Instore Magazine #10 | ENG

ISSUE 10

I N S P I R AT I O N M A G A Z I N E

Green is

POSsible

HOW DO YOU SHAPE YOUR CAMPAIGN?

AMAZING displays!

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ISSUE 10

C O N T E N T | P R E FA C E

04

You don’t get big by doing nothing

06

Green is POSsible

08

Displays, sustainability and Douwe Egberts

12

The paper route

14

Design and sustainability in balance

17 The two quality marks for sustainable forest management compared

18

Ahead of the Trends | 2 Second HANG-IN Display

20

2 Second HANG-IN Display

21

Box-section pallet display

22

The foresightedness of futurologist Jempi Moens

25

Where do our displays originate from?

26

Right. Let’s talk about sustainability.

29

Display News

30

Stronger in society at Holbox

32

Displays Daily | Leitz makes a conscious choice

33

How it’s made | Paper made from grass

34

Your customer, our business | Special

36

Go for gold with an outstanding display

38

The green power of Poland

40

The road to ISO 14001

42

The story of a happy frog

Ready for the future With a new generation at the helm, we are building a strong, green future. A future in which we not only continue to innovate, but also reflect on the role we play in realising a sustainable display market.

That is why we have recently worked hard to seal our sustainable processes by means of an ISO 14001 certification and we are expanding our capacity to be the reliable and sustainable display partner in the future.

ISO Sustainability has been one of our most important core values for many years and although we already know Holbox’s production process is sustainable, we would of course also like to prove this to our partners and customers. The ISO 14001 certification enables us to prove this according to strict guidelines and at the same time to ensure this guarantee can also be safeguarded in the future.

REDUCING WASTE Unfortunately, you cannot avoid production waste when producing displays, but that doesn’t stop us from doing everything we can to keep the amount of waste to a minimum or to use our waste flows in a different way. Smart designs and sustainable production will take the lead in this field in the near future.

Sustainability is a green central theme of the future of Holbox. This new edition of Instore Only Magazine tells you everything about the green developments we have experienced in recent months. Enjoy the read!

Martijn Hol

3

You don’t get big by doing nothing

New generation, new plans for the future. Since Jan Hol handed over his company to Martijn, Anouk and Chantal in 2019, a renewed Holbox has slowly but surely revealed itself. The plans for the future are great and with, among other things, a major expansion in Poland, the first steps for a bright future have already been taken. What plans does the new generation still have and how do the Hol children follow in the footsteps of the previous generation? Father and son discuss how, as a family business, you can retain your core values, but at the same time never shy away from innovation.

COMMON SENSE Jan starts Holbox in 1976 and focuses on what he’s good at: selling. Jan: “In the beginning I only sold cardboard boxes, but over the years, my focus increasingly shifted to displays. The techniques that were emerging at that time really appealed to me, and what’s more, the display market looked much more challenging to me.

It allowed us to provide much more customisation and as such, build strong relationships.” Martijn: “My father is a true networker and has built up an impressive portfolio over the years with clients such as Douwe Egberts, Swinckels and L’Oréal. His focus is therefore on new business, while like my mother, I’m more into finance and I mainly focus on mana-

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ging the factory.” During the credit crisis, for example, Martijn played an important role in securing the future of Holbox. Jan: “Martijn is the captain of the ship. As the main person responsible for our production, he’s aware of everything and knows the company inside and out.”

LEARN YOUNG Holbox has played a role for Martijn all his life. As a child, he raced through the warehouse with the trolleys. Now, as the managing director, he’s at the helm of the company. That doesn’t mean he’s the only one calling the shots, though.

“I have final responsibility on a daily basis, but major investments are only made if everyone agrees. If we don’t

come to a compromise as a family, it won’t happen. We want to prevent our relationships from coming under pressure, so we wouldn’t want it any other way.” And although Jan formally took a step back, he’s still present in the background. “My father contributes more than 45 years of experience in this business.

He always has new ideas and continues to trigger colleagues to innovate. He really is Holbox’s brainbox.

I still learn from him every day”, says Martijn.

SUSTAINABLE FUTURE With the new generation at the helm, Holbox looks to the future full of ambition. This not only focuses on sustainability and the smallest

possible ecological footprint, but also on entering into sustainable customer relationships and partnerships. “The display market is currently picking up more strongly than we’ve ever seen before. In the German market in particular, we’re experiencing very strong growth and as far as our products are concerned, we see a large increase in the number of requests for custom-made displays.

Of course, we want to continue this trend, but this requires an expansion of our production capacity. That’s why we’re expanding our production

capacity in Poland and by 2023, we want to move to a new, larger and above all greener site in Echt”, Jan and Martijn explain. Although this relocation is largely in the hands of the new generation, Jan will still remain closely involved.

“Our industry is changing rapidly and developments follow at a rapid pace.

We both have a strong interest in new innovations and developments that can take Holbox to the next level. We continue to trigger each other and grow together.” With the

expansion of the production site in Poland and the planned relocation and expansion of the site in Echt, the first ambitious plans of the new generation are already taking shape.

What’s next on the schedule? “Of course, we continue to develop and always want to stay ahead of the market”, says Martijn. “We’re known for our sustainable and innovative displays, so expect many sustainable display solutions in the coming years and a couple of innovations that will get the display market moving on a grand scale. 

5

100% sustainable displays impossible? We think otherwise. To prove things can always be greener, we’re developing next-generation displays, 24/7, so we leave a green planet for the next generations.

Our Sustainability ID makes the origin of the display visible. By scanning the QR code, all materials used in the production of the displays are made transparent.

Our CSR policy is aimed at offering learning and workplaces for people with poor employment prospects.

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We use raw materials that bear the FSC and PEFC quality marks. These raw materials come from responsibly managed forests, where the habitat of plants and animals is protected. In 2020, 96% of our displays consisted of only paper and corrugated board.

OUR WASTE FLOWS ARE FULLY

ISO 14001CERTIFIED

For us, sustainability equals continuity; for the company but also for the next generation.

