By Steven Haedrich, president and third generation owner of New York Label & Box Works, and Folding Carton Ambassador for LOUPE Americas 2026 (formerly Labelexpo Americas).

As LOUPE Americas 2026 brings together the global label and package print community in North America, labels remain at the heart. With many label converters now looking to expand their capabilities and unlock new revenue streams, folding cartons represents a real diversification opportunity. 

Meeting shifting consumer expectations

As President of New York Label & Box Works, my focus is driving growth, investing in technology, and helping our clients succeed.

The move into folding cartons was driven by our clients. Many brands trusted us with their label printing and included artwork for folding cartons. It became clear that by offering both, we could simplify the process and provide greater value.

Folding cartons were already part of our tradition, making the expansion a natural fit. By combining these capabilities, we became a more complete packaging partner, helping brands achieve greater consistency, efficiency and supply chain simplicity.

Today, consumers increasingly expect packaging to do more than protect a product. They want sustainability, convenience, authenticity and a premium experience. Brand owners are responding by investing in packaging that tells a story, creates shelf impact and enhances the unboxing experience.

The growth of e-commerce has also elevated the importance of packaging because it often serves as the first physical interaction with the brand.

Sustainability leading the change

Sustainability is no longer a compliance issue. It is a driver of innovation, influencing material development, package design and manufacturing processes. Folding cartons are uniquely positioned to support converters align with the global shift toward sustainable packaging.

Paperboard is renewable, recyclable and widely accepted in recycling systems, making it an attractive alternative as brands actively replace plastic packaging with paper-based solutions. Folding cartons offer excellent shelf appeal while supporting environmental goals.

Plastic replacement continues to grow demand for paper-based packaging. At the same time, premium packaging is helping brands differentiate themselves on competitive retail shelves.

Recycled fibre to barrier-coated paperboard that replaces some plastics expand performance while supporting sustainability goals.

Meeting today’s business challenges and the solutions

In folding carton manufacturing, the industry faces many challenges. These include labour shortages, rising material costs, supply chain disruptions and increasing customer expectations, which are felt across prepress, printing, converting and packing.

Innovation will therefore play a critical role. Automation on die-cutters, folder-gluers, robotic prefeeding and integrated MIS/ERP workflows will help folding carton manufacturers become more productive and responsive.

Digital printing is increasingly pivotal for folding cartons enabling short runs, rapid design iterations and variable data at scale, allowing brands to bring products to market faster and to easily cater to the ‘challenger’ brands that don’t need a high MOQ.

Smart packaging is bringing cartons online through QR/NFC codes, RFID and anti-counterfeit features that enhance brand protection and consumer engagement.

While AI is still early, it is already transforming folding carton by optimizing imposition and sheet utilization, streamlining prepress artwork and powering in-line quality inspection. Companies that embed AI across prepress, pressroom, finishing and logistics will gain a competitive advantage.

At New York Label & Box Works, we have invested in the Edale in-line folding carton press, which can print 8 colours, front and back, foil stamp and laminate, and emboss and die cut – all in one pass. This technology allows us to lower costs and speed up production, both essential in the marketplace.

Why LOUPE Americas matters

LOUPE Americas arrives at exactly the right moment. It brings the label and package printing community together to share ideas, network, learn and grow. The event shines a spotlight on where the industry is heading. Folding cartons are a core part of the future, highly synergistic with labels, with label technologies readily adaptable to folding carton production. For example, RFID labels can now be integrated into folding cartons in an automated single pass operation, enabling smarter, more secure packaging.

By connecting innovators, technologies and practical know how, the event will accelerate the shift toward faster, smarter and more sustainable packaging.

LOUPE Americas runs from 15 – 17 September 2026, at the Donald E. Stephens Convention Center, Rosemont. Learn more and visit: loupe-americas.com

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