Retailers
Certifications
Trade Shows
LinkedIn
Social Calendar
Email Outreach
Digital Ads
90-Day Plan
KPIs
🏢 Target Retailers & Requirements
What major EU retailers require from B2B packaging suppliers
M
Makro / Metro AG
suppliers.sourcingsupport.metro.de
ISO 9001
FSC/PEFC
amfori BSCI
EDI (EDIFACT)
BRC (food-contact)
W
Worten (Sonae)
worten.pt/marketplace
EU VAT
Saphety EDI
40-day validation
Product liability insurance
C
Continente (Sonae MC)
mc.sonae.pt/en/suppliers-2/
Saphety EDI
GFSI preferred
Quality system
PT regulatory
PD
Pingo Doce (JM)
jeronimomartins.com
Supplier CoC
GFSI preferred
Quality audits
Traceability
A
Auchan
auchan.pt
ISO 9001
IFS/BRC
amfori BSCI
EDIFACT
LM
Leroy Merlin
leroymerlin.pt
Full EDI (EDICOM)
Product safety testing
Ethical compliance
IK
IKEA
inter.ikea.com
IWAY Standard
ISQS Quality
FSC mandatory
Full EDI
📋 Compliance Requirements Matrix
| Requirement | Makro | Worten | Continente | Pingo Doce | Auchan | Leroy M. | IKEA |
|---|---|---|---|---|---|---|---|
| ISO 9001 | Required | — | Preferred | Preferred | Required | Preferred | Required |
| ISO 14001 | Preferred | — | Preferred | Preferred | Preferred | Preferred | Required |
| FSC/PEFC CoC | Required | — | Preferred | — | Preferred | — | Required |
| BSCI/SEDEX | Required | — | Preferred | Preferred | Required | Preferred | IWAY |
| BRC Packaging | Food-contact | — | Food-contact | Food-contact | Food-contact | — | — |
| EDI Integration | Required | — | Required | Required | Required | Required | Required |
| EU VAT | Required | Required | Required | Required | Required | Required | Required |
| Product Insurance | Required | Required | Required | Required | Required | Required | Required |
⚠️ EU PPWR Compliance Timeline
URGENT
Aug 2026
Max 40% empty space in e-commerce packaging + PFAS ban
2027
Digital QR code labelling mandatory
Jan 2030
Recyclability grades A-C mandatory
2030+
Minimum recycled content for plastics
🏆 Certifications Roadmap
18-month plan to qualify as an approved supplier for major retailers (EUR 15-25K investment)
Phase 1: Foundation
Months 1-6
ISO 9001:2015
EUR 5,000-15,000
FSC Chain of Custody
EUR 2,000-8,000
PPWR Compliance
EUR Internal
Phase 2: Social Compliance
Months 4-9
amfori BSCI
EUR 3,000-6,000
Phase 3: Environmental & Sector
Months 8-15
ISO 14001:2015
EUR 4,000-12,000
BRC Packaging
EUR 5,000-15,000
SEDEX/SMETA
EUR 2,000-5,000
Phase 4: Advanced
Months 12-18
Oeko-Tex
EUR 3,000-8,000
📈 ROI Analysis
Without Certifications
Limited to small/medium buyers only
With ISO + FSC + BSCI
3-5x ROI in first year of major contracts
🎫 Trade Shows 2026-2027
Priority events for meeting packaging buyers across the EU
🎫
Empack & Logistics Porto
EXPONOR, Porto • 22-23 April 2026
Packaging, logistics — HOME MARKET
🎫
ALL4PACK
Paris, France • Nov 2026
Global packaging & processing
🎫
Hispack
Barcelona, Spain • 4-7 May 2027
Iberian packaging technology
🎫
FachPack
Nuremberg, Germany • 2027
Pan-European packaging
🎫
Empack Madrid
Madrid, Spain • Oct 2026
Spanish packaging market
🎫
Packaging Innovations
NEC, Birmingham • Feb 2027
UK/IE market entry
📝 Trade Show Playbook
Before (8-6 weeks)
- Register as exhibitor/visitor
- Pre-schedule meetings with buyers
- Send personalized invitations
- Prepare samples + calculator demo
During the Event
- Collect business cards rigorously
- Daily social media posts
- Demo landed cost calculator
- Offer free sample packs
After (within 48h)
- Personalized follow-up emails
- Connect on LinkedIn
- Post event recap
- Enter leads into CRM
👥 LinkedIn B2B Strategy
Content pillars, posting frequency, and targeting for procurement decision-makers
📚 Product Expertise
Technical specs, material comparisons, use-case guides. Carousels, short videos, infographics. 1x/week
🌿 Sustainability
FSC, PPWR, recyclability, eco-certifications, carbon footprint. Document posts, articles. 1x/week
🚚 Supply Chain
Freight rates, origin comparisons, lead times, landed cost insights. Text + data posts. 1x/week
📰 Industry News
Trade shows, new products, team highlights, partner spotlights. Photos, event recaps. 1x/week
🎯 Target Audience
