Egyptian-based packaging printer Elsewedy Print House has recently invested in an HP Indigo 12000 digital press, the first of its kind in the Middle East and North Africa (MENA).

The company chose to make the investment in order to unlock new market opportunities and expand its capacity for short to medium runs.

Located in the Sharqia Governorate just outside Cairo, Elsewedy is active in the Middle East’s digital printing industry and has over 20 years of experience serving international brands. Although the company produces packaging for many industries including cosmetics and pharmaceuticals, its main customers are within the food and drink industry. Elsewedy has specialised in commercial printing and folding cartons since its founding 22 years ago. In recent years, the company has increasingly focused its operations on producing printed packaging after recognising that its manpower and design capability was better suited to the folding carton sector, which is now its main target market.

Elsewedy had begun to identify increased market demand for short and medium runs and was keen to enter the growing market of high-value, high-impact, short-run packaging printing, leading it to invest in the HP Indigo 12000 to meet these new demands and achieve small to medium-run orders. Since investing in HP Indigo technology, Elsewedy has optimised its productivity, saving valuable time by speeding up its production process. The new press has eliminated the need for pre-print processing and enabled the company to achieve final outputs without the use of image setters, plates and other analogue elements. The HP Indigo 12000’s high productivity, automated print quality control and Pantone-certified inks have also enhanced Elsewedy’s output.

Elsewedy owner Medhat Elsewedy said, ‘With the acquisition of the HP Indigo 12000, we have the ability to cater to this changing environment of shorter runs, faster turnaround times, and the constant demand for innovation. This press is the first of its kind in the Middle East and North Africa, and we are thrilled to be able to drive the innovation in the Egyptian market for our customers.’

Although the food and beverage sector will continue to be its main focus, Elsewedy’s investment into HP Indigo technology has allowed the company to target new applications such as security printing, metallised boxes, and photo albums. The investment has also enabled the company to tap into trends such as personalisation, which has allowed its customers to gain a competitive edge on all of their packaged products.

Nachum Korman, global head, industrial GTM, HP, ‘The HP Indigo 12000 will surely help Elsewedy expand into untapped markets in digital and provide them and their customers an attractive competitive edge and agility as the market evolves.’