“The digitalization of our world and of our lives is everywhere and is rapidly entering into the print and packaging industry. Digital may be a competitor but it can also be part of the solution for printers and converters to be more efficient.” When I think about drupa, I think about it as the World Cup of Printing. The World Cup too happens every four years – but contrary to drupa my own country is usually not a qualifier there. People told me when I first joined the printing industry “don’t go there, it’s too big, you’ll get lost”, or “don’t go there, it’s not focused enough on your business”. Since my first drupa visit, I can’t wait to visit again and I certainly won’t miss it in 2020. Yes, it’s true that drupa is huge and I did get lost there more than once. Yes, it’s not just focused on labels-printing, but to attend the biggest print show in the world gives me an overview of the co