PLMA 2026: REFLECTIONS FROM THE SHOW FLOOR

You can usually tell within the first few hours whether a trade show is going to be a good one, and PLMA 2026 definitely had that feeling from the start. On May 19–20, our team at TB Brown exhibited at PLMA’s annual “World of Private Label” International Trade Show in Amsterdam, bringing together retailers, manufacturers and suppliers from across the industry to discover new products, exchange ideas and explore what is next for private label. 

Christel van der Velden, Sales Director Vending & Travel, and Niels Thijsse Claase, Sales Director Retail & Industry, share their experience: 

For us, PLMA has never been just about exhibiting products on a stand. It is one of those moments where people from across the industry come together, usually with a coffee in hand, to reconnect, share what they are seeing in the market and enjoy the conversations that naturally happen around coffee. Throughout the two days, the TB Brown stand became one of those lively and cosy spots where quick chats easily turned into longer conversations. 

What people were curious about 

One thing we noticed very quickly this year was the level of interest around liquid coffee and cold brew. A lot of customers and prospects who stopped wanted to better understand the proposition and especially the kind of packing formats that could be offered. 

Liquid coffee is clearly becoming a much bigger topic in the market. Many companies are exploring where it fits in their portfolios and what possibilities exist today. 

These conversations are always interesting because everyone approaches the category differently. Some already have very clear ideas of what they want, others are still exploring possibilities. These exchanges are often where the best discussions happen and where we can really sit together and shape ideas into something concrete. 

Coffee conversations turn to packaging  

A lot of the vending conversations this year naturally led on to the topic of packaging. Mono-material* solutions, in particular, kept coming up, especially as regulations like the PPWR* draw closer. Compared to previous years, people seemed much more aware of the topic and the discussions quickly became very practical. 

The conversations moved beyond sustainability in general, toward what actually works, what can realistically be recycled and what still protects product quality properly. Everyone is trying to figure out where the market is heading and what the right balance looks like moving forward. 

The people make the show 

Beyond all the meetings and discussions, one of the nicest parts of PLMA is always the people who are part of it. We lost count of how many conversations started with, “it’s been a while,” and somehow turned into 20-minute catch-ups in the middle of the aisle.  

You move from one meeting to another and suddenly end up sharing a coffee with someone you have not seen in years, picking up the conversation exactly where it left off. That is probably one of the best things about this industry. No matter how much time passes, people stay connected through coffee in one way or another. 

And honestly, those are usually the moments you remember most once the show is over. 

Two days later 

PLMA once again proved to be a really great show We left with sore feet and way too much coffee in our system, but with plenty of interesting conversations and ideas coming out of the two days. 

See you next year! 

About the authors: 

Christel is the Sales Director for Vending & Travel at TB Brown and has been active in the coffee industry for the past five years. Before joining TB Brown, she worked as a National Key Account Manager, where she gained extensive experience across different coffee categories and coffee machine solutions. Over the years, she has built strong relationships throughout the industry and developed a deep understanding of both the commercial and operational sides of coffee. What she enjoys most about the industry is how connected it is; people quickly reconnect, conversations naturally continue over coffee and there is always time for one more cup. 
 

Niels is the Sales Director for Retail & Industry at TB Brown Instant Coffee. He has been part of the wider coffee industry for almost 7 years and recently joined TB Brown after working within the wider group. What he enjoys most is that no conversation in coffee ever really stays only about coffee. Over the years, he has also built a strong network both within and beyond the coffee industry and always enjoys reconnecting with people, catching up and exchanging ideas along the way. 

  
*PPWR (Packaging and Packaging Waste Regulation) is a new European regulation focused on reducing packaging waste and making packaging more recyclable and reusable across the EU. 

*Mono-material packaging means packaging made from a single type of material (for example only PP plastic instead of combining different materials together), which makes it easier to recycle.