During our printing process, we use inks and varnishes based on water and vegetable oils.

Per quarter, we use: • 1,000,000 kg of FSC-certified corrugated board • 500,000 kg of FSC-certified paper Per quarter, we process: • 1,500,000 printed sheets • 1,000,000 sheets of corrugated board, cacheted • 600 dies

75%

Creative waste

We give our waste a second life by creating furniture, flowers and notebooks.

95%

SMART DISPLAYS

OUR DISPLAYS ARE DEVELOPED IN SUCH A WAY THAT OUR TRUCKS CAN BE LOADED AS EFFICIENTLY AS POSSIBLE

95% We use Euro 6 trucks for our transport operations.

Heavy Euro 6 trucks are 90% cleaner than Euro 5 trucks, which means the trucks can drive in all environmental zones and can therefore deliver to any location. This new generation of Euro 6 trucks makes a significant contribution to cleaner air.

17%

We use 75% less plastic (shrink wrap/ plastic bags) to package displays; more corrugated board and kraft paper used as alternatives

We use 95% less isopropyl alcohol for the printing process by using (vegetable) bio-inks

We use 95% less UV varnish by using highgloss eco-friendly varnish

Our CO2 emissions were 17% less in 2020 compared to 2019

7

Displays, sustainability and Douwe

Egberts

The Dutch drink an average of 4.1 cups of coffee every day. And for more than 260 years now, Douwe Egberts has symbolised that delicious cup of coffee. Over the years, the company, with its origins in the Dutch province of Friesland, has often emphasised how its coffee creates connections. The new campaign ‘Feel at home with your Douwe Egberts coffee’ once again focuses on solidarity. Complete with a Holbox-designed display in the shape of a tiny house where the doormat welcomes you and the door is always open for coffee and a chat. Wanting to set the right example, Anouk Hol invited Carmen Schuitvlot, a shopper marketing activation specialist at Jacobs Douwe Egberts, for a meeting.

With coffee and a piece of Limburg flan, of course.

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enerations of coffee drinkers grew up with Douwe Egberts’ well-known Aroma Rood label.

This range has expanded considerably over the years, from coffee cups to instant coffee. But did you know that the company has many more well-known brands under its wing? Examples include L’Or, Senseo, Kanis&Gunnik, and Pickwick, of course. With an extensive brand portfolio like that, there’s something to do all year round. “Every year, we have a nice full shop floor activation calendar, where various campaigns are converted and immediately catch the eye of the shopper. Holbox helps

us with this and certainly not just for the standard promotional material. We regularly invite Anouk if we want to develop something new. She comes up with ideas for suitable displays that link to the campaign and attract the shopper’s attention on the shop floor. A good example of this is the dump bin of Douwe Egberts or the Senseo mug, which is, indeed, shaped like this coffee mug. This ensures extra distinction and recognisability on the shop floor. But also the newly developed event display, the Douwe Egberts coffee house. Also a very eye-catching event that is guaranteed to attract attention while shopping.”

9

“Our coffee moments provide new inspiration and ideas”

PURVEYOR TO THE ROYAL HOUSEHOLD FOR TEN YEARS Going the extra mile. That’s vital in a ten-year collaboration like the one between Holbox and Douwe Egberts.

Anouk: “Holbox are on top of it, because it’s important that we keep the connection.” That involvement is appreciated, says Carmen. “Jacobs Douwe Egberts works with both local and global partners. What I like about a local partner like Holbox is the proximity, literally. It’s easy to meet up to discuss something. The short lines are very pleasant anyway. If we urgently need a display or other POS tool, Holbox makes every effort to deliver it on time. But what I think is perhaps the most important thing in the collaboration is personal contact. We both consider conviviality to be of paramount importance, which makes our collaboration even more effective. Work hard, play hard. This also provides inspiration and new ideas. Creativity is very important to us on the shop floor.” Take the eye-catching coffee house display.

It was Carmen’s idea but was then perfected by Holbox.

DON’T READ TEA LEAVES, DO SOMETHING Sustainability is an important theme for Douwe Egberts, just like it is for Holbox. For example, the company is continuously working on making its packaging more sustainable, which must all be recyclable, industrially biodegradable or reusable by the end of 2025. Attention is also paid to renewable energy and reducing CO2 emissions; in the factory in Joure, for example, energy is extracted from leftover coffee grounds. The fact that Holbox is also involved in sustainable (re)use of materials is a big plus, according to Carmen. Anouk: “Such awareness is also expected of us as a supplier and of course we contribute to this. Although developing and producing innovative cardboard displays and POS materials is our core business, we are aware that we also have the task of leaving our (grand)children a

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better world to live in. We therefore produce the Jacobs Douwe Egberts displays and promotional materials with 100% FSC recycled cardboard and bio-ink and varnish. We also take into account the package size to reduce CO2emissions. I regularly advise Carmen to shorten a display a few centimetres. This ensures more efficient use of paper and therefore less waste. In short, a difference of a few centimetres contributes to a better world. Speaking of waste: all cardboard displays in stores are recycled no less than five times after use and then processed into other products such as a toilet roll.” 

Coffee grounds as an energy source How does it work? The residual streams from the Cafitesse production process (coffee grounds) are dried and steam is created during the drying process. This steam is used as fuel for the steam boiler to generate energy in the factory. For example, our factory in Joure uses its own waste product as an energy source. The factory produces approximately 13,000 tons of coffee annually. By using coffee grounds as an energy source instead of natural gas (a fossil fuel), the factory has reduced its emissions by 70% and we save over 3.27 million m3 of natural gas per year. This corresponds to the energy consumption of 2,000 households!

11

The paper route The Netherlands, the recycling country. Particularly when it comes to paper.

