Recapping PACK EXPO East 2026

GS1's Steve Keddie (left) and Andrew Morehead discuss the imminent implementation of Sunrise 2027. | Credit: PACK EXPO

From Feb. 17-19, Philadelphia's convention center buzzed with the sounds of the 2026 PACK EXPO East exhibition. Attendees and exhibitors networked over the hum of machines, and experts led sessions on a wide range of topics impacting packaging and label producers.

During a session at the Industry Speaks stage, GS1's Steve Keddie and Andrew Morehead discussed the imminent implementation of Sunrise 2027 and the guidelines for barcodes that packages and labels in the United States will need to follow. These guidelines call for the use of 2D barcodes such as QR codes and the GS1 DataMatrix.

Importantly, Morehead emphasized that 1D barcodes, which are the current standard, aren't being phased out.

“That 1D barcode is not going anywhere,” he said. “There is no sunset, so if you're looking to continue to utilize 1D barcodes, you're still able to do so.”

However, 2D barcodes add more context to 1D barcodes by storing additional data. For instance, while a 1D barcode can only tell someone the product ID number, a 2D barcode can also include the batch number and expiration date of a product. With this deeper information, 2D barcodes are excellent for managing fresh food and consumer packaged goods in stores.

The 2027 deadline is not a hard launch of 2D barcodes, Keddie said. He explained that there will be a transition period in which dual marking — i.e., printing a 1D barcode, a QR code, and a GS1 DataMatrix barcode on one package — is acceptable. Ultimately, he said the goal is to have a total of two barcodes on packages, with at least one of them being 2D.

In another session, H.B. Fuller’s Aaron Plumley and James Welton took to the Innovation Stage to share the latest developments in adhesives, tapes, and coatings. Many of these developments are being driven by trends and demands such as e-commerce and sustainability.

Welton stressed the growing importance of sustainability, noting that 79% of U.S. households have access to curbside recycling. That means improving the recyclability of coatings and adhesives can make it easier for people to recycle packages.

“When removing the plastics which complicate the recycling process, we're able to increase our continued sustainability within the packaging markets,” Welton said.

Plus, the growth of e-commerce means adhesives, coatings, and tapes need to not only keep a package intact throughout the shipping process, but they must protect the brand messaging and graphics as well.

E-commerce and sustainability are often simultaneous requirements for packaging, which has led to the development of innovations like bio-based adhesives, heat-sealable and waterproof coatings for paper to replace polyethylene (PE) coatings, and more effective adhesives that reduce the amount of material used.

Artificial intelligence (AI) and automation were also prominent themes at PACK EXPO East. Esko’s Bart Meersschaert did a deep dive into how these technologies are already changing artwork and labeling processes.

Many people are already using AI to boost productivity, but Meersschaert said this is not the ultimate goal of these tools. Instead, integration is key. He outlined a four-tiered maturity model ranging from entirely manual processes to fully automated and intelligent workflows.

In terms of artwork and labels, Meersschaert said this involves AI-assisted content generation and translations, AI-assisted artwork automation, and automated and AI-assisted quality and compliance checks.