Under the leadership of Carl Joachim, senior partner at Caslon & Company, PODi has added innovative packaging as a core application. According to Rab Govil, president of PODi, “With Xeikon joining us in our quest for digital innovation in packaging, we have added an industry pioneer that saw the opportunity in packaging years ago, and continues to invest in this market. PODi members, and the packaging value chain overall, will benefit from the understanding Xeikon brings in all aspects of the packaging workflow.”
With the rapidly increasing capabilities of consumer brand companies to micro-market their products, and develop market/consumer specific messaging, packaging is becoming a primary vehicle to drive brand revenues and loyalty. As a result, packaging companies have come under intense pressure to handle an increasing number of shorter runs. In this regard, today’s digital presses can address many of the quick turnaround, substrate and image fidelity requirements that brand managers demand. When compared to traditional printing processes, digital printing and related processes offer improvements in cost, platform scalability, waste, production time, capital utilization, and sustainability.
Additionally, with increasing adoption of QR Codes and other more aesthetically pleasing on-ramps to the Internet such as augmented reality, printed electronics, and near field communication (NFC), packaging is rapidly becoming an interactive medium for brands to enhance the consumer experience.
“PODi has been at the forefront of driving adoption in digital print for over 15 years,” says Michael V. Ring, president of Xeikon America, Inc. “With the expertise that the PODi community, and its management company Caslon, bring to the industry, we think this is an excellent way to educate the market and increase awareness of the impact digital innovation can have on packaging,” concluded Ring.
Added Joachim, “Within PODi, we have begun to create a diverse community focused on the intersection of technology providers, commercial printers, converters, contract packagers, designers, and marketing agencies, all of whom have a strong motivation to realize the benefits that digital technology can bring. Not only is digital printing for packaging forecasted to grow at a CAGR of 15%, making it the fastest growing print application, but interactive and electronically enabled packaging is expected grow at a similar pace.”