Packaging Culture nº6 by Marketing ITC

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PACKAGING CULTURE I ssue 6 / 2 01 6

A hautecouture capsule

Olivier Brivois Product & Marketing Manager Capsul’in

THE PACKAGING CULTURE OF

Packaging & Trends Burgo de Arias Sun’d’sol Interpharma ICFC

Key Product

Business Strategy

Trending Topic

Maeil Golden lid of ITC

Sopela Past, present and future

Packaging & millennials, can we connect?

We work together Done is better than perfect

PACKAGING CULTURE

The interview Olivier Brivois Capsul’in

Packaging & millennials Can we connect?

Keys to

PERFECT PACKAGING

Mi�e�ials

ITC”i” R&D&I

Gen X-ers Design Attack Less is bad

26 Magazine published by: ITC Packaging Polígono Industrial Retiro-Casa Nova C/ Valladolid, nº8. 03440. IBI (Alicante) SPAIN Telf.: +34 966 554 056 mkt@itc-packaging.com www.itc-packaging.com

Key Product Golden Lid of ITC

S U MMA R Y 6

ITC Events

Packaging & Trends Burgos de Arias

We work together Done is better than perfect

The interview / Olivier Brivois. Capsul’in

Packaging & Trends / Sun’n’sol

We love packaging

ITC “i” / R&D&I

Trending Topic / PACKAGING & MILLENNIALS: Can we connect?

What’s new on the self?

Packaging & Trends / Interpharma

7 Keys to perfect packaging

Key product / Maeil Lid

ITC Events

Packaging & Trends / Burgos de Arias

Bussines Strategy / Sopela. past, present and future

Design Attack / Less is bad

Packaging & Trends / ICFC Parlour

RSC / Socially responsible

WE’RE A TEAM

We work together / Done is better than perfect

Packaging & Tendencias / Oxygen Nutrition

Investments

ED ITO R IA L Beatriz Valls Vice-President of the Family Board and Consulting Committee

The 25 years that ITC is now celebrating is the perfect excuse for us to make a halt, reminisce, remember and find new strength for an exciting future. At ITC, we focus on the past to discover a better future. All our principles rest on the foundation that every future milestone is yet to come. Our experience, mistakes, successes, difficulties and victories all help us to consolidate a family project of which we feel tremendously proud. ITC is, essentially, a perfect combination of tradition and innovation. I have to apologise in advance for writing these lines of eternal thanks to all the people who have contributed to the fact that our company now has 25 years of experience behind it. Our thanks to Carlos Valls and to Alborada, who with determination, enthusiasm and effort first began to develop what we know as ITC today. From a small workshop on Calle Santa Elena they managed to promote a complementary business to the local toy industry that flourished in Ibi in those days, imprinting onto their sons Rafa and Carlos the importance of believing in a dream and working for it. Those who know Carlos Valls can still see him, even today, tinkering with machines and asking about robot cycles and operator duties. Alborada, meanwhile, will be excitedly re-reading this page about six times in one day, as he does with every publication and every text published about ITC. Since I am 32 years old and ITC has already been going for 25... just imagine my lifetime of memories and experiences: the smell of burnt plastic at the Indumat workshop, the sound of voices being recorded at Minisón, the taste of the sweets that Dad brought back every time he visited a client in the candy trade, the feel of the food colouring pellets, which for me were like colourful jewels to play with, symbolising how this project has grown and changed its location, name, corporate colours, logos ... but always remaining faithful to its basic principles. Yes, I love ITC with all five senses.

From the first extruded cable to today’s brandnew coffee pod, we have come a long way. It’s a story of stakes, risks, learning, even tears; of travelling, of companions, of people who were with us once, and people who have come only recently; but above all it’s a story of affection, lots of affection. Affection for our customers, who are the focal point for all the company and its machinery, affection for our suppliers who accompany us along the way, always striving to give us the best solutions to every challenge that arises. All equally important, all equally necessary. You cannot get a company to be 25 without having a great team behind you. At ITC, we are that great team. Thank you all for your passion, your commitment, your ideas, your time. Thank you from the bottom of my heart. It doesn’t matter if you have been with us for 2 months or over 10 years; every one of you forms a perfect part of this company. My sisters and I also want to express in this letter our thanks to our father for having taught us the value of work, the value of effort and also - why not say it - the value of responsibly managing all our rewards. We thank you all for having fought for us right from the beginning to create a dream that has now made us who we are today. We thank you for taking care of all of us, the entire family, because ITC is a great family and... Rafa Valls is MrITC. And may you be with us for many more years, Dad! I wanted to use these pages to offer a small tribute to the ITC 25th anniversary, as there are times of year when the heart grows stronger, and Christmas is the perfect time to say thank you to all for what we have. Let’s all enjoy the good things that life has given us. Let’s spend time on what really matters. Merry Christmas Ángela, Estela and Beatriz

ITC - CAPSULâ&#x20AC;&#x2122;IN

setting new standards!

PACKAGING CULTURE

THE INTERVIEW

We are in the town of Villena, enjoying the best coffee in Spain, in the café called Thalys whose owner is Javier Carrión, Spain’s Champion Barman 2016, and we have no doubts in saying that here in this café, the coffee has an incredible taste and is exquisitely prepared. There is no better place for Olivier Brivois to tell us about the IML Barrier Capsules, the pods that recently won the “Oscar de l’Emballage” Award. Packaging, a vehicle for communicating brands to consumers, a key factor in consumer satisfaction, a generator of frustrations or something that makes selling simple… and many other descriptions that we use to talk about a great tool for differentiation, added value and bottom-line sales. One clear example of this is the Capsul’in, the brainchild of Olivier Brivois, Products & Marketing Manager…

Christophe Crochet Commercial Manager France

quality that sells. All our capsules have been meticulously developed to achieve perfect compatibility, to intensify the extraction potential and to magnify coffee’s aromatic complexity. CC: Olivier Brivois, can you introduce CAPSUL’IN Pro? What is it? 0B: Capsul’in Pro focuses 100% on developing roasted coffee pods. Our mission is to open up new business opportunities for roasters and coffee distributors thanks to a range of Nespresso® compatible capsules that achieve the highest levels of quality and goodness in the coffee cup. We have been manufacturing Nespresso® compatible capsules for the last 6 years, always with the philosophy that it’s

In 2010, we launched the “Standard” capsule, the first capsule compatible with Nespresso® to hit the market, and still the most widely used capsule today. The range of Nespresso® compatible capsules now has 4 references that adapt to all requirements: Barrier, Barrier IML, Compost and Standard. We supply big coffee brands and also the large-scale distributors such as: Carrefour (in France and Spain), Auchan, Casino, Leclerc, etc., and we are present in over 20 countries.

PACKAGING CULTURE

THE INTERVIEW

CC: Why did you choose ITC Packaging for your project? 0B: No one in the world had used IML technology in a container as small as the coffee pod. We needed a specialist in impossible challenges who could guarantee they could manufacture capsules in strict compliance with food safety requirements (BRC Certification). In particular, I would like to thank our partner, ITC CEO Rafael Mira, who made this project a success by accepting a personal challenge and managing to inspire his entire team to climb to new heights in product creation.

CC: Why is this an innovative product? 0B: We have launched a fantastic project that optimises our capsule so as to preserve the delights of the coffee aroma to the maximum. After two years of research, various patents and a significant investment, we can now say we have fulfilled the freshness and taste requirements of roasted coffee thanks to an aluminium seal that acts as an oxygen barrier, preventing aroma loss, with an efficiency above all other airtight capsules available today. In addition, our capsules have done away with anonymous pods, proudly showing their colours, their origins and their intensity on the high-definition printed label.

