Intergraf · Print Matters Budapest 2026

Gabriel Petrea · CEO · Imprimeria Arta Grafica · Print Matters 2026

At Intergraf Print Matters in Budapest, Morten Reitoft speaks with Gabriel Petrea following a panel discussion focused on sustainability, CO₂ reduction, and the practical realities facing the printing industry. The conversation explores how sustainability has evolved from a niche concern into a core business issue for printers, suppliers, and brand owners alike. Drawing on insights from the panel discussion, Gabriel reflects on the challenges of balancing environmental ambitions with commercial realities, highlighting the need for solutions that are both sustainable and economically viable. Morten and Gabriel discuss the role of legislation, customer expectations, and market forces in driving environmental initiatives throughout the print value chain. While regulatory requirements continue to influence decision-making, the discussion also emphasizes the growing recognition that sustainability is increasingly becoming an essential part of running a competitive and efficient business. The interview examines topics such as packaging, waste reduction, resource efficiency, recycling, and the broader environmental impact of print products. Particular attention is given to the importance of understanding sustainability holistically, recognizing that environmental performance often requires balancing multiple factors rather than pursuing simple, one-dimensional solutions. The discussion also touches on the role of suppliers, manufacturers, printers, and industry organizations in helping the sector adapt to changing expectations. Collaboration across the value chain is presented as a critical element for achieving meaningful environmental progress while maintaining the industry's commercial strength. A thoughtful conversation about sustainability, environmental responsibility, legislation, and the opportunities available to printers as they navigate an increasingly complex business and regulatory landscape.

Mirela Marica · Director Executive · Asociatia Tipografilor

At Intergraf Print Matters in Budapest, Morten Reitoft speaks with Mirela Marica, Director Executive of the Romanian printing industry association, about the importance of attracting young talent, strengthening industry education, and building a stronger voice for the printing sector in Romania. The conversation begins with the success of Romanian designer Irena Pinta, winner of the Intergraf Young Talent Award. Mirela explains how challenging it was at first to identify and encourage young candidates to participate, and how the award has already begun to create positive momentum within the Romanian industry. From helping raise awareness among younger professionals to inspiring new career opportunities, the recognition has become a valuable tool for promoting print and design to the next generation. Morten and Mirela discuss the role industry associations can play in supporting emerging talent. Following Irena’s success, plans are already underway to use her story and achievements to encourage more young people to engage with the printing and graphic communications sector. The goal is not only to celebrate success but also to demonstrate that print remains a modern, innovative, and attractive career path. The interview also explores the development of the Romanian printing industry over the past 25 years. Having been involved with the association since its early years, Mirela reflects on the transformation of the sector, the growth of digital printing, packaging, and graphic communications, and the ongoing effort to ensure that policymakers understand the importance of the industry. Education remains a central theme throughout the discussion. Mirela explains how the industry has worked for years to rebuild educational pathways for future printing professionals, including specialized master's programs and efforts to establish full university-level printing education. Close cooperation between industry and educational institutions is viewed as essential to ensuring the sector has access to skilled professionals in the future. The conversation concludes with a discussion about Romania's membership in Intergraf and the value of participating in a broader European network. For Mirela and her colleagues, access to knowledge, collaboration, and best practices from across Europe helps strengthen the Romanian industry while ensuring that important ideas and lessons are shared with local members. A warm and inspiring conversation about education, young talent, industry development, and the role associations play in shaping the future of print.

