Cost-conscious, productivity-oriented packaging buyers are turning to flexography in increasing numbers, says a recent poll of Flexographic Technical Assn. Members. They've acknowledged the fact that print quality has improved when compared to offset and gravure, and they credit the push toward standardization with enhancing the print process' competitive posture, as well as its ability to produce consistent, repeatable results. John Fulcoly, senior group manager for flexible packaging and prepress at Frito-Lay Inc., declares, "Flexo continues to make substantial progress on advancing capability of print outcomes. The greatest challenge today, as always, remains consistency, predictability and automated management."

Based on trends over the past 20 years, Fulcoly indicates that, "There needs to be a combination of supply chain parts to assemble the printing platform of the future." That platform, according to the Frito-Lay packaging buyer, must be based on "predictable, world-class productivity and consistency, supported with technology and real-time automation."

Robert Mitchell, R&D director for Agrilink Foods, makers of the Birdseye brand of frozen vegetables, has been a witness to flexo's evolution for the past three decades. "The quality of flexo has made tremendous strides over the span of my career," he reports. "Full implementation of the FTA's FIRST (Flexographic Image Reproduction Specifications and Tolerances) system should lead to better consistency and greater confidence in flexography."

Elizabeth Johnson, manager, packaging development and advertising, echoed Mitchell's praise for FIRST. "Developing standards for flexo printers, as well as designers and prepress firms, has given a very powerful and useful tool to the flexo industry. It has eliminated much of the guesswork for printers, as well as instilled more confidence within the consumer products companies that they can achieve competitive printing."

Ray Pitsch, senior packaging engineer for Kimberly-Clark Corp., a member of FTA's FIRST Committee and its substrate subcommittee, is convinced that the move toward adoption of a standardized approach to flexo printing will stand out as one of the most important developments in the industry in the early 21st century.

Asked what factors will have the biggest impact on flexography in the next five years, he emphatically replies, "Total digital workflow." Immediately, he adds, "Standard operating procedures and a commitment to run to the numbers will represent a change in culture but it will help bring about predictable, consistent, repeatable results that will make for a truly cost-effective process."

John McDonald, vice president of operations for Lipson, Alport, Glass & Associates, a packaging design firm serving many consumer product companies, has been engaged in the flexo craft for 22 years. He recently assessed the state-of-the-business in the following manner.

"Consumer product companies continue to recognize the tremendous technical and quality advances in the flexographic industry, particularly as compared to advances in offset and gravure over the same time period," McDonald says. "Responding to competitive forces in the marketplace, these consumer product companies are seeking package solutions that are innovative and impactful to quickly bring new products to store shelf.

"By focusing on quality and working collaboratively with consumer product companies and design firms, the flexographic printing industry is now positioned to deliver breakthrough packaging for visionary clients who are committed to aggressively marketing their products," McDonald concludes.

Edwina Walker, who deals with these same clients as an account representative for Schawk, made observations similar to McDonald's. "The flexo-printing industry will continue to be challenged by consumer product companies as they compete for consumer awareness," she says. "The expectations: complex, attention-grabbing designs, outstanding quality on a consistent basis, affordable cost and faster delivery." Walker insists, "Suppliers will be differentiated by their ability to meet and exceed these challenges."