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Case studyGrowth Cab × Innovhub

23 qualified opportunities on the new EU packaging regulation for Innovhub

Growth Cab turned a complex new regulation into a reason to talk. It opened 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 opportunities at 23 companies12 opportunities in a single month
  • 23 Qualified opportunities with food and packaging leaders
  • 19 With quality, food safety, R&D and packaging leaders
  • 12 Opportunities in a single month
Stacked white molded-fiber food trays, a row of paper straws and paper sheets on a grey laboratory bench
FIG. 01Food packaging samples wait their turn on a bench in Innovhub’s paper and packaging lab.

At a glance

Innovhub
Client
Innovhub
Sector
Industrial Testing & Research
Scope
Buyer personaMessagingTargetingOutbound campaignMeeting booking
Product
Packaging compliance testing
Channels
Phone and email
Timeline
Four months
Growth CabInnovhub
  • “In Growth Cab I found a serious, helpful partner that supported our work with care and continuity. I especially valued the quality of our discussions, the constructive approach and the professionalism. A collaboration built on presence, reliability and care.”
    Gianmaria G., Head of Innovation, Innovhub
01 /The goal

Turn a new regulation into conversations with the teams it affects

Innovhub is an applied research and testing center. Its accredited labs test paper and packaging, food-contact materials included, and Innovhub helps companies with sustainability and packaging regulation.

The goal had two parts. First, open conversations with quality, R&D and packaging leaders at food and packaging companies. Then, 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 ran a focused outbound campaign on the new EU Packaging and Packaging Waste Regulation, which changes the obligations of every company that makes or uses packaging. Growth Cab’s BDRs ran the outreach by phone and email as part of the Innovhub team. The strategy stood on three pillars.

Step 01

  1. Quality and R&D targeting

    Growth Cab engaged quality assurance, food safety, R&D, packaging and HSE managers. They work at food producers, beverage brands and packaging manufacturers. These are the teams that will have to prove compliance product by product.

    1. Quality assurance
    2. Food safety
    3. R&D
    4. Packaging
    Masked lab technician in a white coat preparing a packaging sample beside a steel grinder and a digital balance
    FIG. 02A technician prepares a packaging sample in Innovhub’s lab. Proving compliance product by product starts at a bench like this one.
    Contact Seniority Breakdown card from the Growth Cab campaign dashboard prepared for Innovhub: 12 quality and food safety leaders, 7 R&D and packaging leaders and 4 owners and CEOs
    FIG. 03Contact seniority, from the Growth Cab campaign dashboard for Innovhub. Quality and food safety leaders took 12 of the 23 meetings.
    Output19 of the 23 meetings were with quality, food safety, R&D and packaging leaders.
Step 02

  1. One regulation, clear obligations

    Every touchpoint opened with one simple question about the regulation. The campaign 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?
    • By when?
    Food packaging samples on a wooden table, including molded-fiber trays, a brown paper baking tray, foil sheets and board lids
    FIG. 04Trays, plates, foil and board lids. The new EU rules reach every one of these materials, so every product needs its own answer.
    OutputOne core message for every call and email: which obligations apply to each product, and by when.
Step 03

  1. Accredited tests and a free consultation

    Growth Cab 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 came with them. The meeting offer was a free first consultation on the prospect’s packaging.

    1. Food contact
    2. Compostability
    3. Recyclability
    4. Free first consultation
    Gloved hand spooning a brown powder sample into white cups coded 306, 239 and 496
    FIG. 05Food contact. Coded cups for a sensory panel that checks whether packaging passes odor or taste to food.
    Gloved hand scooping dark compost over white packaging fragments in a laboratory tray
    FIG. 06Compostability. Packaging fragments buried in compost for a disintegration test, one of the checks behind a compostability claim.
    Clear laboratory disintegrator vessel full of swirling paper pulp under a steel motor head
    FIG. 07Recyclability. Paper packaging broken down in water, the first step of a recyclability test.
    OutputThe free first consultation was the offer behind all 23 meetings, 12 of them in a single month.
03 /The results

23 meetings with the teams the regulation affects

The campaign opened conversations with food producers, beverage brands and packaging manufacturers, all of them facing the new packaging rules. Quality, food safety, R&D and packaging leaders took 19 of the 23 meetings.

The campaign dashboard tracks 23 meetings held at 23 companies in four months, 12 of them in a single month.

  • 0123food and packaging companies, one qualified opportunity at each
  • 0212opportunities with quality and food safety leaders
  • 037opportunities with R&D and packaging leaders
  • 044opportunities with owners and CEOs
Meetings by Month card from the Growth Cab campaign dashboard prepared for Innovhub, with monthly bars of 3, 12, 7 and 1 meetings
FIG. 08Meetings by month, from the Growth Cab campaign dashboard for Innovhub. The best month alone brought 12 meetings.
04 /What stays

What Innovhub owns today

Who runs it todayRun by Growth Cab

What Innovhub owns

  1. 01A verified list of quality, food safety, R&D and packaging leaders
  2. 02The phone and email scripts built around the new EU packaging regulation
  3. 03Every opportunity and reply logged in its own CRM
  4. 04The written playbook to sell accredited packaging tests with its own team

Key takeaway

When a regulation creates the urgency, the outreach only has to name it. Growth Cab turned the new EU packaging regulation into one clear question.

It 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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