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FLEXO Magazine : February 2012
the Hispanic consumer on future packaging. “ The growing influence of the Hispanic consumer should lead packaging companies to consider new directions. Hispanic households represent the fastest growing ethnic group in the U.S ., now accounting for 16 percent of U.S. families,” he stated. As importantly, more than 40 percent of these households earn more than $50,000 annually and tend to spend more than the average American for food products, averaging 26 grocery trips per month. Yet, packaging has continued to lump Hispanic-marketed packages in with those aimed at other segments of the population. Cultural, regional, and culinary differences within this group are often not considered, nor are the types of graph- ics or marketing needed to appeal to specific subgroups. “Tapping into the Hispanic consumer segment is not as easy as translating packaging text into Spanish, you must make emotional and cultural connections with consumers and must avoid stereotyping Hispanics,” Felipe E. said. “Cookie-cutter, one-size-fits-all approaches do not work. ” Sixto Packaging has used its own cultural understand- ings and has specialized in manufacturing flexible packag- ing for this market. It is a certified minority supplier and has registered as a diverse supplier with an array of companies. The firm is often directly involved in the artwork design and marketing strategy for many of its customers. “ We believe in being more than a converter. We strive to make sure our clients succeed and in turn establish lasting client-supplier relationships spanning decades,” says Presi- dent Carmen Sixto. “My husband and I founded our company more than 40 years ago with one mission, to treat every client like family and have real customer intimacy.” Today, Sixto Packaging produces flexible packaging for a number of Hispanic companies and brands with thousands of SKUs for companies such as ARA Food Corp, Alpine Fresh, Badia Spices, Banah Sugar, Goya Foods, Higgins Pet Foods, Natural Fruit Corp, Javalution Coffee Roasters, Rowland Cof- fee Roasters, United Coffee and Tea, among many others. SERVICE AT SIXTO Being a small converter in an industry landscape largely dominated by giants, Sixto Packaging has used the service- based approach of short run lengths and short lead time, coupled with vertical integration of quality and consistent converting to overcome challenges. The company special- izes in short and medium runs and maintains inventory for a number of customers. “In today ’s market situation customers want to maintain inventory levels low and expect quick production lead times, we strive for two to three weeks,” says Emilio Sixto, vice president. “Our customer knows that we will bail them out of emergencies 99 percent of the time. Many larger converters have large minimum order quantities and will refuse to run shorter runs, particularly when high barrier foil laminations are involved.” He continues, “We can manufacture reverse printed, high- barrier laminations for the coffee and spice industry, mono- layer surface prints for bakery and ice creams, and modified atmospheric packaging for fresh produce in the same week,” says Emilio. We believe that our ability to print, laminate, slit, and make bags in-house is a clear advantage.” Sixto Packaging prints and laminates on a number of substrates including BOPP, PET, PVC, PE , Foil, Paper, and Nylon. It is equipped with an eight-color and a six-color CI-flexo presses; two solventless laminators, three slitters/ rewinders, shrink sleeve machines, and a number of different bag-making machines. The company serves both primary and contract customers in the Southeast United States, the Caribbean and Central America. Sixto Packaging plans to continue growing and investing in equipment and infrastructure in the coming years. “ We believe there is a great opportunity for continued growth in flexible packaging particularly in the products and markets we have expertise in,” says Felipe E. “ We will continue my grandfather’s mission of working hard, maintaining high stan- dards of quality and simply treating every client like family. ” n Sixto Packaging provides custom printed, high-barrier foil lamination, in roll stock or pre-made printed degassing valve bags, to private label roasters and small retailers. Sixto Packaging has found its niche market in the manufacturing of flexible packaging for private label and Hispanic brands. Photos: Sixto Packaging. FLEXO PLATE MOUNTING MACHINES Official Sales Rep for USA: 140 W. Lake Drive - Glendale Heights, IL 60139 All Printing Resources, Inc. Wide Web Narrow Web Mounter-proofer for corrugated SYS TEC NORTH AMERICA, LLC. 108 State Street Suite 103 - Greensboro, NC 27408 PH: 336-272-5225 www.systecamerica.com email@example.com Visit us at Booth # 604 PH: 630.784.3100 FX: 630.784.3129 Contact: Mr. Tim Reece PubbUSA.indd 1 7-02-2012 16:33:39 48 FLEXO february 2012 www.flexography.org