Clear differences can be seen between markets. For example, the Chinese market has a preference for a glossy box. “For that market, we print on special paper so the boxes get a really glossy appearance.” Other countries have other preferences. Culture and religion can play a big part. For example, in Islam, red and green are important colours. It is not surprising that Turkish customers ask for these colours in particular, according to Johan.
New Heidelberg printing machine at the factory in Mee, Belgium.
Five colours and a layer of varnish
“Much higher demands are placed on printing now than five to ten years ago. The development of beautiful packaging is exploding,” Johan explains. “We see a growing awareness that the box can be used for marketing. More thought goes into it.” The boxes are used by grower’s associations, retailers and traders to distinguish themselves from their competitors on the market.
Smart Packaging Solutions invested in a new Heidelberg printing machine at the factory in Meer just south of Breda on the border of Belgium and the Netherlands. The machine cost 3.5 million euro. 'The cat’s whiskers', as Johan describes the new machine. “The printing machine enables us to offer the highest print quality: five colours and a layer of varnish,” says Johan. In addition, the printing machine reaches a speed of 15,000 sheets per hour and it can quickly switch between the different runs. “Moreover, we have our own design department in-house and we make the printing plates ourselves, which enables us to create a beautiful design into a unique and beautifully printed package within a few hours. That speed is unique in our sector.”Photos on the box
That fast switching between different printings and high speed are important factors. “For example, we have a partnership with Eosta,” says Johan. “We provide sustainable packaging of 100 per cent recycled material. Eosta wants a picture of the farmer on the packaging, so that the product has a face.” With multiple growers, this requires a quick change. “We have more than fifty different designs for Eosta. It is also important to properly match what is being made. It is not the case that millions of the same boxes are printed.”
Although it is not a problem for the printing machine to print so many different prints, it requires good planning behind the scenes. “If you’re a day late with delivery, that is dramatic. Especially for companies in the fresh sectors.” Of course, Smart Packaging Solutions has stocks, but as every entrepreneur knows, stocks cost money. “We therefore have to manage the stock properly,” Johan continues. Additionally, the company uses historical data supplemented with current customer information to estimate the number of boxes required. For example, for grower’s associations, the company looks at how much has been sold in previous years, it is essential to know how the areas change to make a good estimate.
Sustainable boxes
“Digital printing is not yet the future for solid cardboard. It’s not yet relevant for the solid cardboard,” Johan explains. He has two reasons for this. On the one hand, orders are generally too large, and on the other hand, the technology is still too expensive. “In the corrugated board industry, tests are being conducted with smaller runs, but that is another sector.”
Sustainable solutions are increasingly being sought for packaging. “Smart Packaging Solutions is a part of the VPK Packaging Group. We have paper making machines in our Group 4, which make paper lining for our packaging based on recycled paper. The packaging materials are 100 per cent recyclable. Our solid cardboard boxes consist of 90 per cent recycled material.” The only raw material to use virgin fibres is the white liner for the printing. However, according to Johan, the whole chapter of sustainability isn’t new. “It’s in the spotlights now, but we have been very conscious of our efforts in our company and our environment for years. Moreover, we are FSC certified.”
More information:
Smart Packaging Solutions
Johan de Neef
johan.de.neef@smartpaso.com
www.smartpaso.com
www.smartpaso.com