De Gouden Noot is the world’s most competitive packaging innovation contest. The kick-off of the 2014-edition took place at the Atomium Brussels, at 6 PM in the evening of Wednesday October 2^nd, 2013. Managers in R&D and new product development (NPD) came together in an informal setting in the top Sphere of the stunning Atomium building at 95 meter height above the adjacent Empack packaging exhibition. Prof. Dr Onno Omta, chairman of the Jury, presented an overview of Gouden Noot winners and sketched his perspective on packaging innovation. Subsequently, 2012-edition finalists Naber Plastics B.V. and Sealpac GmbH described the positive business impact of participating in the contest. The meeting ended with a toast to the success of the 27^th edition of the contest and the official start of De Gouden Noot 2014.