Our country collects and recycles 85% of the old paper into new paper, making us the European recycling champion. So what happens to all that paper? And how sustainable is recycling? We talk to Smurfit Kappa Recycling Roermond and follow the paper route.

aper fibres can be recycled up to seven times. That makes the process circular and sustainable in nature. Still, there’s always room for improvement and that starts with the use of paper.” Claire Schreurs is a sustainability manager at Smurfit Kappa Recycling Roermond and responsible for developing vision and policy in the fields of energy and sustainability. In short, she converts ideas into specific plans to realise a fully circular economy. And that starts with the smart use of raw materials. “A good way for companies to reduce their footprint is to simply use less paper. Because recycling also costs energy, water and raw materials. It’s good to see Holbox using paper sparingly. The use of waste is kept to a minimum through clever design and the cardboard flower is a very creative and effective solution for the reuse of waste.”

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DISPOSAL OF PAPER The leftover paper waste finds its way to Smurfit Kappa Recycling, Roermond. There, the cardboard is separated from other paper and is taken to Smurfit Kappa Roermond paper, where it serves as a raw material for new paper. An age-old process using modern technology. “Holbox’s old paper is dissolved in water to release the paper fibres and make the pulp transportable”, Claire explains. “This is followed by various cleaning steps to remove non-paper materials such as paperclips, staples, stones or even sand. We try to efficiently extract these materials - or rejects – from our raw materials in the cleanest, most uniform way, so 99% of the material we receive is given a useful destination. This is not only sustainable, but also saves costs. Because if it’s not affordable, it won’t work.

Ultimately, the pulp arrives at the paper machine

FUTURE

which forms the paper sheet and takes care of the dehydration of the paper. The result is a semifinished product for the production of corrugated cardboard packaging in particular.

CIRCULAR AS A BUSINESS MODEL

Despite the current global scarcity of cardboard and paper, Smurfit Kappa Recycling is not too concerned about the future. “We have many supermarkets under contract, which means the (fixed) supply is more or less guaranteed.

Smurfit Kappa Recycling also has a portfolio of suppliers, including Holbox, who have been loyal to Roermond Papier for many years.

These suppliers have promised us to still deliver the agreed quantities and to deliver less to third parties (such as the export market). We also see a considerably higher volume of cardboard from the United Kingdom, where there is a surplus of paper. They collect more than is used.” Unlike the United Kingdom, Germany is facing a growing deficit.

“A circular economy is the business model of the future”

Holbox and Smurfit Kappa join forces in their pursuit of sustainability. “To realise a fully circular economy, you must look at all flows. In your own business but also beyond. We replace raw materials we need, use new raw materials in the best possible way and reuse where we can. In addition to creativity and perseverance, this requires cooperation within different sectors. For example, for water purification we use phosphorus and nitrogen, two substances we don’t stock. But one of our customers produces baby food and phosphorus is a residual flow in that process. We now buy phosphorus from them. So what is considered a waste flow by one may be considered raw material by another. And just think of the impact of using bio-inks and water-soluble paints. The fewer harmful substances, the less we have to remove. We need each other to realise a closed cycle, but there’s no doubt in my mind that this is the future.”

That’s why we need to maintain short lines of communication with wastepaper suppliers. Where necessary, we will have to buy volumes that are normally exported to countries such as China, India, Indonesia or Japan or supply paper from countries such as the UK and Scandinavia.

“With regard to the availability of wastepaper and the unprecedented increase in prices, we have (had) to deal with quite a challenge in recent months, but Smurfit Kappa Recycling got through it well.” 

COLLECTION During the first wave of COVID-19, Smurfit Kappa Recycling Roermond experienced a decline in the collection of wastepaper in particular. “Collections were largely halted. In particular the collections of associations, not those of professional collectors. We also received less cardboard from retailers because stores had to close”, says Claire. “But this was partly, if not completely, compensated by higher volumes of wastepaper from supermarkets and online retailers.

13

Design and sustainability in balance Sustainability is a matter of course for Holbox. Our team is committed to more environmentally conscious solutions every day. From material to logistics. We are ISO 14001-certified with good reason. Chantal Hol, Chief Commercial Officer of Holbox: “As a family business, we feel a responsibility to pass on a healthy planet to the next generations. That’s why we always continue to invest in sustainability and innovation.

This knife cuts both ways: on the one hand, we think about environmental benefits, on the other, we translate this principle into innovative ideas with an attractive price tag for the customer.”

hereas no one talked about sustainability 20 years ago, it’s now a hot topic. Chantal: “We’re all familiar with reports about climate change and the plastic soup. Holbox consciously chooses not to close its eyes to this, but rather to lead the way.

Sustainability is the artery of our company and innovation is in our DNA. We have already made many processes more sustainable. For example, we filter all wastewater so it can be returned to nature. And we operate without emissions.

We don’t even have a chimney on the roof!”

ENVIRONMENTALLY-FRIENDLY ALTERNATIVES FIRST Sustainable entrepreneurship also means you take a critical look at the use of materials. We also expect this from our suppliers. Chantal: “For example, we only use 100% FSC board from Europe. This means responsibly managed forests are used, with attention for people and

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animals that depend on the forest. In addition, cardboard is always recyclable. A cardboard display can be recycled up to seven times. After that, the fibres are broken and it’s turned into toilet paper. Our inks and varnishes are also made from vegetable materials. Customers can opt for UV varnish, but we try to steer them towards a more environmentally-friendly alternative. They also often want a sustainable footprint.”

Ricardo Valkenburg, head of design at Holbox, believes it’s his task to take the customer along in the movement towards greater sustainability. “People often mistakenly think that the sustainable solution is less good. For example, that a water-based varnish has less shine than a UV varnish. Our products show them that’s not true. With water-based paint, you get the same result at the same cost, but with less environmental impact. We believe it’s our duty to inform the customer about this.”

15

“Sustainability is the artery of our company”

We also think about logistics. The 2 Second series is a good example of this, says Chantal. “By designing smartly, many more displays fit on a pallet than usual. As a result, you reduce transport movements, which is not only sustainable, but also saves costs. And because it would be selfish to keep these kinds of solutions to ourselves, we’ve already sold the patent in several places around the world. Sharing is caring.”

LESS POLLUTION, MORE FUNCTIONALITY How do we sell products smarter and better? That’s a question our designers consider every day. It has already led to several innovative solutions, such as the Hang-In display, a counterpart to the common click displays.

