Episode 288 - Kavalan and Leading the Transformation to PVC-Free Wide Format
In this episode of the FuturePrint Podcast, Marcus Timson talks to Rob Karpenko, Director of Sales, Europe at Kavalan – the PVC-free banner brand that has become synonymous with measurable sustainability in wide format.
Rob shares his journey as a long-time materials specialist and explains how Kavalan’s strategy has remained consistent: reduce water and energy use, tighten manufacturing efficiency and back every claim with independently audited data. He lifts the lid on the Kavalan Eco-Calculator, showing how printers and brands use it not only for ESG reporting but also as a powerful sales and marketing tool to quantify CO2, water and resource savings for every campaign.
The conversation explores how legislation and culture are reshaping substrate choice, from Tallinn’s decision to mandate PVC-free external advertising from 2026 to rising demand in Asian markets. Rob is frank about where the US and parts of Europe still lag – and why printers themselves, rather than end consumers, are often the ones driving the switch.
We discuss the crucial point that PVC-free no longer has to be a compromise. Rob shares case studies where Kavalan has been chosen primarily for performance – anti-curl behaviour, higher strength-to-weight ratios and better load performance – with the environmental benefits as an added bonus.
You will also hear the story behind the first Kavalan Green Awards, spotlighting standout projects from Blue Rhine, Embrace and Format Graphique, including IKEA’s flagship Oxford Circus installation. These projects demonstrate that large-scale, complex and highly creative campaigns can be delivered without defaulting to traditional PVC.
Finally, Rob talks about new products, expanding distribution, and his personal motivation for driving change – and offers a grounded, commercially realistic view of how the industry can move from “nice to have” to sustainability as standard.
If you are a wide format printer, brand, retailer or event organiser looking to cut carbon without cutting quality, this is an essential listen.
FuturePrint Events:
FuturePrint TECH: Industrial Print: 21-22 January '26, Munich, Germany