October 2012

Using custom labels to market a product regionally

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Oftentimes, the origination of a product is intrinsically tied to its branding and marketing. As such, its image and the way customers interact and engage with the product are also tied to its locality. An example of this connection is that of Beck's, a beer typically brewed in Germany until a few years.

"I was like, what the hell?" Brian Rinfret, a long time Beck's drinker, told Businessweek. "It tasted light. It tasted weak. Just, you know, night and day. Bubbly, real fizzy. To me, it wasn't German beer. It tasted like Budweiser with flavoring."

According to the source, after thorough examination of the beer label, Rinfret found his issue. On the back, in fine print, read "Product of the USA."

This shift in production from Germany to America was due in part to new business developments which changed the regionality of the product.

Becks' parent company InBev was created in 2008 as a super-company of international beer labels. This happened when major brands Beck's and Stella Artois took over Anheuser-Busch, the producer of Budweiser and Bud Light, for $52 billion.

InBev, by that point, had already grown from a small Brazilian brewery called Brahma, to merging with Antarctica, another Brazilian brewer becoming AmBev. The company then merged with Interbrew, owner of Beck's and Stella, which then created InBev.

It's clear that where a product is made is increasingly becoming synonymous with its brand. As many Americans have begun putting preference on products that say "Made in America," so, too, have cities and states, as buying local is becoming an increasingly popular way of commerce. In order for breweries or any other companies to capitalize on the locality of their products, they should invest in high-quality color label printers. A Primera LX900 is capable of creating the custom labels that are needed to ensure consumers they are purchasing a product created locally.

Understanding regulated and nonregulated food labels

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This blog has recently reported on the potential changes in food labels that may occur in California after this November's election, as well as the ongoing upswing in demand from consumers who want more clarity and information on their product labels.

While the term "organic" may be highly regulated by the United States Department of Agriculture (USDA), many of the most popular labels that are put on foods and beverages in grocery stores and supermarkets are not, reports a recent article from Time Magazine.

According to the source, cage-free and free-range labels are essentially exactly how they sound – the animals are given room to roam. The former is usually used in reference to chickens and eggs, while the latter can be applied to any form of livestock. But, this label is unchecked by federal regulations, allowing companies to claim their products are cage-free or free-range without actually being so.

In addition, the term's grass-fed and natural are also not subject to government regulation. While nonprofits such as the American Grassfed Association and Animal Welfare Approved can help provide some regulation on these practices, they don't have the oversight the USDA has.

While phrases such as "pesticide-free" and hormone or "antibiotic-free" do not have any regulation governing it, in order to be USDA Organic, a product must be hormone- and pesticide-free.

Regardless of the product, or how it was made, it's critical that companies are able to use high-quality custom labels to differentiate their product from competitors. By investing in a Primera LX900 color label printer, businesses can ensure that, at the very least, their products will be well displayed on store shelves.