Ricardo: “This display is made of 100% cardboard, very strong and you can throw it in the paper bin after use. Moreover, unlike with sleeves, you’re not bound to standard sizes

and shapes. A cardboard display can be as big or outrageous as you want.

It can’t get much better than that.”

Or what about the Ecotopper, a cardboard top card. Ricardo: “You simply fold the Ecotopper forward and put it on the display. Without having to use plastic.”

It’s Ricardo’s dream to stop producing waste at some point. His design team is currently investigating how to (re)use the residual material from the existing processes as efficiently as possible. “We keep looking at the existing processes. For example, can we work on smaller plate sizes to save cardboard? Or maybe we can do something with the residual material, for example, by turning it into parts that I know I will need in the coming years? You’ll be building up a stock with what you would normally throw in the trash, a win-win situation.”

Chantal adds: “We try to be creative with our waste. For example, we recently made cardboard flowers, which we sell on the webshop and hand out to our customers. And we produce notebooks for internal use.

So the circle is complete again.” 

Holcomplet Chantal: “Our minds are always running at full speed. For example, we’re currently developing a concept called Holcomplet. This is a completely new view on the use of displays, where sustainability is the key word. We’re aiming for a lower environmental impact thanks to fewer transport movements, less use of materials and ultimately, lower CO2 emissions!” More info?

Watch our socials!

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The two quality marks for

sustainable forest management compared Sustainable forest management is something of the present, but even more so of the future. To stop the large-scale destruction of forests, we must opt for sustainable forest management. Certifications have been created to prove the origin of products from sustainably managed forests. The two best known are FSC and PEFC.

THE FSC QUALITY MARK HAS BEEN AROUND FOR MORE THAN 25 YEARS AND IS ONE OF THE OLDEST SUSTAINABLE QUALITY MARKS. The quality mark was created when it became clear that deforestation was becoming an increasingly bigger problem. Forests were poorly managed or even disappeared completely to make way for agriculture, mining or livestock.

In 1993, a group of businesses, governments and environmental organisations decided things had to change. What was needed, was a system that helps and encourages forest owners to manage forests properly. This can be done by harvesting and marketing products from the forest in a responsible manner. The proceeds provide the forest owner with the means to properly manage the forest. The FSC quality mark was born!

More than 220 million hectares of forest worldwide are now FSC certified. That is more than fifty (!) times the area of the Netherlands. And all those forests have one thing in common: the forest is all still there, and it is managed with respect for the people and animals that depend on that forest. This is possible because we all purchase FSC products. This demand for, for example, FSC wood and FSC paper products enables the forest manager to give the forest and its inhabitants a future!

PEFC™ IS THE WORLDWIDE INDEPENDENT QUALITY MARK FOR PROMOTING SUSTAINABLE FOREST MANAGEMENT PEFC was founded in 1999 by various organisations from 11 European countries committed to promoting sustainable forest management. The countries were supported in this by representatives of more than 15 million forest owners. Since 2004, PEFC has become a global organisation with national members spread across all continents. Currently, there are members from more than 50 countries, including the Netherlands.

As an entrepreneur who uses wood or paper products, you increasingly have to deal with clients who demand sustainable products, driven by the sustainability idea within their own organisation. A short, but powerful answer to this is to offer a product with the internationally recognised PEFC quality mark. The comprehensive package of requirements of the PEFC colour mark guarantees the sustainability requirements of the client are met in all areas. This way, you can be sure that the forest will also remain a forest, biodiversity will be preserved, the water and soil quality will remain good and people can do their work safely, in good working conditions.

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Every day we are working on sustainability and do we aks ourselves the question “how can we make this develop even more?” The 2 Second HANG-IN Display is our sustainability star!

Choose consciously Opt for a 100% FSC display

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HANG-IN

2 EXPANDABLE WITH

1

100% SUSTAINABLE,

ECO TOP CARD

BIODEGRADABLE DISPLAY

3

PATENTED STRUCTURE:

6

EP3205240

TOTAL LOAD CAPACITY: UP TO 150 KG

4

EASY AND QUICK TO SET UP

5 COMPLETE ASSEMBLY,

ONLY ONE STORAGE SPACE REQUIRED

19

THE GREEN DISPLAY WITH ONLY ADVANTAGES The 2 Second HANG-IN Display is a 100% FSC display and fits in perfectly with current trends: convenience, great impact and sustainability!

Available from one piece in our webshop shopdirect.holboxdisplay.com

HANG-IN

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BOX-SECTION PALLET DISPLAY 3 Patented support construction: NL1017957 3 Hanging system based on box-section cardboard

tubes with a flange

3 The trays are easy to adjust in height

Wooden pallet

Plastic pallet, black

Plastic pallet, blue

On wheels, steel frame

On wheels, plastic frame

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The foresightedness of futurologist Jempi Moens Trend watcher Jean-Pierre ‘Jempi’ Moens sees what we will see in the future. In 2016, he already had a foresight of our industry. Time to see if his predictions have come true. And to discover what awaits us in the coming years. Anouk Hol speaks to Jempi again.

“Jempi, the last time we spoke, you said consumers would increasingly move from shopper to “enjoyer”. You were right about that. What has driven this development?”

“The enjoyer attaches more and more value to an experience. Consumers want a total experience and are willing to pay more at a business owner with a passion for the product. In the coming years, this will increasingly shift to hybrid enjoyer. By this, I mean that the experience between online and offline is enhanced. Consumers in physical stores will increasingly be actively involved in the online range. Many stores are already responding to this. Bever, for example.

Their staff is trained for this new type of consumer and has enormous product knowledge. In store, consumers receive assistance to make a choice. If the hiking boots of my choice are no longer available in my size, the employee orders them online and has them delivered to my front door. So in effect, I’m shopping online, but I still benefit from personal service.”

