Point-of-purchase retail display and packaging manufacturer strengthens digital print capabilities with new printing press

Sutherland Packaging’s new HP Pagewide C550 Digital Press. Photo from Sutherland Packaging.

Sutherland Packaging (Andover, NJ), a manufacturer of corrugated point-of-purchase (POP) displays and retail packaging, has added a HP Pagewide C550 Digital Press to its equipment tools. The company says the new digital press enables ultra-sharp, offset-quality printing, without requiring expensive printing plates. The company says it is one of the first U.S. suppliers to offer this newest generation of HP’s single-pass digital press.

Since the system operates without requiring costly print plates and only requires a small artwork setup fee, Sutherland says that it allows brands unlimited flexibility to create new POP displays and packaging. Companies can adjust their marketing with messaging that can change seasonally, regionally, per SKU, or even with targeted variable data.

“Print quality is enhanced with the HP C550’s razor-sharp ‘litho replacement’ registration and ultra-fine detail down to 4-pt font, made possible by an impressive one million printing nozels per pass,” the firm’s press release states. “Production costs are maintained thanks to negligible make-ready times and speeds averaging 2400 sheets per hour. Sutherland customers now also have access to these benefits on super-thin, F flute board.”

The digital press is also said to offer “unsurpassed” color quality, as it prints in more than 16,000 vibrant colors, at speeds comparable to conventional presses. “The HP Pagewide C550 Digital Press combines the conveniences of digital printing with the precision of conventional offset operations,” it adds. “Its ability to product over 16,000 colors means a brand’s unique color profile will be perfectly matched and replicated.” The new press also enables exceptional speed to market, the firm says.