From speed and quality to modularity, BOBST has worked diligently to provide a versatile product portfolio that meets customer demand. These products have been optimized to meet all the latest trends in label and package printing.

Dean Haertel, business director, oneLABEL North America, BOBST, has strong sales and management experience in direct and indirect channel distribution. He has been successful leading teams in both domestic and international sales, using a dynamic personality to motivate and drive employees. Haertel’s experience in the industry makes him expertly suited to address the current shifts impacting the industry in 2022, and what that might mean in the future.

L&NW: In your opinion, what are the brand owners’ top issues today?
DH: Some of the significant issues facing brand owners today include cost, volume growth, SKU proliferation, and sustainability. Another less visible issue – but very serious – relates to the shortage of qualified workforce within packaging converters. This impacts brand owners as it continues to move printers and converters across all market segments.

L&NW: What are the top trends in packaging, and what is driving these trends?
DH: We’re seeing hybrid e-commerce, online shopping, and personalized experience packaging that is capable of existing in a brick and mortar store. Sustainable packaging, and the continued need to improve recyclability and understand how to engage in circularity, is also a big trend in our industry. Connected and secured packaging, preventing fraud and allowing data capturing for tracking will continue to grow in prominence, as well.

L&NW: How are the latest technologies transforming the digital packaging landscape?
DH: Modularity, which means providing the ability to change and adjust on the fly, is top-of-mind for us to address today’s challenges. BOBST has unique solutions with our new digital offerings. In addition, automation is a way to improve workforce challenges and time-to-market. All BOBST equipment is equipped with advanced automation features, too. Another component is Extended Color Gamut, which allows for the usage of fixed colors in order to reduce costs reduce errors with the best quality. BOBST oneECG is key here.

L&NW: What are some of the digital label and packaging options that you find promising, especially in smaller runs, regional products or market testing?
DH: Digital printing will continue to grow, especially for smaller runs and market testing. In Labels, BOBST recently launched the DIGITAL MASTER series, which is a big step in opening new opportunities to cope with all kinds of job lengths. Virtual and augmented reality in service will help to fix issues remotely, too. Connected machines, where you can conduct preventive maintenance routines, will also become a reality.

L&NW: What can you say about the role of sustainability in terms of brand owner options for packaging? Do you see a push to replace plastic with paper?
DH: Paper usage will undoubtedly grow, but plastic that is well-produced and recycled has a future. BOBST oneBARRIER technology, developed with industry partners, is a game-changing approach toward technology. And this is not for tomorrow. This is now.

Quality inspection systems like ACCUCHECK and the Digital Inspection Tables are solutions that can prevent errors and will reduce waste significantly. These are low hanging fruits that can be deployed with almost immediately. oneECG technology reduces ink waste significantly and can also be deployed now.

L&NW: How does sustainability impact product lines, and what will it mean to the supply chain – specifically print providers and converters?
DH: At BOBST, we believe that sustainability is a mindset and solutions exist. Yes, more will come in the future, but sustainability needs to be done now. There is a need to invest, but the most essential element is to change current habits. Waste reduction and more recyclable packages are clearly possible.

L&NW: Beyond 2022, what do you see in terms of packaging trends?
DH: The trends are set. We will see an acceleration with new designs, thinner substrates, easier to recycle materials, all orchestrated by more regulations. The product and its packaging will no longer be separated tracks; new products and new packages will come simultaneously.

Many large brands will ban plastic when not necessary, growing demand for cartons. E-commerce will continue to grow demand for corrugated packaging, but at the same time the good shipped may not have any packaging at all – just protective paper-based layers.