CC: How did you come up with the idea of IML barrier decoration? 0B: Looking at guacamole pots, actually, where they also had the need to ensure product freshness while effectively communicating on the container.

CC: What is the secret of the success of compatible capsules? 0B: It’s a mix between the perfect fit in the Nespresso® machine, a flawless tasting experience, and a good-looking capsule.

CC: Have you gone one step ahead of your competitors with your IML barrier? 0B: Yes, of course. That was our aim! But we don’t really copy anyone. What we did was propose a new way of tasting and communicating directly on the pod.

CC: What does the future of this product look like, its evolution? 0B: Decoration possibilities are endless.

CC: Will the IML replace the current classic compatible capsule? 0B: Capsul’in IML Barrier® answers market demand perfectly, because consumers want capsules to preserve aromas, be compatible with all machines and be able to inform them appropriately. Most distribution brands are already switching to our Capsul’in IML Barrier® capsules.

CC: How are they positioned on the market? What do you aspire to?

0B: We are already leaders in high-end compatible capsules for the largest coffee roasters in the world anxious to make their brands stand out. Capsul’in IML Barrier® will satisfy all their requirements.

CC: So, what’s the next step? 0B: We have many projects in common with ITC, so we’ll soon see.

CC: Why did CAPSUL’IN choose ITC? 0B: The challenge for ITC was to offer CAPSUL’IN a completely finished product, i.e. a capsule ready to be used by the coffee roaster. This required not only injecting the capsule and attaching the smallest label in the history of our company, but also sticking on the aluminium foil, which was something completely new for us! The mould we had to develop had 48 cavities, the largest in the history of ITC, and in addition, with the technology to attach IML tags. And finally we needed to check the result using vision cameras at the end of the capsule production line according to specifications as defined, before continuing to automatic packaging.

PACKAGING CULTURE

THE INTERVIEW CAPSUL’IN PRO is an initiative launched in 2010 by Olivier Brivois, a passionate entrepreneur, who celebrates the art of living through compatible European-made Nespresso coffee capsules and patented technology.

“

We don’t really copy anyone. What we did was propose a new way of tasting and communicating directly on the pod.

„

Javier CarrĂon Champion of Spain of Baristas 2016. Cafe Thalys in Villena

PACKAGING CULTURE

THE INTERVIEW

During an intense question and answer session, we had the opportunity to find out lots more about the world of coffee. We see that curiosity and the desire to know more grows as we keep getting more details, stories and it is plain to see that Javier loves preparing coffee, giving a special touch to the whole ritual, and offering it to everyone who stops in to enjoy – people with time to talk, and others with less time... So we asked him:

Javier, when did you first start out in the coffee world? And how and why? I have worked in the hotel industry since I was a kid practically – almost 18 years ago. My parents and grandparents were involved in this field and they instilled this passion into me. I’ve been a barman now for 4 years. Then I met Héctor Hernández, my current trainer, and he taught me everything I know. Thanks to him I’ve been able to get where I am today. I’ve always been fascinated by the field of coffee, but since I met him, now I know why.

Some say setting the stage for a championship is not the same as the day-to-day running of an establishment. You do this, so what’s your opinion? I honestly think that championship judges are just like our regular customers, to whom we should explain what we are doing and what they will taste with every new coffee we serve. It’s true that we often prepare drinks that are a little complicated for our customers - maybe because they have a seasonal ingredient or some mixing or preparation that requires a longer dwell period, although I always look forward to adding them to my menu after each championship.

Are customers willing to pay a little more for a different kind of coffee, something more than an espresso? Of course. I notice this every day in my coffee shop, where our menu has very elaborate preparations. Customers always tell us they don’t mind paying a little more for something that’s so well prepared, and they are even much more patient while being served. Because they know that things that are well done, are mostly done slowly.

Who would you like to serve a cup of coffee to? And who would you sit down and enjoy a coffee with? Honestly and personally, every time I prepare an espresso, I do it as if it were the best espresso in the world that I have to prepare. It doesn’t matter who I serve to, my only concern is that each customer perceives what I want to transmit - a total experience! There’s only one person I would like to prepare a coffee for and sit down and chat with, and that’s my grandfather. He always said, even when I was still a kid - you’re my professional! Now from heaven, I’m sure he’s very proud of how far I’ve come... Of course, if you have the chance and you’re close to Villena (Alicante province), don’t miss the experience of stopping in and enjoying a different kind of coffee.

Fernando Aguilera Head of the Robotics and Automation Dept.

Capsules, how are they made?

A TECHNICAL CHALLENGE Ever since my first day at ITC, and that was 5 years ago, I felt that innovation was the basis of our day-to-day work and an intrinsic part of company’s philosophy. Much of our work focuses on the development of new technologies in robotics and automation for industrial processes. Here we are going to talk about thermoplastics injection using IML (InMould Labelling) technology. The last two years at ITC have been especially intense, full of sweat, tears and sometimes laughter, because we have finally made this project into a reality today. But to do so, we had to make heavy investments in the latest technology and face one of our biggest technological challenges ever. The industrial processes involving automation and robotics were decisive in achieving this project, which was complex but also very exciting.

But we are still learning from interface with our suppliers and clients, with humility and wisdom, and getting them to take part in all our progress.

For the organisation as a whole and for all our technical managers, the idea of innovating and developing a unique product, and making it come true, is one of the greatest incentives we have, allowing us to continue to be enthusiastic in our jobs and the people who come on board for each new project. In the case of the coffee capsule, it has become both a great technological project and a perfect marketing tool, as shown by our recent “Academy Award for Packaging” which we were given in November. In conclusion, I would like to thank the entire ITC family for their work and for giving me the chance to participate and contribute my share in this ambitious and complex project. Let’s not forget that these challenges can only be met when you really love your job, when you are part of an excellent team and above all, when you have the trust of a company that always places its stakes on innovation and talent.

PACKAGING CULTURE

â&#x20AC;&#x153;

One of our greatest technological challenges is now a reality

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CHALLENGES 01 02 03

Developing a robot capable of placing labels in multiplies cavities simultaneously. A robot that had to be able to work at high speeds.

Complex, very difficult injection moulding given its structure and requirements (speed and stability). Placing aluminium on the base of the capsule. Placement of inline sealers that punch and apply the aluminium at controlled temperature. Control station for verification. Artificial vision system capable of examining thousands of capsules capsules per hour, ensuring that the IML is correct, centred and sealed, with pieces in correct dimensions down to tenths of millimetres. Exclusive, customised machinery for fully automated and correct stacking.

04 05 06 07

SUD’ N’ SOL 16

PACKAGING CULTURE

Packaging & Trends

SUD’N’SOL

AWAKENING THE IMPULSE The French company Sud’n’Sol now benefits from ITC Packaging for the design of a perfect container for sauces, complying with ergonomics and characteristic stackability, and meeting all the other requirements of the company. We manufactured a PP injection pack to create the kind of packaging that grabs everyone’s attention. With a square base and round lid, this pack strikingly differs from conventional “round pots” because of its double positioning on the shelf, since it can be placed both vertically or horizontally, creating a highly attractive shelf display for consumers and guaranteeing perfect visibility.

In addition, this pack also provides a great tool for direct sales, which is none other than perfect visibility, encouraging consumers to get acquainted with the product inside thanks to its transparency, so buyers can see the real contents of the pack at a glance. This packaging solution including the lid is undoubtedly a “double bingo”, because of its stackability, ergonomics and transparency, offer a product that’s fresh, natural and unique. It’s a big success for the Tapena range, contributing to repositioning the Ensoleil’ade brand. 17

We love packaging

Among my great passions are motorcycles, my daughter and my profession. In all the years that I have had the pleasure of being part of the ITC family, there are lots of containers I like, but it’s this Nesquik cup that has become my favourite. Because every time I see it, or work with the mould or talk about it, it’s my daughter that comes to mind, and her beautiful smile! She has celiac disease and can only drink cocoa if it’s Nesquik powder, so we have 6 or 7 cups like this at home. What’s more, I like the colours that are so cheerful, and the functionality, because it is really fun to handle... At home we even use the empty cups to put our toothbrushes in! Finally, I have to say that before jumping on my bike to enjoy a ride, I always have my own cup of Nesquik...