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“And it’s that combination of the attractive in-store product presentations - where displays play a major role and which elevate the experience to a higher level, the personal service, but still online shopping that makes the hybrid enjoyer very happy. But what about the environment and climate? We notice that more and more companies are making sustainable displays a condition, both in terms of production and materials.”

“More and more companies are taking responsibility for a better climate and a more sustainable world. From clothing brand Patagonia that makes customers think about whether they really need a second jacket with the slogan ‘Don’t buy this jacket if you already have one’, to beverage giant Coca-Cola that calls on customers to only buy products that help reduce waste. These companies are leading the way in combativeness. I expect many organisations to follow their example. Brand activism will grow in the coming years”

“Last year was dominated by COVID-19 for many of us. The demand for sustainable products was already high, but we’ve noticed that this has increased even more during this period. How has COVID-19 affected the industry?”

“There’s a lot of fear and uncertainty in the world right now. That’s why consumers look for feel-good moments when they’re out shopping. They attach increasing importance to trust, transparency and clear origin of products.

Regional products and local shopping will grow explosively in the coming years.”

“That’s a great development, but what does this mean for the position of physical stores?”

“The physical store is experiencing a rebirth. Make your store exciting or attractive and the public will pour in.

The secret is attention.”

“That’s great to hear, because that’s where Holbox comes into play. Because attractive, unique product presentations make our folding masters happy!”

“Absolutely. More and more companies are also discovering that it’s the physical store where they can introduce customers to (the people behind) the brand or formula.

A store like CoolBlue is a true master of that. People with expertise are ready to help consumers find the washing

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“You hear more and more about new technologies, how will they play a role in the coming years, and more importantly, how can this be applied in the field of displays?” machine that suits them. And it works. Other stores, such as supermarkets, should also do this more often. Store staff now often know nothing about the products they sell. I think that’s a missed opportunity. I’m sure you add more value when you have a motivated employee with lots of product knowledge in the bread department.

I also see opportunities in intensive collaboration with local entrepreneurs. Let them make a nice set-up with eye-catching displays and give them a prominent place in the store! As a couleur locale, it gives a supermarket or shopping centre not only a more varied product range, but also the social inspiration and neighbourhood function like in the old days.”

“What other developments are in store in the coming years?”

“Because the enjoyer focuses on experience, stores must have a human factor or a personality. Preferably with a touch of nostalgia. Why do you think we’re all playing records again and second-hand shops are popping up everywhere? Runners occupy a clear market position.

Look at Rituals, for example: you immediately know you’re going to be very spoiled. From the scent to the stories behind the products, this store is an oasis of wellness. Generic stores, such as V&D, Miss Etam and Kijkshop, on the other hand, have rapidly disappeared from our towns and cities in recent years. They were not able to clearly explain to consumers what their unique advantage was.”

“Consumers have gone off mass communication and now prefer to be waited on hand and foot. Technologies such as artificial intelligence (AI) are a tool in that respect. AI helps to perfectly link up with that one customer. The virtual full-length mirror, for instance. It makes shopping more fun, more accessible and more functional. Or what about cosmetic companies that advise their customers after a skin scan which make-up or care products suit them best? That’s definitely not science fiction anymore.

The same goes for Location-Based Services (LBS), which uses your smartphone’s GPS receiver or location data on the mobile network. Consumers are kept informed of their favourite products and store stocks via their smartphone, based on their interests and purchasing behaviour. For example, they receive a notification that their favourite branded jeans in the right size are in stock at the clothing store around the corner. They then simply indicate whether they would like to pick it up themselves or would rather have it delivered home. Volvo experiments are also underway, where ordered items are delivered in the boot. I think that’s brilliant. The technology knows where your car is and puts the items in the boot, after which it closes. These kinds of technologies are really going to be part of our lives. In terms of displays, I expect they will also become more interactive/digital (with integrated display technology). Various brands and retailers already use advanced forms of displaying, for example, Nespresso has 1000 robots in use that interactively inform consumers about products.” 

About Jempi Moens Jempi Moens is a psychologist and the owner of Fresh Forward. For nearly 20 years now, this creative consultancy has been involved in vision and strategy development for organisations and companies that want to know how they can make a difference. Jempi also founded the LUNAR institute, a training institute that focuses on inquisitive leaders who love change and progress. Jempi’s book about the humanisation of organisations will be published shortly.

For more information, visit www.freshforward.com

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Where do our displays originate from?

Scan THE ID Sustainability TALLY MEN OF THIS ENVIRON isplay!

FRIENDLY TREEd

For us, sustainability is not a maybe, but an absolute must. Our team is tried and tested in terms of sustainability DNA and is committed every day to more environmentally conscious solutions, from material to logistics.

This is how our Sustainability ID was created. By scanning the QR code, all materials used in the production of the displays are made transparent. The Sustainability ID fits in perfectly with the pursuit of chain transparency and the facilitation of sustainable POS materials.

100% SUSTAINABLE RAW MATERIALS We use 100% FSC cardboard from Europe for all our displays.

Cardboard is also fully recyclable, it can be recycled up to five times, after which the fibre is broken and is turned into toilet paper!

The inks and varnishes that are used during the printing process also consist of vegetable materials, making them less harmful to the environment, humans and animals. 

The Sustainability ID allows you to account for people and the environment in a refreshing, simple way.

ORT MATERIALS PASSP FSC/PEFC printsheet Vegetables inks h

Waterbased varnis Monomaterial 100% recyclable SUSTAIN

SUSTAINABILITY

ID

SUSTAINABILITY

SUSTAIN

ABILITY

ABILITY

ID

INFO SUSTAINABILITY

ID

ID

AINA SUST

AINA SUST SUSTAINABILITY ID

Display with a Sustainability ID.

ID

ID

SUSTAINABILITY ID

The Sustainability ID on the display is small.

SUSTAINABILITY ID

BILITY

BILITY

SUSTAINABILITY ID

The integrated QR code can be scanned with a smartphone.

SUSTAINA

SUSTAINA

BILIT

Y ID

BILIT

Y ID

The material passport of the relevant display and all other information is displayed immediately.

25

Right. Let’s talk about sustainability.

