Media Coverage

Media Coverage

Read about us in the news.

Media Contacts

Americas and Global Interface

Christian Achenbach
Communication Manager
Avery Dennison Smartrac


Higg launches traceability partner program

October 2021

Technology platform Higg, which enables consumer goods companies to measure, manage and share the social and environmental impacts of their value chain, has launched a program for comprehensive traceability across the global supply chain. The Higg traceability program, a global collaboration beginning with technology partners by Avery Dennison, FibreTrace and TrusTrace, aims to put into motion global brands’ efforts to track the hidden impacts within their manufacturing processes, ensure fiber integrity and understand, communicate and accelerate product sustainability.

The circular economy: How Avery Dennison is closing the gap between the physical and digital world

October 2021

Max Winograd (Vice President, Connected Products, Avery Dennison Smartrac) shares insights into digital triggers, digital IDs, and the connected product cloud,, and how these technologies are enabling brands to create more sustainable, resilient, and circular supply chains.

Connected products and ‘labels that speak’

October 2021

Connected products are a key driver of supply chain traceability, and are enabling a trusted relationship between a brand and a consumer that builds over time because you can ‘keep talking’ to the product you bought. Listen to this insightful discussion on ‘connected products’ and ‘labels that speak’, between Max Winograd, VP, Connected Products, Avery Dennison Smartrac, and tech journalist Guy Clapperton. 

How RFID is changing retail

September 2021

RFID tags are picking up pace across all industries – and retail is one sector that is helping drive widespread adoption. But, given that RFID has been on the radar for a number of years, is the technology capable now? And are the use cases genuinely beneficial to make it a sensible business decision? Join this conversation between Oliver Banks and Uwe Hennig, Director of Global RFID Market Development at Avery Dennison Smartrac and explore how RFID is being used by different categories in the retail sector.

Etam expands ‘transparency’ to include traceability

September 2021

French lingerie brand Etam is gearing up to expand an experimental traceability technology program across its entire range of bras and underwear. The heritage Paris-based label with more than 100 years in the intimates arena has been exclusively deploying digital identification tech made by Avery Dennison Smartrac across 80 percent of its product line since 2007, as a means of tracking and tracing product throughout its journey from factory to store shelf. The Sourcing Journal article highlights how the #1 lingerie brand in France has adopted digital ID technologies to drive omnichannel innovation and transparency. 

Powering sustainability and circularity with connected products

August 2021

Brands are transforming the way consumers interact with their products by connecting physical items with the digital world, leveraging digital IDs. Max Winograd (VP, Connected Products, Avery Dennison) and David Quass (Global Director, Brand Sustainability, adidas) discuss in this GreenBiz article how connected products help brands advance to a circular economy model and engage consumers in convenient ways, and how is enabling wider sustainability and supply chain traceability use cases across different industries.

The tech shaking up fashion’s inventory load

June 2021

Vogue Business is putting a spotlight on digital ID technologies and showcases how they are revolutionizing fashion and apparel retail post-pandemic. “The pandemic shed a light to all the brand owners, retailers and manufacturers on the vulnerabilities of their supply chain. They don’t have enough data to manage it, and the consumer demand changed as well.” The magazine spoke, among others, with Uwe Hennig, Director Global RFID Market Development, Avery Dennison Smartrac.

Avery Dennison Zeroes in on Zero Waste

June 2021

Increasing consumer demand for sustainable products, a European Green Deal addressing circularity and defining stringent climate goals by 2050, several new regional laws regulating single-use plastics and waste reduction...There is a wind of change and many brands try to deliver on their promises—promoting transparency is becoming essential to sustainability strategy. Sourcing Journal features Tyler Chaffo, Global Sustainability Manager, Avery Dennison Smartrac presenting market trends, promising business examples and why it pays off to invest in CSR programs more than ever.

Digital ID can revolutionize shopping post-pandemic

May 2021

Consumer expectations of grocery have radically shifted during the pandemic, with omnichannel moving to the fore while delivery and click and collect services experience a resurgence. As we ease out of lockdown digital ID systems will be key to further innovation. In an exclusive interview with UK retail magazine The Grocer, Peter Jackson, market development manager, Food, Avery Dennison Smartrac, discusses industry trends, examples of successful tech adoption, and where RFID could lead to a better future for grocery, consumers, and the environment at large.

Creating supply chain transparency and accelerating a fashion circular economy with

April 2021

Max Winograd (Vice President, Connected Products, Avery Dennison) shares insights into digital triggers and how they are enabling brands to create more sustainable, resilient and circular supply chains. Opaque supply chains are one of the most systemic issues in the fashion industry, we have the tech to solve this issue but why is adoption not yet solved?

