The Best of Both Worlds

By combining flexo and gravure, Sonoco is able to maintain its competitive edge.

By Kate Tomlinson, Associate Editor

IN 1993, SONOCO'S Flexible Packaging division realized that it could offer customers the value-added products many were looking for, by expanding its strictly gravure process base. Today, with nine plants worldwide, Sonoco achieves its range of graphics by running flexo and gravure both separately and in combination.

Sonoco's extensive equipment roster includes: wide- and narrow-web rotogravure presses, up to 11 stations with in-line lamination and cold/heat seal coatings; wide- and narrow-web flexographic presses, up to 10 stations with in-line lamination and cold/heat seal coatings; gravure/flexo combination presses; off-line adhesive and extrusion lamination; stand-up pouch, shrink film, and label capabilities.

"Like many flexible packaging companies, Sonoco began as a gravure printer," says Director of Technology, Jeff Schuetz. "But as our customers asked us to provide a larger share of their packaging needs, we decided it was time to add flexography to our capabilities. It has proven to be one of our wiser choices, as today, flexo holds about 50 percent of our North American market share. We also have a number of presses that are capable of combination gravure and flexo printing."

Eddie Smith, vice president of Sonoco's Flexible Packaging division, explains that while flexo meets (and often exceeds) the needs for most packages, gravure is still necessary for accuracy.

"Using a gravure head on the back end of a flexo press is fairly standard," he says. "We typically use it to apply cold seal coatings. The most common use for the flexo stations on our gravure platforms is to offer flexibility so customers get the benefit of gravure's high-end graphics with lower cost flexographic copy where appropriate."

Getting it done with gravure

Some of the hottest packages on store shelves are currently being run on gravure presses. Makers of everything from candy and crackers to cat food and tuna fish, are turning to this process to ensure their products have optimal appeal and shelf life.

One of the most popular packages currently available is the pouch. Whether purchasing soup or tuna in a retort pouch or snacks in a stand-up, this package offers many advantages. The most recent pouch trend is the window, which allows the consumer to see the food. According to Rick Morse, Sonoco's director of marketing, pouches are doing wonders for the food service and single-serve markets.

"Pouches are generally easy for the consumer," Morse says. "They open easily; are light weight; tend to leak less (as opposed to cans); can visually be bigger and brighter; many are resealable; and most importantly, if dealing with retort pouches, the food tastes better because it is cooked less before being sent to stores."

All three men agree that gravure will remain a fixture in promotional materials, because of its relative ease and general cost effectiveness.

"Peel-off coupons and 'hidden' ingredients never really went out of style," says Schuetz. "And using our presses with in-line lamination and two-sided printing capabilities, it's not an add-on process for our customers. This basic ability saves money on every level in that we can do it in fewer passes and customers are not overpaying for the value-added services."

More than just getting by

Schuetz attributes Sonoco's success to its concentration on innovation, progression and the company's team selling model.

"Change cannot be thought of as a bad word—if we think a customer is ready, we like to shake things up," he says. "We approach every opportunity with a team consisting of both sales and technical staff. This hits both sides, allowing us to focus on what the customer really wants and finding the best way to get it done."

Smith is very optimistic about the company's future, citing its one-on-one approach with the consumer. "Sonoco strives to offer packaging solutions instead of just suppling packaging," he explains. "We build relationships with our customers because the team selling model lets us listen, then find the right solution, as opposed to bringing in prefabricated solutions and finding ways to customize."

His advice for facilities trying to stay afloat in today's economy is to either find a niche and run with it or to develop a plan to expand an already successful operation. "If the plan is to expand, partner with the right people to fuel that growth."