Label Crafts big on quality
Keisha Hill, Gleaner Writer
The label on any product is the primary point of contact between the producer and the purchaser as well as an integral part of the producer's marketing plan.
According to Beverley Lopez, country manager of Label Crafts Jamaica Limited, a subsidiary of Caribbean Label Crafts Limited based in Barbados, good labels are not just for large producers, but can be used by small enterprises as well.
"It is not just a piece of paper stuck on to the container, but should be an expression of a number of important decisions that have been made about marketing. If producers have confidence in their products, that confidence should show through at the selling point," Lopez said.
Caribbean Label Crafts Limited has had a footprint in Jamaica for about 20 years, and they have built up a cadre of large customers who order a fair amount of labels. J. Wray & Nephew, Walker's Wood, Peak Bottling Company, are among some its clientele.
"In coming to Jamaica, they have seen the growth of the small exporter, who really cannot afford to import labels. Imports are quite a time-consuming issue and can be costly. So it was considered that a plant should be here in Jamaica," Lopez said.
Since 1986, Caribbean Label Crafts Limited has been dedicated to quality, excellence and craftsmanship in label design and production while establishing long-term relationships with customers in the Caribbean and Latin America.
Label Crafts Jamaica Limited specialises in quality multi-colour, multi-process labels and tags with tight tolerances, a high level of consistency, and the ability to conform to a wide range of application and environmental challenges.
"We brought in the equipment around September last year, and it's the only one of its kind here in Jamaica. We are geared towards doing small runs, print on demand, and we are ready to deliver solutions that make you stand out," Lopez said.
With an investment of just under US$1 million, plans are also in the pipeline to acquire a slitter-rewinding machine that cuts the label to size, and other equipment will also be brought in to do embossing.
"We have our customer base here and our objective is to expand that base. We have seen the potential in Jamaica, because a lot of people have begun to export. It has been a good start, and I think we will do well," Lopez said.
"We believe that our customers' brand image depends on consistent high-quality packaging combined with a commitment to creativity, and innovation in our processes delivers to our clients the competitive advantage that they seek in today's crowded retail market," she said.
Label Crafts Jamaica Limited produces pressure-sensitive (self-adhesive) labels, gloss papers, metallised papers, clear film, a wide range of speciality substrates and adhesives; thermal labels for variable data applications, clear 'no label look' labels, dual printed labels, flat, folded or booklet style eye-catching graphics, promotional materials, scratch-and-win game cards or labels, and redeemable coupon labels.
For more information on Label Crafts Jamaica Limited, contact them at 30-34 Half-Way Tree Road, or 906-8837, 906- 0927 or Fax: 908-1713.