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YOU GO IÖGO! Page 18 SEPTEMBERNOVEMBER 2016 | $10 www.canadianpackaging.com BEEF UP THE VOLUME! Cutting-edge product innovation and inspired packaging execution driving venerable frozen meat producer on to greater marketplace glories Story on page 12 YOU GO IÖGO! Page 18 IN THIS ISSUE: PACKAGING FOR SHELF-LIFE • STRETCHWRAPPING • PRODUCT ID NOW FOR MORE INFORMATION CIRCLE 101 CPK_forteLabels_Nov.indd 1 2016-11-01 11:45 AM Code accuracy and print speeds matter. Trust Videojet. Videojet marking and printing technology is constantly advancing to deliver more and better codes on almost any package type. From the printing of simple ‘best by’ dates to GS1 DataMatrix bar codes for serialization, Videojet delivers solutions expertly matched to your packaging line. 800-843-3610 www.videojet.com ©2016 Videojet Technologies Inc. FOR MORE INFORMATION CIRCLE 102 CPK_Videojet_Oct.indd 1 2016-10-03 2:29 PM CPK_March16_Videojet_resized_MLD.indd 1 2016-02-17 7:35 AM Tailor your targeting. Never miss a market with our HP Scitex 15500 Corrugated Digital Press. Seamless graphic changes for multi-versions and targeted messaging Short runs with no minimums on orders, so you’re free to experiment and test Print your packaging, displays and POP signage in just 2-3 business days or better Deliver cutting-edge digital quality FOR MORE INFORMATION CIRCLE 103 FOR MORE INFORMATION CIRCLE 103 For more information visit atlantic.ca/digital or call 1·800·268·5620 CPK_Atlantic_Nov.indd 1 2016-11-03 8:40 AM CPKG_Atlantic_May.indd 1 2016-04-29 1:46 PM UPFRONT BRAND LOYALTY A PRIVLEGE, NOT A RIGHT o modern-day national Competitively priced and decently packaged, today’s consumer brand worth leading store brands are a far cry from yesteryear’s early Nits salt can expect to stick ‘no name’ offerings evoking ridicule or empathy from around for long without building consumers with enough purchasing power to resist the NOVEMBER 2016 up and maintaining a loyal brand primary lure of lower price points. VOLUME 69, NO. 11 following among its target audience, and it’s probably The thing is, such consumers are becoming an fair to say that losing that loyalty is infinitely easier increasingly rare species in a North American economy than either building or regaining the consumers’ trust still struggling to adjust to the post-Great Recession’s SENIOR PUBLISHER Stephen Dean • (416) 510-5198 and devotion. new normal. [email protected] The recent firestorm over the self-combustible The rapid proliferation of dollar-stores in recent Galaxy Note 7 brand smartphones will no doubt leave years speaks volumes about the new consumer real- EDITOR George Guidoni • (416) 510-5227 its South Korean brand-owner Samsung Electronics ities that many national brands can only ignore at their [email protected] with plenty of damage control work in months ahead considerable peril. if it intends to regain the trust and goodwill of the According to a major study released by the Private FEATURES EDITOR Andrew Joseph • (416) 510-5228 spooked general public, and it’s far from certain that Label Manufacturers Association (PLMA) last [email protected] it will do so with enough aplomb to regain the lost year, many U.S. consumers who were forced to switch ART DIRECTOR ground, let alone recoup the estimated US$17 billion to cheaper store brands during the recession for pri- Katerina Maevska • (905) 713-4389 that the botched product recall wiped off the com- marily economic reasons have been reluctant to return [email protected] pany’s market value in almost a blink of an eye. to their previous free-spending ways, even if their own PRODUCTION MANAGER Luckily for the Galaxy brand, the Samsung economic lot improved in the meantime. Barb Vowles • (416) 510-5103 Group “chaebol” conglomerate, which accounts for And it’s not just about saving a few pennies here and [email protected] an astounding 2.5 percent of South Korea’s gross there, The Rise of Loyal Shoppers report points out. CIRCULATION MANAGER domestic product, has deep-enough pockets to try to “During the recession, price was likely the foremost Anita Madden • (416) 442-5600 x3596 wipe the slate clean in coming years, but it’s still an reason consumers passed on their favorite national [email protected] extraordinarily expensive lesson in mea culpa humility. brand for the first time and instead tried the store VICE PRESIDENT The vast majority of consumer brands, however, do brand,” the PLMA study observes. Tim Dimopoulos • [email protected] not get the luxury of a second chance when things go “But in the post-recession era, it can be reasonably horribly wrong for whatever reason. asserted that the drivers of trial may also include prior PRESIDENT & CEO Mike Fredericks This is especially true in the unforgiving North favorable trial with a store brand in another category, American grocery retail marketplace, where consum- store brand product innovation, the introduction of a ANNEX BUSINESS MEDIA ers are more spoiled for choice than they have ever store brand for the first time in the category, and even 80 Valleybrook Drive, North