| Role | Seniority | Industry | Company Size |
|---|---|---|---|
| Procurement Manager | Senior, Director | Retail, Wholesale, F&B | 500+ |
| Category Buyer | Mid-level, Senior | Retail, FMCG, Hospitality | 200+ |
| Sustainability Officer | Senior, Director | Retail, Manufacturing | 500+ |
| Supply Chain Manager | Senior, Manager | Logistics, Retail | 200+ |
| Packaging Engineer | Mid-level, Senior | Manufacturing, F&B | 100+ |
🕒 Posting Best Practices
3-4x
Posts per week
11.2x
Carousel vs text impressions
Tue-Thu
Best days, 8-10am CET
3-5
Hashtags per post
📅 4-Week Social Media Calendar
Ready-to-use content plan for LinkedIn and Instagram
Week 1
Product Expertise
Mon
LinkedIn
Kraft paper bag range overview — carousel (6 slides)
Carousel
Tue
Instagram
Behind-the-scenes: warehouse quality check
Reel
Wed
LinkedIn
Honeycomb vs. Bubble Mailer comparison
Document
Thu
Instagram
Custom embroidered workwear flat-lay
Carousel
Fri
LinkedIn
How to read a landed cost breakdown
Infographic
Week 2
Sustainability & Compliance
Mon
LinkedIn
PPWR regulation explainer — Aug 2026 deadline
Carousel
Tue
Instagram
FSC certification — what the logo means
Stories
Wed
LinkedIn
Carbon footprint: paper vs. plastic packaging
Data post
Thu
Instagram
Team photo in branded workwear
Photo
Fri
LinkedIn
5 Certifications Every EU Retailer Should Require
Article
Week 3
Supply Chain Intelligence
Mon
LinkedIn
Freight rate trends Q1 2026
Carousel
Tue
Instagram
Container loading process timelapse
Reel
Wed
LinkedIn
Origin comparison: Portugal vs. China vs. Vietnam
Table post
Thu
Instagram
Customer spotlight testimonial
Photo
Fri
LinkedIn
Poll: Biggest packaging procurement challenge?
Poll
Week 4
Industry & Company News
Mon
LinkedIn
Trade show announcement / recap
Carousel
Tue
Instagram
New product unboxing: thermal bags
Reel
Wed
LinkedIn
2026 Catalogue launch — 200+ SKUs
Document
Thu
Instagram
Office / team behind-the-scenes
Stories
Fri
LinkedIn
Weekend reading: industry article + commentary
Link post
📧 Cold Email Outreach Sequence
5-email sequence over 21 days targeting procurement managers
Initial Contact
Day 1Subject: Packaging & workwear for [Company] — transparent landed costs
Dear [First Name],
I'm reaching out because [Company Name] likely sources significant volumes of packaging materials — bags, mailers, films, labels — and possibly branded workwear for your teams.
At AQM BD, we supply these exact categories to retail chains and wholesalers across Portugal and the EU. Three things set us apart:
1. Transparent pricing: Our landed cost calculator shows you the total cost (FOB + freight + duties) before you commit
2. Certification-ready: FSC-certified paper packaging, food-safe compliant, PPWR-ready materials
3. Flexible MOQs: We work with buyers scaling from trial orders to container loads
Could I send you our 2026 catalogue with pricing for your review?
Best regards,
[Your Name]
Commercial Director | AQM BD
Value-Add Follow-up
Day 4Subject: Re: Packaging costs — quick comparison
Hi [First Name],
Following up on my previous email. I thought you might find this useful:
We recently compiled a landed cost comparison for [packaging type] from three origins (Portugal, China, Vietnam). The results surprised several of our clients — the lowest FOB price wasn't always the lowest landed cost.
I'd be happy to run a quick comparison for [Company]'s top 3-5 packaging SKUs at no cost. Just share the product specs and quantities, and I'll have the analysis ready within 48 hours.
Would that be helpful?
Best regards,
[Your Name]
Social Proof
Day 8Subject: How [similar retailer] saved 20% on packaging
Hi [First Name],
Quick update — I wanted to share how one of our clients, a [wholesale/retail] operation similar to [Company], consolidated their packaging supply through AQM BD and achieved:
- 20% reduction in total packaging spend
- Single point of contact for 4 product categories
- 98.5% on-time delivery rate over 12 months
- Full FSC and food-safety certification compliance
If [Company] is reviewing packaging suppliers for 2026/2027, I'd welcome the chance to demonstrate our value.