Laetitia Reynaud · European Policy Advisor · Intergraf · Print Matters 2026

At Intergraf Print Matters in Budapest, Morten Reitoft speaks with Laetitia Reynaud, Policy Advisor at Intergraf, about one of the most important—and often most complex—topics facing the European printing industry: legislation. As one of Intergraf’s leading experts on sustainability, environmental policy, and regulatory affairs, Laetitia works at the intersection of industry and European policymaking. Her role involves helping printers understand new legislation, representing industry interests in Brussels, and ensuring that the voice of the printing sector is heard as new regulations are developed. The conversation explores several major legislative initiatives affecting printers, including packaging regulations, sustainability requirements, environmental reporting, and the long-term implementation timelines often associated with European legislation. Laetitia explains why rules that may not come fully into effect until 2040 still require attention today, as businesses need time to adapt, invest, and prepare for future compliance requirements. Morten and Laetitia also discuss the challenge of making complex legislation understandable and relevant for printers. Using examples from packaging regulations, they explore how legal definitions can sometimes appear surprising—or even confusing—and how political compromises often shape the final outcome of legislation. A key topic is the relationship between regulation and simplification. While many businesses feel burdened by increasing compliance requirements, Laetitia explains that much of the legislation currently being implemented originates from policy decisions made several years ago under the European Green Deal. At the same time, current political discussions within the European Union increasingly focus on reducing administrative burdens and simplifying compliance, particularly for smaller businesses. The interview also offers insight into how Intergraf works within the European legislative process. As a relatively small association representing a highly diverse industry, collaboration with suppliers, customers, and partner organizations is often essential to ensure that the printing industry's concerns are understood and considered by policymakers. A highly informative discussion about European legislation, sustainability, packaging regulations, regulatory simplification, and the critical role industry associations play in helping printers navigate an increasingly complex business environment.

Charles Jarrold · CEO · BPIF · Print Matters 2026

At Intergraf Print Matters in Budapest, Morten Reitoft speaks with Charles Jarrold, Chief Executive Officer of the BPIF (British Printing Industries Federation), following a panel discussion focused on sustainability, CO₂ reduction, and the practical realities facing the printing industry. While environmental responsibility remains a key topic across the industry, Charles explains why sustainability must be approached through the lens of business reality. Drawing on insights from a panel that included representatives from commercial printing, book manufacturing, and the ink supply chain, the discussion highlights the balance between environmental ambitions, economic viability, and customer expectations. The conversation explores how sustainability initiatives have evolved over the past decade. While legislation and regulatory requirements continue to drive change, Charles points out that customer demand and a genuine commitment from businesses to "do the right thing" are increasingly important motivations. For many companies, sustainability is no longer simply a compliance exercise but an integral part of how they operate and compete. Morten and Charles also discuss the complexities of packaging, books, and print-on-demand production. While reducing waste remains a common goal, the conversation highlights the importance of understanding the broader environmental picture. Packaging, for example, often plays a critical role in reducing food waste, while advances in just-in-time book production have helped reduce the number of unsold books that were historically pulped. The interview touches on the challenges of sustainability legislation, recycling requirements, de-inking, digital printing technologies, and the role of manufacturers in supporting industry-wide environmental goals. Charles argues that meaningful progress requires collaboration across the entire value chain, from suppliers and manufacturers to printers and customers. The discussion concludes with reflections on Brexit, European legislation, and the continuing importance of collaboration between the BPIF and Intergraf. Despite the UK's departure from the European Union, Charles explains why close cooperation with European industry organizations remains essential, particularly in helping members understand and adapt to legislation that continues to influence cross-border trade and business operations. A thoughtful conversation about sustainability, environmental responsibility, packaging, legislation, and the practical challenges of balancing commercial success with long-term environmental goals.

Ford Bowers · CEO & President · PRINTING United Alliance · Print Matters 2026

At Intergraf Print Matters in Budapest, Morten Reitoft speaks with Ford Bowers, CEO of Printing United Alliance, about the similarities and differences between the European and North American printing industries. As one of the most influential voices in the U.S. print market, Ford shares his perspective on industry trends, market dynamics, automation, and the challenges facing print businesses on both sides of the Atlantic. The conversation begins with a discussion about what European events, such as Print Matters, can offer international visitors. While the United States is often viewed as an early adopter in certain areas, Ford explains that Europe frequently leads in others, particularly in regulation, measurement, sustainability initiatives, and industry-wide collaboration. These differences create valuable opportunities for learning and knowledge exchange between markets. Morten and Ford dive into industry statistics, productivity measurements, and the challenges of comparing European and American print markets. They discuss consolidation, the role of large acquisitions in shaping industry revenues, and why headline numbers can sometimes mask important differences between commercial print, wide-format, apparel decoration, packaging, and other print segments. The interview also explores one of the industry's most important topics: the relationship between automation and people. From AI and robotics to workflow automation and so-called lights-out manufacturing, Ford reflects on the practical realities of implementing technology in production environments. While automation continues to advance, he argues that the human element remains critical, particularly in businesses built around creativity, customization, and customer-specific solutions. The discussion concludes with thoughts on labor, productivity, workforce development, and the importance of international events in helping industry leaders learn from one another. It also touches on Printing United Expo in Las Vegas and why bringing together technology providers, printers, and industry professionals remains essential as the industry evolves. A candid and insightful conversation about global printing markets, automation, productivity, and the future of print from a uniquely transatlantic perspective.

