Wim Buyle and Johan Kranenbroek on the direction of EFTA Benelux

From entrepreneur to chairman Chair

Wim Buyle began his career 35 years ago in machine engineering and founded Advanced Machinery in Belgium, specialising in technical solutions for the converting industry. His work took him across Europe, where he secured exclusive contracts with leading companies. Since 2000, he has been working with the Uteco Group, a manufacturer of printing presses. A few years ago, he sold the majority of his shares in Advanced Machinery to the Uteco Group, but remained on as CEO. He is also active on various European boards: as chairman of EFTA Benelux, vice chairman of FTA Europe and involved in other bodies within the graphic industry. “In my free time I enjoy cycling, but to be honest, I do not have much free time,” he says with a smile. “If I am not working or cycling, my time goes into associations.”

A treasurer with broad experience

Treasurer Johan Kranenbroek is Managing Director of Oerlemans Plastics B.V. and COO of the OPACKGROUP. He has worked in the sector for over twenty years and brings a wide-ranging background, having previously worked in the dairy industry at Campina and in machine and steel construction at Thyssen-Krupp. Within EFTA Benelux, he began as a member of the audit committee and progressed to treasurer. He also holds several other board positions. “Life is never boring. The work is extremely dynamic and every day I find myself short of hours for all the improvements I want to make. And besides my work and additional roles, I am also an avid long-distance walker,” he says. “Including walking events such as the Nijmegen Four Days Marches and Kennedymarsen.”

How they joined EFTA Benelux

For both, networking played a key role in their first introduction to EFTA Benelux.

Buyle: “I was once approached by Piet Otten, who was a board member at EFTA at the time. Initially, as a supplier, I was not immediately welcome—there were already enough suppliers involved. But after organising a seminar on packaging, I came into contact with the association. That became the stepping stone to my first meetings, and my involvement quickly grew. Especially the bridges I could build to other European associations strengthened my role further.” He has been active on the EFTA Benelux board since 2013.

Kranenbroek: “At OPACKGROUP, we are keen to contribute to industry associations. I was already a member of the audit committee and worked extensively with printing technologies. It was a natural step to become a board member and treasurer, and to contribute even more to EFTA Benelux.” He has served as treasurer since 2014.

The strategic pillars of EFTA Benelux

When Wim and Johan describe the direction of EFTA Benelux, they consistently return to the association’s four strategic pillars: education, knowledge sharing, European cooperation and the EFTA Awards.

Education

Kranenbroek: “For me, education is undeniably the top priority. For years, we organised classroom-based courses, but participation remained limited. That is why we are now developing an e-learning platform, which we hope to present during the EFTA Awards on 6 November 2025. Through this platform, our members will be able to learn at their own pace, whenever it suits them. It is more accessible and fits much better with the younger generation, who have grown up digitally.”

Buyle adds: “And it is not only about basic knowledge. We are building modules around current topics such as reduced ink consumption, faster changeovers and sustainability. This way, it always ties in with today’s challenges.”

Knowledge sharing

Alongside education, knowledge sharing is a core pillar of EFTA Benelux.

Buyle: “We organise theme days and seminars on everything happening in the sector. It is important that members learn not only from their own practice, but also from one another.” Knowledge is shared in various ways: through technical meetings on topics such as faster changeovers, reduced ink usage and new substrates, as well as through networking moments where companies can exchange experiences.

Kranenbroek: “It is often that informal conversation during a seminar or an Awards evening that is worth its weight in gold. You hear how others have tackled a problem, what they have encountered and which solutions worked. You cannot learn that from a manual.”

EFTA Benelux also actively seeks collaboration with other organisations.

Buyle: “Through our links with FTA Europe and Intergraf, we have access to a much broader network. Knowledge and experience from other countries becomes available to our members. It enriches the discussions and allows us to go to Brussels with concrete examples.”

Kranenbroek: “So knowledge sharing is not only about technology, but also about policy, regulation and market developments. It helps members to better substantiate decisions and respond more quickly to change.”

European cooperation

The third pillar is cooperation at the European level. Kranenbroek: “Together with other European associations, we founded FTA Europe. This gives us access to Brussels and ensures we have a voice in regulations that can make or break our sector.” Buyle: “Lawmakers can change our work overnight. That is why, as an industry association, we must remain alert and make clear where the boundaries lie.”

The EFTA Awards

The fourth pillar is the most visible: the EFTA Awards. Buyle: “These awards are important because they highlight craftsmanship and innovation. And because the winners of the Benelux Awards automatically advance to the European Diamond Awards, it truly provides an international stage.” The EFTA Awards are held every two years as a black-tie gala evening in Antwerp. Buyle: “That makes it particularly special. It is a moment where members meet in a different setting, with all printed work and innovations in the spotlight. The prestige of such an evening really boosts pride within our sector.”
Kranenbroek: “For members, it is an opportunity to show what they are capable of. But for me as treasurer, it is also a challenge: in an awards year, our budget doubles. We need sufficient sponsorship, otherwise it becomes financially risky. So far, we have managed, but it requires ever more effort.”

Sustainability and European regulations

Sustainability is a key topic within the sector. EFTA Benelux, for example, is working with the Flemish Innovation Centre for Graphic Communication (VIGC) to examine the environmental impact of water-based inks compared to solvent-based inks. There are also projects in preparation focusing on innovative substrates and more efficient production methods.

Yet Buyle and Kranenbroek place some important caveats.

Kranenbroek: “Sustainability is essential, but it comes at a cost. And when sustainability has a direct impact on pricing, customers often start to question whether it is worth it.” Geopolitical and regulatory developments also play a role. Nitrocellulose, a key raw material for flexo inks, is now partly reserved for military purposes.

Buyle: “You cannot simply switch to alternatives such as PU resins. It demands huge investments and re-certifications. We need to remain flexible, but it is certainly not a simple switch you can flip.”

The role of Lejeune Association Management

Both speak very positively about the collaboration with Lejeune. Kranenbroek: “Without Lejeune, we would not manage. They take care of communication, membership administration, reporting and practical organisation. For us, that is indispensable, as we have full-time jobs alongside our board responsibilities.”

Buyle: “At events such as the Awards, we truly work together. They take on part of the tasks, and we take on another. That combination works excellently and gives confidence for the future.”

Looking ahead: renewal and connection

When it comes to the future, Buyle and Kranenbroek agree: renewal is essential. Buyle: “The average age in the sector is rising. We have set up a shadow board to involve younger people. It is the only way to keep the association relevant.” The European dimension will also remain key. Kranenbroek: “You cannot survive alone. We must continue to connect with other organisations to strengthen our position towards Brussels.” Despite the challenges, they remain optimistic.
Buyle: “Flexo is a growth market. While other graphic technologies are shrinking, flexo is growing by 2 to 3 percent per year. Packaging remains important, and that is where our future lies.”

Text: Ria Luitjes
Photos: Wim Buyle and Johan Kranenbroek