7 minute read
PRINT NZ HELPING HAND: ENJOYMENT A MAJOR FACTOR IN LEADING LABEL’S EXPANSION
Enjoyment a major factor in Leading Label’s expansion
South Island label printer succeeds in a competitive market.
A handsome medal haul at this year’s Pride In Print Awards, alongside ongoing sales growth boosted by strategic expansion into new markets provides ample evidence that Christchurch-headquartered Leading Label is navigating a positive business trajectory.
Established in Canterbury in 1989, Leading Label was bought by long-term employee Mark Sullivan in 2005 before then being acquired by Bryce Coulbeck in 2017.
He says, “We employed 18 people at the time and in the seven years since, the business has grown four-fold in sales volume and now has 23 staff.
“In that time, we have acquired two other local labels businesses and recently moved into a modern large building that will accommodate the businesses growth and future proof it for further growth.”
Food, beverage, and pharmaceutical products provide Leading Label’s core business. Bryce says, “We are a soughtafter provider of wine, beer, and spirit bottle labels to vineyards and breweries across the South Island and offer services across the country. Almost half the work our team does is in this space.
“We can do the full range of effects modern label design demands – foiling, hyper varnish, and embossing – with cost options to fit our clients’ needs.
“Leading Label has seen New Zealand’s wine and alcohol-making community rise to the place it is today in our economy, and we feel proud to be travelling that journey with our customers.
“We also work closely with local food producers to create food product packaging labels for products like honey and baking, and even individualised tags and sales signs needed for promotions.
“Additionally, Leading Label provides specialised pharmacy label services that streamline the dispensing process for our many pharmacist clients as well as niche thermal labels that clients print on themselves. The company operates in a way that will work for our customer, whatever their business, wherever they are.
“At Leading Label, we love what we do, but more than that, we love helping our customers’ businesses succeed too. We provide a personal service, keeping in touch with our customers’ needs and often managing requirements for them. We try to take the hassle away from our customers so they can concentrate on their core business.
“Our goal is to make their lives easier with high-quality labels for their businesses and products. We have a results-driven team who have helped Canterbury companies thrive since 1989 – we are proud of delivering a quick and efficient service that is now nationwide.”
Ethics and values
Bryce says that Leading Label focuses on five key service ethics:
1. All businesses are treated equally, regardless of their size or spend.
2. Doing everything humanly possible to meet customers’ needs and being about going the extra mile.
3. Always being honest and upfront when communicating with customers so there are no unpleasant surprises with work.
4. Easy is the company mantra: easy to deal with, easy systems, easy and fast service, and easy labels. Keep it simple.
5. Providing the personal touch needed to complete a customer’s label or printing project. Bryce says, “When choosing Leading Label for their project, our customers have direct access to our management and design team, so no having to explain their project over and over. We know what our clients need, and we’ll help them achieve it.”
He adds that the company prides itself on these values:
• Enjoyment – “We are happy in our work.”
• Efficiency – “We strive for the best way possible.”
• Expertise – “We deliver a product that exceeds expectations.”
Bryce explains, “We celebrate these values together at weekly meetings involving all staff. “I have worked in and managed a number of businesses where the culture lead from upper management was poor. I believe we have created a business where our employees feel valued and can contribute to its overall success.
“I am open about sharing information both good and bad. We involve all employees in both celebrating success and working through problems so we collectively come up with solutions on how we can do things better.”
The business has a strong community focus. He says, “We love Christchurch. It is where we work, live, and play. We are passionate about seeing our city, region, communities, and our local businesses succeed. Therefore, at Leading Label we feel it is important to support our community, while also searching out new opportunities to give back.”
Leading Label actively supports:
• Ronald McDonald House
• Cancer Society of New Zealand
• Christchurch Women’s Refuge
• Multiple Sclerosis and Parkinson’s Society of New Zealand
The company also champions environmentally-friendly practices. Bryce says, “We have only got one planet, and we all have to live on it. We recycle all plastics and cardboard and only use Forest Stewardship Council-accredited papers. We produce labels that are recyclable and use water-based adhesives as a preference.”
High quality and awards
Leading Label operates the latest print technology, whether analogue or digital. Bryce says, “HP is a key supplier for us, and we work closely with them and support their sustainability programmes. All metal ink canisters and machinery parts are recycled through their programmes.
“We recycle and dispose of other waste thoughtfully, and always seek new and improved ways to care for our planet.
“Our HP Indigo 6r Digital Press, the only one in operation in the South Island, provides exceptional print quality. It is ideal for short runs and offers a range of stunning embellishments and effects.
“We can also run a top-notch conventional print job if that’s right for the label volume a client needs.”
The company’s pursuit for quality saw it rewarded with five gold medals at the 2024 Pride In Print Awards. Bryce says, “Our highly-skilled team continues to be recognised for excellence at the annual Pride in Print Awards.
“Designs are becoming more and more technical, and we have seen a lot of new development in artwork designs particularly in the craft beer market where there are many small players.”
Looking at the wider New Zealand print industry, he notes a number of overseas players entering the market. He remarks, “I feel proud that Leading Label is locally owned. It is an offering that I believe customers and employees alike find appealing. The key of course is ensuring that we remain competitive with the latest technology and offerings to the market.”
He says the recent purchase of Label X has opened exciting, new opportunities. He explains, “This acquisition has launched the business into the commodity label space. Specialised blank label diecutting machinery and inkjet digital have given us access into markets we haven’t previously competed in.
“I am excited for the future of Leading Label; we have created a business that can continue to grow and diversify as markets change and I look forward the road ahead.”