If you regard the world as your family, you should take good care of it. That is exactly what Royal Swinkels Family Brewers does. Family business from Lieshout is committed every day to handing over the brewery to the next generation in a responsible and environmentally friendly way. Sustainability manager Marthijn Juggeburth explains how this affects day-to-day business operations. “The idea is to first save as much as possible and then become more sustainable.”

eer is a natural product. Raw materials such as barley, hops, water and yeast are used for brewing. Marthijn: “A healthy agricultural sector and clean water are therefore of vital importance to us. Goodquality barley must also be available for the next generation of brewers, for example. This is only possible if we cherish nature and the environment. There will be an increasing scarcity of raw materials due to climate change, so we have to be careful with it.

I think that compared to others, the beer industry is perhaps the furthest at this.”

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TAKING RESPONSIBILITY For Swinkels Family Brewers, smart use of raw materials starts with efficient use of water. Brewing beer requires a lot of water, per litre of beer you use four times as much water. If you look at the entire water chain, from the rain needed for barley cultivation to rinsing the beer glasses, you’re talking 150 litres of water per litre of beer. Marthijn: “We take our responsibility and look closely at our use of raw materials. What enters the brewery and what goes out? This is how, for example, the Farmer, Beer, Water project was born. In this project, we use water in the area more efficiently. For example, by cleaning the wastewater from our brewery and feeding it back into the agricultural area. This way, the groundwater level rises, the soil dries out less and we close the circle.”

“Become a fully circular company for the next generation”

75% CIRCULAR Three years ago, Swinkels Family Brewers took a close look at its entire business operations and formulated an am-bitious goal: to become a fully circular company for the next generation. By 2025, the company must be at least 75% circular. In 2020, the counter stood at 52%. “To be able to measure circularity, we developed a calculation method, the Swinkels Circularity Index. The tool has been independently reviewed by KPMG and may also be used by other businesses. We believe that sustainability and circularity can only be achieved together.”

From the moment the objective came into effect, the suppliers had to believe it too. “Our message is: join us on this journey and let’s learn from each other.

Initially, there was some reluctance, because some suppliers were afraid the competition would run off with their ideas, but it was nice to see that some suppliers were already ahead of us. Holbox too. They surprised us, because they’d been thinking about this subject for a long time. For example, as the only supplier in Europe, their cardboard displays are made of 100% reusable types of paper and cardboard. The var-nishes are water-based and the ink is made of natural material. It’s nice to see that a supplier looks at sustainability in the same way we do.”

Just like real!ntour choose a co y ellipse displa

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“It is nice to see that a supplier looks at sustainability in the same way that we do”

THE FUTURE OF BEER BREWING The new circular ambition is a logical continuation of the efforts of the past decades. The beer giant has been reducing its energy consumption since 1995. Among other things, by installing 1,500 solar panels on the roof, which should eventually become 15,000. The company is currently investigating whether CO2-neutral operations are possible, without using natural gas. “Until now, we’ve needed gas for brewing for two reasons: electricity and heat.

We don’t have an alternative yet, especially for heat, but we’re looking hard. In collaboration with Eindhoven University of Technology, we’re investigating new possibilities, such as incinerating iron powder. That’s a CO2-neutral process. In addition, we and several large businesses are investigating whether it’s possible to generate energy with geothermal heat.” The dream? Martijn doesn’t have to think long about that: “100% circular business operations. That our brewery is part of an ecosystem in which everyone works together and no raw materials are lost. We’re not there yet, but we’re well on the way.” 

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DisplayNews CHOOSE A SUSTAINABLE DISPLAY

This page is full of news and facts about our displays!

HOW DOES A DISPLAY UNFOLD?

Choose: • Plastic-free design We always design our displays from a plastic-free point of view. We add value to our products by making maximum use of our creativity and excellent technical knowledge. By using sustainable raw materials, we create the ideal, sustainable end result.

• Organic inks In our production process, we use solvent-free printing inks, also known as BIO-inks. They are a better sustaina-bility choice because the resources that provide the raw materials, vegetablebased oils, can be replanted indefinitely.

• Low migration lacquer Choose an environmentally friendly lacquer: this is a waterbased lacquer and therefore biodegradable.

• Double dispersion lacquer Dispersion lacquer is a great substitute for laminated paper. It gives the printed matter a glossy look and is also much more environmentally friendly. Because this material is biodegradable, it can be disposed of in the paper recycling bin.

ECO TOPPER; LESS POLLUTION, MORE FUNCTIONALITY A display on the shop floor without a top card is a sorry sight.

A top card completes a display and provides extra attention and communication value.

To ensure a display never ends up in a store without a top card, our folding masters have developed the sustainable ECO topper: a 100% cardboard and patented structure that comes mounted on the display and can be simply be turned forwards or backwards.

Even better, the top card can be mounted on almost all standard displays!

Scan the QR code for an example of how we approach this with our 2 Second HANG-IN Display.

In consultation with the customer, we discuss which form of manual is suitable for setting up a display. One of these options is a video that shows how to set up the display step by step.

The advantages at a glance: • You’ll never forget the top card again!

• 100% cardboard; no plastic is involved • Can be combined with almost

all our standard displays • Patented: NL2026327

TOWERING OVER THE COMPETITION

How do you make sure your display is guaranteed to stand out on the shop floor? By litererally making it stand out from the competition!

Just Spices GmbH asked us to create this cool, 3 meter high display.

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Stronger in

society at Holbox As a family business, we believe the social, human and generous aspect of our business is very important. That’s why since October 2020, we’ve been working with PSW Werk, an organisation that assists people with poor job prospects. Some of them are now gaining work experience with us, from getting acquainted with our products to fully participating in the labour process. Initial reactions to this pilot are positive.

orking at Holbox is ideal for PSW participants, says Lei Kurvers of PSW Werk. Every Monday, he assists and trains the participants at Holbox on location.

“This is a great working environment, especially for participants with autism”, he says. “The simple, repetitive and manual skills are right

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up their alley. The fact that the social aspect is less important is a bonus.

