Action Packaging Leverages Digital, Flexo Printing

Gauging future action

For some, the advent of digital printing technology has raised fears of a fundamental change in the identity of the converter. As Rice puts it, "You don't want to become a copy center," where business wins are determined by "who can push the button the fastest." However, Rice views converters' responsive-action equation as a bit more complex. He works closely with Action customers to determine the most cost-effective print process for their jobs, and sees those with multiple label or package versions (and thus numerous flexo plates) as digital's most likely proponents for now. Further, he expects growth across both digital and flexo printing processes—15 percent and 10 percent respectively. In this vein, Action further solidified its commitment to flexo with the addition of the Mark Andy 13˝ P-5 Performance press in the past year. "We will continue to invest in new technology in both digital and flexo," Rice says.