AEROSOL EUROPE: Reynders Label Printing is one of the leading label specialists in Europe. Could you tell our readers a little bit about the history of this international company?

Marc Reynders: The company was founded in 1956 by our father, Emile Reynders, who started printing stationary in a small backroom of our house. He converted to printing labels in the early ‘70s and when my brothers Paul and Jacques and myself joined a few years later, self-adhesive labels became our major product. In the 1990’s we created two specialized companies: “Reynders Pharmaceutical Labels” and “Reynders Etiquettes Cosmétiques”. Later on we followed our customers to growing markets in Poland and India. Today we have 8 production sites; 7 in Europe and 1 in Asia.

AEROSOL EUROPE: If we were to look at your product range, where would you see your main focus?

Marc Reynders: Self-adhesive labels still make up the major part of our production with shrink sleeves as a growing segment.
Within the labels we see an increasing interest in promotional and informational labels as well as in short run high quality print. As to shrink sleeves, there is a noticeable trend for co-packing use.

AEROSOL EUROPE: Mr Reynders, how would you position Reynders Label Printing within the international aerosol industry?

Marc Reynders: The aerosol industry seems still largely focused on pre-printed containers but we notice a very distinct need to provide the customer with extra information and security features. This evolution is generating a steady interest for multifunctional labels.
And there lies exactly the strength of Reynders Label Printing: developing tailor-made solutions.

AEROSOL EUROPE: Do you think that labeling products could also be a marketing tool in general?

Marc Reynders: Labels are a great marketing tool! The ability to respond very quickly to changing market demands or to add simple but eye-catching elements to a product makes labeling one of the most efficient tools currently available.

AEROSOL EUROPE: In the aerosol industry shaping and designing cans have become great marketing tools. Do you believe that labeling aerosol containers could also be an interesting tool?

Marc Reynders: In a constant growing and a competitive market such as aerosols, labels and shrink sleeves can help to further enhance shape and design and to even give the product an extra boost. On top of that, the versatility of labels is undoubtedly an asset when it comes to exploring new markets at affordable cost.

AEROSOL EUROPE: What are your core markets?

Marc Reynders: The biggest end-users of self-adhesive labels and shrink sleeves are undoubtedly the chemical industry, the food & beverage market, the pharmaceutical sector and cosmetics.

AEROSOL EUROPE: What is your opinion about the Eastern European countries? Is Russia a market for your business?

Marc Reynders: We opened Reynders Etiketten Polska near Łodz in central Poland in 2000. A decade later it proves to have been the right choice and we believe to have contributed to the growing popularity of labels and labeling in the region.

AEROSOL EUROPE: What do you think about the Indian market? Do you see potential there?

Marc Reynders: Reynders Label Printing is present in the Indian market since 2008 with an independent company that adopted and implemented a concept that meets both European and Indian standards. Our customers are mainly companies in search of expertise and specific know-how.

AEROSOL EUROPE: Where do you see further potential with regard to product innovations in your industry, especially in your product segment?

Marc Reynders: If we look back we see that developments and innovations are always the result of a close interaction with the customer. We do not simply impose a label on our customers; we evaluate existing constructions and modify them to suit new needs. That means that our products always show a steady evolution rather than a sudden revolution… As such we believe that our labels have indeed a lot of future potential.

AEROSOL EUROPE: We are sure that it is necessary to have some kind of quality management system. Do you have a QMS in your company?

Marc Reynders: We do; all companies are ISO 9001 certified. The sites that focus on pharmaceuticals are fully organized according to the ruling GMP standards and to serve the food and beverage sector we also obtained the BRC-IoP certificate.

AEROSOL EUROPE: Which channels do you use for marketing your company and especially your products?

Marc Reynders: We like the direct contact with potential customers and therefore we tend to exhibit at relevant trade show across Europe and India. In spring we were already present in Poznan and ‘s Hertogenbosch; later this year we will exhibit at “Emballage” in Paris, “South Pack” in Chennai, “Empack” in Brussels and “Packaging Innovations” in Amsterdam.

AEROSOL EUROPE: Will you be attending special shows like PLMA in Amsterdam?

Marc Reynders: Yes, we will be in Amsterdam. Not as an exhibitor this year but PLMA is undoubtedly an event that cannot be missed if one is interested in new trends and products.

AEROSOL EUROPE: Do you see any new trends in the labeling industry?

Marc Reynders: Packaging designers and product managers tend to keep their options open and no longer commit themselves to long-term designs. They want fl exibility to change when the need arises and therefore we notice smaller order quantities and a growing interest in JIT.

AEROSOL EUROPE: Mr Reynders, we thank you for this interview.

Christopher Cathcart

Christopher Cathcart: Recently, we shared the good news about the results of our annual Aerosol Pressurized Products Survey at the congress in São Paulo (Brazil). In 2010, aerosol production in the U.S. was at an all-time high as an estimated 3.7 billion units were filled establishing the historical high for fillings in the United States. In other news, we continue to be engaged on the issue of VOC reductions, as the debates continue in California and other states throughout the U.S. Another area where we have stayed vigilant is in monitoring fire safety codes for aerosol products. We also have an affiliate group – the Plastic Aerosol Research Group in our Product Ingredient Review program – that is looking at what testing and standards for the manufacturing, transportation, and storage may be needed for plastic aerosol packaging.
We are also planning a major initiative to promote aerosol recycling through our affiliate the Consumer Aerosol Products Council (CAPCO).
On all of these fronts, our responsibility as an association is to remain progressive. How progressive the industry is and the actions that follow can be witnessed in how we deal with the prospect of new chemical regulation and modernizing the Toxic Substance Control Act in the United States.

AEROSOL EUROPE: You’ve been president of CSPA for more than 11 years now. In that span, the association has experienced continuity and a number of achievements. As president, which goals did you set for association?

Christopher Cathcart: I see a strong future for industry and the association. It was very important that the association be in a position that allows us to respond and adapt to the changing needs of our membership. And as the association’s membership evolves, so will our understanding.
It is our job to make sure, however we can as an association, that we promote the value of the aerosol packaging form, as well as the progressive nature of the household and institutional products industry.
These companies we represent are the public face that the consumer sees, so they are adapting as the consumer’s needs change. We too must adapt with the industry.

AEROSOL EUROPE: A few years ago the theme of the CSPA Annual Meeting was “Going green.” Did the industry get “greener?” And if so, do you have examples to share?

Christopher Cathcart: Our industry is making great strides in its operations and products. For example, industry’s support of the Product Care® program is a very important indicator. One of the many ways a company can demonstrate that it is responsible and conscious about the well-being of its products, people, customers, neighbors and the environment is by voluntarily participating in this comprehensive product stewardship program.
Additionally, at this Annual Meeting you saw a large number of our members participate in the special session on sustainability. Despite it being held in the early morning, the room was full of attendees. To me that was an expression of how companies are embracing this as a necessary component of doing business today and trying to fi gure out how to do it in a financially sound way, while also making sure that it is an integral part of who they are as a responsible corporate citizen.
The companies we represent are moving beyond the idea of “Green” or “Going Green” just being a title, a theme, or a slogan, to actually incorporating it into what they do as a business. Even within our association we embrace this mind set and look to ways of increasing efficiency and consuming fewer resources, such as using less paper and migrating to more electronic communications.
Many of our member companies manufacture and formulate products that are eligible to apply for a logo that is part of a program administered by the U.S. EPA Design for the Environment (DfE) program. In order for products to put the DfE logo on their labels, they must pass a scientific evaluation to ensure that the products are formulated from the safest possible ingredients.
Only products that pass the DfE criteria of screening each ingredient for potential human health and environmental effects and that contain only ingredients that, in EPA’s scientific opinion, pose the least concern among chemicals in their class are allowed to display the DfE logo on their labels.
In addition, CSPA and our member companies were able to convince the program that some aerosol delivery systems were appropriate for the DfE logo.
Another area in which our companies are showing their support for the concept of moving beyond the expedient of “green” themes or slogans is in the comments CSPA filed for our members on the U.S. Federal Trade Commission’s “Green Guides”. These guidelines serve as signposts to marketers on the appropriate boundary and content of environmental marketing claims and on the avoidance of making false and misleading claims. In addition, the Guides ensure a level playing field for industry members who want to make appropriate environmental marketing claims. CSPA supports many of the changes the FTC proposed and offered constructive suggestions on areas of the guidelines that could be improved.

