Bart Lauwaert: The Folding Carton Platform has a strong story, but we must keep telling it

After a period in the graphic arts sector, he briefly moved into the automotive industry before returning to his current employer, Grafische Groep Matthys. He has now been with the company for nearly eighteen years, focusing on sales and marketing in the Netherlands and, more recently, Scandinavia. “We have a strong position in premium packaging. Think of cosmetics, chocolate or coffee. Everything where appearance and experience play a key role.”

Role within the Folding Carton Platform

In addition to his work, Lauwaert has been active for seven years as a board member of the Vouwkarton Platform. The platform focuses on promoting folding cartons as a packaging material and on connecting stakeholders across the value chain. “I initially became involved through my work in the Netherlands. That collaboration grew, and eventually I was invited to join the board.” Within the board, his focus is primarily on visibility and collaboration. “I like to think creatively and beyond conventional boundaries. That helps to develop new ideas and identify opportunities.”

Promotion as the platform’s core focus

In recent years, the platform’s promotional role has become increasingly important. According to Lauwaert, this is essential. “We often take sustainability and the properties of folding cartons for granted. But that does not mean the market sees it the same way. You need to keep telling the story, substantiating it and making it visible.” This promotion takes place through multiple channels: • LinkedIn as the primary platform for visibility • the platform’s website • trade fairs and events • member meetings A key role is played by Luc Lejeune, who is responsible for content and communication. “He produces strong, substantive articles that are genuinely read. That helps to increase both reach and relevance.”

Trade fairs and events as accelerators

Trade fairs play an important role in increasing the visibility of folding cartons. The platform collaborates with Easyfairs, among others in relation to Empack & Packaging Innovations. A concrete example is the Folding Carton Platform pavilion. “There, we are visibly present as a platform and also provide substantive presentations. At the same time, members have the opportunity to showcase themselves.” This combination of knowledge sharing and commercial visibility proves effective. “You reach not only industry peers, but also brands and designers who make decisions about packaging.”

The strength of the value chain

According to Lauwaert, the strength of folding cartons lies in collaboration across the value chain. “From research institutes and raw material producers to machine manufacturers, and from printers and finishers to brands. It is an international chain in which everyone is connected.” The platform plays a key role in bringing these parties together. “At our meetings, you see that these stakeholders genuinely engage with one another. That is where knowledge sharing takes place and, in some cases, where collaboration begins.”

Belgium and the Netherlands: differences and opportunities

While the platform focuses on the Dutch-speaking region, Lauwaert notes clear differences in collaboration between Belgium and the Netherlands. “I enjoy working with the Dutch. Their directness means you quickly know where you stand. That speeds up processes.” At the same time, he observes that Belgian companies are less inclined to join the platform. “That is partly cultural. The Dutch are strong networkers and tend to seek collaboration more actively. Belgian companies often operate more independently.” This also presents opportunities. “At the moment, there are relatively few Belgian members. There is definitely room for growth. I see it as a personal mission to help drive that forward.”

Sustainability remains a core message

Sustainability is a key theme within the sector, but according to Lauwaert it requires continuous explanation. “For us, it is self-evident that folding cartons are a sustainable choice. But you still need to substantiate that.” He points, among other things, to renewable raw materials and recycling. “Paper and board have high recyclability rates, and forest areas in Europe are expanding. These are facts we need to keep communicating actively.”

Innovation in materials and technology

The sector continues to evolve. Lauwaert sees significant developments, particularly in material innovation. “There is strong progress in sustainable coatings and barrier solutions, enabling folding cartons to be used in an increasing number of applications. This makes it possible to replace certain plastic packaging.” Digitalisation is also playing a role. “Digital printing technologies allow for smaller print runs and variable data. That opens up new marketing applications.”

Regulation and knowledge sharing

New regulations, such as the PPWR, are adding complexity to the sector. Lauwaert sees a clear role for the platform in this area. “We can support our members by making knowledge more accessible. Not just for management or sales, but for everyone within an organisation.” New tools and digital environments are being developed to improve access to that knowledge. “Think of e-learning or systems where you can quickly find answers. That is becoming increasingly important.”

The role of Lejeune Association Management

Lauwaert is clear about the importance of this collaboration. “For me, it is crucial. Without that support, the platform would not be where it is today.”
According to him, the added value operates on several levels. First, there is the international network that Lejeune brings. “Through various European federations and material streams, a vast amount of knowledge comes together. It is not just about folding cartons, but also about other packaging materials and sectors. That automatically broadens your perspective and moves you beyond your own niche. It strengthens both communication and content.”

He also emphasises the importance of professionalisation. “As a board, we are all active within our own companies. You cannot expect to run an organisation at this level alongside that. The Lejeune team, including Hans van Schaik, Luc Lejeune and Angela Ashruf, provides structure, continuity and quality.”
Lejeune also plays a central role in communication and visibility. Content creation, consistency in messaging and a clear editorial line ensure that the platform remains recognisable. “It may seem obvious, but it is not. A great deal of work and expertise goes into that.” What Lauwaert personally values is the combination of experience and renewal within the organisation. “You can see that there is a conscious effort to make room for younger generations. That brings new insights and energy.”

His conclusion is clear: “Lejeune enables us, as a platform, to operate professionally, with a strong foundation and a clear direction. That gives us the space to grow.”

Looking ahead: more knowledge, greater reach, stronger connections

Looking to the future, Lauwaert identifies three key priorities:
• further growth in visibility and promotion
• broader and more accessible knowledge sharing
• expansion of the membership base, particularly in Belgium

In addition, new forms of communication are being explored, such as podcasts. “You need to reach people where they are. Also on the move, for example through audio. That fits the times we are living in.” His conclusion is straightforward: “We have a strong story as a sector. But we need to keep telling it and continue to develop it.”

The folding carton sector faces significant challenges, but also clear opportunities. With a strong value chain, increasing focus on sustainability and new technological possibilities, there is a solid foundation for the future. The Folding Carton Platform aims to continue playing a connecting and strengthening role in this. As Lauwaert summarises: “Ultimately, it is about collaboration. That is where the real strength lies.”


Text: Ria Luitjes
Photography: Bart Lauwaert