Bobst appoints Giralt as technology sales director for labels division

Bobst has appointed Jordi Giralt as technology sales director for its labels division as the company strengthens its position in the expanding label and packaging market.

Giralt brings extensive experience from across the printing and packaging sector, having begun his career as an engineer at his family's narrow web printing press manufacturing company.

'This initial experience provided me with a solid foundation in industrial technology and product development,' said Giralt.

Bobst said the appointment comes as the label and packaging industry undergoes a significant transformation driven by new technologies, including RFID, NFC and QR codes. Sustainability requirements and regulatory changes are also reshaping how companies approach label design and production.

Looking ahead, Giralt expects continued evolution in flexographic and digital printing technologies.

'We will see in flexo a much higher level of automation, higher quality and efficiency, while digital will keep pushing the boundaries of flexibility,' added Giralt.

Industry data supports this outlook, with predictions suggesting almost ten percent of all label volume and over a quarter of label value will be digitally printed by 2029.

'Bobst is very well positioned to lead the label segment thanks to its technology portfolio and strategic focus on innovation and automation,' noted Giralt.

Giralt also emphasized the importance of data connectivity and artificial intelligence adoption, areas he believes the industry is not discussing sufficiently.

'Label converters aren't talking enough about data, connectivity and AI,' said Giralt. 'Leveraging real-time production data and AI-driven analytics can unlock major gains in efficiency, quality and predictive maintenance.'