AEROSOL EUROPE: This year’s Annual Meeting theme is “Exploring and protecting the future.” Could you please give our readers an idea of what you mean by that?

Christopher Cathcart: When it comes to our industry, companies can either react to what happens to them, or they can be proactive in shaping their future. This industry is more open to exploring and choosing to have a say in where things are headed. For example, we developed a voluntary ingredients disclosure program that better defines who we are as an industry. We are engaged cooperatively rather than waiting for someone to come to us and tell us how it will be. The aerosol industry at-large is reflecting that mind set.

AEROSOL EUROPE: There were quite a few events and congresses in our industry. There was Rome/Italy in September 2010. There was the Latin American aerosol congress in Sao Paulo/Brazil and the International Aerosol Congress in Zhongshan/China in November last year as well as the Annual Meeting of CSPA in December 2011. We see a lot of discussions going on between national associations at these events. Can you confirm that? Are you satisfied with the results of closer cooperation with other associations?

Christopher Cathcart: Yes, I am very impressed with the level of discourse and the exchanging of ideas within our industry and between associations both within the U.S. and abroad. There are a number of different ways that we communicate with one another, but nothing replaces the ability to see someone periodically. We need that contact and we need to know each other. That is why these congresses are so important. If you get a chance to meet each other one or two times a year, the communication is automatically better and our ability to tackle the important issues is greatly enhanced.

AEROSOL EUROPE: What are some of today’s most relevant issues that need to be discussed on an international level?

Christopher Cathcart: GHS implementation is an important issue for CSPA, since most of our members market their products in the global marketplace. At the international level, CSPA and two other trade associations recently submitted comments to the U.S. and Canadian authorities asking that a detailed proposal be developed whichs shows the GHS Building Blocks Health Canada and OSHA are proposing to adopt to harmonize the classification and labelling of workplace hazardous chemicals and that the detailed proposal be provided for public comment.
As you may know, the U.S. is waiting for OSHA at the U.S. Department of Labor, to publish the fi nal rule on implementing GHS in the U.S. workplace. Once that occurs, there will be much more movement on that issue domestically in the U.S., principally driven by the need to resolve different and perhaps conflicting labelling and classification issues for products marketed in the U.S. It has been more than 10 years since CSPA and FEA worked out an agreement on a harmonized system under GHS to classify aerosol products for flammability, and it is fully time that these new tests and classification system be fully implemented.

AEROSOL EUROPE: CSPA has been very active lately. There were a lot of initiatives last year. Which are the ones you are most proud of?

Christopher Cathcart: The thing that stands out most about our industry is its continuous ability to innovate. Innovation and the ability to react to evolving demands, or how to make the aerosol packaging form more interesting, more effective is something that we all can take pride in. This is an industry that is going to survive and thrive because of that ability to innovate.

AEROSOL EUROPE: CSPA is representing a variety of companies and many different products. How do you “coordinate” all these different interests so that you will be able to speak for the industry with one voice?

Christopher Cathcart: The key to managing that ability is transparency. The companies we represent have the trust in the way the association operates and they have the confidence in knowing that their voices are being heard. Additionally, the way CSPA is set up and functions is with the various product divisions in mind. Essentially, the association’s seven divisions are comprised of the broad range household and institutional products we represent, from aerosol products to polishes and floor maintenance products; we cover a lot of territory. In addition, we have numerous general committees that address issues that impact more than one division’s products. Each of our divisions handles a variety of issues and concerns through working their own committees and tasks forces, as well as working with general committees on broader issues. I know to some this may seem a complex approach, but it does work, and that work is based upon a foundation of transparency and trust amongst CSPA and its member companies.

AEROSOL EUROPE: How do you see the future of the aerosol product form?

Christopher Cathcart: Very strong. For example, USA production, as reported in our annual survey, reached its highest level ever during a period when we were going through an economic recession, and production is growing throughout the rest of the world as well. That is a very good indicator of where things are headed. Also, this is a package form that is very adaptable and our industry has been very proactive in seeking out new ways the form can be used.

AEROSOL EUROPE: Mr Cathcart, we thank you for this interview.

Christopher Cathcart: Thank you for the opportunity.

AEROSOL EUROPE: Die Gespräche mit Fachleuten, die wir auf den verschiedenen Fachveranstaltungen in letzter Zeit führen
konnten, zeigten, dass die Wirtschaftskrise nunmehr defi nitiv vorüber ist. Wie schätzen Sie die Lage ein, insbesondere auch im Hinblick auf die Entwicklungen in unserer Industrie?

Johannes Linden: Ich kann das weitestgehend unterstreichen. Wir spüren fast nichts von einer Krise. Im Gegenteil, wir haben sehr interessante Kundengespräche und haben volle Auftragsbücher und sind sehr guter Dinge für die weitere Zukunft.
Zum einen aufgrund der guten Konjunktur in unserem Bereich, also für Aluminiumtuben oder Aluminiumdosen oder auch Aluminiumflaschen, zum anderen aber auch, weil wir glauben, einige neue Entwicklungen jetzt marktreif zu haben, die zum Wachstum von unserem Unternehmen als auch von unserem Segment beitragen werden.

AEROSOL EUROPE: Im Vorfeld zu diesem Gespräch haben wir Ihren neu gestalteten Webauftritt angesehen, der, wie wir meinen, sehr gut gelungen ist. Mall+Herlan ist ein Teil der Gesamtdarstellung, die von der Wifag-Polytype „angeführt“ wird. Können Sie uns zu dieser Neuorganisation ein paar Worte sagen?

Johannes Linden: Es ist das erklärte Ziel der Wifag-Polytype, den Kunden deutlich zu machen, dass es im Hause mehrere vernetzte, hochspezialisierte Technologieanbieter gibt. Mall+Herlan ist einer dieser Technologieanbieter der Wifag-Polytype. Die neue Webseite macht diese Verbindungen und Synergien zwischen den verschiedenen Gesellschaften deutlich.
Diese Verknüpfung gibt es natürlich auch in der Realität. Wir setzen zum Beispiel Druckwerke in unseren Maschinen ein, die von der Polytype in der Schweiz hergestellt werden. Mall+Herlan ist innerhalb dieser Firmengruppe für das Metallgeschäft, also Maschinen zur Herstellung von Metallverpackung, zuständig. Das Metallgeschäft ist aber nur ein Teil der Wifag-Polytype Gruppe. Es wird deutlich, dass die Wifag-Polytype und die Business Unit „Metall“ eingebettet sind in ein international operierendes Unternehmen mit Niederlassungen in Nord- und Südamerika, in China, in Thailand und in verschiedenen Ländern Europas und zukünftig auch in Indien.

AEROSOL EUROPE: In der Vergangenheit lautete eine Philosophie von Mall+Herlan: „Kraft schöpfen aus der Vergangenheit – den Erfahrungen, den Erfolgen und den überwundenen Schwierigkeiten – und sich mit diesen Erkenntnissen, gepaart mit den Ansprüchen der Kunden dann den Aufgaben von heute stellen und die Grundlage für die Entwicklungen und Innovationen von morgen schaffen. Ist diese Philosophie heute noch gültig?

Johannes Linden: Sicherlich gibt es viele Elemente in dieser Philosophie, die heute nach wie vor zutreffen. Wir sind der Auffassung, dass es immer wichtig ist, zu wissen, wo man herkommt. Wenn man weiß, wo man herkommt, hat man schon einen Teil der Frage beantwortet, wo man eigentlich hin möchte. Den wichtigsten Teil der Antwort bekommt man allerdings aus dem Dialog mit den Kunden. Es ist weiterhin wichtig, zu verstehen, wo sich denn der Trend der Zeit insgesamt hinbewegen wird. In diesem Spannungsfeld, wo komme ich her und wo geht der Markt und der Kunde hin, in diesem Spannungsfeld, glauben wir, heute sehr marktgerechte Lösungen anzubieten. Lösungen als Komplettanbieter, sprich: von A bis Z Produktionslösungen, und in Zukunft nicht mehr nur für fl ießgepresste Aerosole, Tuben oder Flaschen, hergestellt aus Aluminium, sondern auch für tiefgezogene und abgestreckte Gebinde. Und zwar in Aluminium, da kommen wir ja her, aber auch in Stahl, und das ist neu für uns.

