Abstract
This paper presents a conceptual model, identifying the factors that impact the supply chain commercialisation of active and intelligent packaging across various food product types. The model was derived from interviews conducted with marketing and technical personnel across various food exporters, packaging manufacturers, relevant government agents and industry bodies with global perspectives based in New Zealand. The conceptual model theorises the relationships among the macro, sector and business factors that characterise an organisation, the perceived benefits of commercialising active or intelligent packaging, and the perceived barriers preventing commercialisation. Interactions between commercialising active and intelligent packaging and needing to meet packaging sustainability objectives were also identified. Developers of active and intelligent packaging can utilise the findings of this research to prioritise and refine their innovations better to suit the industry's needs within a sustainability framework.