MY FAVOURITE PACK 18

ANDRÉS IRUELA WORKSHOP TECHNICIAN

PACKAGING CULTURE

We love packaging I have a very special feeling for the Hero 127mm spoon cap, because I followed its entire development process, which would never have been possible without the great team of ITC professionals who did a fantastic job until they finally came up with this incredible cap. As I always say, this cap is not only beautiful on the outside but also on the inside, because it is a great innovation, allowing the spoon to be held inside the cap so you donâ&#x20AC;&#x2122;t have to dig around and search for it in the milk powder, meaning it is more hygienic and easier to use. ITC always tries to adapt to new needs detected on the market, so we have now launched this same cap in a smaller 99mm format.

MY FAVOURITE PACK

PATRICIA GĂ&#x201C;MEZ CUSTOMER SERVICE TEAM

We love packaging MY FAVOURITE PACK

SABAS RICO LOGISTICS TEAM

It’s been 37 years since I first joined the ITC family, and since then, just imagine the amount of packaging I’ve seen – all evolving at the same pace as the company. So choosing my favourite packaging is like “mission impossible”. I therefore have to choose a standard pack that holds lots of products, nicely decorated, like this one, for example, which I find original and dynamic! It’s a popcorn container with lots of colour and the perfect size to enjoy a good movie at home.

PACKAGING CULTURE

We love packaging MY FAVOURITE PACK

MARTA GALARZA H.R. & CONTROLLER

Boursin Cuisineâ&#x20AC;&#x2122;s pack and lid solution is a favourite of mine because it has been manufactured in Sopela for more than 10 years, since 2003 to be exact, with all its variety of colours and IML labels. It was one of the star products developed on the plastic injection line at our centre, meaning one of those articles that marks a before and after in the history of our company, because it is also the product that gave us access to a great export client today for ITC: Boursin, whose sales volumes are very significant for us.

We love packaging MY FAVOURITE PACK

ELISABETH NAVARRO IBI PRODUCTION TEAM

Those who know me know that I am always pretty straightforward, so without beating around the bush, my favourite pack is the Belin Box. I find it very original and I especially like the colours. Thereâ&#x20AC;&#x2122;s really nothing else like it for crackers and snacks.

PACKAGING CULTURE

We love packaging It is really tough, though, answering the “favourite pack question”, and I am put on the spot, because there are so many projects that we tackle that are really fascinating. If I have to choose, I would listen to my more emotional side, and what is for me a clear example of ITC’s “savoir-faire”, because this project encompasses just about everything. It is undoubtedly teamwork at its very best, as well as innovation and a perfect reflection of ITC’s capacity to respond. These capsules are much more than an ambitious project - because they are now revolutionising the coffee pod market around the world. What’s next?

MY FAVOURITE PACK

RAFAEL BROTONS GENERAL SUBDIRECTOR

We love packaging

I chose this 520ml pack because when I started work at ITC, this product was being transferring from Ibi to Sopela, and I was able to witness the whole process: a new machine, mould, robot, cameras, etc., and this on the personal and group level was very instructive, and a real challenge for our centre. In addition, in the whole range of products which we work with at this centre, this is the first standard we produced for years, after which many more have also come... It is therefore a product that sort of symbolises our entry into the ITC group.

MY FAVOURITE PACK

GORKA GARCĂ?A SOPELANA PRODUCTION TEAM

Need inspiration ?

+200

options Our countless standard packs offers you in PP, PS or PET with decoration. Plus IML, PML, Sleeve, Silkscreening... combining decoration, formats and colours to create your turnkey pack!

That’s our most “flexible”side www.itc-packaging.com

Our DNA spells innovation, because there are no limits for our team

R&D&I

This is perhaps one of the most frequently mentioned subjects in most articles in trade publications, and we might even say that acronyms like this are used in the workplace in at least 90% of the news we receive by email every day, and I think we do not give R&D&I the importance it really deserves. So please, a little respect!

Pere galera Technical & R+D+i Manager

This is the place where we make a stop along

Did you know that ITC originally comes from Industrias

the way and firmly declare ourselves to be

Técnicas del Cable? Yes, the Technical Cable Industry

“R&D&I fans”, because if there is something

is part of our history, because over these 25 years,

that defines and characterises us as a

diversification based on knowledge about injection

company, it’s our innovative DNA, because

technology has fuelled our enterprise and led us to

for a team like ours, there are simply no

become a major supplier of packaging for all the big

limits.

brands, with whom we have developed numerous projects involving that great common factor called innovation.

R&D POLICY Placing out stakes on markets searching for differentiation in quality, performance and personalisation, makes ITC consider R&D&I as a strategic aspect in our activities. By bringing more and more innovation into our company every year, ITC has developed a knack for capilarising innovation into all areas of the company. Every project is a new challenge for the ITC R&D&I team. Because we create solutions to the needs of highly demanding markets, enabling evolution in the field of packaging - from a simple paper container, all the way through to advanced functional packages that improve conservation conditions for the foods they contain, facilitate use and consumption, and even interact with their environment. Because we develop advanced packaging which provides “added value” to the foods they contain, where chance simply doesn’t come into the picture. With every new day, the development of new packaging requires greater technological clout, both in functionality and in the manufacturing process itself. So we work closely with our customers, research centres and other companies, to enhance the synergies that unite all of us, to place ourselves on the forefront of technology and allow our company to continuously improve by creating innovative products.

R&D projects presented and operative in 2016

In tenders such as CDTI, RETOS, HORIZON2020, IVACE I+D)

project is “aEvery new challenge 28

for the ITC R&D&I team

Proposals on which we are still working (CIEN, HORIZON2020)

„

Intellectual Property registers made

in 2016, resulting in 2 European patents and 1 utility model

PACKAGING CULTURE

ITC “i”

DEVELOPMENTS During the last few years, there have been many successes in launching innovative products at ITC, thanks to the efforts of the entire team.

The work we have done has allowed us to continue to advance in solutions that reduce carbon footprints based on the circular economy concept, or the idea of extending food content shelf-life. We are fully aware that packaging plays a fundamental role in improving food conservation. There is a long way to go still, and it’s full of challenges and opportunities, but we have to develop new packaging solutions to extend the shelf life of food. This enables food to reach distant places with more time available for selling with full quality assurance.

Advances in our knowledge of barrier materials and processes such as co-injection have also made it possible for the first packaging to appear at the end of the first decade of this new century, which makes it much more difficult for oxygen and humidity to enter the packaging. We have also been working with alternatives such as the insertion of IML multilayer barriers, which reduces oxygen and moisture permeability in PP, which is widely used in plastic container manufacturing. But ITC’s quest for excellence enabled us to launch the first packaging with an ITC-patented IML label in 2015, which had an aluminium foil layer that greatly improves the oxygen barrier levels of existing plastic containers. This innovative barrier technology has opened up a new world of possibilities for markets such as coffee capsules, babyfood, etc., reaching barrier values close to those achieved with other materials such as tin or glass.

In this line of work, from the R&D&I department at ITC, we have launched solutions over the last few years that improve food preservation conditions and curb food degradation and wastage.