AEROSOL EUROPE: Ihre Anlagen für Aerosoldosen sind sehr komplex und aufwendig. In groben Zügen, was tun Sie, um den hohen Ansprüchen Ihrer Kunden gerecht zu werden?

Johannes Linden: Unsere Anlagen haben zum Ziel, unsere Kunden in die Lage zu versetzen, entweder zu niedrigeren Kosten als der Mitbewerber zu produzieren oder aber den Mehrwert zu erhöhen. Das sind zwei Dimensionen, die sich manchmal widersprechen. Manchmal gelingt es aber auch, beide gleichzeitig in eine Produktionsanlage zu vereinen, also eine bessere Verpackung billiger herzustellen. Die Kostenreduktion schlägt sich nieder in dem Bestreben, material-effektive Produktionstechnik am Markt anzubieten. Das hilft, den größten Kostenblock, den unsere Kunden heute haben, nämlich die Rohmaterialkosten, signifikant zu reduzieren.
Wir diskutieren bis zu 30% Materialkostenersparnis mit unseren Kunden.

AEROSOL EUROPE: Um zur besten Lösung und damit zum besten Produkt zu kommen, nutzen Sie verschiedene Technologien. Können Sie uns einen kurzen Überblick geben?

Johannes Linden: In einer Aerosoldosenlinie kommen eine ganze Reihe verschiedener Technologien zum Einsatz. Es fängt damit an, dass man einen zylindrischen Hohlkörper herstellt, diesen Hohlkörper beschneidet, bürstet, wäscht, also vorbereitet, um dann innen und außen Lacke und Druckfarben aufbringen zu können. Das mündet dann in einer Verformung dieses einfachen Zylinders in attraktive markenspezifische Formen. Bei diesen Technologien, die ich gerade aufgezählt habe, gibt es Varianten. Wir haben in der Vergangenheit nur die Technik des Fließpressens angeboten.
Mittlerweile bieten wir auch die sog. „DWI“ Technik, also Tiefziehen und Abstrecken, an. Damit gehen Änderungen im vorderen Bereich einer solchen Linie – im Front-end – einher und es gibt dann auch große Änderungen im Back-end, also im Einziehen, in der Verformungstechnik.
Je dünner ein Material wird, umso anspruchsvoller wird das Verformen, und umso komplizierter und herausfordernder und auch detaillierter muss gearbeitet werden, wenn es um das Verformen geht. Mall+Herlan ist in der glücklichen Position, die Technik von A bis Z anbieten zu können, um damit eine funktionierende Gesamtlösung zu garantieren.

AEROSOL EUROPE: Können Sie uns in diesem Zusammenhang kurz auf den neuesten Stand bringen, insbesondere mit Blick auf Ihr Produktangebot?

Johannes Linden: Wir bieten jetzt im Rahmen dieser DWI Technologie neue Maschinen an. Wir bieten einen sogenannten „Cupper“ an. Ein Cupper ist eine Tiefziehpresse, die einen tiefgezogenen Hohlkörper herstellt. Daran angeschlossen bieten wir eine Maschine an, die diesen „Cup“ abstreckt, die also durch eine Weiterverarbeitung dieses „Cups“ einen zylindrischen, relativ länglichen Hohlkörper herstellt. Dies in den Dimensionen und Abmessungen, wie wir sie von Aerosoldosen kennen. Angefangen von beispielsweise 35 mm bis 66 mm Durchmesser, von beispielsweise 90 mm bis 260 mm Höhe – das wahlweise in den Materialien Aluminium oder Stahl. Die Technik muss dann in der Linie weiterverfolgt werden. Es gibt relativ wenige Veränderungen in den anderen Maschinen dieser Linie, bis man zum Verformungsschritt kommt, dem vor dem Verpacken der Gebinde letzten Schritt. Bei diesem letzten Schritt gibt es massive Änderungen in der Technik, die erforderlich ist, um diese dünnen, kaltverfestigten, relativ spröden, aber sehr stabilen Materialien in eine attraktive Form zu bringen. Da sind wir seit der Akquisition des Metal-Container-Bereichs von Frattini sehr gut aufgestellt. Wir haben mittlerweile auch unsere Halle ausgebaut und erweitert. In dieser erweiterten Halle stellen wir diese Maschinen nicht nur aus, wir stellen sie auch zur Verfügung, um mit unseren Kunden gemeinsam Verpackungsentwicklung zu betreiben. Kunden können mit einer Produktidee zu uns kommen und wir entwickeln alles, was notwendig ist, um das Produkt zu fertigen. Es gibt natürlich Werkzeugentwicklungsaufwand, der betrieben werden muss. Wir können beispielsweise für Bemusterungen und Kompatibilitätstests erforderliche und hinreichende Mengen von 1.000 Gebinden erzeugen. Die DWI Technik ist bestens geeignet für Aerosoldosen und Getränkeflaschen. Der Erweiterungsbau, den wir für all diese Aktivitäten so dringend brauchten, ist die letzten 6 Monaten voran getrieben worden und jetzt endlich fertig. Ich möchte in diesem Zusammenhang in dieser Business Unit Metall ebenfalls die Firma Metzger und Becker erwähnen, die im 2. und 3. Quartal ihre Produktionsfl äche um 2/3 erweitert hat.
Hier liegt der gleiche Gedanke zugrunde: Wir glauben an unser Geschäft, wir glauben an unsere Kunden und wir glauben an unsere eigenen Produkte. Deshalb sind wir guter Dinge, dass wir größere Produktionskapazitäten dauerhaft ausfüllen werden, nicht zuletzt wegen der neuen Entwicklungen, die jetzt unterwegs sind. Diese neue Halle möchten wir gerne in einem Festakt einweihen.
Das ist für unser Unternehmen ein großer Schritt, den wir gegangen sind. Das Gebäude ist, wie gesagt jetzt fertig und wird zurzeit mit unseren neuen Maschinen gefüllt. Zum Aerosol & Dispensing Forum vom 8.-9. Februar in Paris trifft sich die Creme de la Creme der internationalen Aerosolindustrie und Paris ist gerade mal 3 Stunden entfernt von unserem Standort. Wir glauben, dass im Anschluss an diese Messe der eine oder andere die Gelegenheit nutzen und unsere Firma, unsere Erweiterung und unsere neue Technik in Augenschein nehmen wird.

AEROSOL EUROPE: Sie haben neue Mitarbeiter eingestellt, bewusst aus anderen Industrien, um neues Know-how in die Aerosolindustrie zu bekommen. Wir wissen, dass Sie sehr motivierte Mitarbeiter beschäftigen. Sicherlich auch ein Grund für die hohe Kundenzufriedenheit?

Johannes Linden: Man kann andere Leute nur für etwas begeistern, von dem man selbst begeistert ist. Insofern sind wir bemüht, Personen in unserer Firmengruppe ein Zuhause zu geben, die begeisterungsfähig sind. Leute, die Spaß daran haben, in einem technischen Umfeld tätig zu sein und erst dann zufrieden sind, wenn der Kunde zufrieden ist. Zufriedene Kunden sind gute Kunden. Gute Kunden sind der Garant dafür, dass das Unternehmen weiter wächst. Alle Entwicklungen, über die wir eben gesprochen haben, also das Thema Tiefziehen, Abstrecken und Verformen, viele Details dieser Entwicklungen kommen von Externen. Von Leuten, die wir zu uns geholt und ein Wissen haben, das für uns wichtig ist.
Genauso aber kommen neue Mitarbeiter durch Akquisitionen zu uns. Auf diese Weise haben wir uns aus verschiedenen Richtungen erweitert und unsere Kompetenzbasis verbreitert und hoffen, dass wir weiterhin so motiviert und begeistert sind, damit wir auch in Zukunft gute Kunden haben werden.

