Discover Benelux | Dutch Industry and Innovation | Made in the Netherlands
Making brands TEXT: CHARLOTTE VAN HEK | PHOTOS: ROYAL HOITSEMA LABELS
You can only make a first impression once, so make it count. That goes for people, yet even more so for brands: the bond with your customers – from first meeting to long-lasting friendship – all begins with the strength of a powerful label. By producing labels for the world’s biggest and most renowned companies in a wide range of industries, Royal Hoitsema Labels has made many brands come to life. Royal Hoitsema Labels is an international producer of labels for the food, beverage and tobacco industries. Based in Groningen, the company counts the biggest names in the world among its clients, yet also increasingly works with emerging and small businesses. “That means we work with world-known multinationals, but also with the craft brewer or the bakery around the corner,” explains Luuk Brands, sales manager at Royal Hoitsema. Royal Hoitsema opened its doors in the golden days of the 17th century as a book38 | Issue 49 | January 2018
seller and book publisher, and the company is the oldest still-active printer in the Netherlands. It was not until the 1960s that the business started focusing exclusively on labels. The rest is history: soon Royal Hoitsema gained its name as a leading player in the industry and its craftsmanship was discovered by a growing pool of companies worldwide. Being set in the university city of Groningen, Royal Hoitsema Labels makes use of its location in the best way – the company frequently welcomes students and researchers for projects or assignments, benefitting both parties in terms of knowledge and innovation. Effectively supporting producers and brand owners, together optimising processes and outcomes, Royal Hoitsema is more than a label maker for its partners. “Rather than just delivering an order, we put a lot of effort into gaining insight into a company’s goals and philosophy. We offer an allround and pro-active service in which we together develop a label that will fully utilise the prominent role of a label in our econo-
my, and thus will improve the position of a business.” Innovation is put in the high seat every step of the way: Royal Hoitsema is continuously implementing new ways to make their clients be seen and stand out from the crowd. Through top of the line technologies such as relief or using special lacquers, labels and their brands - are elevated. “Our flexibility goes further than order volumes or delivery speeds,” Brands concludes. “Also in terms of design, Royal Hoitsema Labels is known to go the extra mile.”
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