Digital revolution in Latin America

A 2006 survey of 118 label converters in 20 countries of Latin America, carried out by Labels & Labeling and Conversin magazines, identified digital printing as a significant diversification opportunity in 2007. According to the survey, Latin America is one of the world’s highest growth regions with label printers in Mexico and Brazil reporting growth rates as much as 15-20 percent.

Carmina Pinto, general manager of Flexografica S.A. in Guatemala, feels she has found the best solution for meeting the growing demands for digital labels in Central America. Pinto said: ‘In 2006 we made a significant investment with the acquisition of a digital HP press in combination with a Rotoflex Vericut system for the finishing process.

‘We are now producing digital labels for the pharmaceutical industry and as well as producing short run applications for cosmetics. The combination of digital print quality and the versatility of the Vericut finishing system have produced good returns on our investment - everyday we find new customers and applications.’

Established in 1997, Flexografica is dedicated to the printing and converting of pressure sensitive, shrink film and roll feed labels. Employing 66 people and operating from an 18,000 square foot facility, Flexografica serves large markets in Central America including Guatemala, Belize, Nicaragua and El Salvador. ‘We produce mainly pressure sensitive labels for household products, pharmaceutical, food and beverages,’ noted Pinto.

In 2006 the company also started producing shrinks sleeves labels - one of the fastest growing segments in the consumer packaging market. Pinto continued, ‘Business is tough these days. We have very good competitors in the area with lots of experience and history. We have become a leader in quality by integrating the investment of technology with the development of talent, professional abilities and the continuous training of our staff.’

Combining the Rotoflex Vericut system with the print flexibility and quality of the HP Indigo produces significant results. ‘Our production objective, regardless of flexo or digital is to achieve the best quality while minimizing waste and maximizing resources – resulting in value for our customers. The Rotoflex Vericut system gives us a finishing solution for all the production of the digital press. It has the capability to register the printed web quickly and accurately – reducing the amount of set-up waste. This is very important when working with short runs because we can control the costs,’ added Pinto.

One of the key differentiators of digital technology over conventional methods is variable data printing (VDP). According to one report on VDP, ‘Consumers today receive over 4,000 media impressions per day. Communication professionals are challenged to find more effective, efficient methods for breaking through the clutter and capturing attention. Database-driven, personalized or one-to-one marketing has emerged as a key enabling technology that resonates with recipients and motivates action.’