Digital Printing--Coming on Strong

Developing inkjet for packaging

Rock-Tenn Co. is going into digital printing with both feet. Last year, it announced a strategic partnership with dotrix NV to not only purchase equipment, but to work with dotrix to help develop inkjet technology for the packaging and display industries.

The Alliance Division of Rock-Tenn, which specializes in POP and promotional packaging solutions, is in the final stages of installing and starting up dotrix's the.factory inkjet digital press. According to Jim Einstein, executive VP of the Alliance Division, "Acquiring the.factory technology will provide consumer products companies the flexibility to customize in-store advertising by region or by retailer at an affordable price and with a short lead time. This equipment will deliver short runs or long runs that require variable copy or graphics."