York, ON, M3B 2S9; Tel: (416) 510-5198; Fax (416) 510-5140. been in the past. the delisting of a favorite national brand.” To a large extent, this abundance of choice has much Which is all to say that if you’re a national brand Canadian Packaging, established 1947, is published 10 times per year except to do with the relentless gains in market share by the that is largely sitting still, you’re actually falling behind for occasional combined, expanded or premium issues, which count as two subscription issues. private-label store brands, which nowadays seem to be whether you know it or not. a basic pre-requisite for doing business for any retailer And good luck with that: You will need it. PRINTED IN CANADA ISSN 008-4654 (PRINT), ISSN 1929-6592 (ONLINE) seeking to ensure meaningful long-term growth. George Guidoni PUBLICATIONS MAIL AGREEMENT NO. 40065710 CIRCULATION e-mail: [email protected] COVER STORY Tel: (416) 442-5600 ext 3555 Fax: (416) 510-5170 Mail: 80 Valleybrook Drive, Toronto, ON M3B 2S9 12 DOWN ON MEAT STREET By George Guidoni Venerable Toronto frozen meat products manufacturer raises its packaging game to SUBSCRIPTION PRICE PER YEAR (INCLUDING ANNUAL BUYERS’ GUIDE): Canada $74.50 per year, USA $130.95 US per year, Outside Canada a whole new level of branding brilliance to maintain swift upward momentum in $149.00 US per year, Single Copy Canada $10.00, Outside Canada $27.10. the retail marketplace. Cover photography by Cole Garside From time to time Canadian Packaging will mail information on behalf of industry-related groups whose products and services we believe may be of interest to you. If you prefer not to receive this information, please contact our circulation department in any of the four ways listed above. DEPARTMENTS & COLUMNS FEATURES ANNEX PRIVACY OFFICER [email protected] 3 UPFRONT By George Guidoni 18 ULTIMATE REWARDS By George Guidoni Phone: 800-668-2374 Yogurt pioneer packs plenty of packaging savvy and DISCLAIMER: No part of the editorial content of this publication may be 4 NEWSPACK innovation into a remarkably successful new product reprinted without the publisher’s written permission. ©2016 Annex Publishing Packaging news round-up. launch. & Printing Inc. All rights reserved. This publication is for informational purposes only. The content and “expert” advice presented are not intended as 6 NOTES & QUOTES a substitute for informed professional engineering advice. You should not act 22 SINK AND SWIM By Andrew Joseph on information contained in this publication without seeking specific advice Noteworthy industry briefs & updates A timely stretchwrapper installation helps venerable from qualified engineering professionals. Canadian Packaging accepts no supplier of kitchen sinks and faucets lighten the load at responsibility or liability for claims made for any product or service reported 8 FIRST GLANCE or advertised in this issue. Canadian Packaging receives unsolicited materials, its shipping docks. New packaging solutions. (including letters to the editor, press releases, promotional items and images) from time to time. Canadian Packaging, its affiliates and assignees may use, 10 ECO-PACK NOW 26 BREAKING THE ICE By Andrew Joseph reproduce, publish, republish, distribute, store and archive such unsolicited Robust X-Ray product inspection technology helps submissions in whole or in part in any form or medium whatsoever, without All the latest on packaging sustainability. compensation of any sort. East Coast ice-cream producer optimize product 11 imPACt safety and quality assurance. We acknowledge the [financial] support of the Government of Canada A monthly insight from PAC, Packaging Consortium 31 GOOD TO THE BONE Bright packaging idea a real treat for responsible 35 EVENTS pet-owners. Upcoming industry functions. 32 HIGHER CODE OF CONDUCT By George Guidoni 36 CHECKOUT By Rachel Horvath Leading global product coding systems manufacturer rewriting the book on continuous inkjet coding technology. NOVEMBER 2016 • CANADIAN PACKAGING WWW.CANADIANPACKAGING.COM • 3 NEWSPACK BALLUFF CANADA’S NEW HOME DIGS A FITTING BACKDROP FOR SOME FESTIVE CHEER While turning 18 is a monumental coming-of- said Hermle, citing the new “innovating automation” age for teenagers the world over, there is no reason brand slogan as a fitting visual communicator. for companies like Balluff Canada Inc. not to “Modern, dynamic and clearly-structured, the celebrate such a special occasion with some extra Balluff brand represents the company as being open, youthful flair and exuberance. modern and future-oriented,” he explained. Which is exactly what the fast-growing industrial “The new logo and slogan systematically reflect automation supplier did last month at its new the deep corporate commitment to our core values Canadian headquarters in Mississauga, Ont.— of openness, progress, sustainability, reliability and opening its doors to customers for an official ribbon- quality.” cutting ceremony in celebration of the company’s With an established presence in the Canadian updated branding logo and identity.
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