THE FUTURE All the efforts made in ongoing innovation allow ITC to get the edge on the future and create new packaging for customers that helps them to be more competitive. We are currently working on the creation of our own inhouse technology centre, to be unveiled shortly, where we will be undertaking ongoing projects and new R&D&I developments for ITC. This ambitious project will focus on innovation from two perspectives. The first involves providing infrastructure for the development of the companyâ&#x20AC;&#x2122;s R&D projects. This means we will be setting up a Mould Test Center with injection equipment where we will be creating new packaging and manufacturing processes, with laboratories for carrying out analysis and testing.

The second involves the generation of new knowledge, and this will be carried out in close cooperation with technological training centres operated by universities and vocational training centres. In other words, we are joining hands with others to train future technicians to kick-start new knowledge for innovative products and processes.

A wrap-around decoration for your pack

A wrap-around decoration for your pack - thatâ&#x20AC;&#x2122;s a good way to define the Sleeve. With this type of labelling you can cover the entire surface area of the pack, whatever the shape. This is an attractive option, as you can use transparencies in certain parts of the label to highlight the product, or cover the entire pack, creating eye-catching, elegant units.

Sleeve Label www.itc-packaging.com

Jorge Sรกiz Sales & Mkt Manager

PACKAGING CULTURE

TRENDING TOPIC

Brand connection , Does the brand have something special that connects with me, with my values? 10 points! From the packaging perspective, strategies such as issuing limited series/limited products, along with temporary cobrandings that generate brand/consumer connection, are seen as the right way to get that vital “engagement” companies need.

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#keys 2

Customisation, recent examples are from Coca-Cola, Nutella and Kinder, and many more are sure to come. Having someone keep your soda can with their name on it for months and months on their desk is also worth 10 points!

Affordability. In a generation having suffered in their own pockets the consequences of one of the greatest economic crises in history, price sensitivity is one of the determining factors that either get your product into the shopping cart or continue to collect dust on the shelf.

Connectivity in the digital age. Tools such as QR codes, #hashtag usage, and social networking are key to ensuring that food packaging connects to consumers. Hey, can we visit the farm where the yoghurt we eat was made? Just try reading one of the Danone codes and you’ll see.

Brand ain’t everything . Take examples such as Lidl, whose launch of their own-brand products in limited editions with “Premium” quality/presentation have made this German chain become one of the fastest growing retailers in Europe, with millennials being one of their strategic focuses.

PACKAGING CULTURE

According to the latest report on millennial consumer trends from the “Foodservice Institute” (an association founded in 1933 in the United States for the continental food industry, packaging manufacturers, raw materials, etc.), the most influential generation today opts for products that:

1. Are simple to prepare or cook. 2. Are easy to carry and eat in different places and contexts. 3. Are easy to buy from a variety of channels: vending, online, service stations, etc. 4. Are packaged in light and recyclable containers. These trends seem to explain recent successes such as GB Foods with its product called Yatekomo, a range of instant noodles developed by the family group owned by Gallina Blanca and Avecrem, which has already exceeded 100 million units sold, making Yatekomo one of the biggest sales successes in the Spanish food industry in recent years.

#yatekomo The company launched its instant noodles three years ago and since then they have managed to get seven million consumers to try them. They are regularly present in the shopping carts of 20% of Spanish households today. What’s more, brand penetration is 100%, which means that Yatekomo is on the shelves of all supermarkets in the country – something very difficult to achieve. “Having over 100 million units of Yatekomo sold is a source of pride for us, a milestone that underscores Gallina Blanca’s clear commitment to innovation”, underscores Fernando Fernández, CEO of GBFoods in Spain. Before the launch of Yatekomo in 2013, noodle sales were totally residual. This product launched by the Carulla family company has brought a 74% growth in this segment of the market for readycooked meals. Following the appearance of several competing brands, Yatekomo now has a 62% market share, with GBFoods aiming to sell 50 million more units this year.

X and Y generations, with Z soon to come, are fully digital natives, so many more brands will have to go digital asap. With a context like this, the food industry has to focus on packaging as a strategic ally to achieve rapprochement and connection, which really translates to sales.

Yatekomo consumers are aged between 15 and 35, so, bingo! The CONNECTION came true!

35 Sources: Mintel; marketing for millennials. Foodservice USA; 2016 Trends report. Expansion.com

Trio Pack Client: Mantequerías Arias Savencia Launch: 2016

What makes us different is that we work in the what we call the TLC chain: “At Burgo de Arias, we’ve been doing things with tender loving care for 25 years, because tenderness changes everything. This is our finest quality certificate and our guarantee that we do things in the best way we can. We put tendering loving care into our products by caring about the process, innovating in formats and choosing the finest raw materials. Our customers continue the TLC chain by using our products in their favourite dishes. Natalia Fernández Marketing Manager Mantequerías Arias

Spoon-fork tool Client: Verdifresh Launch: 2016

300g and 200g PP pack with IML decoration Client: Quesería Ibérica Launch: 2016

what’s new on the shelf? ITC packs that hit the shelves in 2016, ready to make SALES. Seeing is believing! PP injected capsules with aluminium IML barrier decoration Client: Capsul’in Launch: 2016

+600Mº

packs manufactured in 2016

+40 new products launches

Coffer-type PET injected pack Client: ICFC Launch: 2016

3.8 L PET pack Client: Trolli Launch: 2016

4.8 L PET pack Client: Trolli Launch: 2016

Spoon Cap with IML decoration Client: Maeli Launch: 2016

whatâ&#x20AC;&#x2122;s new on the shelf?

Spoon Cap with IML decoration Client: Visy Launch: 2016

Spoon Cap with IML decoration Client: Mamako Launch: 2016

99ml Spoon Cap with IML decoration Client: Hero Launch: 2016

Cosmetics, hairdressing, perfumery and pharmaceutical Packaging made of: Extrusion blowing, HDPE and PP materials, standard threads 20-410, 24-410 and 28-410, interchangeable necks and capacities ranging from 60ml to 1 liter. Injection blow molding, PET material, standard threads 24-410, 28-410, 31-400, 38-400, etc. Capacities ranging from 75ml to 1 liter.

whatâ&#x20AC;&#x2122;s new on the shelf?

THE CROWN JEWELS

IML labels give the packaging a superior look. There are so many options. We can play around with transparencies, Pantone colours, metallic inks, matte or glossy finishes, barriers and more...

IML labels are fully integrated and harmonious with the packaging. And if we add to this the fact that the label gives the product a longer life, we have the perfect option: The IML barrier

IML BArrera

In Mould Label

www.itc-packaging.com

IN TER PHAR MA 42

PACKAGING CULTURE Santiago Pastor Head of PET Accounts

Packaging & Trends

MAKING PROJECTS COME TRUE One of the competitive advantages of ITC is our ability to listen to customers and discover their wishes and requirements, their project, passion and raison d’etre, and transform this into a reality. Every year our position in the perfumery and cosmetics market continues to grow, and we are now starting to increase our presence in the personal care and hygiene products sector, both for hair and body, mainly in the pharmaceutical channel. The key to this is our formula, value x effort, meaning the amount the client has to invest to finally see their project come true. In most cases, we tilt the balance in such a way that the customer perceives that the result is greater than their effort in investing resources and time to achieve their project. This is how we make the difference, and our key is to truly collaborate with the client, being able to listen, analyse, specify and work as a team with the client, transforming raw material into a successful project. We have developed key packaging for hygiene and body treatment products, and promotional packaging as well, facilitating the launch of star products with greater capacity and continued sales. Just a few examples are packaging initiatives in injection-blown PET materials, injected in solid colours and in liquid colours, listening to all feedback from our clients, with capacities ranging from 100ml to 1L, all ready for functional closure systems in some cases so as not to make promotional products more

expensive, or for new business lines, and in other cases for caps that can dispense doses to consumer specifications, with the increasingly popular anti-drip system allowing carefree maintenance of product properties for longer shelf-lives, not to mention enhanced imaging for personal care and grooming products.

