The Value of the Sustainable Packaging Summit with Danielle Goad of Specright

In this episode, Cory Connors welcomes Danielle Goad to discuss her journey at Specright, her recent move to London to lead the EMEA division, and the growing importance of packaging data management in the age of PPWR. Danielle shares how Specright helps companies build a foundational data infrastructure to navigate complex regulations, reduce reporting burdens, and drive sustainable innovation. She and Cory also reflect on the Sustainable Packaging Summit in Utrecht and what to expect at this year's expanded three-day event in November.

Key Topics Discussed:

• Danielle's eight-year journey at Specright, from intern to Director of EMEA
• Her relocation to London and experience building a new team abroad
• What Specright does as an AI-powered specification and data management platform
• The difference between EPR (Extended Producer Responsibility) and PPWR (Packaging and Packaging Waste Regulation)
• Why PPWR is a long-term data foundation challenge, not just a one-time reporting exercise
• Key PPWR milestones, including the August 2026 deadline around PFAS and declaration of conformity
• How having accurate data helps companies avoid over-reporting and potential fines
• The maturity scale from static/chaotic data to a standardized, confident data foundation
• Specright's role in helping companies evaluate portfolios and model the impact of material changes (e.g., adding PCR content)
• The value of the Sustainable Packaging Summit in Utrecht — quality speakers, collaborative atmosphere, and industry depth
• Specright's upcoming workshop at this year's Summit focused on PPWR and spec management transformation
• The partnership between Specright and Lorax EPI as complementary best-in-breed solutions

Resources Mentioned:

• Specright

Contact:
Listeners can connect with Danielle Goad on LinkedIn or reach her directly at danielle@specright.com.

