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FLEXO Magazine : September 2011
To many in the flexo printing industry, Labeltronix may be an unknown name and a refreshing surprise to emerge as a narrow web leader in 2011. A relative newcomer to the world of flexo label printing, the company started its digital and flexo label printing and converting op- eration in 2004. Labeltronix' reputation as a customer-centric leader ratcheted up its success exponentially, given its pledge to create a better way to deliver both low-cost and high-quali- ty labels at the same time. This strategy is paying off. Since 2009---the first year it entered the Flexographic Technical Association's competi- tion---Labeltronix, one of FTA's newer members, has won 15 awards: eight gold medals; four silver and three bronze, more than any other label printer. "Our award-winning quality is no accident," says Label- tronix President John Trail. "It's a result of our commitment to a new way of thinking, and creating a new way of printing to wow our customers." Labeltronix' introduction of high-defini- tion flexo in 2008 became a benchmark in its growth, allowing the company to produce photo-quality labels with up to 300- line screen quality on a UV flexo press. "Once we gained that capability, we added our commitment to provide offset quality at no extra cost---a promise we have maintained since the day we made it," explains Trail. Beyond its adaptation of flexo, in 2006 Labeltronix intro- duced Lean Labeling®, simply a better way to create, buy and manage labels for its customers. Little wonder that clients respond well to the Labeltronix appeal: "just-in-time" ordering means they don't have to buy more labels than they need to get a great price. Less than a year after Lean Labeling® was rolled out, Labeltronix won the prestigious "Innovator of the Year " award from Converting magazine. SATISFIED, CONFIDENT CUSTOMERS "I was a little skeptical at first," says Jon McPherson, master winemaker at South Coast Winery in Temecula, CA. "When I heard that I didn't have to buy all my labels at once just to get the great price I was looking for, I could hardly believe it." But then he tried Lean Labeling and saw South Coast's an- nual labeling costs decline by 20 percent, and the number of wasted labels drop by 90 percent. McPherson was impressed with quality, too. "At South Coast, we're very picky about how our labels look. The quality of labels produced by Labeltronix is excellent, and I can get them in just days---instead of hav- ing to wait weeks." At Line Shack Winery in Paso Robles, CA, the results are remarkable, too. Bob and Daphne Balentine run the winery, and were stunned to receive annualized savings of 48 percent in their label printing costs, with the added bonus of a faster delivery time. Now, the labels they order arrive in seven to 10 business days; before, it was taking four to six weeks to receive delivery. "It's amazing," says Bob Balentine. "Not only did we save money on our labels, but they look better, too. We see that the labels help impress the tasting room crowds and drive retail sales outside our store." Impressing wineries with label quality demonstrates Labeltronix' ability to deliver high-end appeal in the look of its labels. Wine labels often require a level of sophistication that rivals the complexity of any product label on the market. But it certainly isn't the only place that Labeltronix shines with its flexo capabilities. Other industries that benefit from flexo are food, medical, and durable goods. THE LABELTRONIX STORY Technology is a cornerstone of the Labeltronix story, from the time the company was founded in 1993. Back then, the company sold technology---label and barcode printing sys- tems---and it still does today, along with the labels, ink, techni- cal service and supplies that are needed for "on-demand" business operations. In 2004, Labeltronix entered the world of digital label print- ing and converting with a multimillion-dollar investment into two HP digital presses. Suddenly, the profile of the business expanded and customers were drawn to Labeltronix' ability to fulfill short runs and limited orders with a quality printer. Harnessing Technology Labeltronix Delivers Quality, Sophisticated, Complex Print that Customer's Value By Michele Molnar www.flexography.org SEPTEMBER 2011 FLEXO 67