A special mention should be given to Laboratorios Interpharma, the first company with which we are collaborating on our new incursion into this extraordinary, increasingly dynamic and demanding products sector providing solutions for personal care and body treatment, on sale in pharmacies around the country. With Interpharma, we started working on an innovative, stylised geometrical packaging with a cool silhouette for a 300ml capacity, in response to the trend detected in the market calling for easy handling and dosing without staining. So we came up with a hinged opening cap with an anti-drip silicone membrane that maintains the image of this personal hygiene product. This product line was for the “Lotigen” shampoo treatment. In addition, we made a promotional line for this product range with a minimalist, cylindrical design container, with a 24/410 universal thread, 100ml capacity, in PET material which thanks to its shape and capacity is good for travelling or taking along for sporting activities of all kinds.

Keys to

PERFECT PACKAGING #ASAP As simple as possible! Consumers today need to get a surprise, so give them a

functional product that allows them to enjoy a nice experience and share it. The simpler, the better.

#SHOWTHEGOODS Your product may be appetising, but unless you show what you’ve got to offer, maybe nothing will happen. So if you’ve got it, flaunt it. Show the consumer what you’re offering!

#SIZEMATTERS Yes, size matters, and you have to take into account that the target audience and time for use both have a great deal of influence when it comes to defining a good pack. This will 44

help your product to get selected.... or not.

#UNUSUALCHOICE: This is the key of keys! Whatever you do, find the option that makes all the difference – the one that adds something extra and generates a repurchase because you have given your consumer a pleasant surprise.

#SHARING&CARING: We live at a time when everything is better if you share it! So, applying this to packaging is yet another tool to help get your product on everyone’s tongue. Why not? Just think of a pack that gives you more than just a product, something that you identify with, and you can share with others... Coca Cola has already done it!

#MATERIALEFFECTS: Playing around with textures is an option that directly affects the senses, awakening curiosity, provoking people to touch and like your product, instead of all the other packs just sitting there doing nothing. Orange peel, soft touch... these are just some of the textures that are setting new trends.

#I’MYOURS: Make the consumer think he or she belongs to something... and fuel the desire to convert a pack into a collectible... Because, as consumers, when we see something we are identified with, we need to make it ours.

PACKAGING CULTURE

KEY PRODUCT 2016

Golden Lid of ITC

Our assets now include more than 30 custom

use combining communication and branding

lids for childhood nutrition developed

in a single space in a very minimalist way. Plus,

in conjunction with the main European

the spoon included is custom-designed with

manufacturers such as Arla Foods, Hero and

a rounded shape to improve the usability as it

Hochdorff, among others. Now even in Korea

offers the gentleness the product is known for

with a highly-detailed project where our sector

all while respecting the necessary capacity for

knowledge can be seen in the latest launch

product preparation. Likewise, it guarantees

for Maeil. With a lid that contains excellent

hygiene with each use and the possibility of

technical details and an impeccable look where

place the spoon once again on the lid after

the front visual has been put to the greatest of

each use. 47

First SpoonCap in Korea! Korea is taking huge steps towards progress especially as concerns safety and hygiene, the key pillars behind the SpoonCap which has entered the dairy market in collaboration with Maeil. In addition, this opportunity comes from our partner Bara / Dongjin Group, who have been part of the development from the beginning to make this project possible.

2 colours, 2 labels, 2 products One colour for each product. Large brands habitually make their product ranges stand out by communicating and enabling consumers to associate what they need with just a quick glance. That’s when something so complex yet simple at the same time enters into play: “the psychology of colour”, making what’s difficult look easy. In this case, Maeil has 2 colours that differentiate 2 types of products so it’s all easier for consumers.

Maeil, the leading company in the dairy sector in Korea A leading company is one that works based on innovation criteria and knows perfectly well that it must reinvest itself and offer consumers value. Maeil is a clear example and proof of this lies in the launch of its infant formula products with the ITC Spoon Cap, a novel development in the infant formula market and in its market. Moreover, it’s worth highlighting that it has been a pleasure to work with a company and a team that are so willing to pursue perfection right down to the littlest of details.

Market, exports and online sales The market, consumers and today’s society in general need companies to put everything “right onto their plates”. Even more so in the Asian market where technology is progressing very quickly and consumers right along with it. The online sale of this product is quite significant. With just one click, Maeil customers can purchase their products anytime, anywhere and from their mobile phones.

PACKAGING CULTURE

KEY PRODUCT

A TOP product that is positioned as the “Key Product 2016”; an example of ITC’s “savoir faire” because this project represents them all. It is no doubt the highest expression of teamwork as well as innovation which perfectly reflects the ITC response capability. Our “Spoon Caps” means much more than an ambitious project which is now revolutionising the Korean infant formula market hand-in-hand with Maeil.

ITC EVENTS

Lucía Rodríguez Marketing Department

Calendar and other things to tell you about UPCOMING EVENTS, CORPORATE IMAGE AND AWARDS Let’s put some rhythm to these words. I suggest: Ho Hey. The Lumineers

What can I say about all the activities scheduled for a company? It’s the day-today and what allows us to reach our goals and objectives. In short, for a company, it’s about becoming what we are today and I would even say they define our future. Department meetings, meetings with clients or our meetings between colleagues we like so much, some of which you can find out about in the CSR section. We love having a frenetic schedule and wouldn’t

want it to slow down because it’s a sign of evolution, professional and personal growth and, in all reality, a push that makes us feel more alive each day. It’s a “must” for the ITC Packaging team. With 2016 practically ending, we are completely submersed in the organisation of upcoming events; it’s, of course, quite the barrage and even more so if the idea is to say “Here we are and this is what we are”.

UPCOMING TRADE SHOW Düsseldorf is awaiting us!

May 2017. The dates have already been set for the next edition following Interpack 2014, which was held in May and was marked by an excellent atmosphere among the approximately 2,700 exhibitors and 175,000 visitors to the 19 pavilions at the fully occupied Düsseldorf Fairgrounds. It’s one of the world’s most important events in thepackaging sector

PACKAGING CULTURE

One of my faves: The bitter sweet symphony, The Verbe

CORPORATE IMAGE In full evolution, constant changes, brands that adapt, reinvent themselves and are personalised. That’s exactly what we invite you to do with your packaging and it’s just what we did with ourselves. We updated our image, our logo and our brand so it would perfectly represent what we are and what defines us. High-value packaging that is able to seduce and trap each one of our senses… A 10 pack is one that is attractive, has a pleasant touch, doesn’t let the smell escape from the inside and sounds safe. We also adapted our logo with a font featuring straighter lines without any hyper-curves to take it all one step closer to what ITC is today.

We’re human beings. Who doesn’t trust in their senses? We insist that you do so.

Packaging is pure instinct

and industry of related processes, which is organised regularly every three years. It has again been included on the Düsseldorf trade show calendar from 4th to 10th May 2017. If you’d like to find out everything about high-value packaging and the latest innovations first-hand, we invite you to visit our stand. Take note:

Our objective is to surprise you and get you to enjoy a unique experience because we not only want you to get to know us, we want you to challenge us and allow us to create, dream and turn what consumers expect from large brands into reality. We’re your ally and your way to interact, communicate and generate engagement with customers. Are you ready?

Pavilion 9. Stand 9J21

We’ve won an OSCAR!

Let’s change the subject and go with a great one... I suggest: Heroes, David Bowie. How could we not make special mention!

