive vice president, Growth Initiatives, Commodities and Energy at Thomson Reuters.

Elopak

Niels Petter Wright 2017 closeup_HVI
Niels Petter Wright

Elopak announced last year Niels Petter Wright had resigned after 10 years as CEO and CFO for seven years prior to that. Under his leadership Elopak transformed from a company focusing on fresh dairy and juice products to an aseptic system supplier.

In a statement, Elopak said: "Niels Petter has played a key role in developing Elopak from a NOK 5,5bn to 8,1bn company and has led its employees with exceptional drive and dedication. He leaves a diversified company well positioned for further growth."

Wright said: “While there certainly have been some demanding years in an international business environment, it has above all been fun. I wish my colleagues a successful future. I hope they will succeed exporting our excellent products and the Elopak way of doing business to further markets."

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