They often have no idea what they’re good at or what (career) opportunities they have. Now they get the chance to discover that.”

THE PATIENCE OF A SAINT The Holbox colleagues look after their PSW colleagues in the workplace. They’re aware of the skills and possibilities of these employees and significantly - they have the patience of a saint. In most cases, the work must be explained more than once. But this patience is already paying off, says Lei. “One of our participants has even performed different

activities over the past few weeks.

Although at her level and structure, it is unique that she’s offered these opportunities.”

ONE TEAM Of course, we could also move certain activities to the sheltered workshop, but we consciously chose to have the PSW participants come to us. Eddy Maens, manager at Holbox, explains why: “The aim is to guide participants as best as possible towards an active daytime activity or work, whether or not paid. That’s why we think it’s important that colleagues are actively involved in our daily production process.” According to Lei, having a job or a daytime activity also contributes to the participants’ self-esteem, status and self-confidence. “Especially when they go to a supermarket and see displays to which they’ve contributed”, he says.

MORE INDEPENDENCE To let participants experience the real work feeling, we agreed they would come to work independently. Lei: “One of the participants cycles from his sheltered housing centre in Echt to Holbox in the morning. The fact that he now travels independently increases his self-esteem considerably, because he no longer has to travel in a ‘van’ to a daytime activity.”

Eddy: “It’s great to see that the PSW participants have gained experience in a short time and have achieved a lot. They have had to overcome mountains and are visibly proud of it.

And so they should!” 

Professional activity centre in Poland In Poland we work together with GZAZ, an occupational activity institution which people with a disadvantage on the labour market accompanied.

These people work at our production site in Gliwice on various display productions.

They provide professional assembly services at the highest level.

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D I S P L A Y S D A I LY

Leitz makes a conscious choice taking care of tomorrow eitz, part of Acco Brands, has a long history when it comes to sustainability. With their products and processes, they ensure they have as little impact on the environment as possible. This has resulted in certificates, including the Blue Angel certificate, the ISO 14001 certification and the Forest Stewardship Council certificate.

Completely in line with this, Leitz has launched various product ranges in which sustainability plays the leading role.

One of these environmentally friendly ranges is ‘Leitz Recycle’. Products that are climate neutral, 100% recyclable and are made from a high percentage of recycled materials. This range has been around since 2010, but was revamped at the beginning of this year and expanded with a few new products. All the more reason to draw attention to this range on the shop floor.

To extend the environmentally friendly aspect and make it visible to customers, it has been decided to use displays with environmentally friendly material. Holbox has been instrumental in this by introducing grass paper. The perfect choice because eventually, several ranges will be equipped with a grass paper display.

The design of the display is powerful, yet quite simple, so the sustainable character is well reflected and the products attract attention. By using the Sustainability ID, the consumer can consult the origin of the display by means of a QR code.  Sales Manager Nick van Wegberg

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HOW IT’S MADE

Paper made from grass, is that possible? Yes, it is! f there’s one thing in the Netherlands we have in abundance, it’s grass. Make your displays more sustainable with grass paper that is made from 30% grass and 70% recycled paper. It’s a product that meets the ecological requirements of our time and that is made from renewable raw materials.

BENEFITS: • The consumption of wood is reduced • Thanks to the short transport routes and the meadows near the paper mill, CO2 emissions are reduced by up to 50% • Grass paper is processed purely mechanically, without chemicals • The paper is 100% recyclable

HOW IS THE GRASS PAPER MADE? The grass fibres are harvested as regionally as possible, on their own meadow directly at the paper factory. The harvest is then dried until hay is formed.

In the next processing step, the hay is prepared for paper production in an environmentally friendly way, without the use of chemical additives, after which it is returned to the paper mill as loose grass fibres.

The grass fibres then enter the pulp machine together with specially sorted recycling paper and are dissolved in water. The grass paper is then produced on the paper machines. 

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We excel in customisation. Our folding masters design the most beautiful and striking creations that allow products to play the leading role on the shop floor.

Make that transition Allow the display to fully match your campaigne

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SPECIAL

2

1 LOOSE TOP CARD WITH LUG-ONS

ACCESSIBLE FROM

4 SIDES

3

100% FSC

4 5

TOTAL LOAD CAPACITY OF NO LESS THAN 50 KG

STABLE BOTTOM STRUCTURE

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GO FOR GOLD WITH AN OUTSTANDING DISPLAY

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The green power

of Poland

Gliwice

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or more than 12 years now, Poland has been an important focal point for Holbox. The production site in Gliwice makes a huge contribution to realising Holbox’s core values and ensures Holbox can keep its production and delivery times as short as possible for customers. Thanks to the strongly growing German display market, an expansion of production capacity has recently become more and more a must rather than a wish. That is why we recently signed for a brand new, green productionsite in Gliwice. The new location is therefore expected to be fully operational in November 2021. 

1

A doubling of capacity

2

Load capacity from 4 to 12 dock shelters

3

Transport will be doubled with Euro 6 trucks

4

Optimal use of green power through the use of solar panels

5

Use of robotisation for the production of displays

6

This factory will be equipped with a sustainability level of the highest standard

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Just a certificate? No, ISO 14001 is definitely not just a certificate. With this certificate, Holbox shows what we have known for a long time: this is a company with an eye for the environment and sustainability. Now and in the future

f course, not everyone gets such an internationally recognised stamp. Melanie van Bracht is the owner of SHE* Mel safety and environmental support and has gained a wealth of experience working for multinationals.

She assists Holbox on the road to certification. “ISO 14001 is an initiative to reduce environmental damage caused by businesses and shows that you are trying to minimise your footprint.”

