How Printers Can Successfully Enter the Flexible Packaging Market

The allure of consistent work and the ability to expand their clientele bases to serve high-growth markets continues to drive the already well-established trend of printing firms from all segments considering the packaging market.

Yes, some of the most notable success stories for convergence may have hailed from the commercial and wide-format segments, but interest in convergence is growing within the package manufacturing community itself. Evidenced by the last Packaging Impressions Forum, held during the PRINTING United Expo in Atlanta, Georgia, where the audience was filled with label and other package printers seeking insights on successfully entering new segments — such as flexible packaging.

To further explore the possibilities of the flexible package printing market, Packaging Impressions reached out to our friends at the Flexible Packaging Association. FPA president and CEO Alison Keane not only offered to answer questions, but she also invited FPA member Windell McGill of the Paper Converting Machine Company to join the interview — for a first-person perspective about transitioning into the flexible packaging market. [Editor's Note: Keane stepped down from her position on August 1, 2024, to take on a role at a different association.] Together, they provide industry and individual-level perspectives below.

PKI: What should a printer's first steps be to become a flexible packaging manufacturer?

Windell McGill, Flexible Packaging Association member and ION Launch manager for Paper Converting Machine Company | Credit: Windell McGill

McGill: If you’re a label printer, ask which of your existing customers use flexible packaging. Do they consume pouches or roll stock? Are there any issues with their current flexible packaging suppliers? Is there something they would like from their suppliers that they are not getting today, e.g., quicker turnaround, the ability to change graphics without penalty each time they print, variable data, or something else?
If you enter the flexible packaging market, you have to define your potential value proposition. It must be more than just customer service and quality.

PKI: What should a printer's top goals be for educating management and team members about flexible packaging converting and printing?

McGill: Educate yourself on the existing flexible packaging market by asking who the leaders are. Who are the companies in your physical area? Do you have anyone on staff with any flexible packaging experience? Will you enter the market with digital or analog printing assets? Answering these questions will help you develop your value proposition.

PKI: What criteria should a printing company owner or manager consider when evaluating whether flexible packaging market is a good option for growing their business?

McGill: A few subjects to consider include:

• Existing customers. Do you have existing customers who use flexible packaging that you can bring on with your value proposition?
• Cost of entry. Digital is the way to start the journey. Press, lamination, slitting, and pouch equipment are required to enter. Yes, you can outsource pouching to start, but you’ll extend turnaround times and not be as competitive.
• Skilled operators. You need operators who know what they’re doing on day one. Printing is relatively easy, but making a good standup pouch is not so easy. It takes some time to learn
  the machine.
• Food-safe manufacturing certification. You’ll be competing with other companies with these certifications, so it’s important.

PKI: How does being part of an industry association help printers gauge and measure their progress in a new market?

Alison Keane, Esq., IOM, CAE, former president and CEO, of the Flexible Packaging Association | Credit: Flexible Packaging Association

Keane: FPA has a host of available data to help members benchmark their businesses to the industry, including similarly sized companies and markets. This includes a comprehensive state of the industry report, a compensation report, quarterly pulse reports, and a semiannual operating/earning
report. The association acts as a facilitator for member engagement on all issues impacting day-to-day operations and long-term strategies for companies engaged in flexible packaging manufacturing.

PKI: How else does joining an industry association, such as the FPA, help a printer successfully enter the paperboard packaging converting and printing market?

Keane: FPA has two meetings a year, where industry issues and technical innovations are discussed. During those meetings, we have networking opportunities to introduce members to peers and potential customers. In addition, FPA has committees that members sit on to discuss topics and solve issues impacting manufacturing in this sector. We also have an emerging leadership council that educates new entrants to the industry on the fundamentals of flexible packaging, including printing. FPA also assists with regulatory compliance, whether it is corporate or facility operations, as well as advocating for the protection and growth of the industry as a whole. ●

This article originally appeared in the print issue of Packaging Impressions. Click here to see a digital version of the issue.