PACKAGING CULTURE

ITC EVENTS

AWARDS Throughout the magazine, we’ve talked a lot about the perfect packaging, the keys to designing it and trends. All of this - our pillars and beliefs about packaging - have been recognised with different awards we’ve received each year. This year, we won a very special award following three different nominations in other editions: our IML coffee barrier capsule was the big winner! Congratulations to the ITC team, congratulations to the Capsul’in team and everyone else who offered their own bit to make this project a reality. Organised by Emballage Magazine, “Les Oscar de l’Emballage” acknowledges companies and professionals who innovate in the area of consumption, materials and the environment. In this case, ITC Packaging and Capsul’in won the Oscar for communication in the “consumer goods” category. It’s no doubt a great reward and immense motivation to continue down that path of innovation, something ITC has been branded with. We attended the awards ceremony in Paris where we heard the result as soon as the panel of judges had decided and were quite emotional hearing how we were the winners alongside Capsul’in! Undoubtedly a great experience that will go down in the history of our milestones…

+ AWARDS We shall continue with more awards as this year, the Burgo de Arias triple container was also recognised. It was named IPA Selection in the “Innovation in food packaging” category at the III IPA Awards (Inspirational Packaging Awards). The award ceremony was held on 24th November at Packaging Innovations Madrid where we were recognised in style among all the many high-value packs. Congratulations to the Mantequerías Arias team who invited us to be a part of their chain of care in helping to evolve a product which is now a winner.

Q Awards Held in London on 10th November, the “Q-Awards” are considered the “Oscars of Food” in the United Kingdom. ICFC won the prestigious award at a ceremony attended by more than 1,500 people with representatives from the international food industry. Award for the best ice-cream UK 2016! It was well-deserved recognition which reveals the commitment and effort throughout the chain that went into the launch of this ice-cream, the best in the UK in 2016. Congratulations!

#trustyoursenses

PACKAGING CULTURE

ITC EVENTS This year, we had the pleasure of taking part as speakers at two very special congresses, thanks to Jorge Sáiz and Rafael Mira. Here’s a brief

PONENCES

summary... We continued to share successful packaging stories, this time with Jorge Sáiz participating Barcelona became the international ice cream capital for Kalise-Menorquina, with the celebration of the International Ice Cream Consortium (IICC). This annual meeting of

as a speaker at the VII CEP Packaging Seminar. It was a technical seminar that focused on plastic food and drink containers. The event took place on 7 July at the SB Icaria Hotel in Barcelona, bringing together some 70 food

businesspersons in the trade reached its 26th

packaging professionals interested in learning

edition this year, focusing on the theme “The

about the latest advances in the trade as

factory of the future, new 4.0 production centres”. Our participation, of course, involved

regards processing technologies, packaging materials, and current standards and laws

Packaging, where we contributed keys and new

in force. The conference concluded with

trends in ice cream packaging. It was a great

attendees giving a very good score to the

pleasure for us to be there, and both the public

presentation... so … Thanks to all participants

and the organisation itself were given a fantastic

who valued us so highly!

10-point score! Here are some pictures of the event!

Last but not least, Rafael Mira, CEO of ITC Packaging, contributed a strong dose of innovation in his presentation at Thin Wall Packaging 2016, held in Cologne on 29 and 30 November. It was a meeting where we learned a lot, shared lots of value and where everyone just breathed packaging for two days straight!

For more info: www.itc-packaging.com/blog

PACKAGING CULTURE Manuel PĂŠrez Large Account Manager

Packaging & Trends

Care turned into packaging! BURGO DE ARIAS A new more updated version that improves the experience of using the traditional Burgo de Arias trio. Packaging that transmits gentleness and softness as well as a wink at consumers with their fresh cheese once itâ&#x20AC;&#x2122;s taken out of the mould. 57

But before talking about this

In the past, Burgos cheese was only

evolution, we suggest you find

bought at delis and the product had

out about its history and evolution

a shelf life of just a few days. In 1991,

up until today and how we’ve

Burgo de Arias developed its modern

accompanied it on the shelves.

Burgos cheese using technology called “Ultrafiltration” which would make it possible to extend the product life up to 51 days. This process kept the product in perfect conditions of flavour and freshness until its final day of life, allowing it to be sold on supermarket shelves.

Burgo de Arias hasn’t stopped growing and evolving since then and now, upon its 25th anniversary, ITC Packaging has participated in its chain of care as the company responsible for evolving its packaging.

Packaging + Product Made with a whole lot of care!

PACKAGING CULTURE

Packaging & Trends

It’s packaging made in PP injection with an oval and smooth shape which also makes it easier to remove the product from the mould with 0% waste in the fresh cheese from the packaging and with an integrated logo to leave the identity on the product as well as the softness this product is known

Burgo de Arias has reinvented itself for its th anniversary

for each time. Plus, this packaging is more sustainable with a considerable drop in the carbon footprint given that 15% less plastic is used to produce it. Up to 60 tonnes of plastic a year will be saved with this new packaging. Made at our Sopelana facilities (Bilbao), this restyle is loaded with design and innovative materials that bring it the expected value: a gentle, smooth and shiny image which is the best proof that Burgos de Arias puts heart into everything it does.

Now, ITC Packaging is a part of the Burgo de Arias chain of care!

+ organic

20% less cardboard 15% less plastic ARE SAVED 60 tonnes of plastic and 44 tonnes of cardboard PER YEAR

The Arias Vision What makes us different is that we work in the chain of care: “At Burgo de Arias, we’ve been doing things with care for 25 years because care changes everything. It’s the best quality certification and guarantee that we do things the best way we know how. We care for our product by being meticulous with the process, innovating with the format and choosing the best raw materials. Our customers put care into their dishes by choosing the best product” Natalia Fernández, Marketing Manager Mantequerías Arias

Ricardo Colina Site Manager

Vacuplas Autobar Vacuplas Autobar Packaging Spain Veriplast Spain Paccor Packaging Spain Coveris Rigid Spain ITC Packaging

Sopela: past, present and future Forty-two years have passed since I, at the age of 18, and I remember it as if yesterday, heard a professor during my first year of economics studies define the company as “the life cell of any economy”. Back then, I wanted to view a company as an organisation that was neither abstract nor inert where people just exchanged work for a salary. And I wanted to believe that the company was a place with its own life where people were the greatest asset and where those people would have the chance to develop professionally and socially. Now, 42 years later and having lived from the very first day until now at this company, I can say that definition of the company was as simple as it was true. It is obvious that in this nearly half-century, the company has evolved and has developed based on many changes in all areas. From the shareholders’ perspective, you just have to take a look back at the company names to get an idea for its evolution and the changes. This company, which was founded under the name Vacuplas, successively changed its name to Autobar Vacuplas, Autobar Packaging Spain, Veriplast Spain, Paccor Packaging Spain, Coveris Rigid Spain and, finally, ITC.

It also evolved with its products which, as is logical, don’t have much of a shelf life. And so, it beganmanufacturing packaging for Unilever margarines (Tulipan, Flora, Vita, Ligeresa, Natacha and Artua) first in PVC thermoforming with offset printing and then in polypropylene with a system called “Tritello” which was basically thermoforming with cardboard and the use of a patent by a Swedish company called Akerlund Rausing. I have a particularly good memory of this product in that a very thin extruded sheet was used to manufacture the packaging with minimal plastic as the cardboard covering it on the outside on all five sides made it sturdy enough with excellent decoration. On the other hand, I also have excellent memories of this product, the launch and industrialisation of which were quite the successes.