AEROSOL EUROPE: Wo sind Ihre wichtigsten Kunden angesiedelt?

Johannes Linden: Überall. In Europa, in Nordamerika, in China. Wir stellen im Moment fest, dass es sehr viele Projekte in Asien gibt.

AEROSOL EUROPE: Welches sind Ihre Kernmärkte? Welche Märkte sehen Sie in der Zukunft als wesentlich an?

Johannes Linden: Geographisch gesehen sind wir überall. Der Schwerpunkt in Asien ist eindeutig in China. Der Schwerpunkt in Europa ist ganz sicherlich Zentraleuropa. In Nordamerika sind es die USA, in Südamerika ist es Argentinien. Aus Sicht der Marktsegmente sind die Aerosole heute unser größtes Geschäft. Aber auch der Tubenmarkt ist für uns nach wie vor interessant und wir entwickeln auch weitere Maschinen- und Systemtechnik für die Aluminiumtubenindustrie.

AEROSOL EUROPE: Welche Märkte sehen Sie in der Zukunft als wesentlich an?

Johannes Linden: Bezogen auf unsere Produkte sind es alle. Die Tube ist auch ein Wachstumsprodukt. Dies zwar weniger in den altbekannten Märkten Westeuropa und Nordamerika, aber dafür in Südamerika und Asien. Wir sehen natürlich erhebliches Potential für die Aerosoldose und damit auch für unsere beiden relevanten Fertigungstechnologien. Wir sind weiterhin davon überzeugt, dass die Aluminiumflasche ein sehr interessantes Produkt ist, das in Zukunft weiter wachsen wird.

AEROSOL EUROPE: Gibt es Märkte, wo Sie wesentliches Potenzial erkennen? Beispielsweise Russland?

Johannes Linden: Russland ist natürlich ein sehr großer, potenzieller Markt, der aus Gründen, die uns nicht klar sind, in der Vergangenheit sein Potenzial nicht ausgeschöpft zu haben scheint. Der Pro-Kopf-Verbrauch in Russland ist ja geringer als in westeuropäischen Ländern. Wir stellen fest, dass sich in unseren Märkten enorme Kapazitäten aufgebaut haben. In den weiter östlich gelegenen Ländern wie der Tschechischen Republik, der Slowakei, Polen und Ungarn wurde viel investiert. Wenn man den Trend fortschreibt, muss eigentlich zwangsläufig die Welle auf Russland überschwappen. Wir können aber nicht sagen, wann.

AEROSOL EUROPE: Welche Rolle spielt der deutschsprachige Raum?

Johannes Linden: Deutschland ist ein Teil unserer Herkunft. Insofern fühlen wir uns Deutschland natürlich sehr verbunden. Außerdem ist der deutsche Markt nach wie vor ein sehr großer Absatzmarkt und daher sehr wichtig für uns und unsere Kunden.

AEROSOL EUROPE: Werden Sie in naher Zukunft Innovationen auf den Markt bringen?

Johannes Linden: Wir haben eine neue Maschinengeneration entwickelt, die 250 Produktionstakte pro Minute anbietet. Eine Maschinentechnik, die in der Geschwindigkeit Aerosoldosen jeglicher Größe herstellt, ist weltweit einmalig. Diese Technik wurde im Jahr 2011 eingeführt.
Wir haben in diesem Zusammenhang neue Pressen, neue Beschneidemaschinen, neue Druckmaschinen und neue Einziehmaschinen entwickelt und haben auch unsere innovativen formgebenden Verfahren auf diese Geschwindigkeit abgestimmt.
Man kann nicht nur mit höherer Geschwindigkeit normale, zylindrische Dosen herstellen, sondern eben auch mit entsprechend höherer Geschwindigkeit verformte Dosen („Shaping“) oder auch geprägte Dosen („Embossing/Debossing“) herstellen. Das ist ein Element von Innovation. Ein zweites Element hatte zum Ziel, die Kosten der Aerosoldose zu verringern. In dem Zusammenhang ist das Thema Tiefziehen, Abstrecken und Verformen („DWI“) schon einmal angeklungen, wo im Wesentlichen die Materialkosten minimiert werden. Wir haben darüber hinaus ein neues Speicherverfahren entwickelt, eine neue Technik, die in dieser Produktionslinie zwischen den einzelnen Aggregaten in einer neuen Art und Weise Dosen speichern wird. Diese Technik hat zum Ziel, eine Dose zukünftig stillstandsfrei, auch bei Rüstvorgängen, produzieren zu lassen. Auch hier ist das Ziel eine Reduktion der Kosten, und zwar der Fertigungskosten.
Im Zusammenhang des Tiefziehens und Abstreckens haben wir die weltweit erste Monobloc-Stahldose hergestellt, die die Vorzüge einer dreiteiligen Stahldose beinhaltet und die Vorzüge einer einteiligen Aluminiumdose mitbringt.
Wir haben auch zwei Prüfverfahren entwickelt. Das fortschreitende Verformen der Behälter führt immer mehr zur Beanspruchung des Materials in diesen Verformungsvorgängen mit hin und wieder negativen Begleiterscheinungen. Gleichzeitig steigt der Qualitätsanspruch. Alle Produktionssysteme müssen immer effizienter laufen. Das heißt, der Druck auf die Dosenhersteller wird immer größer. Auf der einen Seite innovative, sehr verschiedene, anspruchsvolle Formgebung, auf der anderen Seite dürfen keine Fehler gemacht werden. Das ist ein Widerspruch in sich. Wir haben Prüfverfahren entwickelt, um diesen Widerspruch zu lösen. Diese Prüfverfahren lassen sich in alle unseren neuen Verformungs-Einziehmaschinen einbauen, sind aber auch beide nachrüstbar auf bereits ausgelieferte Maschinen.
Das eine ist ein Kamerasystem, das zweite ist ein kombinierter Licht- und Drucktester, mit denen minimalste Fehler in den Gebinden ausgeschlossen werden können.

AEROSOL EUROPE: Wie sehen Ihre Zielsetzungen mittelfristig mit Blick auf Ihr Produktangebot aus?

Johannes Linden: Wir haben mittlerweile dieses erweiterte Maschinen- und Systemprogramm bei uns im Haus. Mit unserer Gruppenzugehörigkeit zur Wifag-Polytype können wir auch noch weitere Produkte anbieten im Zusammenhang mit Verbrauchsmaterialien aus dem Bereich Drucktechnik. Wir glauben, dass es zusätzlichen Bedarf gibt in unserer Industrie für servicenahe Produkte, wo wir Hilfestellung geben können, um unseren Kunden zu helfen beim Thema Service. Die eine Facette der Technik ist ja die Materialkostenreduktion.
Die zweite Facette der Technik ist höhere Geschwindigkeit mit dem Ziel, Personalkosten zu reduzieren in personalkostenintensiver Umgebung. Die dritte Kostenart sind die Energiekosten. Integrierte Systeme, die den Kunden helfen, Energiekosten substanziell zu reduzieren, machen sich sehr schnell bezahlt.
Wir können diese Systeme, die enorme Einsparpotentiale bieten, heute schon in die Fertigungslinien integrieren.

AEROSOL EUROPE: Herr Linden, wir danken Ihnen für das Gespräch.

AEROSOL EUROPE: The conversations that we have had recently with people in the profession at various professional events
indicate that the economic crisis is definitively over. How do you assess the situation, especially with respect to developments in our industry?

Johannes Linden: I cannot emphasize enough that we do not feel any traces of a crisis. To the contrary, we have been having very interesting conversations with our customers and our order books are full; good things lie ahead. On the one hand, this is due to the good economic conditions in our sector, to the demand for aluminum tubes and aluminum cans, but also aluminum bottles; on the other hand it is also because we believe that we have a few new developments ready for the market, which will contribute to the growth of our company as well as of our segment.

