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Case studyGrowth Cab × Innovhub

23 meetings on the new EU packaging regulation for Innovhub

How Growth Cab turned a complex new regulation into a reason to talk, opening conversations with quality, R&D and packaging leaders at food and packaging companies.

The pipelinePipeline flow
Packaging complianceFor quality and R&D leaders Client
  1. 01Target
  2. 02Engage
  3. 03Meet
23 meetings at 23 companies12 meetings in September 2025
  • 23 Meetings held with food and packaging leaders
  • 19 With quality, food safety, R&D and packaging leaders
  • 12 Meetings held in September 2025 alone
Growth Cab Outbound Pipeline Dashboard prepared for Innovhub, with four cards: 23 meetings held, 23 unique companies, 19 quality and R&D leaders and 2 active BDRs
FIG. 01Growth Cab campaign dashboard for Innovhub: 23 meetings held with food and packaging leaders at 23 companies.

At a glance

Innovhub
Client
Innovhub
Sector
Industrial Testing & Research
Scope
Buyer personaMessagingTargetingOutbound campaignMeeting booking
Product
Packaging compliance testing
Channels
Phone and email
Reporting period
August to November 2025
Growth CabInnovhub
01 /The goal

Turn a new regulation into conversations with the teams it affects

Innovhub is an applied research and testing center whose accredited labs test materials and products for industry, from paper and packaging, including food-contact materials, to fuels, oils and fats, cosmetics and textiles. It also helps companies with sustainability and packaging regulation.

The goal was clear: open conversations with the quality, R&D and packaging leaders of food and packaging companies and position Innovhub as the partner to bring their packaging into line with the new EU packaging regulation.

The new EU packaging regulation changes a lot. Do you know which obligations apply to each of your products, and when?
Core message of the Innovhub outbound campaign
02 /The execution

From regulatory uncertainty to a clear compliance roadmap

Growth Cab designed and executed a focused outbound campaign centered on the new EU Packaging and Packaging Waste Regulation, a long text that changes the obligations of every company that makes or uses packaging. The strategy was built on three pillars.

Step 01

  1. Quality and R&D targeting

    Engaged quality assurance, food safety, R&D, packaging and HSE managers at food producers, beverage brands and packaging manufacturers, the teams that will have to prove compliance product by product.

    Output19 of the 23 meetings were with quality, food safety, R&D and packaging leaders.
Step 02

  1. One regulation, clear obligations

    Focused on the questions most teams could not answer yet: which obligations of the new EU regulation apply to each product, what technical steps are needed and by when. Every touchpoint opened with one simple question about the regulation.

Step 03

  1. Accredited tests and a free consultation

    Positioned Innovhub around accredited lab tests on the prospect’s own materials, from food contact to compostability and recyclability, a personal regulatory roadmap and ongoing updates. The meeting offer was a free first consultation on the prospect’s packaging.

    OutputGrowth Cab’s BDRs ran the outreach by phone and email as part of the Innovhub team.
03 /The results

23 meetings with the teams the regulation affects

The campaign opened conversations with food producers, beverage brands and packaging manufacturers, every one of them facing the new packaging rules.

The campaign dashboard tracks 23 meetings held at 23 companies from August to November 2025, 12 of them in September 2025.

  • 0123meetings held with food and packaging leaders
  • 0219with quality, food safety, R&D and packaging leaders
  • 0312meetings held in September 2025 alone
Bar chart titled Meetings by Month from the Innovhub campaign dashboard: 3 in August 2025, 12 in September, 7 in October and 1 in November, above a contact seniority breakdown of 12 quality and food safety leaders, 7 R&D and packaging leaders and 4 owners and CEOs
FIG. 02Meetings held by month, August to November 2025, and contact seniority, from the Growth Cab campaign dashboard for Innovhub.

Key takeaway

When a regulation creates the urgency, the outreach only has to name it.

By turning the new EU packaging regulation into one clear question, Growth Cab helped Innovhub hold 23 meetings with food and packaging leaders, 19 of them with quality, food safety, R&D and packaging leaders.

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