Emanuele Bona · VP Europe, Pulp & Paper Products Council (PPPC) · Print Matters 2026

At Intergraf Print Matters in Budapest, Morten Reitoft speaks with Emanuele Bona, Vice President Europe at PPPC, following a presentation that offered a realistic assessment of the long-term decline in graphic paper consumption across Europe and the broader changes reshaping the paper industry. While the numbers may appear challenging at first glance, the conversation quickly reveals a more nuanced picture of an industry that has spent years adapting to changing market realities. Emanuele explains how paper producers have diversified beyond traditional graphic papers, moving into packaging grades, specialty papers, recycled fiber applications, and even energy production. Many companies have successfully transformed their business models to remain profitable despite significantly lower volumes than in previous decades. The discussion explores the factors that have shaped the industry in recent years, from the financial crisis and the pandemic to geopolitical tensions, inflation, and energy costs. As one of Europe's most energy-intensive industries, paper manufacturing has faced extraordinary challenges, yet many producers have continued to invest in efficiency, sustainability, and innovation. Morten and Emanuele also discuss the role of recycled fibers, the balance between recycled and virgin fiber content, and why different applications require different paper qualities. While recycled papers play an increasingly important role in sustainability strategies, certain premium applications still depend on high-quality virgin fibers to meet customer expectations and technical requirements. The conversation also touches on the challenges associated with declining paper consumption, where lower volumes can create new pressures on fiber availability and recycling systems. Looking beyond the statistics, Emanuele argues that the industry is entering a new phase. Traditional segments such as newspapers, magazines, and catalogs continue to decline, but opportunities remain in commercial print, specialty papers, labels, and other higher-value applications. As producers continue adapting their portfolios and business models, the pace of decline may eventually slow, creating a more balanced and sustainable market environment. A candid and insightful conversation about market realities, sustainability, recycled fibers, specialty papers, and how the European paper industry is adapting to a future that is very different from its past.

Mark Boyt · Principal Analyst, Production Workflow · Keypoint Intelligence · Print Matters 2026

At Intergraf Print Matters in Budapest, Morten Reitoft speaks with Mark Boyt, Principal Analyst at Keypoint Intelligence, following his presentation on robotics and automation in the printing industry. As labor shortages, rising costs, and increasing production demands continue to challenge print service providers, robotics is emerging as one of the industry's most discussed technologies. The conversation explores the practical realities behind industrial robotics, humanoid robots, and automation on the production floor. Mark explains that while humanoid robots attract significant attention, many of the real challenges still come down to fundamental issues such as gripping, handling, and moving printed materials efficiently. Whether the future belongs to robotic arms, mobile robots, humanoids, or a combination of technologies, the goal remains the same: helping printers maintain productivity in an environment where skilled labor is becoming increasingly difficult to find. Morten and Mark also discuss one of the industry's most important questions: who ultimately benefits from productivity gains? Historically, much of the value created by automation has been passed on to customers in the form of lower prices. As robotics becomes more widespread, printers will face decisions about whether productivity improvements should strengthen profitability, offset labor shortages, or support continued price competitiveness. The discussion examines how robotics is already being implemented in print production environments, including examples of companies developing their own robotic integrations rather than relying solely on equipment manufacturers. Mark shares insights into the growing ecosystem of robot suppliers, system integrators, and print technology vendors that are shaping the next generation of automated production. Another important theme is accessibility. While robotics has traditionally been viewed as a major capital investment, new business models such as Robotics-as-a-Service could make automation available to smaller printing companies that previously lacked the resources to invest. This shift may help democratize access to automation across the industry and enable businesses of all sizes to benefit from robotic technologies. The interview concludes with a broader discussion about the future of robotics in print, the role of AI, and how industry adoption may accelerate as solutions become more standardized, affordable, and easier to deploy. A fascinating conversation about technology, productivity, workforce challenges, and the next wave of automation transforming the printing industry.