AEROSOL EUROPE: Before this conversation, we took a look at your newly-designed Web presence; we believe it will be very successful. Mall+Herlan is a part of the whole picture that is spearheaded by Wifag-Polytype. Can you say a few words about this reorganization?

Johannes Linden: It is the declared goal of Wifag-Polytype to make it clear to customers that we have several networked, highly-specialized technology suppliers in-house. Mall+Herlan is one of these technology suppliers for Wifag-Polytype.
The new Web site emphasizes this connection as well as the synergies between the various companies. This connection is also reflected in reality. For example, we use printing materials in our machines that are manufactured by Polytype in Switzerland. Within this corporate group, Mall+Herlan is responsible for the metal business, that is, machines for the manufacture of metal packaging. However, the metal business is only a part of the Wifag-Polytype Group. It becomes clear that Wifag-Polytype and the “Metal” business unit are embedded in an internationallyactive company with branch offices in North and South America, in China, Thailand, and in various European countries; in the future there will also be a branch office in India.

AEROSOL EUROPE: In the past, the philosophy of Mall+Herlan was “Drawing strength from the past” – from experiences, successes and difficulties that have been overcome – and using these insights, paired with customers’ demands, to perform the tasks of today and provide a basis for the developments and innovations of tomorrow. Is this philosophy still valid today?

Johannes Linden: Surely there are many elements of this philosophy that are still relevant today. We are of the opinion that it is always important to know where you come from. When you know where you come from, you have already answered part of the question of where you would like to go. However, you get the most important part of the answer from the dialogue with customers. It is still important to understand where the trends of the times are going. In this area of conflict between where I come from and where the market and customers are heading is where we believe we can offer solutions that are appropriate for the market. Solutions as a complete supplier, that is: product solutions from A to Z, and in the future not just for extruded aerosols, tubes, and bottles made of aluminum, but also deep-drawn and ironed packaging. This in aluminum; that’s where we come from, but also in steel, which is new to us.

AEROSOL EUROPE: Your systems for aerosol cans are very complex and elaborate. In general terms, what are you doing to fulfill your customers’ high demands?

Johannes Linden: The goal of our systems is to put our customers in a position either to produce at lower cost than their competitors or to increase added value.
These are two dimensions that sometimes contradict each other. Sometimes, we succeed in combining both aspects in a production system, that is, in creating better packaging more cheaply. Cost reduction is evident in our efforts to offer DWI production technology. This helps to reduce signifi cantly the greatest cost block that our customers have today, namely raw material costs. We discuss up to 30% material cost savings with our customers.

AEROSOL EUROPE: In order to find the best solution and thus the best product, you use different technologies. Can you give us a brief overview?

Johannes Linden: On an aerosol can line, there are a whole series of different technologies. It starts with the manufacture of a cylindrical hollow body; this hollow body is then cut, brushed, washed, and generally prepared so that it can be painted inside and out and printed in color. Subsiquent shaping makes a simple cylinder into an attractive market-specific shape. There are also variants of these technologies I have just named. In the past, we only offered extrusion technology.
Meanwhile, we also offer the so called “DWI” technology, that is, deep drawing and wall ironing. This requires changes in the upstream area of such a line – on the front end – and then also some changes in the back end, that is, in drawing and shaping technology. The thinner a material becomes, the more demanding the shaping, and the more complicated and challenging and detailed the work that is required for the shaping.
Mall+Herlan is in the fortunate position of being able to offer technology from A to Z in order to guarantee a functional overall solution.

AEROSOL EUROPE: Can you bring us up to date briefly in this context, especially with an eye to your product offerings?

Johannes Linden: We now offer new machines in the context of this DWI technology.
We offer a “cupper.” A cupper is a deep-draw press that produces a deepdrawn hollow body. In association with this, we offer a machine that forms this cup; into a cylindrical, relatively long hollow body. This can be done in the dimensions and shapes familiar from aerosol cans. Starting with 35 mm or 66 mm diameter, for example, and 90 to 260 mm height – and this either in aluminum or steel. The technology must be followed further on the line. There are relatively few changes in the other machines for this line until you come to the shaping step, the last step before packaging. In this last step there are massive changes in the technology which are necessary to neck the can, to turn this cold-resistant, brittle but very stable material into an attractive shape. Here, since the acquisition of Frattini’s metal container division, we are very well-positioned. Meanwhile, we have also expanded our production facilities. In our expanded hall, we exhibit these machines and make them available in order to handle joint packaging development with our customers. Customers can come to us with a product idea and we will develop everything that is necessary to produce the product. Naturally tool development efforts are also required. For example, for sampling and compatibility tests, we can create a quantity of 1,000 packages. The DWI technology is best-suited for aerosol cans and beverage bottles. The expansion that we needed so badly for all of these activities has advanced in the last 6 months and is now finally finished.
In this context in the “Metal” business unit, I would also like to mention the company Metzger und Becker, which expanded its production area by 2/3 in the second and third quarters. The same thought underlies their actions: We believe in our business, we believe in our customers, and we believe in our own products.
Therefore, good things are afoot that will fill up our larger production capacities later on, not least because of new developments. We would like to dedicate this new hall with a celebration because this is a big step that we have taken for our company. The building is complete now and is currently being filled with our new machines. The crème de la crème of the international aerosol industry will meet at the Aerosol & Dispensing Forum on February 8-9 in Paris, and Paris is just 3 hours from our location. We believe that after this trade fair, people will take the opportunity to see our company, our expansion, and our new technology.

AEROSOL EUROPE: You have hired new employees, consciously from other industries, in order to bring new expertise into the aerosol industry. We know that you employ very motivated people. Surely this is also a reason for your great customer satisfaction?

Johannes Linden: You can only get other people excited about something about which you yourself are excited. Thus we attempt to provide a home in our corporate group for people who are capable of getting excited. People who take pleasure in being active in a technical environment and who are only satisfied when the customer is satisfied. Satisfied customers are good customers. Good customers are the guarantee that the company will continue to grow. All the developments about which we have spoken here, that is, deep-drawing, wall ironing, and shaping; many of the details of these developments come from external sources, that is, from people whom we have brought in and who have knowledge that is im portant to us. And this is also how we get new employees through acquisitions.
This way, we have expanded in different directions and broadened our expertise; we hope that we will remain just as motivated and enthusiastic as ever so that we will continue to have good customers in the future.

AEROSOL EUROPE: Where are your most important customers headquartered?

Johannes Linden: Everywhere. In Europe, North America, China. At the moment, there are a lot of projects in Asia.

AEROSOL EUROPE: What are your core markets? What markets do you believe will be essential in the future?

Johannes Linden: From a geographic perspective, we are everywhere. The focal point in Asia is definitely in China.
The focal point in Europe is quite definitely Central Europe. In North America, it’s the USA; in South America, Argentina. From the point of view of market segments, aerosols are our biggest business today.
But the tube market is also interesting for us, now as before, and we are also continuing to develop other machines and system technology for the aluminum tube industry.

AEROSOL EUROPE: What markets do you believe will be essential in the future?

Johannes Linden: With respect to our products: all of them! The tube is also a growth product. This is less the case in the old familiar markets of Western Europe and North America, but more the case in South America and Asia. Naturally we see significant potential for the aerosol can and thus also for both of our relevant production technologies. We are convinced that the aluminum bottle is a very interesting product that will continue to grow in the future.

AEROSOL EUROPE: Are there markets where you see signifi cant potential? Russia, for example?

Johannes Linden: Of course Russia is a large potential market which, for reasons unclear to us, has apparently not exploited its potential in the past. The per capita consumption in Russia is lower than in Western European countries. We have determined that enormous capacities have been built up in our markets. A lot has been invested in the countries further to the east such as the Czech Republic, Slovakia, Poland, and Hungary. If you continue the trend, the waves have to spill over into Russia. However we cannot say when.

AEROSOL EUROPE: What role do German-speaking regions play?

Johannes Linden: Germany is part of our heritage. Thus it is natural that we feel very bound to Germany. Furthermore, the German market continues to be a very large sales market and it is therefore very important for us and our customers.