PACKAGING CULTURE

BUSSINES STRATEGY

The following years and for approximately a decade, the manufacture of yogurt packaging for Nestle, Yoplait, Danone, etc. was really important with major series of different packaging with an endless range of prints. When the aforementioned customers added “Ercas” machines to produce the yogurt packaging on the very filling line, we again had to replace that loss and we did so basically by manufacturing large quantities of polystyrene sheet with extruded reels for the same customers, finding other products in the same processes such as vending cups mainly used in beverage vending machines. We eventually produced more than a million cups daily in addition to all the detergent caps Unilever sold through the brands Luzil and Skip and others. During this same period, we were also awarded the Kraft project to manufacture the packaging for their Philadelphia cream cheese with injection printing which brought us considerable turnover. That was back in 2002 when the Group where we were at decided to have their production centres specialise in “processes” and this centre became the “injection centre”. This meant transferring the extrusion and thermoforming activities to the Group’s other centres. What I remember about those early years was the lack of a strategy and, therefore, the lack of any investment and development project to face the future successfully. And we went on like that until the year 2014 when ITC purchased this centre and the situation radically changed in a very short amount of time. With respect to the “Strategy” and its evolution over these 40 years, my impression is that there were also constant changes. Over the first few years, the market was closed and the multi-national customers had their own management in our market with fully decision autonomy which made local negotiations easier and, on the other hand, the competition was very limited meaning the goal of “producing” could be successful. On the other hand, since it is a family-run business, I remember there was more closeness and flexibility when making decisions.

During the following phase when we had already become a part of the first multinational group, there were a few years when the Group had a marked industrial vocation although the “distance” between the Group’s management and the production centres was inevitable. In later years, the strategy was less industrial and the changes in direction were very frequent. The distance with the management centre was always greater and we knew little about the future except the annual budget.

From the very beginning of our integration in the ITC Group, change was “Total” and that was precisely because there was now a “Strategy” based on a multiyear plan with a clear focus on “Innovation” and “Customer Service”. As a result of this strategy, an investment project like no other before it is being developed at this centre. Renovation, development and growth is a constant and the goal of providing customers with something more than just the “standard” product is a maxim that would be difficult to achieve if it weren’t for the ITC Group’s human resources. Everyone is close and the passion they work with makes it so there is a special culture within this Group where the enthusiastic and implicated team gives their best to serve the customers. It’s such a shame that just like products, people’s lives also become mature. But I’m convinced that this centre, with a great industrial vocation, which is involved in this enthusiastic environment and seeks leadership in the innovation of their products and customer orientation will be a real European reference in the years to come. If maturity prevents me from being an active participant, I shall be content with simply enjoying the knowledge of the successes.

Design Attack

Adrià Suñé Prepress Manager

Less is bad important as an image; if positioned properly, it will help make up for the visual weight of the label. Use it wisely. Black text on a white background is always more readable and it will prevent having such a large font that loses balance in the design.

As in any area of life, design needs work, it needs lots of hours of dedication; it needs you to wake up in the middle of the night with an idea and then scratch the idea as you come up with a better one over coffee. Think of the elements as if they were tools.

A brown package which says “Chocolate” doesn’t need photos of “chocolate”; it’s redundant. It all indicates what’s inside; a photo may not actually be necessary. And the packages are often small so adding a photo that takes up more space than it should is not a good idea and adding a mini photo is even less so.

Think of colour as a way to transmit feelings and use them wisely. Greys,

Think of the font as a part of the design, not only as a way to offer information. A text block is as visually

I thought about what to write for this article, about how a good idea can end up as a poor design and how a poor design is actually a bad idea. I thought about alleging that less is more which, although trite, continues to be just as true as when Mies van der Rohe coined the saying and concept. But since there are thousands of articles on the fundamentals of design and the philosophy of the image (Ways of Seeing, John Berger), I thought it would be good to talk about how design needs work. Less is bad.

ochres, purples and golden tones can help give your product a deluxe style where a bright red, pistachio green or yellow can help emphasize a young and fun look. Colour tells consumers what they’ll find inside the packaging.

Think of photos as an accessory, not as the base of the design.

We agree: less is more. Yet when it comes to work and dedication, less is bad. There’s nothing better for consumers than an attractive, readable design that removes all other products on a shelf from view. A good design professional may seem expensive but I’m convinced that a cheap poor design is more expensive in the long run.

LESS IS BAD

IC FC 64

PACKAGING CULTURE

Packaging & Trends

VISIBLE TEMPTATION

Along with ICFC, we launched elegance and delicateness in packaging. It’s quite the treasure that hides a gem on the inside. This design is a clear example of “less is more”, the illustrious saying by one of the great masters of architecture in modern times, Mies Van der Rohe, where simplicity is defined as distinction. This product shows off exquisiteness and offers direct seduction as the first pack launched by ITC Packaging in 100% transparent PET injection to enhance the look.

It’s as traditional as an artisan recipe in addition to featuring a high percentage of hardness with a 0% break level meaning this packaging is ideal for any public. This packaging is high-value technically, aesthetically and emotionally, playing with the consumer’s five senses and directly becoming the best marketing tool as it carries consumers towards a sensory experience that is capable of capturing the sixth sense. 65

PACKAGING CULTURE Beatriz Valls Vice-President of the Family and Advisory Council

RSC

SOCIALLY RESPONSIBLE

Whether you’re new to this magazine or a habitual reader, I can imagine that you agree that Corporate Social Responsibility is one of the most important pillars of a company. It’s our culture, our way of interacting with society and offering our own little bit so those around us can grow with us.

There are 3 main areas to our RSC policy: collaboration, events and training. Said like that, it seems very generic. However, they are full of emotion and care from the inside to the outside as the company itself as well as the ITC personnel create a circle around these areas.

COLLABORATIONS We’ve continued our sponsorships and have added a few new ones. Our main objective is to help them grow and, in the case of the charity associations, to make it so their day-today is a little easier. We’d like to encourage you to keep on working with excitement.

San Joaquin Nursing Home

San Pascual Occupational Center

Association Marea Roja

Chess Club

Women’s Team Padel

Teixereta Athletics

Festival Music Bands

Alzheimer’s Association

Amics de les Muntanyes

Photographic Marathon (Afibi)

Animal Protection Association

Aiedipe (People Development Association)

Cycling club Teixereta Basketball

Rayo Ibense 67

EVENTS Our team participates in a bombarding! To collaborate with the animal shelter as well as participate in tournaments and activities related to sports. Thanks to all of you for your tireless participation because that is our spirit and they are our values. Determination, a desire to improve, comradeship and turning our organisation into something more than just a company into a family. Here are our “feats” summed up in images because a picture is worth a thousand words.

• World Book Day • Children’s drawing contest • Cycling, running and hiking trips • I Padel Tournament • Collaboration with the IBI Animal Shelter • Delivery Awards I ITC-Nestlé Design Contest

PACKAGING CULTURE

RSC

TRAINING This word is almost sacred; our human resources is the company’s greatest asset and that’s why we are committed to their growth and training. We have done many courses this year, both specific and one-time as well as ongoing ones. It’s their way of getting up-to-date and being able to use the right tools.

These are the main areas of training: El personal de nueva incorporación recibe una formación inicial en calidad y buenas prácticas impartida por el departamento de calidad, y semestralmente llevamos a cabo jornadas de actualización en materia de calidad y prevención de riesgos laborales para todo el personal. Furthermore, we continue offering incentives for language training and training in new technologies as proven by our vocation to continuous updating and customer service and the technical specialisation areas of our professionals in cooperation with organisations like AIJU, AINIA, AIMPLAS, IBIAE y Leansis.

PACKAGING CULTURE

RSC

And on the other hand, we continue to be trainers! Within our team, we are a part of training programmes by offering knowledge and experience. At UPV Alcoy: Álvaro Jiménez: a professor with the Master’s programme in the industrial design of plastic injection parts and moulds (www.dismold.upv.es) Lucía Rodríguez: a professor with the Master’s programme in marketing management and business communication (www.mastermarketingupv.com) 71 At FUNDESEM: Rafael Brotons, Executive Education program teacher.

