HP will be a major player at the show, which takes place in Berlin from 26-27 September 2012, organised by FM Brooks.

The event is the first to emerge since former Fespa event directors Frazer Chesterman and Marcus Timson took charge of FM Brooks, part of the Mack Brooks Exhibitions Group earlier this year.

According to the organisers, the show will "fill the gap" in the market for a show that focuses on business efficiency and sustainability issues for print service providers.

Chesterman said it was positive to see HP's confidence in the new EcoPrint concept, despite a busy calendar year.

"With their encouragement and involvement, the event will, I am sure, deliver significant value for participants, visitors and delegates," he said.

The EcoPrint show will place an emphasis on sustainability through "efficiency, the reduction of waste, implementation of effective process management and a committed, dynamic sales and marketing campaign".

Ronen Zioni, marketing director for HP, GSB EMEA, said "it should come as no surprise" that the company has recognised the EcoPrint event as both a great idea and the perfect platform for HP to communicate its sustainability message.

"The reality is that the leading brands of the world are aligning their supply chains to their goals for carbon neutrality, and print must fall into line," he said.

Marcus Timson, director at EcoPrint added: "We are absolutely delighted to have the support of HP as a headline partner for EcoPrint Europe 2012.

"To have such a prestigious technology leader as HP declaring its support for the event is a great endorsement of the concept and vision of EcoPrint."