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Transcript

0:06

Welcome to Sustainable Packaging with Cory Connors presented by Atlantic Packaging. I'm your host, Cory Connors. In today's episode, I connected with Danielle Goad, the director of EMEA at Specright. We talked about her move to London and PPWR and how Specright is helping their customers in Europe and beyond. We also discussed the Sustainable Packaging Summit in Utrecht coming up this November. I hope to see you all there. Be sure to subscribe to this podcast so you don't miss any episodes. I also like to thank our sponsors, 3M, and Specright, and Forrest. We couldn't do this show without them. Welcome, Danielle. I'm so excited to have you on the show. Thank you so much, Cory. How are you today? Doing great. You've got an impressive background at Specright. You've been promoted through the ranks very quickly and just moved to London, England to run the Europe, Middle East, Africa division. Can you tell us about your journey there? Yeah, absolutely. I am just past my eight year mark with Specright, which kind of feels surreal. But yeah, my story over the years actually started with them as an intern because I went to Cal Poly San Luis Obispo out in California to do their packaging program there. And then through my time at Specright over the years have almost basically been in every department, maybe not like finance, but everything. So implementations, products, running their academia program with the other universities. previous to coming out here, I was chief of staff to our founder and previous CEO, Matthew Wright. And so that really gave me a full view of the business and starting to work on some strategic elements with the executive team. So uh moving out here to London has been the most recent move. I moved out here last October and it's been great to really build the team out here, the, you know, build more awareness around SpecRight um abroad from the states and get to be out here. You mentioned before we started that you've had some sunshine there, and that's exciting. uh Kind of rare there in London, I guess. Yeah, being from California also originally even before college, know, Sunshine is always appreciated, especially did my stint in New York and now here. So I will take any Sunshine I get. For me being an Oregonian, I felt very comfortable in London, but I could see you being, having to adjust there. Are you finding it a little bit difficult? ah I think a little bit. think that I moved out here without a core family or friend group. So personally, it's like an adjustment like moving anywhere. But I did the same thing in New York previously. I ended up living in New York for five years and really loving it. I think the big city lifestyle is something that I really like with all the... the food and just the exploring. So I think settling in well and settling in well with like the team that we've built out here. That's great, well done. And I commend you for being brave and going out on your own. That's such an awesome move. So let's talk about SpecRight for the audience listening, people that don't know what it is. Could you tell us what SpecRight is and what you do there? Yeah, so Specright is an AI specification, know, data management platform for specifications, for packaging, for products. And it's really like that single source of truth for companies when it comes to, you know, the material information you need for sustainability or the ingredient claim information you need around write your formulation. So uh making sure that not only kind of everything is connected in the system data wise, but also you have the ability to collaborate across all of the departments as well that are touching this data. And so I think that with our kind of AI journey as we're going on this kind of coming year with workbenches and agents and other um areas as well. I remember uh that's really exciting. And I remember at the last Sustainable Packaging Summit in Utrecht, the number one question people were asking is, what data do they need to collect and how? And I think Specright solves both of those problems. I think what's really interesting is, obviously the big topic from there at SPS was PPWR, which is what everybody in Europe and over here is talking about. But with PPWR, think what's interesting is it's not necessarily a reporting exercise. Like I think EPR was new in the States last year, and a lot of companies were panicked by the idea of how do I get all this data to report? But I need that final report to turn into the PROs. I think PPWR has like an even more kind of data foundational story to it because so much is more around innovation and the changes that are going to be needed to be made over five years as this very complex regulation matures. And so it's not. kind of like, you you can do a Band-Aid and get over it. It's like, you know, you're going to need to have the data foundation in order to kind of continue, you know, on this path. So for those who don't know, PPWR is the packaging and packaging waste regulations and it's specific to Europe. Is that right? Okay. Yeah. Is it specific to just UK or is it all of Europe? No, so actually the UK is not a part of it post Brexit. m UK has their own EPR scheme and specifically their own packaging EPR scheme. But the PPWR directive is for the EU, like European Union only. So I believe it's 27 member countries that are involved in that. But it's very interesting. mean, over, so August 12th. 2026 was really the big first date that comes out around PPWR. And that is mostly, but doesn't exclude only to this, exclusively to this list, but things like PFAS and declaration of conformity to kind of banned materials. But what is interesting is over the next five years till 2030, there are next kind of dates that come out that have whole other topics around. recyclability and reuse and grading systems. And so it is definitely, you know, one that is complex, you know, companies are asking for more direction around and it will just inevitably, right, evolve. Right. Exactly. And it's, it's constantly changing and it's a source of fear and concern and confusion. And I think with specification management software like SpecRight, you, you all of a sudden have kind of a warm blanket. it's what it feels like to me is people saying, we don't have to worry about that. We've got SpecRight. Is that, is that kind of the sentiment you're getting from your customers? Hey friends, we are going to take a quick break to thank our sponsors. Please be sure to support them. Are you shipping with recycled corrugated? 