SCM Leaders Forum: HP's Supply Chain Sustainability
Over the course of two days, Industry IoT's SCM Leaders Forum brought together supply chain, manufacturing and sustainability's finest for a series of engaging presentations and discussions.
Attendees at the impressive HP Innovation Centre in Barcelona heard from inspiring leaders representing Achilles, Coca-Cola Europacific Partners, Danone, L'Oréal and McKinsey, among others.
Sustainability Magazine's sister title Supply Chain Digital caught up with Jose Gorbea, Global Head of Brands, Agencies and Sustainability Innovation at HP, who explained how HP is enabling brands to connect marketing and the supply chain.
Bridging marketing and supply chain operations
Known as Pepe to colleagues, Jose leverages his marketing expertise from global entities like Nestlé and Kraft Foods to help HP bridge brands with digital printing solutions.
This innovation integrates operational efficiency with creative expression, positioning HP at the nexus of sustainable supply chain and marketing strategies.
HP's approach unites traditionally separate departments towards mutual growth objectives.
HP's approach brings together traditionally-siloed departments around common goals: "We put both functions (supply chain and marketing) at the same table because what they have always in common is that they both want to grow their business in a profitable way.
"With our technology, we have benefits that impact the supply chain part and their KPIs on making supply chains more agile and more resilient because of digital printing. On the marketing side, we make them grow better and faster because you can personalise the content that you put in your packaging at scale."
Jose cites Coca-Cola and its personalised bottles as an example of a campaign made possible by HP and its technology.
Embedding sustainability into business growth
At HP, sustainability extends beyond compliance.
Jose views authentic sustainability as a means to enhance business performance.
"The real value creation happens when you use sustainability strategies to drive business growth," he continues. "In the case of HP, through personalisation, what we've been doing is driving brands' social impact agenda."
Jose highlights several successful partnerships that demonstrate this approach.
He adds: "We've done work with Hershey's, with a campaign that raises the voices of women to become artists, or Pride like we've done with Smirnoff to celebrate love stories."
Industry education through leadership forums
Events like the SCM Leaders Forum are integral to HP's mission to transform supply chains.
These gatherings connect decision-makers across manufacturing, technology, operations and beyond.
Jose emphasises the educational value of such events. "One of the biggest challenges we face at HP is the lack of awareness and the lack of education and understanding of how digital printing can be embedded strategically into your decision-making as part of a supply chain transformation journey.
"That's our role here: to make sure people are aware about what's possible, how you actually bring it into your own business and how you operationalise it."
Explore the latest edition of Sustainability Magazine and be part of the conversation at our global conference series, Sustainability LIVE.
Discover all our upcoming events and secure your tickets today.
Sustainability Magazine is a BizClik brand
