More than 70 flexo printers, converters and industry suppliers gathered at Northeast Wisconsin Technical College (NWTC) in Green Bay, Wis., last fall to attend an educational seminar hosted by the High Definition Flexo Consortium (HDFC), Dayton, Ohio. Focusing on how, even in the midst of a recession, flexography is perfectly positioned to capture more market share, the seminar talked up the printing method's technological advancements that translate into economic benefits.

Anilox-roll supplier Harper Corp. of America, Charlotte, N.C., underwrote the seminar so it could be offered free. Mary Hamrick, Harper marketing manager, comments, "We saw it as an excellent way to gather together flexo technology experts and communicate the latest advancements, market trends, and sales strategies to those who would benefit most—flexo printers and converters."

Every seat in the auditorium was filled. Art Ehrenberg, Harper, vp of operations, says, "Numbers like these indicate there is a real hunger in the flexo industry for the type of information that HDFC imparts."

NWTC Associate Dean of Business and Marketing Sue Barkis, a nationally recognized flexo industry consultant, delivered the keynote address. "The printed image of a package is a reflection of the product, the brand, and the company," she says. "Packaging has the power to create a brand, strengthen it and maintain dominance."

Barkis led attendees through the rigorous process print buyers use to select a printer and spoke to real-life issues such as how to reach consumer product companies, communicate value, and position flexo as the process of choice.

Experts from companies including Avery Dennison, Barco Graphics, Harper, Mark Andy, and Smurfit-Stone Container provided tech updates. Speakers focused on how advancements contribute to high-definition flexo.

"High-definition flexo continues to outgrow all other printing methods combined," notes Ehrenberg. "While not recession-proof, the flexographic industry is certainly recession-resistant due to the markets we serve and the advantages we offer. Our mission, as an industry, should be to gain the attention of the packaging buyer and present cost-effective, high-quality solutions."