AEROSOL EUROPE: Will you be putting any innovations on the market in the near future?

Johannes Linden: We have developed a new machine generation that offers 250 production cycles per minute. A machine technology that produces aerosol cans of any size at that speed is unique worldwide.
This technology was introduced in 2011. In this connection, we have developed new presses, trimmers, printing machines, and drawing machines, and we have also attuned our innovative shaping process to this speed. You can not only produce normal cylindrical cans at this higher speed, but also shaped cans, or even embossed/debossed cans. This is an element of innovation. The goal of a second element is to reduce the costs of aerosol cans. In this context, the topic of deep-drawing, wall ironing, and necking (“DWI”) has already been mentioned;
essentially the material costs are minimized there. In addition, we have developed a storage process, a new technology that will store cans in a new way on this production line between the individual units. The goal of this technology is to be able to produce a can without downtimes, even in case of changeovers. Here too, the goal is a reduction of the costs, especially the production costs.
In the context of deep-drawing and wall ironing, we have created the world’s first monobloc steel can that has the advantages of a three-piece steel can and brings with it the advantages of a onepiece aluminum can.
We have also developed two testing procedures. The ongoing shaping of the cans places ever more demands on the material in these shaping processes, with some negative consequences every now and then. At the same time, quality demands are increasing. All production systems must always run more efficiently. This means that the pressure on the can manufacturers is becoming greater. On the one hand, innovative, varied, demanding shaping; on the other hand, there can be no mistakes. This is a contradiction in itself.
We have developed test procedures to resolve this contradiction. These test procedures can be incorporated into all of our new shaping-drawing machines, but both of them can also be applied to machines already delivered. The one is a camera system; the second is a combined light and pressure test with which the smallest faults in the packages can be excluded.

AEROSOL EUROPE: What are your goals in the medium term with respect to your product offerings?

Johannes Linden: Meanwhile, we have this expanded program of machines and systems in-house. Thanks to our association with Wifag-Polytype, we can also offer other products in connection with consumables in the printing technology sector. We believe that there is additional demand in our industry for services; we want to provide assistance in order to help our customers with the topic of service.
One facet of technology is material cost reduction. The second facet of technology is higher speed with the goal of reducing personnel costs in a personnel cost-intensive environment. The third type of costs are energy costs. Integrated systems that help the customer reduce energy costs substantially pay off very quickly.
We can integrate these systems, which offer enormous savings potential, in our production lines even today.

AEROSOL EUROPE: Mr. Linden, we thank you for the conversation.

Tabajara Bertelli Costa: Ultragaz is pioneer in LP (Liquefied Petroleum) in Brazil, and its foundation in 1937 marked the bottled gas marketing in the country. The fast-growing business originated new companies of Ultra Group, one of the largest national conglomerates nowadays. The group works in diverses businesses such as fuel distribution, chemical products manufacturing and storing, besides Liquefied Petroleum gas distribution. Recognized by innovation, Ultragaz confirmed its pioneering nature in 2011 when it launched the fi rst environment-friendly propellant for aerosol manufactured in Brazil, Demexx®, widely known as Dimethyl ether.

AEROSOL EUROPE: Ultragaz is – as far as we know – the only DME manufacturer in Brazil. Where do you see your target market?

Tabajara Bertelli Costa: According to ABAS (Brazilian Aerosol and Sanitary Household Products) data, Brazilian propellant market is in ongoing expansion since 1998, when 173 million of units (aerosol cans) were used. About ten years later, in 2009, 545 million of units were used, representing a 215% growth, and of which 313 million of units were manufactured in Brazil and 232 million imported from other countries. In 2010, consumption reached 702 million of units, and it is expected to reach 1 billion of units in 2012. Today, Ultragaz is the leading company in providing propellant gases, presenting complete solutions to companies of this market. Therefore, Ultragaz is prepared to meet this increasing demand also through Demexx® providing, which we believe it is going to become the main propellant of aerosol market.

AEROSOL EUROPE: Do you manufacture other products for the aerosol industry as well?

Tabajara Bertelli Costa: Besides Demexx®, Ultragaz offers to its customers deodorized Butane and Propane propellants. The company has a laboratorial structure focused on gas chromatography analysis of its propellants distributed, which ensures the product specifications and purity in all the distribution chain until the fi nal supply.
This process allows the costumer to have a direct use in the filling with no need of additional treatment. Thereby, Ultragaz is able to provide either Demexx® or any specifi c composition of Butane/Propane mixture, offering deodorized propellants in accordance with the pressure required by the costumer and so, meet the different criteria concerning to aerosol applications.

AEROSOL EUROPE: The aerosol business is a global business. Which countries do you supply with your products?

Tabajara Bertelli Costa: Ultragaz is currently doing business only in Brazil, but it is analyzing the expansion to other countries, once Ultragaz is always looking carefully to other South American countries development.

AEROSOL EUROPE: In your opinion, what are interesting growth markets for aerosols today and in the future?

Tabajara Bertelli Costa: The decision of marketing Demexx® was based on aerosol increasing market, mainly in Brazil and in the rest of Latin America. As I said before, ABAS hopes to reach the record of 1 billion of units in 2012. Towards that, I am sure there are lots of new markets to be explored, and Ultragaz is watching them. Demexx® offers economy and advantages for all segments: in Personal Care segment, for instance, it provides benefits regarding Hair Spray use, personal deodorants, and others. In Sanitizing, there are insecticides, air fresheners, polishing waxes, and cleaning products. Other examples of areas which can benefit from propellant use: tinctures and varnishes, veterinary products, automotive and technical product lines, food, for medical and fun purposes, among others.

AEROSOL EUROPE: What are the advantages of DME with regard to other propellants used in aerosols?

Tabajara Bertelli Costa: Demexx® has 99.99% of purity as its main characteristic. It allows the use of a great amount of water in formulation, enables solvent and alcohol reduction and, being sulphur-free, it doesn’t need any deodorizing process.
There’s a lot of gain, especially when it regards to cost reduction:

● Elimination/reduction of surfactants/ emulsifiers;
● Elimination of propellant deodorization process;
● Possibility of cost reduction in transportation (allows the development of the final product – non-inflammable).

Moreover, there’s a lot of environmental gain, with the reduction of VOCs – Volatile Organic Compounds, and improvement of product performance compared to other propellants.

AEROSOL EUROPE: How do you organize the transportation?

Tabajara Bertelli Costa: Today, Ultragaz is the first Latin American company to exclusively provide the product, due to its partnership with GPC Química, which has built a dimethyl ether factory in order to meet the increasing demand. Ultragaz holds all manufacturing, storing and logistics of dimethyl ether processes in Brazil.
The factory, strategically located in Rio de Janeiro, can produce 30 thousand tons/ year, and it can enlarge production according to market demand. The logistics of product delivery has a fl eet of Ultragaz trucks, which offers security in transporting Demexx®. Deliveries are performed according to customers’ needs and refilling is directly done in stationary tanks installed in customers’ factories, avoiding loss and waste.

AEROSOL EUROPE: Do you offer special services to your customers?

Tabajara Bertelli Costa: Ultragaz offers consulting when developing a new product, from creation and formula adjustment, materials to be used (cans, valves) to effectiveness and stability tests of the final product. We support all creation and adequacy and, according to our expertise, we recommend the best options to business feasibility.

AEROSOL EUROPE: Do you see any potential for technical innovations in your product segment?

Tabajara Bertelli Costa: Ultragaz is known by its innovative actions, and for its pioneering nature when launching new products and business. Certainly, we are continuously investing in researches and product development to keep Ultragaz always ahead in the markets in which we are doing business.

AEROSOL EUROPE: Climate, energy and sustainability are commonly used catchwords in your product segment. In a few words, what comes into your mind when hearing these key words?

Tabajara Bertelli Costa: Sustainability and respect towards environment have been part of Ultragaz actions for a long time. With Demexx®, we ratify our commitment, once we are able to provide high quality products which respect the environment and have better economic conditions compared to other propellants. This way they can meet industries, society and environment needs with balance.

