A number of Australian print-buyers are choosing the innovative, prompt and cost-effective offering of Wellington-based Gravure Packaging to handle their FMCG packaging needs.
The ground-breaking product protection developed by the firm was recently recognised with three Gold Medals for ‘industry development’ and three Highly Commended citations at this year’s New Zealand Pride In Print Awards.
Two of those award-winning entries were for work that is exclusively made and sold in Australia – Select Soothing and Parmalat Good to Go – explains Gravure Packaging Australian business development manager Mark Gallagher.
“We are now actively marketing ourselves as an ‘eastern state’ to Australia, with my appointment ensuring we closely service our customer base on this side of the Tasman and expand our export sales,” says Mr Gallagher.
“Given our very short lead times we can mirror the turnaround of Australian suppliers – there literally should be no time difference sourcing from us compared to from another Australian state – but there will definitely be a difference in terms of quality and price.
“We can also exceed the delivery performance of Asian suppliers which, with our level of innovation, positions us well to capitalise on the ‘Asian Rebound’. We are increasingly witnessing this phenomenon whereby companies who have gone offshore chasing supposedly low-cost products find in fact they are laden with prohibitive operational expenses and other issues, and so are returning to local operators such as ourselves who will service them properly.”
Another of this year’s award-winning entries was a unique label created for V Iced Coffee. Combining attractive packaging with high functionality, the label entailed a 100 percent light and UV barrier, leak detection holes at the shoulder of the bottle, tamper evidence and high recyclability.
Frucor Beverages new product development manager Ben Walkley says his company required Gravure Packaging to deliver a “specialised solution”.
“From a technical perspective we required light-blocking due to the sensitive nature of the milk-based product,” says Mr Walkley.
“Maintaining the integrity of the product is key right the way through the supply chain for any packaging development. Gravure Packaging was able to work with Frucor to trial, test and prove the light-blocking initially.
“For the consumer, tamper evidence required fine sleeve perforations to open the package. Gravure Packaging provided test analysis during the development stage which resulted in confirming the position of the perforation cut on the artwork.
“Finally shelf standout is critical in the FMCG market space, with the consistency in keeping with the V brand, we found this was best achieved through the use of metallic colours. The depth of colour seen in the metallics is impressive, along with the ability to closely match our V brand identity.
“The combination meant a unique and interesting look to the package, product protection via simple tamper evidence and easy opening for on-the-go consumption occasions. The total end-to-end service and delivery meant that Gravure Packaging has a leading edge in label supply.”
Mr Gallagher says in addition to the high quality of its particular printing method – which is noted for producing sharp and fine images in characteristically longer-run work – his firm is pioneering the utilisation of shrink sleeves for products in the Australasian FMCG market.
“You could achieve a similar result using multi-walled bottles or a Tetra Pak – but they are considerably more expensive,” he says.
“There is also a white sleeve in the marketplace. However, that has to be surface-printed and so does not offer the same high gloss or level of finish.
“As well as providing a recyclable option – the shrink sleeves can simply be removed – they can be put on any bottle, with the design able to be specifically developed for each customer.
“With the curvature on modern bottle designs, there is simply nowhere for a traditional self-adhesive label to go and that’s what designers are doing these days – they are thinking about functionality such as grooves to enable easier holding. Shrink sleeves present our customers with a vibrant 360 degree display area, that overcomes all the new bottle features and curves.”
Having recently acquired a new tencolour press to expand its functionality, Gravure Packaging is in the throes of adding to its workforce and is evaluating moving to new premises to keep pace with its business growth.
“We are taking on staff at the moment and committing to ongoing investment, which is a little unique given others in the industry are shedding staff, merging or going out of business.
“There have been some interesting recent developments in the New Zealand packaging sector which present us with new business opportunities.
“We have traditionally filled the gap between the large and small players, where customers require more manageable runs with a quick turnaround. We have very much grown with our customers – Whittakers a good example of one we have supplied for 20 odd years and who now competes with Cadburys in Australasia.
“While Gravure Packaging may gradually expand our capacity, rest assured we remain committed to being nimble – readily able to make decisions and respond quickly to our customers’ needs.”