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Specright, the intelligent foundation for every product. Discover more at specright.com. In packaging, still, I know a guy, but what happens when you don't? Or when you need something beyond your network? Forest is built for that. A platform that connects packaging knowledge with AI intelligence, giving you access to verified suppliers, real capabilities, and actionable data in one place. Take action at speed. Execute with intelligence. That's Forest. Yeah, I think it's kind of like, uh, we, we always look at like our maturity scale, right? Of like, where do, where do people start? A lot of people are in this like static chaotic phase. might be on Excel or legacy systems, like, right. don't at the end of the day, they don't feel confidence around the data that they have. I think once you get spec, right, the goal is that, you know, your data is leased in like a foundational standardized kind of way. And then I think what's really exciting, like I was talking to a PBWR consultant today, is then what companies get to do afterwards, right? Like so many are not able to be like forward looking because they don't even have like confidence in their foundation. And people are still having to make changes, right? Without even having the confidence in the baseline. So I think that's kind of like what I am getting very excited about, though we're steps away is like, know, customers getting you know, the foundation, right, then to kind of see what else can all be unlocked. Yeah, well said. think I've heard you say in the past, you can't start a fitness journey without stepping on the scale and saying, here's our baseline. This is where we're going to start. And then here's the improvements we could make. And I love the fact that SpecWrite can take that, take what the data that you have, take what your, where you're starting. And then you can use it to maybe make some assumptions and say, okay, if we added 20 % PCR to all of our corrugated or whichever material, we would have this net result. Is that something that you're kind of selling to your consumers? Yeah, absolutely. think a lot right now is like around, okay, how do I get the data to evaluate my portfolio? And then of course, like what changes am I looking to make, whether that's, you know, going through new product development processes or supplier changes or material changes, like all of these are very foundational to, you know, the evolution of their products over the next five, if not 10, if not, you know, forever years. ever ever changing. yeah, there's there's a lot around that and the know, again, ease of reporting kind of taking away that like admin piece of things. I think just that you know, it is kind of time saved back. Right. It's a, it's incredible time saver. And I think you're right that, um, that's what people need today is to be more efficient with the staff that they have. And, because we're just being asked to do more and more, a lot of this, a lot of people don't even know what EPR or PPWR at all yet. And, are you still running into people that are just totally, new to all of this process? I think for packaging people that I'm interacting with in Europe, not as much. think a lot of them have been anticipating PPWR. I think there are plenty that are still very unclear of what it actually is. They might know the acronym, but they don't know what applies to them and what direction they need to take strategically. So I think they're still like... plenty of education, plenty of things that need to be clarified for the industry to kind of move in that direction as well. Yes, I think in the past, several years ago, I would have conversations with people and they would say some of their customers or some, even their company maybe was taking the approach of, we're not going to worry about that until they start charging us for it. And you don't hear much of that anymore. No, I think uh everybody is probably feeling more of the pain around like the actual cost and fees a little bit. And I think a lot of it also comes from like the estimates that people are having to put in. A lot of the times they just don't have the data. So you have to overestimate what you are submitting essentially. So again, I think that's like, again, a reason, right? Or a real value add to have your data is actually reporting on. actuals. Mm hmm. Would you liken it to, like income tax for a person, somebody listening, might, might not know what, what, what we're talking about. And I think it sounds like if you don't pay your taxes, for your income at the right amount, you'll get fined that Delta of the difference. And it would be better just to pay more and get money back. Is that what I'm hearing you say? Yeah, 100 % except for I could be wrong, but I don't know if they get the money back. I think they have to pay what they're going to pay unless they can prove it, right? Which on your taxes you could prove it personally, but in this case, unless they can actually prove it, so they have better data, they would not be getting those fine reductions necessarily until they could. Well, it sounds like spec right could help with that. And I think that's what's, what's so valuable about it. It's it's like I said, it's very helpful. Well, let's talk about the sustainable packaging summit in Utrecht Holland. We were there together last year and it was an incredible show this year. It's even going to be bigger, a longer show of a, they're adding an extra half day where it's three full days. Can you tell me why it's, it's such a valuable event for you and spec, right. And what you're looking forward to there. Yeah, it was actually one of the first European events that I went to out here, but since then have been to plenty across the countries. But I stay very impressed with the setup of the event, with the quality of both the people who are there to learn and obviously participate and collaborate and have discussions. but also very much so in the speakers, right? That they were able to kind of pull together at least last year. think, you know, people really want to hear from a mix of industry, of technology, but then also, you know, there were PROs and kind of European, again, like from the PPWR area, like actual government, right? Officials who were coming to talk on topics. And so... I think the sustainability focused crowds are always people who are very in the day, every day of these topics and feeling the challenges. And so I think it's a great way for all of them to converse in one space. It's always very collaborative and interesting. I agree. Well said. It's to me, it's kind of the Super Bowl of the packaging shows. just I mean, there's a lot of great shows and a lot of great events and they all have their kind of wonderful spots and maybe areas that aren't so great. But I think with the Sustainable Packaging Summit, it's the sustainability packaging event of the of the year. And it's kind of in my opinion, it's a must attend if you're in sustainable packaging. But you mentioned you'll be having a webinar or like a workshop in person there. Can you talk to us about that? Yeah, so this year we're excited. We're going to do a workshop on one of the mornings of the main kind of day events. And so between now and then, you know, we have a lot of exciting things or even just this year that have come out around, you know, PPWR that we are excited to kind of highlight in person there. But I think, you know, highlighting on, you know, what does a spec management system like transformation take? Um, how can like PPWR be really like the focal driving point to, know, get this kind of, technology in an organization. know a lot of the people that are always, you know, excited about tech, but trying to figure out, well, how do I get this tool in my company? and so, you know, going through kind of things around declaration of conformity