Does waste have an image problem?

April 2021

For circularity to become mainstream, where nothing is wasted and everything is fed back into the system, it requires businesses to find value in resources already in circulation — and reframe how they perceive waste in the first place. This reimagining and reintroduction of “waste” into the supply chain is just one of the key trends outlined in our new report, “Zero Waste Futures” The free report highlights three ‘futures’ scenarios around biomimetic materials, lifecycle visibility, and circular ecosystems.

A digital supply chain makeover for global prestige beauty brand

April 2021

Complete item-level visibility of all merchandise is a necessity for the success of any beauty omnichannel strategy. Yet, inventory mismanagement remains a legacy problem for beauty brands and retailers creating not only missed sales but also negative customer experiences. CEW sheds light on how Avery Dennison Smartrac’s digital IDs enable unprecedented levels of transparency across the supply chain, revolutionizing stock visibility and reducing waste. 

Transparency means business in the Covid age

October 2020

Sustainability and transparency – these are no longer buzzwords, especially in times of COVID-19. In fact, the pandemic brings an opportunity for brands to “radicalize” a generation of recycling moderates into consumers that demand transparency from retail. Read more in our recent op-ed for The Future Laboratory. 

"Transparency is no longer a ‘nice to have’, it’s paramount to business success”

September 2020

Avery Dennison, the global leader in materials science and manufacturing, has released a trend report on “The New Transparency”. The outcomes underline the importance of transparency as a powerful tool capable of giving businesses unprecedented control over their supply chains and their environmental footprint while offering consumers increased visibility, safety and education.

Tackling global food waste: Towards a smarter supply chain

September 2020

The UN estimates that a third of food is lost to waste each year. Emerging traceability technologies are starting to reduce the current estimated 1.3bn tons of annual global food waste, and digital ID technology has a crucial role to play. Find out more in our latest article on Grocery Dive

Digital identities: Technologies that propel

August 2020

WWD reports on a recent webinar in partnership with Avery Dennison, giving insights into digital ID technologies that can help propel the success of Beauty brands and retailers in these unprecedented times. Read more to understand the major challenges facing the Beauty industry today, and how digital identities can help the industry thrive, and not just survive, beyond COVID-19.

Grocery supply chains must invest in automation as delivery becomes the norm

July 2020

By giving products a unique digital identifier at the origin of the supply chain, full inventory transparency at the product level is possible, which is vital to meet a continued increase in delivery expectations. Digitization of goods through technologies such as RFID and barcodes can provide this full transparency of inventory, at the product level, throughout every step of the supply chain.

Smartrac introduces Circus Tamper Loop Pro

July 2020

Smartrac, an Avery Dennison company, has introduced new Circus Tamper Loop Pro inlays and tags, combining tamper detection and highly secure product authentication in one NFC product.

Avery Dennison and Neste join forces for smart stores

June 2020

Avery Dennison has partnered with Neste to open a fully automated Easy Deli store in the center of Helsinki, Finland as one of the first self-service convenience stores in Europe, using RFID technology.

How RFID technology is taking on the beauty industry’s shady gray market

June 2020

The gray market is becoming an increasing concern for the beauty industry; it can harm a brand’s reputation and cause safety issues for consumers. Although this is nothing new, it has been exacerbated by COVID-19. Avery Dennison Smartrac solutions give products a digital identity enabling unprecedented levels of visibility, allowing brands to track and trace their products across the supply chain to counteract such diversion.

Thermologger to challenge cold-chain environments

June 2020

Smartrac has released a new semi-active UHF RFID temperature-logging product, the Maxdura® Thermologger, which combines high accuracy and robustness in a hard tag for cold-chain applications in food, pharma and other segments.

Smartrac and Suku to authenticate COVID-19 tests and PPE with NFC and Blockchain

May 2020

Smartrac and Blockchain startup SUKU have together launched a digital verification solution designed to authenticate COVID-19 testing kits and personal protective equipment (PPE). The NFC-powered platform reportedly enables instant verification of authenticity and provides end-to-end supply-chain transparency.

A new denim collection gives jeans a digital identity

May 2020

Upcycling brand The R Collective has partnered with Levi’s on a new iteration of traceable fashion: Denim Reimagined leverages the IoT to track garment information. Avery Dennison created the labeling, made from recycled and zero-waste, water-soluble materials. Each care label is an integrated digital experience.