Dr. Roman Zenner · Owner · Agentic Punks · Print Matters 2026

At Intergraf Print Matters in Budapest, Morten Reitoft speaks with Roman Zenner, co-founder of Agentic Punks, a newly established AI consultancy focused on helping businesses implement AI agents in practical and effective ways. Coming from a strong e-commerce background, Roman explains how his company approaches AI with a hands-on, pragmatic mindset, helping organizations adopt emerging technologies without unnecessary complexity. The conversation explores how AI is transforming business processes, software development, and digital commerce, while also addressing concerns many industries have about rapid technological change. Although Roman has no direct background in the printing industry, he shares an outsider’s perspective on print, highlighting the unique value of tangible, physical communication in a world increasingly dominated by digital experiences. Together, Morten and Roman discuss AI agents, emerging industry standards from Google and OpenAI, the future of search and discovery, and the similarities between today’s AI transformation and the rise of e-commerce decades ago. They examine how businesses can adapt to changing customer behavior, why innovation often creates new opportunities rather than simply replacing existing models, and how industries can balance stability with technological progress. The interview also touches on the fears surrounding AI—from business disruption to broader societal concerns—and why Roman remains optimistic about the future. While AI continues to advance at remarkable speed, he argues that human expertise, judgment, creativity, and domain knowledge will remain essential. Rather than replacing people, AI can help eliminate repetitive tasks and allow professionals to focus on higher-value work, strategic thinking, and innovation. A thoughtful and wide-ranging discussion about AI, digital transformation, e-commerce, and what the future may hold for businesses across every industry.

Irina Pinta · Intergraf Young Talents Winner 2026 · Print Matters 2026

At Intergraf Print Matters in Budapest, Morten Reitoft speaks with Irena Pinta, the 2026 winner of the Intergraf Young Talent Award. Representing Romania and her own company, Koalaink, Irena shares her excitement about receiving the award and discusses the project that earned her recognition: hyperpersonalization in print and marketing communications. The conversation explores how personalization is evolving beyond simply adding names to printed materials. Irena explains how true hyperpersonalization combines design, data, imagery, and customer relevance to create highly targeted communications. Drawing on her experience as a graphic designer and intermediary between clients and specialized print providers, she discusses the practical challenges of delivering personalized campaigns, including sourcing appropriate content, managing data, complying with GDPR requirements, and collaborating with print partners capable of handling complex customization projects. Morten and Irena also discuss the realities of bringing hyperpersonalization from theory into practice. While the technology exists, implementation often depends on having the right workflows, data sources, design capabilities, and production partners. Irena shares insights into how she uses licensed image databases, design tools, and customized production processes to create personalized communications for clients. Beyond the award itself, the interview highlights the Intergraf Young Talent Award's role in encouraging innovation and attracting new talent to the printing industry. Irena reflects on presenting her ideas on an international stage, the value of networking with industry leaders, and how recognition from Intergraf could create new opportunities for collaboration and business growth. A warm and inspiring conversation with one of the industry's emerging talents about creativity, entrepreneurship, hyperpersonalization, and the future of print.

Ulrich Stetter · President · Intergraf · Print Matters 2026

At Intergraf Print Matters in Budapest, Morten Reitoft speaks with Ulrich Stetter, President of Intergraf, about the challenges and opportunities facing the European printing industry. As the representative organization for national printing federations across Europe, Intergraf plays a key role in helping the industry navigate changing market conditions, regulatory developments, and evolving customer expectations. The conversation explores the meaning behind the Print Matters theme at a time when some traditional print segments continue to decline. Rather than focusing on volume, Ulrich argues that the future of print lies in value, trust, and relevance. Printed products continue to offer something unique in a world increasingly dominated by digital communication: credibility, permanence, and the ability to create meaningful engagement with customers. Morten and Ulrich discuss how the industry must move beyond measuring success in tonnes of paper and instead focus on the value generated by printed communication. Topics include personalization, customer engagement, integrated marketing campaigns, and the importance of combining print with digital channels to achieve measurable business results. The interview also examines the role of industry associations and federations in promoting print. Who is responsible for communicating the value of print to customers and society? How can knowledge shared at events such as Print Matters reach the more than 100,000 printing companies across Europe? Ulrich explains why collaboration among Intergraf, national federations, and individual companies is essential for the industry to strengthen its position and attract future opportunities. A thoughtful discussion about trust, value creation, industry advocacy, and why print continues to matter in a rapidly changing communications landscape.

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