Multivac's Double Row Applicator Labeling Solution Helps Medina Foods Increase Sales By 45 Percent
The point-of-purchase offers consumers a staggering array of choices. Manufacturers and retailers rely heavily on labels as brand conveyances to influence purchasing habits. Creative labeling as a brand delivery vehicle is becoming more prevalent, as manufacturers seek to attract consumer attention.
Medina Foods, Inc., producers of beef jerky sticks and beef smokies, utilizes labeling to deliver its message of product quality, and commitment to customer satisfaction. As the manufacturer of multiple brands of smoked beef snack foods, Medina was challenged to meticulously deliver critical messaging via accurate, efficiently produced labels.
Customers rely on Medina to meet production agreements and delivery schedules. They count upon each individually wrapped product being packaged and labeled identically. Medina realized that a label that did not effectively deliver strategic messaging to the consumer was equivalent to a "plain brown wrapper."
BUILDING A CUSTOMIZED LABELING SOLUTION
In October 2001, Medina enlisted Multivac, Inc., (Kansas City, MO) to implement a labeling solution that would produce labeled packages that maintain brand equity. "Our customers trust that the labels will deliver brand messaging, and positively impact point-of-sale purchases," said
Al Nimer, President of Medina Foods. "It's imperative that a labeler be consistently accurate without adversely affecting production."
Medina conveyed their needs to Multivac's technical consultants – a double row applicator labeling system, with date coder. The ability to label both sides of an application, as well as print expiration dates, would deliver the brand, and communicate freshness and quality to the consumer. Continually increasing customer demand was an additional challenge, and the double row would eliminate labeling process redundancies.
The Multivac team assessed Medina's packaging line. Based upon Medina's capabilities and business goals, they recommended the Multivac Top Space Saver labeling solution. Its modular construction and adaptability enabled seamless integration into the existing packaging line built by another manufacturer. Plant personnel, already familiar with Multivac systems, required minimal training on system functions and operations. After the brief installation, Medina could immediately continue production.
"Multivac delivered the expected value when designing our labeling solution," said Nimer. "Their reputation for superior design and quality workmanship is evident in the Multivac packaging machines that we use, and we are confident that the Top Space Saver labeler will efficiently generate labeled packages that attract customers and drive point-of-purchase sales."
"We were confident in our choice. We knew that Multivac's customizable design, engineering, support, and service is best-in-class," Nimer continued. "Multivac was also the most logical choice for us due to high availability of parts. Many companies we've dealt with in the past don't stock certain parts beyond a few years. Multivac systems have extended performance life, with parts and service that are continually available."