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The road to

ISO 14001

START AT THE BEGINNING According to Melanie, sustainability goes much further than people think. “It’s more than complying with environmental legislation. For example, the environment in the chain such as transport of the products to the customer or the design of the display, but also less environmentrelated matters such as safety during work, work pressure and job satisfaction. The road to the label is therefore a road full of opportunities during which a company learns

to rethink. And that rethinking sometimes requires creativity and thinking out of the box. And that’s where Holbox’s great strength lies.” A team has been put together to shape this management system, in which, in addition to Melanie and the MT, Raimond Paulus is an important driving force. A first step in the process is ensuring a good baseline measurement, so it becomes clear where opportunities and challenges lie. To achieve this, all kinds of tools and analyses are available, but they must be easy to read and workable. “For the stakeholder analysis, we made a flowchart that shows all process steps at a glance. If you know which steps there are and what they consist of, you can also look at what influences the environment and surroundings. This can be the use of raw materials, or electricity and waste flows. These are all things that we can look at critically and perhaps improve. The stakeholders themselves take up a central place in the analysis. These are the external factors that directly influence our raison d’être. Our customers, for example, or suppliers and local residents.” Raimond also sees opportunities outside the ISO certification. “This is the perfect time to think beyond ISO 14001. Efficiency can be achieved in various ways. And that can also generate commercial profit.”

MORE THAN JUST ISO And that’s music to Raimond Paulus’ ears. “Melanie makes people and businesses aware of the effect of their behaviour on the environment and surroundings.

I immerse myself in various budgets on a daily basis and prevent budget overruns. As a sustainable company, you also analyse the efficiency of your products and the associated efficiency of the business processes in relation to various environmental aspects. For me, the certificate is something that enables Holbox to distinguish itself in the market, something that the customer also asks for. In my 20 years at Holbox, I’ve already seen a lot of changes with regard to sustainability. Used inks, lacquers and glues are so much better for people and the environment these days, and cardboard is now made from more than 90-95% of recycled material. Holbox has always assumed a pioneering role in innovation and sustainable thinking and with this certificate, we’re capitalising on that role.” The team’s initial analyses did indeed reveal some of Holbox’s strengths. Melanie especially sees creativity as one of the great advantages of Holbox. “Many businesses I work with have a wait-and-see attitude. Holbox is different. You’re used to thinking differently and the company also controls

THE FOUR BIGGEST ADVANTAGES OF AN ISO 14001 CERTIFICATE: 1. Greater certainty 2. Credible image 3. More chance of tenders 4. Continuous improvement of environmental performance

the entire process, which means many factors can be influenced. The in-house design department allows immediate input into sustainable products such as grass paper, or displays that can be set up by the customer to reduce transport costs.”

INSPECTING THE INSPECTOR And when all opportunities and challenges are clear, the work really begins. Because the entire process is of course monitored, says Melanie. “After implementation, we’re inspected by audit companies. In turn, they’re inspected

by SCCM (SCCM collaborates with the industrial sector, government authorities, certification bodies and other interested parties to create a transparent and respected certificate of compliance with the ISO 14001 (environment), ISO 50001 (energy), OHSAS 18001 (occupational health and safety) standards and the EMAS environmental regulation). But ultimately, it’s about the people on the shop floor doing it themselves. You can document everything, but it won’t work if it’s not supported in the workplace. Moreover, employees often already have very good and practical ideas for optimising a work process. It’s a process of the entire chain that doesn’t stop at the factory alone. It may seem rather extensive, but that’s exactly where its strength lies. And I’m sure Holbox can also carry this load well.” 

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he Holbox frog, which frequently appears in our visual expressions, has been an integrated part of the corporate identity for years. Our frog was born in 1975, a time when we were looking for a logo that would be synonymous with an active, sustainable and colourful approach. And so the idea arose to use a frog as a logo. Versatile, mobile and green, just like the company.

But time hasn’t stood still and Holbox has grown into an innovative and creative display producer with a strong international character. And the Holbox frog? It’s still at our side and symbolises the ins and outs of our family business more than ever before. The frog undergoes a transformation: from frogspawn to tadpole to a beautiful, adult frog. Just like the route travelled by a display: from the first sketch to a blank model to the tangible and colourful product. And the pace at which the frog evolves can be compared with the speed of our efficient production process.

Today, our frog has a modern origami-style appearance, perfectly matching the way the sustainable developments at Holbox unfold. From product to production process, everything is viewed from green eyes. As green as the colour of our frog. 

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FROM WHICH WOOD IS YOUR SUCCESS MADE OF? PERMANENT OR TEMPORARY

More than a label, a competitive advantage.

ISSUE 10

Our label gives your company real added value. You offer the various players in the market the certainty of the most recognised forest certification in the world. And you guarantee your customers that the raw material they buy comes from sustainably managed forests.

Looking for a competitive advantage? Get certified with www.pefc.be

COLOPHON ‘INSTORE INSPIRATIONMAGAZINE’ IS A PUBLICATION OF HOLBOX BV Loperweg 8, 6101 AE Echt (NL) T +31 (0)475 56 95 95 E info@holboxdisplay.com I www.holboxdisplay.com

ART-DIRECTOR Claudia Coppen

EDITORIAL STAFF Juliette Cober Wendy Volleberg Bjorn Meijers Frans van Tuel Zandbeek. Pioniers in contentmarketing

ORDER SIZE 5.000 copies in 4 different languages

EDITORIAL BOARD Chantal Hol

PHOTOGRAPHY Raoul Limpens Bram Becks

Nothing from this publication may be copied and/ or reproduced, in any way, without the written consent of the publisher. Although Instore magazine has been prepared with the greatest possible care, Holbox is not liable for any mistakes in this publication. Holbox BV is not responsible for actions of third parties, which might result from reading this publication.

PAPER AND PRINT Cover: Maxi-offset, 250 grams Inside: Maxi-offset, 150 grams Printed with organic inks and double dispersion lacquer

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Holbox bv Headquarters Loperweg 8, 6101 AE Echt, The Netherlands Postbus 79, 6100 AB Echt, The Netherlands T +31 (0)475 - 56 95 95 | E info@holboxdisplay.com www.holboxdisplay.com

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Production NL Echt www.holbox.nl PL Gliwice www.holbox.pl

Webshops Shopdirect.holbox.nl Shopdirect.holbox.de Shopdirect.holboxdisplay.com