+250 four

employees

At ITC

WE’RE A TEAM At ITC, we’re convinced that the main basis for success are the people who contribute each day with their work and effort to the growth of our company to meet our commitments with our customers and develop new products. And we’d like to base this commitment to people at ITC not only on the already-trained professionals who bring us their experience and know-how and who are boosted annually with internal and external training through our Training Plan which reinforces the training needs of each department, but we’d also like to foster collaboration with education-related organisations such as universities, secondary schools and business schools in order to create long-term ties. These agreements turn into Collaboration Agreements which keep us in permanent contact with these academic institutions through internships for students in different degree programmes such as business management, design, industrial engineering, chemistry, computer science. On the one hand, they allow them to make their first contact with the job world which is quite different from all the theory and begin putting what they’ve studied into practice. They also offer ITC professionals their enthusiasm, desire to learn and absorption of practical knowledge as well as the positive vibes they bring. 72

production plants

at Ibi (Alicante) and Sopelana (Bilbao)

nine

logistics platforms

And in many cases, once these students have finished the internships, they have joined ITC to carry out their careers with us from the very beginning. One part of this process that is nearly as important as the students are the ITC expert professionals who collaborate as mentors. The mentoring involves an investment of time and dedication to training the students in addition to the daily work and responsibilities each one has. For this reason, it is quite valuable to ITC as it allows us to create a reserve of new professionals who have been “born” with us. Proof of the interest in ITC is the fact that the professors who are responsible for the internships from the various institutions ask us to conduct activities like guided tours with their students to find out more about the processes involved with our industry so they may apply what they’ve studied during their programmes and the fact that they later congratulate us for the collaboration received as well as how they recommend our company year after year to their students for internships. Throughout 2016, a total of twelve students have and are doing internships at ITC and some of them continued at ITC after completing their internships with an employment contract. So, we’re creating a reserve of talent in the packaging sector with professionals who have already been at ITC since their school years.

PACKAGING CULTURE Marta Matilla Director of Human Resources

WE’RE A TEAM

main “The reason for

success are the people

„

WE’RE A TEAM

+ ITC

family

The ITC family continues to grow. Let’s give a warm welcome to our latest incorporations:

David González

Sergio Rubio

Gorka García

Javier Alonso

Ibai Orbeta

Vanesa Silva

Txomin Delgado

Jon Ander Peralta

Jon Laka

Iker Jauregizar

Rubén Gandía

Tomas de la Calle

“The news”

& Sope lana Jon Ander Sánchez

Carlos Serrano

Alina Susca

PACKAGING CULTURE

“The news”

Ibi

Susana Fernández

Pedro Vinader

Francisco Blaya

Felicitat Sempere

Eva Rico

Francisco Ibáñez

Daniel Leal

Andrea García

Vanessa Castellanos

Francisco Gómez

Antonio Martinez

Jesús Burbano

Marta Matilla

Javier Casanova

Fernando Campos

Manuel Brotons

Luis Rodríguez

Nacho Bernabeu Production Planer

PACKAGING CULTURE

We work together

DONE IS BETTER THAN PERFECT Already in the beginning of our time, our ancestors would organise themselves to take better advantage of the seasons with more sun or the best climate in order to harvest more food. We can see common connections from these times reflected in habits such as extending the preservation time of food, reducing travel to look for water or getting something out of remains like bones and skin. In short, what we know of today as inherited best practices. The only difference is that our reality, the scenario in which we operate, is more complex.

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Valuing all opinions is the foundation for fostering participation, encouraging teamwork and generating trust among everyone. We all have something to contribute.

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Beyond increased productivity, a drop in waste in any industrial process is a way to improve business competitiveness. However, optimisation does not have to be synonymous to complexity as new and updated ideas for change come out of real simplicity and out of this observation. And I’m talking about observation because organisations are people and their success is no other than the result of their performance, know-how and experience. Nowadays, in a different environment which is more demanding and surrounded by uncertainty, we depend on our ability to adapt, to change and to achieve the goals set more than ever. Nobody said the road would be easy and that’s why at the beginning of this year 2016 which is now ending, we decided to continue walking alongside the company Leansis Productividad. 78

PACKAGING CULTURE

We work together

With support from Leansis, which has helped us and will help us build a change-oriented method, we have made it so everyone in this great family is involved which is key to starting up the processes and projects such as the analysis of results or suggestion box, among others. Valuing all opinions is the foundation for fostering participation, encouraging teamwork and generating trust among everyone. We all have something to contribute.

Improvement is not a one-day thing or even a tool that can change direction. Improvement is the philosophy that moves companies; the difference between sinking or sailing. Now, thanks to the efforts of the entire organisation from operators to management, we are going through good times and we need to work to keep it going, always with the idea of being just a little bit better tomorrow.

OXY GEN 80

PACKAGING CULTURE

Packaging & Trends

The classical FIT-PACK Without a doubt, the sports nutrition sector is on the rise; in fact, it’s becoming a more and more popular lifestyle all the time. Another irrefutable truth comes out of packaging in that it becomes an icon that defines and identifies this type of product to perfection. Just who sees packaging like this and doesn’t think about sports nutrition? Oxygen Nutrition, a company located in Murcia and the United Kingdom which is dedicated to food formulation, uses ITC packaging as part of its commitment to developing packaging made of PET which perfectly adapts to the type of product contained.

Moreover, this type of packaging represents a lifestyle that is full of values and on the rise with more and more opinion leaders in the social media. We’re seeing more and more images, demos and videos because of hash tags like: #fitmoms #fitnessgirl #fitnessman or #gym. They’re often accompanied by the product, show the packaging and talk about it. To this end, we are very much aware of these changes in the market and our packaging is ready to help the most demanding athletes attain their goals.

Javier de Juan Operations Manager

INVESTMENTS 2016 Investments are the order of the day at ITC Packaging as our growth goes hand-in-hand with our commitment to the latest technology, improving our processes and new elements that are necessary for our day-to-day and, above all, our future.

INVESTMENTS Advpet

New artificial vision systems, IML systems and high-speed robots are a part of this area. Seeking to reduce

the “time to

market” for samples of new launches, guaranteeing quality, improved planning, improving consumer goods to reduce the carbon footprint and many other improvements that have been achieved in 2016 so all of these launches you’ve seen in these pages of this edition of Packaging Culture could become realities.

A total of

8 million 82

euros of group investment

An all-new Nissei ASB12M single station machine Compressed air compressor

PACKAGING CULTURE

INVESTMENTS SOPELANA

INVESTMENTS IBI

A mould cooling system

3 new IML systems + viewing system

Compressed air compressor

New IML measuring and reception control equipment

Production transfer A material feed system Machinery renovation, 2 Netstal Synergy 350Tn New Netstal EVOS 450tn and Netstal Synergy 350Tn

A tapered packaging viewing system IML cutting plotter Testing Centre injection machine ERP Planning Module

2 new IML systems + a new customer project viewing system

IML Coffee Capsule Project, Demag 420Tn injection machine, IML System + sealing, inspection and piling system

Production control and data capture system

Creation of an all-new Grey Room with the capacity for 5 machines

Bag breakers

A new bridge crane in the Grey Room

2 viewing systems

Expansion of the water cooling system

Air conditioning, improved plant climate control

Demag 420Tn

CMMS System

Demag 420Tn + new IML systems + inspection system

Yushin high-speed Cartesian robot

An all-new water filtration system CMMS System An all-new compressed air compressor Increased electrical power

investment of more than

â&#x201A;Ź2M

investment of more than

â&#x201A;Ź5M

Polígono Industrial Retiro-Casa Nova. C/ Valladolid, nº8. 03440. Ibi (Alicante) SPAIN Telf.: +34 966 554 056 / mkt@itc-packaging.com