5657 Wooster Pike, Cincinnati, OH USA 45227
www.haneypkg.com

Dan and Matt Haney have relied on their entrepreneurial spirit to cultivate a company with a culture built on non-stop innovation. When identifying packaging solutions for the marketplace, the brothers focus on every level of the supply chain, all the way to the consumer. The emphasis on the wants and needs of brands and consumers alike has driven substantial growth at Haney – and the future is just as bright.

Haney develops packaging solutions for brands, with the end goal of helping CPGs stand out in a sea of products on crowded store shelves. From prototyping to market testing, the company designs packaging solutions that include labels, flexible packaging, shrink sleeves, and folding cartons. These products often come in the form of prototypes, promotional packaging, test market and retail sale samples, and other assorted labels and flexible packaging. Haney strives to move products from concept ideation to the shelf, all while staying true to the latest market trends. 

“You either grow or die – there’s no in between,” says Dan. “My brother and I are builders, and we are happiest when we are planning and building. The world moves so quickly now, brands need partners that can keep pace with their ever-changing needs. I think companies that can pivot, be agile and still be profitable are the future winners.

“It’s a true mind-to-market ecosystem that we offer,” he adds. “We help our development clients succeed by understanding what works and what doesn’t work about their new packaged products, for both consumer preference and technical performance. If we can connect with the early decision-makers within the CPG, then we can validate both consumer preference and relevance, as well as technical manufacturing feasibility – all at the same time.”

Dan, president, and Matt, CEO, noted entrepreneurs, established the company in 1990 as a graphic design agency called Haney Design, which supported print collateral materials for local Cincinnati companies. The brothers connected with James River Corporation, which launched its packaging headquarters in a facility east of Cincinnati. James River combined its folding carton and flexible packaging groups to provide a one-stop-shop for consumer packaging. The company was working on new technologies, such as stand-up pouches, shrink bundle films, shrink sleeves, reseal technologies and other innovative folding carton solutions. All these new formats required realistic prototypes, and James River contacted Haney Design to help bring these new concepts to life in physical form. 

“James River had this big idea to open this premier, state-of-the-art Technology Center just east of downtown Cincinnati,” says Dan. “The vision was to provide a unified solution to brands. We were fortunate to start working with them and meet people who were pioneering new technology like stand-up pouches, which were in their infancy in Europe at the time. It came natural to us. And for me, I got it. I understood what packaging was and how to communicate the messaging and the concept.

“We were not just bringing new concepts to market, we were ahead of the curve and talking about technical printing feasibility. We learned what to do by being told what not to do,” adds Dan. “It’s good to have an idea, but it’s better to have that idea realized in physical form at a price that people can afford, where it serves the purpose of the consumer. Working with James River provided us with a foundation and an understanding of manufacturing realities, which turned out to be the ‘a-ha’ moment for us.”

From there, Haney has undergone several transformations over the years, as the company has responded to the ever-evolving needs of the market. In 1999, Haney Design transitioned to Haney Graphics, where it focused on highly accurate package prototypes for CPGs, agencies and package manufacturers. Then in 2004, Haney PRC (Packaging Resource Center) was formed with a focus on design, prototypes, test market and sales samples volumes for CPGs and creative agencies.

In 2017, Haney again rebranded to more accurately portray how it serves brands and their markets. Historically microfactories have been used primarily in the durable goods industry with complex and slow manufacturing supply chain structures and high costs. According to Dan, they are intended to explore and validate concepts quickly, manufacture limited production, then scale-up more efficiently.

Today, Haney, a Packaging Microfactory, a title coined by Matt, helps big CPGs that want to be small and agile. The goal is to deliver speed to market, agility and single-source convenience, with quality being a constant. “In order to accomplish this consistently, you need to create a mini (micro) supply chain under-one-roof,” says Dan. “The real magic of repeatable innovation happens through quick, impromptu connections. We call them ‘Quick 5s,’ which are a 5-minute meeting between a designer and press operator, or a press operator and a co-packing manager. It’s all about constant connectivity.”

