As many of our readers may know, I fashion myself a bit of a culinary aficionado. From cooking to fine dining, I enjoy all things food. In my years of perfecting recipes and studying the intricacies of ingredients, Gordon Ramsay has been my biggest influence. While watching his most recent reality TV competition, Food Stars, he seeks to find a protégé with whom to partner in the world of food business.

The show’s winner, Chris Kanik, eagerly promoted his brand, Smart Cups. This brand is touted as “the world’s first printed beverage, which forever changes the idea that a beverage must come in a bottle or can.” During the finale, Kanik emphasized the eco-friendly attributes of his product, with taglines, “For a better planet, just add water,” and, “Small cup, big impact.”

Sustainability has long been a hot topic in our industry, given the waste built into label printing. Throughout the years, sustainability has been a “nice-to-have” technology, assuming the price was right and all other variables remained a constant. Customers rarely asked converters about their sustainable practices, either. As Food Stars showcased, sustainability is not just a luxury anymore. Kanik received a $250,000 investment from Ramsay and the notoriety that comes with winning a nationally-televised show. Sustainability has become mainstream.

This is all to say that overlooking environmental best practices – whether printing Smart Cups for drinking or labels on a crowded shelf – comes at your own peril. Calvin Frost, our columnist who needs no introduction, has been banging this drum for quite some time. The noise has echoed louder, and suppliers, converters, and brands alike are taking notice. Major brands are making sustainable commitments. Those decisions are resonating throughout the supply chain. The message: buy in or get left behind.

During this month’s Narrow Web Profile (page 44), George Loayza emphasizes the importance of staying informed about the latest technologies. “I want to keep my company relevant, and I’m going to follow technology as best as I can,” states Loayza. “Because if you don’t invest in technology, my feeling is sooner or later you’re going to be out of business.”

Sustainability has become a major selling point for a significant number of products hitting the market today. From printing presses that reduce waste to inks and substrates that are more recyclable, innovation has gone green. And that will be a key talking point when the industry heads to Brussels for Labelexpo Europe this month.

For more show predictions, read Steve Katz’s column on page 40. Sustainability will no doubt emerge as a theme from September 11-14. For both brands and converters, having a sustainable message is critical for generating good business – now and in the future. Don’t get left behind.


Greg Hrinya, Editor
[email protected]