Before Barcelona: Chelsea McDougall’s Take on Label Expo Europe 2025
Before the packaging world gathered in Barcelona for Label Expo Europe 2025, we sat down with Chelsea McDougall, Editor of Labels & Labeling and Content Director for the Label Expo Global Series. In this episode of Unpacking the Brand, Chelsea offered her insider’s preview of the technologies, trends, and industry dynamics she expected to define the show from automation breakthroughs and robotics to The Pulse, a first-of-its-kind on-floor education hub.
Now that the event has wrapped, her insights still capture the energy and innovation that make Label Expo the heartbeat of the global packaging industry. Even though this conversation happened before the show, Chelsea’s perspective remains a snapshot of where the industry was heading and how accurately those predictions reflected what unfolded in Barcelona.
From Crime Reporting to Packaging Powerhouse
Chelsea’s path to packaging wasn’t typical. She spent more than ten years as a crime reporter, even making a brief on-air appearance with Anderson Cooper, before trading breaking news for the steady but dynamic rhythm of trade journalism. When she saw a job posting for Labels & Labeling that simply read “must love travel,” she had no idea it would lead to a role where she’d cover technological innovations, sustainability shifts, and the intricate business decisions shaping the future of packaging.
Her journalist’s mindset high editorial standards, a sharp eye for storytelling, and a commitment to integrity continues to shape the publication’s voice and influence across the global packaging community.
Label Expo: Where the Industry Sets the Pace
For Chelsea and her team, Label Expo is more than a trade show it’s a barometer for the state of the industry. Many companies time their product launches to coincide with the event, and the conversations happening on the show floor often guide the stories Labels & Labeling tells for months afterward.
This year, expect to see breakthroughs in automation, presses that can prepare new jobs mid-run with minimal waste, and robotics handling labeling and packaging tasks to solve ongoing labor challenges. At the same time, interest in flexible packaging and folding carton continues to grow, with converters using familiar equipment to expand into new markets.
The Pulse: Learning on the Show Floor
A major addition this year is The Pulse, a new on-floor education hub offering themed programming each day. The lineup includes sessions on sustainability and EU packaging waste regulations, flexible packaging innovations, future technologies such as AI and automation, and folding carton opportunities.
In addition to The Pulse, Label Academy masterclasses will offer deep dives into topics like automation, RFID, and advanced folding carton production. It’s an exciting evolution that brings learning directly to the heart of the show floor.
Barcelona Buzz: A Truly Global Gathering
The move to Barcelona has generated serious excitement. Attendees are flying in from all over the world, even as far as Fiji, and more U.S. converters than ever are making the trip. The timing and location turn the event into a hybrid of work and adventure: business insights by day, tapas and Spanish wine by night.
AI Beyond the Buzzword
AI remains one of the most talked-about topics in packaging, but Chelsea sees the most promise in its production-side applications scheduling, predictive maintenance, and process optimization rather than just marketing. As she puts it, “garbage in, garbage out” still applies, and the key is structured, high-quality data.
Chelsea’s Trade Show Advice
For anyone attending Label Expo Europe 2025, Chelsea’s advice is simple but powerful: plan ahead. Review the exhibitor list, schedule meetings, and wear comfortable shoes but also make time for spontaneous discovery. Wandering the show floor often leads to the best connections and the most unexpected innovations.
Looking Ahead
Chelsea’s pre-show perspective offered a glimpse into what would become a defining year for packaging innovation. Her insights — from the growing role of AI to the global excitement surrounding The Pulse — remind us how Label Expo continues to set the pace for an industry built on creativity, connection, and constant evolution.
Listen to the full conversation with Chelsea McDougall on the Unpacking the Brand podcast, available wherever you get your shows.
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