Haney operates out of a 105,000 square-foot facility in Mariemont, a suburb of Cincinnati. The company maintains 45 full-time and 25 part-time associates across 13 different departments. Dan and Matt have invested over $15 million in cutting-edge technology, and that investment has enabled strong brand partnerships with more than 20 Fortune 500 CPG companies, which include leading brands like Procter & Gamble, Nestlé, Kellogg’s, Pepsi, Target and more. Haney also manages over 600 prototype projects and more than 60 test market and sales sample programs annually, as well as commercial packaging and co-packing operations.

“We were fortunate that P&G discovered us in the late 90s, where they needed one design for a proof-of-concept, 10 for management review, 50 for a shelf-set evaluation and so on,” remarks Dan. “That’s what we did, and we just kept buying equipment and growing. We were also one of the earliest adopters of shrink sleeving. It always came back to the brand requiring one more thing from us. We understood manufacturing. We started getting referrals, and overnight we were in 20 major CPG companies.

“For P&G, we’re an agency partner and a manufacturer,” adds Dan. “We’re a hybrid, and we represent the future of packaging in the world. Ultimately, brands want one contact. So, if I look down the road at what packaging looks like 15 years from now, you’re going to find fewer players that are a lot more diverse, as well as better communication. Micro-manufacturing as a concept is here to stay.”

Recently, Pepsi engaged Haney for the printing and co-packing of the flow-wrap packaging for a 2021 Kroger exclusive in-store promotion. Haney printed multiple promotional components and set up two horizontal production lines to fill, seal and apply double-sided tape to the packages. The finished flow wraps were shipped to multiple Pepsi suppliers for application to the back of Tostito’s bags, then shipped to select Kroger locations – 650,000 units in just 18 days.

Culture of innovation
Haney has been built on the foundation of innovation. In fact, the company’s purpose is to connect innovation to activation across a broad spectrum of packaging formats. This innovation stretches over a wide range of markets, from food and beverage to beauty, and everything in between. “Innovation is not a scary thing,” says Dan. “It needs to be baked into your equation. There are big companies with really good innovation, but there are small companies that have it, too. And you can’t just wait for orders to be dropped into your funnel. You need to ask the right questions of the brands to meet their needs.”

Of course, innovation only goes so far if a company does not possess the right people to put a plan into action. In its more than 32 years in business, the Haney brothers have fostered an atmosphere of collaboration, inspiration and a “can-do attitude.” The company also boasts a low attrition rate, which Dan credits to opportunities for employees to contribute and grow, on both a personal and professional level.

“I like to think we have a can-do culture and that we take care of each other, where we step up to help each other out when we need help,” comments Dan. “Not a lot of companies can say that anymore. I think we have awesome people that truly want to help our clients succeed, and that’s pretty rare. Our team here is more than co-workers, they are friends outside of work and care about each other. Of all my accomplishments to date, I am perhaps most proud of our people and culture.”

The terrain has shifted in packaging, and Haney is expertly-positioned to support these trends. Standardization and fewer touchpoints will continue to emerge as hallmarks of a consolidating industry. In response to these trends, Haney has created a commercial print division that supplies on-going flexible packaging and label requirements, in addition to material innovation, while also expanding its co-packing capabilities to include both horizontal and vertical form, fill and seal equipment.

“As I look on the 10-plus year horizon of consumer packaging, I see more standardization occurring,” notes Dan. “By standardization I mean fewer formats with more common materials and components, more government regulations about sustainable packaging and less packaging in general. The ‘less is more’ theme with younger buyers will not go away; it’s here to stay. I think big CPGs want to consolidate their supply chain further, which could require more integrated holistic packaging suppliers and fewer silos. We are seeing this occur every day, as there are more PE acquisitions within the packaging industry. Big brands want fewer partners that do more for them.”

