Commercial labeling

An interview with the general manager of Northern Plains Label

By Andrew Weeks

Q. WHERE ARE MOST OF YOUR CLIENTS, REGIONALLY OR DO YOU HAVE CLIENTS IN OTHER STATES ACROSS THE U.S.? A.

The majority of our clients are in the region but do serve clients throughout the US.

Is there much competition regionally in your industry? If so, what does that mean for your business?

Q. THE COMPANY’S WEBSITE SAYS THAT IT MAKES LABELS FOR BUSINESSES IN MANY INDUSTRIES. IS THERE ONE INDUSTRY THAT IT WORKS WITH MORE THAN OTHERS? A.

We provide labels for a number of types of businesses. Pharmaceutical, manufacturing and beverage labels are our core industries. Recently NPL invested into digital print which has helped support the growing craft beverage market.

Kent Flagtwet, the general manager of Northern Plains Label in Fargo, N.D., is responsible for the day-to-day operations of the company that makes labels for a variety of businesses in the region and across the country.

He has been with the company for 12 years, but has been in commercial printing for more than 30 years. As such, he knows the industry well and gives this insight:

“The label industry has experienced a rapid growth in digital print over the last five years and will continue to evolve,” he said.

Flagtwet said his team is small -- only about seven team members -- and one office location, but they are dedicated.

In an interview with Prairie Business answered a number of questions about the company, the industry and the outlook of the future.

Q. WHAT MAKES NORTHERN PLAINS LABEL DIFFERENT FROM THE COMPETITION? A.

NPL prides itself for reliable customer service, high quality, exceptional value and quick delivery. Our small staff size allows flexibility to meet our client’s needs.

Q. WHAT CHALLENGES HAS THE COMPANY FACED OVER THE PAST YEAR OF THE PANDEMIC AND HOW HAVE YOU MET THOSE CHALLENGES? A.

Overall we have been fortunate through the pandemic. Thankfully our staff has been healthy so we are able to maintain production levels. Many of the industries we serve maintained or increased their sales volume during the pandemic. Like many industries, raw material shortages and shipping delays have been challenging. To avoid extended delivery dates to our clients, we have increased our inventory levels of most raw materials.

Q. WE HEAR OFTEN THESE DAYS ABOUT WORKFORCE CHALLENGES. HAVE YOU EXPERIENCED ANY OF THAT AND, IF SO, WHAT ARE SOME THINGS YOU HAVE DONE TO MEET THOSE OBSTACLES? A.

That certainly is a concern and we see many local businesses being impacted. NPL has had the good fortune to maintain the same staff for the past few years. Our staff is by far our greatest asset and has contributed to strong business growth.

Q. WHAT SKILLS OR ATTRIBUTES DOES THE COMPANY LOOK FOR WHEN SEEKING NEW EMPLOYEES? A.

Industry experience is always a preferred skill but not necessary. The regional label industry is small so finding experienced staff is very difficult. We look for great attitudes, teamwork skills and a willingness to learn. We also rely on industry led and peer training to further the new employees skills.

Q. WHAT ROLE DOES TECHNOLOGY PLAY IN YOUR BUSINESS? A.

It’s vital. From our communication processes with our clients to our management information system, tech has allowed NPL to be responsive to our clients needs and has increased productivity. With the transition into digital print, technology advancements have contributed a considerable amount of growth for NPL.

Q. ARE THERE ANY TRENDS YOU ARE NOTICING NOW IN YOUR INDUSTRY, TECHNOLOGY OR OTHERWISE? A.

The label industry has experienced a rapid growth in digital print over the last five years and will continue to evolve. The introduction of digital and hybrid print methods that include variable print as well as new materials and adhesives have expanded the label offerings a great deal. Label embellishments like embossing, foiling, textured coatings and specialty laminations have contributed to the growth in labels and packaging as well.

Q.WHAT DO YOU FORESEE ON THE HORIZON? WHAT DOES

OVER THE NEXT FIVE YEARS OR SO?

A.I see the label and packing industry will continue to grow with hybrid analog/digital print driving a good share of the market. Digitally printed flexible packaging will continue to increase. I also expect variable data and graphics used in labels and packing to see growth, allowing companies to set their brand apart from others.