Advantage: VDP

The VDP advantage

The advantage of variable data printing is straightforward according to Walsh. “It’s the fact that you can print a unique code on every item at the item level, as opposed to the case level or the pallet level. That is really the strength of the solution.” Although there are other ways to protect a brand (using holograms, developing intricate packaging, using special inks, employing color shifting, or putting tamper-evident pieces on the package), in some cases, the only way to truly protect the brand is to use a digital code. “In the end, if they want to track that product, or have visibility in the supply chain, or immediate authentication, they’re going to have to put a digital code on the package,” says Walsh.