Flexible material supply meets new demands

There can be no doubt that run lengths are getting shorter, not just for labels but also for other package printing formats like cartons and flexible packaging. Across the packaging supply chain, from printers and converters to brand owners and retailers, large stocks of pre-printed packaging are no longer the norm, while customized, and even personalized, marketing campaigns are to be seen across stores as brands look to capture the hearts and minds of consumers, as well as their spend on food, beverages, healthcare products and more.

Press manufacturers and other hardware OEMs have been developing systems to suit this changing market dynamic with faster press set-up times, changeover times and automation prevalent features of modern printing equipment. At the same time narrow web press manufacturers are starting to build wider machines specially configured to print heat sensitive unsupported flexible packaging films.

Many converters, however, feel hamstrung in their efforts to capitalize on these opportunities by a traditional flexible packaging supply chain where larger volume orders and infrequent, timetabled deliveries are the norm. Narrow web converters are used to a much more flexible service from their label materials suppliers.

Thomas Graphics was established in Denmark in 2007 to provide synthetic polymer films, in any width and quantity, and to assist customers with technical matters. It has partnered with Poland-based film manufacturer Eurocast to advance this initiative, and to offer the narrow web printing market a new channel to receive printable, high-quality films with shorter lead times.

‘In packaging, small runs are increasing and so we are receiving more and more enquiries,’ says Nanette Thomas, the founder of Thomas Graphics. ‘However, the most important thing is to offer a consultancy service to narrow web printers, to make sure they get the right material for the right packaging.

‘The material offering has to fit the supply chain, so we work with the printers and their customers to understand their systems, technologies, process and requirements. Each step is important to delivering the optimum packaging, and it is more complicated than just supplying material.’

‘More and more brands and retailers are turning to customized marketing,’ adds Klaus Damberg, president and chief executive officer of Eurocast. ‘This means large volume orders are going away.’