and all of the very, you know, pressing kind of August 1st deadlines that came out around PPWR. That can be kind of an impending doom uh feeling for a lot of people I know that I've spoken to. Well, I think what's what's BecRights doing, what you're doing is so valuable in the industry and I want to commend you for that. Let's talk a little bit about uh Utrecht. What did you enjoy in that town? What would you how would you explain it to people who haven't been there? I actually, I absolutely loved it. I flew into Amsterdam, right? I took the train out. was very easy, highly recommend. But then when I got out there, I had to do the classic, like wait for my hotel room. So I dropped my bags off and then I ended up walking like 25,000 steps. And this was prior to me actually moving out. So I had done like my long flight. had no hotel room. so I just explored, which, know, 25,000 steps does get you far and you track. It's not a huge town, but it was beautiful. mean, like the time of year, was all the trees changing. Again, I'm a big foodie, so just going and trying like some random food spots. It has like the canal feel, right, of Amsterdam, but it's, and bikes everywhere, of course. But it's just like a much more laid back area, right, than Amsterdam, but still feels like a great city. Totally agree with you. The feeling was it felt safe to walk around. It felt comfortable. The weather was nice. I mean, it was cool, but it wasn't. not the summer. We lucked out with some dry weather, which was really nice, but it felt almost like two cities. There was like the old area where that felt more like Amsterdam on one side. And then there was a kind of a newer area that felt like a different European city. Almost it was. really interesting to me to kind of walk around and explore. Yeah, definitely where the show was was definitely felt like newer and I mean the building was super nice and where it was hosted and the, you know, I don't know if we'll get into the awards, but like the award area and everything like it was, the event is very well done, but the building itself is also very nice. It's a, it's a beautiful venue. I was really impressed with it and can't wait to go back again. And three whole days it's, it's a like, I'm, I'm kind of almost like nervous, excited about it. it's yeah, there's so much to do. I know you'll be presenting. I'll be presenting certain Tim likes to ask me last minute, Hey, can you do this too? And it's like, Oh wait, sure. I'll try. But. I truly enjoy the team. They're great to work with. So if you're listening, make sure to go to the Sustainable Packaging Summit and check out Danielle. What kinds of things are you looking to accomplish at the event? Or do you have any kind of goals? Yeah, I mean, I think it's just like, again, a great kind of event to connect with those that are deep in the sustainability area that are, you know, in the industry. We also, you know, have a lot of like technology partners that go there as well, that exhibit. So I think it's just really like, you know, my goals are always to kind of connect and, you know, from a spec right perspective, you know, we're still kind of growing our brand awareness out there. So just continuing to kind of get our name out there and and talk with people when we're at the event. Yeah, that's not easy to be the new person in Europe, I'm sure. So you're constantly saying, yes, we have a division here. It's me and my friends and here's the rest of the team. Are you getting a warm reception or are people a little bit leery of a US-based company? No, I think overall like very warm reception. think there are, you know, there are going to be competitors wherever you go. I'm sure there's plenty of European, you know, companies that have done the reverse in the US and look to expand. But, you know, there's been great partners and customers that we've, you know, worked with over kind of the months of being here kind of new. What kinds of things do you do to build that relationship with your partners and that trust that you have? Yeah, I mean, I think that like a lot of the technology partners, I think that, you know, there's, there's kind of the concept of like best in breed technology and then people, you know, who want to own the entire, you know, ecosystem of the tech stack. And I think, you know, spec rate story very much is that we, you know, started in packaging, we expanded to products naturally with kind of our uh customer footprint and again, our founder and everything really came from packaging. I came from packaging. So that's always been our kind of root of our story. But since then we've kind of matured to other spaces, but we also don't want to do it all, right? So there's plenty around artwork management and sustainability reporting and other areas that we really look to fill with best in breed, right? Offerings from other players as well. Um, so people, you know, like Lorax there, that also go to the event. I don't know if they're speaking off the top of my head, uh like the stage at least Michelle is on stage. and so, you know, there, there's great people kind of through that, that, you know, they're also trying to, you know, fight partners in the reverse. Like Lorax is a great example where they really do, an amazing job of the EPR kind of reporting engine, but on the reverse, they don't do spe- spec management. we kind of, you know, find kind of what fills, you know, the gaps. That's been a great partnership with those two companies with Specright and Lorax EPI. And you're right, anytime Michelle speaks, the room's full of people are excited to hear from her and the Lorax team. The whole team is, it's a bunch of brilliant people like you. So it's great to see and be a witness to uh how you're solving these problems for people and how you're partnering with these companies. And can't wait to see at the Sustainable Packaging Summit. uh November 10th through 12th for those listening, be sure to be there, sign up today. It's worth every penny and it's worth the time. Danielle, any last words, anything that you'd like to mention? No, I mean, I'm excited to see you on stage in the reverse. I'm excited to go to the event and again, just get to meet with people and friends now in the industry from over the years. So looking forward to it. Hope to see some people at the SpecGripe booth or the workshop and looking forward to it. Great. Well, thanks again for being on the show, sharing your wisdom. How do people get in touch with you and your team? Easiest is probably LinkedIn, just Danielle Goad. then likewise, my email is very simple, danielle at specrite.com. It can't be any easier than that. So happy to connect on either. Thank you my friend, appreciate you. Thank you so much. Thank you all for listening. Please be sure to subscribe so you don't miss the next episode. It was so great to chat with Daniel Goad from SpecRite and talk about how valuable their data management software is proving to be for their customers. We talked about the Sustainable Packaging Summit in Utrecht, scheduled for the 10th through 12th in November. Hope to see you there. And reach out if you're ready to take a look at some more sustainable packaging materials. We are here to help at Atlantic Packaging.