PFFC - September 2008 - (Page 31)

tFrom left, Jason Grossman, Gary Cane, and Jeff X at the Mark Andy LP3000 UV flexo press. FLEXO PRINTING Grossman explains Other Paragon presses Paragon began producing include a 10-in. HP Indigo upscale wine labels on ws4500 web-fed digital press, flexo presses because a 10-in. three-station Iwasaki Mrs. Grossman’s used the TR-350 hot stamp/embossing technology to produce its press, and a 10-in., threehugely popular stickers station Iwasaki TR-250 hot before his subsidiary was stamp/embossing press. established in 1998. While The company also he was confident at the time operates two 13-in. Rotoflex Paragon could match the rewinders; two 10-in. P.I.C. quality of offset, convincing rewinders; and a 16-in. his potential customers Gallus off-line sheeter. Its was far more difficult than platemaking equipment delivering the product itself. includes an OLEC OV-33 “It was a huge obstacle,” high-definition exposure unit, Grossman says with a laugh, a Kelleigh 270 plate processor “especially when you’re trying washout system, and a to sell wine labels and all you Kelleigh 230 exposure unit. have are sticker samples to show! Paragon Label is host to 50,000 visitors each year attracted by the decorative stickers All of our competitors said, ‘Oh, produced by Mrs. Grossman’s. they print stickers. They’re not in the label industry.’” Well, no one can argue they aren’t in the label industry now. Paragon has grown to become one of the West Coast’s premiere wine label converters. into individual labels with maximum widths of 6.5x14 in. at 8 fpm. “It can almost make a label look like lace,” explains Grossman. “That’s getting a lot of interest because it’s a totally different look for a label.” Grossman says the company’s two newest presses, the Mark Andy LP3000 UV flexo and HP ws4500 digital, have enhanced quality and delivery times on both short and long runs. The digital press, installed in October 2007, can meet the demand for high quality and short runs required by many smaller winemakers. Paragon runs the LP3000 at 300–350 fpm. Grossman adds that with its combination UV/screen capabilities and its ability to print on films, foils, and other sometimesdifficult materials, “the LP3000’s got huge capabilities” for different quality labels. “I just love the Loyal Press Buyer Mark Andy,” says Since installing Grossman. “It’s its first 7-in., great having seven ten-color Mark of the same brand Andy 2200, the in here. We get company has better service, the added six more parts are here in Mark Andy the United States, presses: a 13-in. and my in-house 2200 with eight mechanics know print stations, six Mark Andys indie-cut stations, side and out, so and one sheeter/ there’s no downperforating time. I didn’t see station; a 13-in. Paragon Label and Mrs. Grossman’s are run by Jason any reason to go LP3000 with ten Grossman, his mother and legendary sticker designer to a foreign press.” print stations, Andrea Grossman, and a few helpful canines. Grossman adthree die-cutting mits even with stations, and a sheeting To enhance the unique that arsenal of equipment, station; a 10-in. 2200 with details of its wine labels, “There is some stuff, like reten print stations; a 10-in. Paragon also operates a ally tricky uncoated stock, that 4150 with nine print stations; Lasercraft Laserweb (no is still a challenge for us, but a 7-in. 2200 with eight print longer manufactured) diewhen it comes to quality, we’re stations; and a 10-in. Scout cutting system that can there. We’re constantly chasing with six print stations. engrave intricate patterns our competition—and beating WWW.PFFC-ONLINE.COM Paragon won a Bronze Medal in the Flexographic Technical Assn. 2008 Excellence in Flexography Awards competition for B.R. Cohn’s Doobie Brothers North Coast Red Wine label. Disloyal Wine Drinkers Jason Grossman, president of Paragon Labels, says surveys show 80% of wine sales are impulse buys, “so the wine industry has a huge need for a good label.” For example, customers may go into a store looking for “a Zinfindel” but have little brand loyalty. Unless they’ve tasted a particular vintage or got a recommendation, “it’s the label that grabs their attention. Most of it basically comes down to ‘Does that label appeal to you?’ If it does, you’re probably going to grab that bottle of wine. “It’s a proven fact the label is a huge part of the buying decision, and wine buyers are one of the most fickle group of buyers out there anyway,” Grossman says. “Out of all the categories in the supermarkets, wine has the least loyal customers. It’s not that price-conscious; it’s not that brand loyal. They’re simply looking for something new.” SEPTEMBER 2008 | 31 http://WWW.PFFC-ONLINE.COM

Table of Contents Feed for the Digital Edition of PFFC - September 2008

PFFC - September 2008 Contents First Glance Calendar of Events From the Editor Web Lines Process Management News Clips Narrow Web & Label Reporter Flexo Printing Cover: Green Converting Green Printing Labelexpo New Product Digest Focus: Ink What’s New Products Services Directory Classified Marketplace Equipment Buyers & Sellers Advertisers Index Experience Speaks

PFFC - September 2008

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