Haney also anticipates developing a wide range of flexible packaging products, as the boom in this packaging format is not expected to slow down any time soon. Dan expects a promising future for labels, as well.

“I see flexible packaging continuing to outpace all other package formats for growth, especially as compostable materials are developed and proven to perform based on their specific claims,” he explains. “Flexible packaging will also become a hybrid with paper (fiber), and in general there will be a blurring of the lines between folding carton and flexible formats. I also see labels continuing to prosper, since nothing can replace the use of labels. There are so many applications for labels in the world it’s mind boggling.”

In order to deliver a multitude of innovative packaging solutions, Haney has relied on a wide range of equipment from numerous supplier partners.While Haney has been a long-time proponent of HP Indigo’s digital printing technology, Dan expects inkjet technology to dominate the digital printing landscape over the next 20 years.

“We love digital,” says Dan. “Haney was a very early adopter of the HP Indigo print platform, and we’ve owned and operated HP Indigos for about 22 years. We’ve seen digital’s birth and growth within the packaging industry. As we look forward, it’s likely we will stay in the digital space, as its speed, ease of use and diversity is perfect for Haney’s small-batch packaging projects.”

Most recently, Haney added prominent label and package printing industry veteran Dan Muenzer to help respond to changing market dynamics and generate further growth. The Haney brothers have known Muenzer for more than two decades, and his wealth of knowledge, expertise, connections and passion will help move the company forward.

“In our business we work with CPG innovation, R&D, brands, marketing, design, technical packaging, consumer insights and strategic purchasing,” explains Dan. “These are very smart, highly educated people that don’t like to be ‘sold’ in the traditional sense of, ‘Here’s what we make, do you want to buy it?’ They need to be incrementally educated, and that’s where Dan Muenzer comes into play.”

Sustainability VIA Haney
Sustainability is woven into the fabric of Haney’s operations and products. And in order to promote sustainability, Haney has developed an innovation platform called, “VIA Alliance.” This platform allows Haney to serve as a catalyst for the development and rapid deployment of sustainable packaging solutions for single-use consumer packaging.

Haney’s VIA library consists of more than 8,000 products from a wide range of material manufacturers. These include papers and plastics, inks, adhesives, coatings, foils and more. Haney’s Cincinnati-based facility also features a VIA Sustainable Packaging Wall, which highlights many of the companies with which Haney actively collaborates.

“About 10 years ago, I would say 20% of our projects were sustainability focused,” explains Dan. “And then five years ago it shifted to where 70% were sustainability focused. Today 100% of our projects are sustainability focused because we need to think holistically about single-use packaging. It’s just as important, too, that we explore and validate these new-to-the-world solutions in the context of what resonates with consumers first.”

The goal of VIA is to connect technology to unmet needs. Presently, sustainability marks one of the great needs of the industry, from suppliers all the way down to the consumer. VIA, which stands for “Validation in Action,” helps brands innovate. For example, brands have approached Haney regarding packaging that utilizes compostable materials.

“This open platform features the real DNA of innovation, which occurs at the raw material – the molecular – level,” says Dan. “What we decided to do was give the raw material providers a line of sight to the brand owners. We have our Wall of Fame, where we invite companies in-house and use their materials for prototyping. About two years ago we pivoted, too, and VIA’s sole focus became sustainability – and that’s what it is today. It’s become a sustainable toolbox for us.”

Each and every one of these projects has a sustainable focus. For many projects, sustainability is a prerequisite.

“Our Sustainable Packaging Wall is designed to accelerate the process of learning about the materials that are on the market today,” comments Dan. “We go through the products, saying why it’s important to our partners, identifying the sustainability claims and discussing the industry certifications, which is huge for many projects.”

“The VIA program provides an innovation platform for both Haney and our customers as projects may start out as prototypes, but they often end with full scale commercial production,” he adds. “When it comes to sustainability, VIA truly is validation in action.”