Windmöller & Hölscher will exhibit at drupa 2021, becoming the latest name to throw its weight behind the embattled quadrennial trade show.
Following its postponement to April 2021, drupa has seen a number of big name exhibitors cancel their participation at the rearranged show. This has included Heidelberg, Bobst and Komori. In many instances, these companies have stated their intent to use virtual, online and regional events to communicate with their markets in the near-term.
In giving its backing to drupa 2021, Windmöller & Hölscher has stated that it will also deploy digital tools as part of its customer communication strategy, having recently successfully hosted its own virtual exhibition, but also made clear that, ‘as one of our leading trade fairs, drupa remains an important marketplace for us.’
Windmöller & Hölscher CEO Dr Jürgen Vutz said, ‘This is where new trends in packaging printing are regularly set.’
Former Kama CEO Marcus Tralau, now an adviser to the company, has also made similar comments in a post shared on LinkedIn, while his former company has now made clear its intent to exhibit at drupa 2021, as has Eagle Systems, via its president and CEO Michael B. King, while Koenig & Bauer has already given its backing to drupa 2021, which has now been shortened in length from 11 to nine days.
Dr Vutz continued, ‘With our commitment to drupa, we are also committing ourselves to Germany as a business and trade fair location for the mechanical engineering industry. We are convinced that both, the hygiene and health concept presented and the shortened runtime from eleven to nine days, are the right measures to make this important trade fair possible for the trade public in times of COVID-19.’
Windmöller & Hölscher sales director Peter Steinbeck said, ‘We have been able to accomplish a lot digitally over the past few months. Our first virtual trade fair was a great success and we gained a lot of experience and knowledge. Nevertheless: We cannot completely replace the close-up trade fair experience virtually. This includes personal meetings, which are indispensable for building and maintaining trusting customer relationships. Both, virtual and personal formats, such as drupa, have their justification and are important for us and the entire industry.’
Windmöller & Hölscher is a CI flexo flexible package printing expert, although it was widely expected to use drupa 2020 to introduce its entry into digital printing. The show’s delay has allowed it to progress this project that is under development, with the delay providing it with an opportunity to refine this new technology. Actega Metal Print has previously voiced a similar sentiment to Digital Labels & Packaging regarding the next stages of development of its EcoLeaf technology.
