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FLEXO Magazine : September 2014
ENTERING THE STICKPACK MARKET Entering the flexible packaging marketplace for the narrow web converter can be a great means of growing the business within current accounts and expanding to new customers. Narrow web converters that want to enter the flexible packaging/stickpack market should look to their existing customers first for opportunities. Converters can expand their product offerings to current customers, as they are able to provide the same great service platform they provide in their label business. Narrow web converters entering the flexible packaging market also have the opportunity to develop relationships with co packagers, whose needs are often similar to those of end users. A wide web con- verter, for example, may have a contract with a snack foods company for 50 different products but only 40 of the products have volume suit- ed for the converter’s equipment. The wide web converter may partner with a narrow web converter who can provide the service necessary to accommodate the slower moving 10 products. We are already seeing this collaboration in the flexible packaging marketplace. Narrow web converters do not have to be materials experts to enter the flexible packaging market, but they must be able to establish an open line of communication between the packager, converter and supplier. Stickpacks represent cutting edge technology already embraced by consumers, manufacturers and brand managers—especially during the past three to five years. This form of flexible packaging not only delivers convenience, portion control and portability but also creates consumer use occasions while ensuring consistent user experience for a range of products. Stickpacks offer narrow web converters the opportunity to leverage packaging as a primary point of differentiation while providing custom- ers the advantages of shorter runs and faster delivery. Contract pack- agers can enter the stickpack market with a relatively small investment, which will drive faster growth for the narrow web converter base. n About the Author: Cindy M. Collins is national rapid roll product manager at Avery Dennison Label and Packaging Materials. She has been with Avery Dennison for 28 years, spending the past five years focusing on narrow web converter flex- pack growth. Collins has published several articles about flexpack, and been a featured speaker at HP DSCOOP events, Flexpack Tech Tours and other educational sessions. For more information, visit www.label.averydennison.com. The Future of Flexo. TODAY flexodaily.com fb.com/ andvre twitter.com/ andvre linkd.in/ AndVre youtube.com/ andersonvreeland gplus.to/ andvre 866.282.7697 | fx: 800.223.6869 | www.AndVre.com | info@AndVre.com theDi fference! Experience The future of flexo is available today from Anderson & Vreeland. For the past 50+ years we have introduced new products and technologies that have continually improved flexo plate quality and efficiency while improving sustainability. Back then it was matrix and rubber. Today it is digital imaging, prototyping, and automation. Stay tuned for what the future holds. Labelexpo Americas 2014 booth #929 AV 9684 FOF hor ad.indd 1 8/10/14 12:23 PM 44 FLEXO | SEPTEMBER 2014