Earlier last month, I had the opportunity to visit ANUGA, one of the world’s largest food and beverage trade shows, held in Cologne, Germany. I went there with Ved, with two goals in mind, to see what’s new in the world of food packaging and to explore if ANUGA could also be a platform where Pakka showcases itself in the future.
The moment we stepped in, we could feel the scale. Twelve massive halls, thousands of exhibitors, and people from every corner of the world. Each hall was themed – bakery, dairy, beverages, confectionery, meat, and many more. It was like walking through a living encyclopedia of food.
We began with high expectations of finding something path-breaking in sustainable packaging. But as we moved from one section to another, it became clear that while food innovation was in full swing, packaging had not yet caught up. Most stalls displayed recyclable plastic or coated paper, familiar ideas that lacked real change. Germany, known for its high recycling rate, still focused heavily on recycling. But at Pakka, we believe in something more powerful — compostability. Recycling only delays a problem; compostability ends it. Every piece of plastic ever made still exists somewhere. That truth was hard to miss even in a fair this big.
One interesting pattern stood out, Most paper packaging in Europe is now brown. It used to be white once, just like what we prefer in India. But brown has become the new white. It feels natural, clean, and authentic. With printing technologies improving, it now looks just as premium, if not better. Brown reflects honesty. It shows the material as it is, without bleach or pretence. It also happens to be the color that defines Pakka’s identity. Seeing the global shift toward brown felt like a quiet validation of what we’ve always believed in.
The event was also an eye-opener in terms of global participation. Each hall had sections dedicated to different countries. China was present in almost every hall, while India had a small corner. It was a bit disappointing to see, but also a reminder that we have more stories to tell the world. Many exhibitors proudly wore their traditional attire, from Austria’s dirndl to Scotland’s kilts, showcasing not just their products but their culture. It made me think of how our own team’s uniforms bring personality and belonging to our brand.
On the branding and marketing front, there was a lot to learn. The stalls were clean, visually appealing, and designed to engage. The people managing them were welcoming, eager to talk, and genuinely interested in helping visitors. They weren’t overselling. They were listening. That kind of openness builds real trust. For us too, every small gesture, a smile, a conversation, an offer to help, adds up to the experience of Pakka.
Over two long days and what felt like 50,000 steps, I tried to absorb as much as I could. My luggage went missing on the way, but I returned with something far more valuable — perspective. The world is talking about sustainability, but there’s still a long way to go. And that means the opportunity to lead is wide open.
At ANUGA, I didn’t just see where the world is heading. I saw how much the world still needs what we already stand for.