AEROSOL EUROPE: How would you see the future of the aerosol in general?

Tabajara Bertelli Costa: The companies are getting more and more concerned about the environment and sustainability and it couldn’t be different with Ultragaz, which has always had this business premise.
Therewith, I can see a wider range of eco-friendly products in the future, mainly Demexx®, which prioritizes the respect towards environment in order to avoid damages to the ozone layer. It must be tendency not only in this aerosol market, but also in other markets.

AEROSOL EUROPE: Mr Brands, in short, would you please tell our readers who you are and which your responsibilities are within Lindal Group?

Robert F. Brands: I am President for the Americas for the Lindal Group which includes Argentina, Brazil, Mexico and North America. In Columbus, Indiana, we manufacture and assemble valves and mould actuators and where we also do the BOV technology. I have been in the U.S. since 1982, I am Dutch originally, and I have been involved in packaging since 1998. Originally as president and CEO of Airspray for the foam pump technology and later Managing Director of the Personal Care Division of Rexam which was about 1 billion dollars with 24 plants. I stepped down in 2009, I wrote a book about innovations and as of September 2011 I am back and engaged helping Lindal supporting the American efforts.

AEROSOL EUROPE: Can you say a few words about the book you wrote about innovation?

Robert F. Brands: Airspray was very successful as a small company having innovation every year. That process I described. In America there is a term called Robert’s Rules of Order. That is how you conduct a meeting. You need order and process. So the book is called Robert’s rules of innovations.
They are ten imperatives, ten key points you have to implement and manage to create and sustain innovation. They go from inspiration, they have a new product development process all the way to a reward system. That is the contents.

AEROSOL EUROPE: To your opinion, what are the differences between the US customer’s and the European customer’s attitude regarding aerosols?

Robert F. Brands: I think, this is a very valid question for Lindal, because Lindal is one of the market leaders in Europe. Very recognized. If you visit in Europe retail shelves they are full of Lindal products; A very recognized and strong position. In the Americas Lindal has brought its very advanced technology and know-how and expertise, but has not penetrated the market as much. Our strategy is to align ourselves with global mulit-nationals who expect a presence in Argentina, Brazil, Mexico, North America and of course in Europe. That is how Lindal has been growing and really expanding its global footprints.
With respect to the use of aerosols in Europe and in America I think they are likewise, people are looking for the convenience, they are very accepted products and when we continue to bring our innovation and creativity, we can continue to grow the market.

AEROSOL EUROPE: What do you do and which channels do you use to get in touch and communicate with your customers in the US?

Robert F. Brands: For us we really believe in what is called “feet on the street”. Having sales people on the ground in the local markets, who really deal with the multinationals and the local players and having a presence in the market. Secondly, once you have the presence and the footprints and we try to have valves and moulding in each of our plants – we really can help our customers with the right products. Lastly, we do it through mechanisms like public relations, advertising and trade show participation.

AEROSOL EUROPE: Lindal is one of the leading manufacturers of valves, actuators and spray caps. Are there any innovations lately, especially for the U.S. market?

Robert F. Brands: This is an interesting question. One of the most innovative solutions that Lindal came up with in the last few years is actually Truspray (www.truspray.com) which was introduced 4-5 years ago in Europe and we just issued a press release that we are really launching it in the U.S. With our limited local presence in the past it has really gotten unrecognized and unnoticed.
So, we just issued this release about the early successes of Truspray in Europe. We are trying to bring this technology into the USA. Of course, there are two reasons why it should seriously be looked at:
1. The sustainability factor. The cans are much smaller and have less propellant – although the same amount of content for the consumer.
2. The fact that you can spray very viscous products which is a unique solution. We think that we have some good opportunities in North America, but in the Americas in general.

AEROSOL EUROPE: Do you have R&D only in Europe or do you have any capacities in the U.S.?

Robert F. Brands: Our R&D focus is primarily in Europe with several R&D centers in the European plants. We are expanding our lab capacity in the US and we have a quality lab, but now we are building a spray lab. Most importantly is that we are closing the gap. We are listening carefully to the American customers as well and providing that input to the research and development meetings in Europe, so that we can create global products that solve problems and that we can identify demand for.

AEROSOL EUROPE: We are sure that Lindal has implemented a Quality Management System. Could you tell us a little bit about it?

Robert F. Brands: Quality is kind of an inherent “must-have” imperative to be able to be a supplier to any company whether it is a medium-sized company or a multinational. We are trying to improve – besides the aerosol qualifications in several plants – the standard in the plants in the Americas. Particularly in Central and South America we are trying to elevate the level of sophistication in process and in what we want to observe and want to measure – our key performance indicators. So, we are trying to elevate the organization as a whole.

AEROSOL EUROPE: Where do you see future growth markets for aerosols?

Robert F. Brands: I think, aerosols continue to grow particularly in the Americas and particularly for Lindal, because we have very limited share so far. The American market is so large and if we have some unique solutions, we can really grow our business but also the market with unique solutions like Truspray, like BOV with the oil spray feature. Specifically in new products and in new segments there is definitely opportunity for growth.

AEROSOL EUROPE: Food aerosols are starting to play a major role in the aerosol market, especially in Europe. The U.S. is far ahead with regard to that kind of aerosol product. What is Lindal’s share in food aerosols and what share do you want to realize in the U.S. in the near future?

Robert F. Brands: We are a significant player, if not the market leader in food aerosols in Europe. We defi nitely see it as an opportunity in America, because the food marketers tend to be very innovative and like to try new things and give solutions.
Plus it is a matter of convenience and the American consumer loves convenience in general. We haven’t defined the percentage of the market share that we wanted to have but I would say we defi nitely want to grow this segment.
With early successes in the food oil spraying, I think, we will have the first entry and now people will start looking on more creativity around BOV where you have purely product, a 100% uncontaminated product that is being dispensed in a very natural way. We are actual very excited and have a focused effort on growing those segments.

AEROSOL EUROPE: Today, Lindal is represented in all relevant markets around the globe. Do you have production sites in the U.S.? If so, please let our readers know what kind of products you are focusing at in the U.S.?

Robert F. Brands: We are very strong in Europe. We are growing and putting effort into the Americas. The Columbus facility is being expanded with more molding and BOV manufacturing capabilities. I see a huge potential in custom and general innovation being brought to market by Lindal.

AEROSOL EUROPE: Do you have production sites in the U.S.?

Robert F. Brands: In the US we have one large and expanding plant in Columbus, Indiana, and, of course, in Mexico, in Brazil and in Argentina.

AEROSOL EUROPE: Could you tell us what kind of products you are focusing at in the Americas?

Robert F. Brands: Our key model is always to have the complete products. In other words that means having the valves and the actuators available in the local markets. That same strategy has been applied to the US manufacturing. We produce all the main valves, male and female valves, food specific dispensers and the PU valve for heavy foams, etc.

AEROSOL EUROPE: Does Lindal have further plans to expand in the North American market?

Robert F. Brands: We are focusing on one Central Mid-West site that can supply all of the US. We would rather have a concentration like that so we can make all product shipments to customer and be centrally located. Basically with the solid foundation in Columbus, Indiana, the product range is now a matter of scaling up volume and doing more in the US. We have a very aggressive budget for 2012.

AEROSOL EUROPE: The aerosol production in the U.S. is still growing. Latest figures show a rise in production. How would you see the development of the growth in the future?

Robert F. Brands: I don’t see that letting up because again when people look at aerosols they look at the convenience first and foremost and it is still one of the most convenient dispensers out there. With the environmental issues being eliminated or reduced more and more and the safety issues being raised and even better products coming out like Truspray or like Bag-on-Valve or you can even fill it with just air – the category has a chance to continuously grow, all, of course, dependent on the innovation and listening carefully to the customers.

AEROSOL EUROPE: We are speaking with you today on the occasion of the Annual Meeting of CSPA in Fort Lauderdale. Lindal is present at this event. How does Lindal benefit from participating in such events?

