CCCA Helping (CONT’D FROM PAGE 16)
corr produces nearly 2.2 billion square feet of corrugated sheet per year with 100 per cent recycled content. “The entire industry is moving to a 100 percent recy- cling model by mining the urban forest—taking unwanted garbage and turning it into a new product,” he states. “In terms of achieving a low carbon footprint, it doesn’t really get much better than that.” While the industry’s sustainability performance has
been widely acknowledged in re- cent years through effective mes- saging and consumer education by groups like the CCCA, the vast branding possibilities offered by cor- rugated board are also gaining a lot of traction these days, according to Maritime Paper president and chief executive officer Sheldon Gouthro.
Sheldon Gouthro
Based in Dartmouth, N.S., the privately owned compa- ny operates three converting facilities in Eastern Canada and the U.S., printing an estimated 2.2 billion square feet of corrugated board annually. “There has been a lot of transformation in the industry and at our company, driven by technological progress,” says Gouthro, who has worked at Maritime Paper in vari- ous senior management capacities for over 34 years. “There’s been a lot of investment in the industry to keep up with the demands of the market, which requires high visible brand presence at the forefront of their packaging. “Our customers are always thinking of innovative ways of building consumer trust and credibility for their brands,” Gouthro explains, “and corrugated boxes offer a perfect way for them to communicate their brand messaging through more effective shelf presence. “Be it a one-colour black print job or seven-colour high- end graphics for a major multinational, there is a tremen- dous amount of transformation taking place in today’s printing capabilities in pre-print, litho, flexo and digital pro- cesses.” Says Gouthro: “Brand recognition is more than just a logo, a tagline or advertising campaign—it’s about creating a lasting impression in the hearts and minds of our cus- tomers, and it’s about being a brand that people not only recognize, but trust and love. “As we move forward, we must remember that every in- teraction with every product—particularly as it relates to a corrugated box—has a message that contributes to build- ing that brand recognition,” Gouthro states. “So we take a lot of pride in what we do: protecting our customers’ brands by printing their logos, their identity and their message on attractive boxes that literally travel around the world.” Making sure that those boxes provide optimal protec- tion for their contents without excess waste comes down to right-sizing them to match their specific applications,
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www.boardconvertingnews.com
January 20, 2025
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