Martin Automatic showcases automation at Labelexpo Europe

Recognizing the increased pressure of rising costs and the shortage of skilled labor facing some converters, Martin Automatic partnered with ETI Converting Equipment, LemuGroup and Lundberg Tech to present a fully connected production line that delivered a complete label product, from blank roll to finished, palletized labels across three exhibition stands and an aisle at the recent Labelexpo Europe event in Barcelona.

This was the European debut of this collaborative production line. Unlike typical trade show demos, this was a real commercial job for Mirmar, a Spanish label converter based in Valencia. The live run proved that four OEMs, from four different countries with four different languages, could deliver real-world performance under show conditions.

'This project demonstrates what’s possible when technology leaders think beyond individual machines and start thinking systemically,' said Gavin Rittmeyer, vice president of sales and marketing at Martin Automatic. 'By integrating our equipment and trusting each partner’s expertise, we’ve created a new investment model — one that simplifies automation planning for converters and reduces risk.'

The collaboration, which was built on close cooperation, transparency and shared commitment, ensured that the combined line ran seamlessly throughout the show, underscoring how strategic partnerships can unlock new efficiencies and value for converters seeking higher productivity and lower operating costs.

'Martin has always taken a holistic approach,' Rittmeyer added. 'While we’re best known for our unwind and rewind automation in the narrow- and wide-web printing sectors, our technology serves countless roll-fed applications from ultralight films to fiberglass roofing materials.'

With parent company Informa, the Labelexpo exhibition organizers announced a rebrand of the global series. The new name will be Loupe, best known as a printer’s eye glass but also in this case an acronym for Label and Outer Packaging Embellishment.  The first expo under the new name will be the Americas show held in Chicago next September.

Rittmeyer said: 'I think it’s good that Informa recognizes the changing scope of the broader label market. We have seen this change for the past 15 years and often mused about when does the label become another form of packaging.  All technology, from presses to inks and substrates, have made giant leaps over the past decades, and with consumers demanding more from their packaging, broadening the scope of the expo into flexible packaging and folding cartons is a logical move.'

Martin Automatic has long been showing how its portfolio of equipment is well-suited to all aspects of web-fed package print production, and this chimes well with the idea behind the rebranding to Loupe. Rittmeyer said: 'If it’s on a roll, we can unwind, splice and rewind virtually any substrate, so we look forward to seeing what new business the rebrand brings us.'