Would a 15-minute call work this week or next?
Best regards,
[Your Name]
PPWR Urgency
Day 14Subject: PPWR deadline Aug 2026 — packaging compliance check
Hi [First Name],
The EU Packaging and Packaging Waste Regulation (PPWR) becomes enforceable in August 2026. Key requirements include:
- Max 40% empty space in e-commerce packaging
- PFAS ban in food-contact packaging
- Recyclability documentation for all packaging materials
Many of our retail clients are already transitioning to PPWR-compliant materials. We've prepared a free compliance checklist that maps our products to the new requirements.
Shall I send it across? No strings attached — it's useful regardless of supplier choice.
Best regards,
[Your Name]
Breakup Email
Day 21Subject: Closing the loop on packaging
Hi [First Name],
I've reached out a few times about how AQM BD can support [Company]'s packaging and workwear procurement. I understand timing may not be right.
I'll leave the door open — here's what you can access anytime:
- Product catalogue: aqmbd.com/shop
- Landed cost calculator: aqmbd.com/shop
- PPWR compliance guide: [link]
If your packaging needs change, or when your current contracts come up for renewal, I'd welcome the conversation.
Wishing you and the team continued success.
Best regards,
[Your Name]
💸 Digital Advertising
LinkedIn Ads + Google Ads budget allocation and targeting
👥 LinkedIn Ads
Brand Awareness (always-on)EUR 500-800/mo
Lead Generation (quarterly)EUR 800-1,200/mo
Retargeting (always-on)EUR 200-400/mo
Expected CPLEUR 80-150
LinkedIn Monthly Budget
EUR 1,500-2,400
🔍 Google Ads
PT Search CampaignEUR 400-600/mo
EN Search (International)EUR 600-1,000/mo
Remarketing (Display)EUR 200-300/mo
Expected leads/mo30-60
Google Monthly Budget
EUR 1,200-1,900
📊 Combined Budget
LinkedIn AdsEUR 1,500-2,400
Google AdsEUR 1,200-1,900
Content CreationEUR 300-500
Tools (Sales Nav, Apollo)EUR 150-250
Total Monthly Investment
EUR 3,150-5,050
🔎 Google Ads Keywords (Top 10)
| Keyword | Language | Match | Est. CPC |
|---|---|---|---|
| embalagens B2B Portugal | PT | Phrase | EUR 0.80-1.50 |
| sacos kraft por grosso | PT | Exact | EUR 0.40-0.90 |
| filme estiravel paletizacao | PT | Phrase | EUR 0.50-1.00 |
| fardamento personalizado empresa | PT | Phrase | EUR 0.50-1.00 |
| etiquetas termicas rolo preco | PT | Phrase | EUR 0.30-0.70 |
| B2B packaging supplier Europe | EN | Phrase | EUR 1.50-3.00 |
| kraft paper bags wholesale | EN | Phrase | EUR 1.00-2.50 |
| PPWR compliant packaging supplier | EN | Exact | EUR 1.50-3.50 |
| FSC certified packaging wholesale | EN | Phrase | EUR 1.00-2.50 |
| custom workwear supplier Portugal | EN | Exact | EUR 0.50-1.20 |
⚡ 90-Day Action Plan
Prioritized action items — check off as you complete them
Week 1-2: Immediate Actions
Week 3-4: Short-Term
Month 2-3: Medium-Term
📈 KPIs & Targets
Measurable goals at 3, 6, and 12 months
| Metric | 3 Months | 6 Months | 12 Months |
|---|---|---|---|
| LinkedIn Followers | 500 | 1,500 | 3,000 |
| LinkedIn Engagement | 3% | 5% | 5%+ |
| Website Visits (LinkedIn) | 200/mo | 500/mo | 1,000/mo |
| Qualified Leads | 5 | 15 | 30 |
| Supplier Portals | 2 | 4 | 6 |
| Trade Shows | 1 | 2 | 3 |
| Certifications | 0 | 1 (FSC) | 3 |
| New Contracts | 0 | 1-2 | 3-5 |
| New Revenue | — | 25,000 | 150,000+ |
🕑 Month 3
5
Qualified leads
2 supplier portal registrations, 1 trade show
🕑 Month 6
EUR 25K
New channel revenue
1-2 contracts, FSC certified, 1,500 followers
🕑 Month 12
EUR 150K+
New channel revenue
3-5 contracts, 3 certifications, 3,000 followers