Smartrac's new, extra-robust 'Dura' delivery format

April 2020

The Dura line in general boasts outstanding robustness and water resistance in addition to existing properties, in Dogbone’s case its excellent performance on difficult-to-tag materials. The new product is designed for industrial, supply-chain or logistics applications, such as the tagging of reusable pallets and returnable transport items.

RFID: Tiny wonders behind friction-free grocery shopping

April 2020

RFID is making frictionless shopping a reality, while giving products a digital identity that enables inventory tracking and enhances consumer experiences. Thanks to key partnerships with brands like Ralph Lauren, and having recently acquired Smartrac, one of the leading RFID manufacturers in the world, Avery Dennison has the leverage and market share to dominate this digital transformation.

Dirty Lemon’s Iris Nova pivots its retail strategy in response to coronavirus

March 2020

Iris Nova, the startup beverage brand backed by Coca-Cola, is balancing a coronavirus-driven uptick against losses in its hospitality and retail businesses. Its CEO explains how being historically unafraid of strategy “pivots” has reduced recent pressure.

Holistic, omnichannel consumer experience and product authentication

January 2020

The combination of NFC with RAIN RFID in a single chip makes a powerful, all-in-one tool for supply-chain management, consumer engagement and product authentication, offering the possibility to better manage distribution channels and fight the black and grey market.

Smartrac goes green

January 2020

All of Smartrac’s Green Tag program inlays and tags will achieve up to 90% savings in carbon footprint and at least a 95% reduction in Abiotic Depletion Potential (ADP), which means non-renewable resources, when compared to traditional products available in the market today.

The rise of NFC in sports and fitness

November 2019

NFC has widely been adopted in the world of sports and sports apparel. adidas, for example, found a creative way to get in on the business of NFC in a new way. Their Smartrac tech uses NFC chips inside their shoe models to provide key data back to adidas through the use of their app.

Smartrac to sell Its smallest green inlay

November 2019

As part of its Green Tag program to offer recyclable and sustainable alternatives to standard plastic RFID inlays, Smartrac has released an environmentally friendly RFID tag designed for price labels. The EAGLE Green Tag will serve the retailer and brand market, with a paper-based product that can be recycled or composted. The tag is manufactured in a more sustainable way, in part by the elimination of the chemical-based etching process.

Launching RFID-based moisture- temperature- and location-sensing solution

October 2019

By detecting moisture and measuring temperatures in a wide variety of building materials, including concrete, gypsum board, insulation and other construction materials, the sensing solution enables a broad portfolio of innovative applications for facility and construction monitoring and management.

Smartrac and Compass jointly create new customer experience

October 2019

Smartrac and Compass Marketing, a solutions provider for the CPG industry, are jointly supporting the “Modern Retail Collective”. This is a store developed by McKinsey and Company, and Mall of America.

How retailers boost customer experience and brand loyalty with RFID

October 2019

Even as e-commerce continues to grow by leaps and bounds, the reality is that it represents a small percentage of retail transactions. People still want to shop in-store.

McKinsey & Company opens first-ever store

September 2019

The store offers retailers the opportunity to work with McKinsey and Mall of America to test new technologies, such as RFID or mobile checkout, and discover what’s possible when multiple technologies, analytics and store operations work together to elevate in-store experiences.

Avery Dennison partners with Robomart

September 2019

Avery Dennison has partnered with Robomart, a company at the cutting edge of retail, creating an opportunity for a frictionless shopping experience in grocery retail that will delight customers, in a category that has traditionally been slow to innovate.

NFC pays for parking with HonkTAP

August 2019

Technology company Honk Mobile has teamed up with Smartrac and Apple to create a system for users to tap a phone against an NFC sticker to make a parking payment within seconds, without requiring the downloading of an app.

Checkout-free or cashierless technologies inch closer to grocery implementation

August 2019

When the first Amazon Go store opened to the public in January 2018, the concept seemed magical to many. Shoppers can walk into the store; grab whatever they’d like; put it in their coat pockets, bags or elsewhere; and simply walk out. All the customers need is an app.

PUMA leads with digitally interactive products for experiential retail

August 2019

From interactive displays to stock optimization -- the fully connected store is a glimpse into the future of retail.

Tracking food in the supply chain, and why it matters

July 2019

Reeling from all the 'leafy green recalls,' pressure is mounting for restaurant operators to better track food in the supply chain.

Matthew Williams is using Blockchain to tell Alyx’s story

June 2019

As Alyx presents its Spring/Summer 2020 collection, designer Matthew Williams makes the business case for Blockchain.