Robert F. Brands: I would say a couple of reasons. The fi rst and foremost reason is really networking which is important in the industry to get to know the fellow players in the market but more importantly the customers that attend these events. Secondly, it is really knowledge and know how sharing and the benefi ts from that. As you have heard there is a serious effort in trying to develop a plastic aerosol and the industry is trying to come together to accelerate the development time of that by working together, so that the market as a whole, the consumers and the environment can benefit from that. It is those benefits that attract us to these events.

AEROSOL EUROPE: Mr Brands, we thank you for this interview.

AEROSOL EUROPE: Mr Dunleavy, could you please give our readers a short description of your position within Crown?

Michael F. Dunleavy: My title is Vice President of Corporate Affairs and Public Relations. The role is relatively broad. I am responsible for Corporate image, which includes communications, marketing at the Corporate level and traditional public relations.

AEROSOL EUROPE: What does your corporate slogan “Brand-Building Packaging™” illustrate?

Michael F. Dunleavy: It illustrates what Crown does best: helping companies build brands worldwide. We accomplish this goal by helping our customers differentiate their products, increase brand turnover at point-of-sale, strengthen brand loyalty and grow market share with innovative metal packaging. But just as importantly, we support our clients with design, engineering, technical support, training and other valueadded expertise. It’s not just about the package.

AEROSOL EUROPE: Which countries do you supply with your aerosol products? What are your target markets?

Michael F. Dunleavy: Our aerosol business spans the globe, with 13 facilities spread across North America, Europe and Asia. We work with customers in a variety of market segments including personal care, food, household and industrial.

AEROSOL EUROPE: In your opinion, what are interesting growth markets for aerosols today and in the future?

Michael F. Dunleavy: There are three key growth markets for aerosols: food, personal care and DIY. There’s a lot of opportunity with applications not traditionally packed in aerosol cans. Thanks to advances like bi-compartmental (bag-in-can) aerosol technology, which incorporates a plastic inner bag to keep product and propellant completely separate, products such as mustard, honey, syrup, sun cream, hair gel, facial wash gels, sealants and wood glue, can be easily and quickly dispensed by simply pushing a button.

AEROSOL EUROPE: Brand awareness can be created by new and innovative techniques. What is Crown doing to help customers to increase their brand awareness?

Michael F. Dunleavy: Our goal is to continuously meet our customers’ needs by developing packaging that addresses how the consumer will ultimately view, and use, the package. Color and shape continue to be two of the most popular ways to distinguish a brand on shelf and increase consumer appeal – they impact the first ‘moment of truth’.
There have been a number of developments in terms of decoration, including advancements in print technologies that add unique graphics and excitement to packaging, ultimately engaging consumers and enhancing their experience with the brand.
Depending on the specifi c application and desired effect, marketers and brand managers have a range of options, including varnishes that create a reflective 3-D effect, change color when consumers rotate the package, and over varnishes that produce a matte, paper-like fi nish.
Can shape and size are also powerful tools. We offer different sized cans that vary from slim diameters to tall or even larger cans. This is ideal for brand owners who are looking for something to make consumers relate to their products – whether it is a multi-use product that offers value for money, or travel-sized cans that easily fit into a consumer’s bag for portability.
Shaping can bring yet another dimension to packaging. Our proprietary blowforming process creates unique shapes while maximizing container integrity and product protection. The process begins by placing preforms into precision-engineered molds. High pressure air causes the steel to expand and take the shape of the mold.
No tooling or liquid is used inside the container, preventing damage to internal coatings. Unlike other shaping techniques, such as mechanical expansion and water jet forming, blowforming also maintains a better surface fi nish and glossiness of the final package. This technology has already been adopted by leading brands such as Wera Tools, the global hand tool specialist, for its Kraftform Fluid range of lubricants and protectants, and Sara Lee for its Endust® Free Dusting and Cleaning Spray.
At the end of the day, our priority is to work closely with our customers to identify their needs and challenges, and, based on our experience and design expertise, develop a packaging application to help them grow their business.

AEROSOL EUROPE: What about convenience and functionality for the consumer?

Michael F. Dunleavy: Brands must possess a long-lasting appeal in order to establish a level of trust with consumers. The Second Moment of Truth occurs when consumer gets the product home and assesses its added value. It is during this stage that long-term brand loyalty is solidified, so brands need to make sure they can deliver in terms of ease of use and general convenience.
Aerosol containers can help brands deliver on all counts. A good example is the Hammerite Metalmaster® Electrostatic Paint Gun range of metal coatings available at DIY stores, which uses Crown’s BICAN® (bag-in-can). It offers consumers ease-of-use and also ensures the product is dispensed cleanly and accurately.

AEROSOL EUROPE: What role does communication play in that context and what channels do you use?

Michael F. Dunleavy: Communication, of course, plays a vital role in enhancing brand awareness and informing customers of new innovations. Our teams work closely with customers to ensure they are aware of new technologies and the benefits they offer. At the same time, our website, http://www.crowncork.com, offers a wealth of information on our capabilities, products, and technologies. Visitors can also contact the appropriate Crown representative directly from the website, if they have questions, need samples, or just want to learn more.

AEROSOL EUROPE: Crown introduced the EarthSafe Dispensing System. When did you introduce it and what is the USP that sets your product apart?

Michael F. Dunleavy: We introduced the EarthSafe™ Dispensing System to the market in 2008 so brand owners would be able to comply with directives from the California Air Resources Board that went into effect in early 2010. The system was developed in cooperation with Chris Scheindel, president of Ultramotive Corporation and patent holder of the technology.
As you may know, this unique package replaces hydrocarbons with compressed air as the propellant. A key component of the system is its advanced valve technology that allows total product evacuation at consistent flow rates from start to finish.
The EarthSafe™ Dispensing System consists of a valve that uses fewer moving parts, increasing reliability. It also features a patented multi-layer barrier piston that eliminates primary and secondary gas permeation, extending shelf life and increasing evacuation of package contents.
The package is also recyclable, an important message for today’s environmentally conscious consumers.

AEROSOL EUROPE: What challenge does our industry face in the future?

Michael F. Dunleavy: The aerosols industry faces a continued drive for more supply chain agility and fl exibility. Shorter product runs and quicker turnaround times can help customers better meet changing consumer needs with targeted marketing and promotional campaigns, without having to hold a lot of stock.

AEROSOL EUROPE: What is Crown doing to meet consumer demand for “greener” products?

Michael F. Dunleavy: Advances in aerosol technology ensure every last drop of product is evacuated from the package, minimizing waste. The EarthSafe™ Dispensing System, as discussed earlier, replaces hydrocarbons with compressed air as the propellant, which reduces volatile organic compounds (VOCs).
The steel package itself is also totally recyclable, an important message for consumers who want to buy green. Metal is 100% and infi nitely recyclable, meaning that it can be recycled repeatedly with no loss or alteration in quality. Steel containers have a very high recycling rate in the United States, reaching 66.8% in 20091). Steel packaging achieved its own recycling record in Europe, reaching a rate of more than 72% in 2009 2). This figure has doubled in the past 10 years and represents an increase of 2% from 2008 rates alone. In addition, steel recycling saves up to 74% of the energy required for primary production. Each ton of recycled steel saves 1.5 tons of iron ore and 0.5 tons of coal.

AEROSOL EUROPE: The last time we spoke with Crown, the global economy crisis had hit the bottom but you were still seeing an improvement in the market. What is the situation today and how do you see the future of the aerosol in general?

Michael F. Dunleavy: We have a very positive outlook for aerosol technology. We already talked about the potential for expanded market applications thanks to technology advances. But there’s also the impact that aerosol containers in general can have on brands. Since they function as dispensing systems, aerosol containers are one of the few packages that consumers can really interact with. They can have fun with brands and exercise a higher degree of control over the location and amount of product dispensed than with other packages. Combined with all of the decorating and shaping capabilities we discussed earlier, aerosol technology offers brands a powerful way to win the battle at point of sale.

AEROSOL EUROPE: Mr. Dunleavy, we thank you for this interview.

1) Steel Packaging Institute
2) APEAL (Association of European Producers of Steel for Packaging)