More than just labels

A Mexican converter finds growth in service diversification, writes Danielle Jerschefske
Located in Mexico City and founded by Carlos Becerra Espinosa and Patricia Rangel Iriarte 26 years ago, Lobo Impresores is finding success in the competitive Mexican label market by diversifying its business and services. Commercial director and daughter of the founders, Keren Becerra says, ‘We are doing whatever we need to do internally to bring more value to the service we provide our customers.’
The converter operates in three main markets: prime and process color label production; GS1 certified work for supply chain management labeling; and data management. Lobo Impresores produces the majority of its process color labels for the food and beverage, health and beauty markets, industrial products, and large international pharmaceutical firms using a 7-color 14 inch Nilpeter FB press or a Mark Andy Comco.
Lobo Impresores also specializes in security label applications using advanced ink authentication solutions and produces some security labels for the country’s postal service. Other markets include computer label packages for home and office use.
Currently the converter outsources some prime film label work. Becerra says, ‘We’d like to invest in shrink sleeve capability and we’ve been reviewing digital printing options for some time.’ Like most Mexico label operations, the printing plates are outsourced.
Data management
As the need for document printing services diminished quickly from the late 90s, Lobo Impresores realized that it needed to adjust its capabilities in order to better service its clients – including one big one, government institutions – in a modern digitized world. Therefore, Lobo made the risky decision to make a significant investment in data management software. This has now become a highly successful alternative revenue stream. The information collected and sorted by the system can be delivered back to the customer on a simple disc, or Lobo can print labels with verified data to be used for internal inventory management and other tracking systems to improve the customer’s process control.
GS1
Lobo Impresores’ GS1 certification allows it to assist its customers with the design and management of barcodes that meet GS1 requirements. Becerra explains, ‘So many of our customers don’t know what they have to do when it comes to creating scannable UPC. Being GS1 certified extends our service beyond label production, acting more as a business consultant for small businesses, and we’re prepared to advise on topics of marketing, helping to make changes to their designs, images and labels for their products to make them more effective to the consumer at the shelf.’
The company is one of only two label converters in Mexico that are GS1 certified. It was part of the set-up of the GS1 Knowledge Center that opened in Mexico in March 2011 to help local product producers and growers, packaging manufacturers and exporters understand the benefits of standardization and best practices within the market. There are a number companies involved in the training programs available at the center, including Motorola, Honeywell and Zebra Technologies, as well as some of the market’s leading retailers and international brands like Grupo Bimbo, L’Oreal Mexico, Santa Cecilia and Unilever.
The GS1 Mexico facility focuses on training and educating businesses on data quality and management, payment and invoicing, traceability, visibility, RFID and EPC standards, technology and applications, and distribution center best processes. The facility has special systems to meet the FDA information standards required by GS1 and by other markets too.
‘Certification was a long process,’ says Becerra. ‘We had to prove our ability to print all types of labels and code bars with quality and consistency. But we feel this gives us competitive edge.’ Lobo Impresores has created a team internally to maintain quality control of its GS1 products.
The company’s database management and automated information collection software helps its customers manage this critical part of their business. Lobo has found its ability to transform information into usable industrial labels to be a further strength and a growing source of business. Says Becerra, ‘We’re working for more growth and market participation in these areas and are willing to differentiate ourselves to provide companies with whatever services that they may need.’
Sustainability leader
Lobo Impresores was the winner of Empresa Sustenable 2010 award jointly given by the government group SEMARNAT (Secretaria de Medio Ambiente y Recursos Naturales) and the trade group AMEE (La Asociacion Mexicana de Envase y Embalaje). The most important part of winning the award was the converter’s move to reduce the gap between the labels it produces. Less material used means more labels per roll and reduced overall wastage. The converter is looking into ISO 14001 certification.
Lobo Impresores now regularly extends its customer consultations to include label size and layout and all the other ways in which label waste can be reduced.
Pictured l-r: Keren Becerra, Patricia Rangel Iriarte, Carlos Becerra Espinosa
This article was published in L&L issue 6, 2011
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