As the label and packaging industry navigates a period of rapid and extensive change, strategic leadership has never been more crucial.

Jordi Giralt is Bobst’s new technology sales director, Labels, and his extensive experience across the sector gives him a clear view of where the market is headed, and how technology partners can deliver real value. Here, he shares a fresh perspective on industry trends, the role of innovation, and what it takes to build meaningful, long-term relationships with label converters.

L&NW: Can you tell us a bit about your career journey and what led you to join Bobst?

Jordi: My professional journey began as a young engineer at my family’s company, which specialized in the manufacturing of narrow web printing presses. This initial experience provided me with a solid foundation in industrial technology, product development, and the inner workings of a specialized manufacturing business.

Building on this early exposure, I broadened my horizons and pursued opportunities beyond the family firm. Over the years, I have worked for some of the most prestigious companies in the printing and packaging sector. In each of these roles, I have consistently held positions with either regional or global responsibilities, allowing me to develop a deep understanding of international markets, complex supply chains, and strategic business development.

L&NW: You’ve been part of the label and packaging industry for a while – what major changes have you witnessed over the past few years?

Jordi: Recent years have seen a seismic shift in the global label and packaging landscape. New technologies like RFID, NFC, and QR codes are transforming labels into interactive platforms that offer enhanced consumer engagement and anti-counterfeiting tools. Sustainability is also playing a pivotal role in this transformation, while regulatory changes are forcing companies to rethink label design for clarity and compliance.

Over the past few decades, the label and packaging industry has undergone significant transformations driven by evolving consumer preferences, technological advancements, and growing environmental concerns. It certainly includes a broad spectrum of topics, such as digital printing and customization, including the integration of all types of technology leading the development of smart labels and packaging, premiumization due to the need of brand differentiation, sustainability, e-commerce, a growing presence of stricter regulations and of course, any type of automation to increase the efficiency across the entire supply chain.

L&NW: Where do you think the future of flexo and digital label printing is headed?

Jordi: Flexo is evolving, while digital printing is expanding. We will see in flexo a much higher level of automation, higher quality and efficiency and more sustainable practices, while digital will keep pushing the boundaries of flexibility and value-added services. We can foresee a future where rather one technology replacing the other, it will move towards integration and hybridization, having the efficiency of flexo and the flexibility of digital.

Industry data reinforces this claim about the rise of digital printing. By 2029, predictions suggest that almost 10% of all label volume and over a quarter of label value will be digitally printed as printers embrace the financial and operational benefits of digital processes. Integrating digital and flexo-hybrid presses will enable converters to more efficiently handle both short, customized runs and high-volume jobs, maximizing their flexibility and ROI.

Automation is another key driver, with AI and machine learning enabling end-to-end ecosystems that streamline everything from design to production to reduce waste, errors, and setup times. This hybridization is crucial for supporting the growing trends towards personalization and traceability, while also meeting the growing demand for more sustainable, low-waste operations.

L&NW: What areas do you believe Bobst is uniquely positioned to lead in?

Jordi: Bobst is very well positioned to lead the label segment in several key areas, thanks to its comprehensive technology portfolio, deep industry expertise, and strategic focus on innovation, automation, and service support.

We are very well positioned in the flexo segment, while at the same time we are at the forefront of hybrid press development, which for us is called ‘All in One’, because all components come from the same company. Our end-to-end workflow integration, which creates a fully connected ecosystem, together with our leadership in sustainability, puts us in a very unique position to develop our AIO solutions.

By offering a single-source solution for hybrid, digital, and flexo technologies, Bobst simplifies the supply chain for converters, reducing complexity and enabling rapid adaptation to market changes.

L&NW: What are the key challenges you believe label converters are facing today – and how can Bobst respond?

Jordi: Today’s converters frequently find themselves grappling with inflation-driven material costs, rising regulatory compliance demands, and the need for rapid, small-batch production to serve e-commerce and personalized marketing campaigns. The ongoing labor shortage presents another issue, one that automated, intuitive machine interfaces can go some way towards addressing.

Sustainability is another critical challenge: converters must now demonstrate the recyclability or compostability of their labels, use responsibly sourced materials, and minimize waste throughout the process. BOBST’s solutions, which support the use of recycled content and biodegradable adhesives, help converters meet these evolving standards while maintaining operational efficiency.

“BOBST responds with highly automated, efficient solutions that reduce waste, energy use, and setup times,” said Jordi. “Our solutions enable fast turnarounds and flexible production, with user-friendly interfaces, smart workflows, and sustainability-driven innovations to help converters stay competitive in a rapidly evolving market.”

L&NW: What are customers not talking about enough – but should be?

Jordi: The next frontier for the label industry lies in the full-scale adoption of digital transformation—connecting every step of the process, from design to delivery, through cloud-based platforms and IoT-enabled devices.

Label converters aren’t talking enough about data, connectivity, and AI. Leveraging real-time production data and AI-driven analytics can unlock major gains in efficiency, quality, and predictive maintenance. There’s also a lack of focus on end-to-end digital transformation—beyond just printing—and on proactively preparing for upcoming sustainability regulations. Embracing smart, connected systems now is key to staying competitive tomorrow. Tools like our Bobst Connect enable smarter decisions, predictive maintenance, and full digital integration.

As regulatory pressures mount—particularly around transparency, traceability, and sustainability—data-driven systems will be essential for documentation and reporting. BOBST Connect exemplifies these capabilities, offering converters a pathway to smarter, more resilient operations.

L&NW: What’s your approach to building stronger, long-term partnerships with BOBST customers around the world?

Jordi: Long-term success in today’s packaging industry increasingly depends on collaborative, strategic partnerships rather than transactional supplier relationships.

Long-term partnerships grow when customers see Bobst as a strategic ally, not just a supplier,” he said. “I believe in staying close, offering consistent support through Bobst’s global network, and ensuring value beyond the initial sale through training, data insights, and ongoing innovation.”

Bobst’s global presence and commitment to customer success — through training programs, real-time data insights, and continuous innovation — mirror the industry’s shift toward partnership-driven business models. This approach ensures that converters are not just keeping pace with change, but are positioned to lead in areas such as sustainability, digital transformation, and supply chain resilience.

By investing in these relationships, Bobst helps its customers navigate uncertainty, seize new opportunities, and build lasting competitive advantage.