There’s a unique kind of hum in the air when a production facility runs at full speed – precision machines working in tandem, operators moving with confident rhythm, the steady thrum of progress. But on 14 and 15 May, the usual soundtrack of Packaging World’s Pinetown plant was layered with something else: the buzz of industry leaders, curious competitors and long-time customers gathered to witness a turning point in the company’s three-decade journey.

The occasion? The official launch of Packaging World’s newly installed Windmöller & Hölscher Alphaflex CI flexographic printing press and Nordmeccanica Super Simplex SL solventless laminator – two high-spec additions that signal not only a technological leap but a cultural shift inside one of South Africa’s most agile flexible packaging companies.

‘We’re not flying under the radar anymore,’ states managing director Jill Celliers, her voice steady but sparkling with conviction.

It wasn’t the usual closed-door machinery launch. In a rare move that raised some industry eyebrows, Packaging World flung open its doors to competitors. For two days, attendees wandered the immaculate aisles of the production floor, watched high-speed demos and grilled technicians from Germany, Italy, India and South Africa on everything from print tolerances to substrate compatibility.

‘It was bold. And some thought we were mad,’ Jill says. ‘But there’s nothing to hide. The machines speak for themselves. We’ve always believed that transparency fosters trust – and trust builds partnerships.’

And partnerships are exactly what made this project possible. According to Sven Wüstefeld, W&H’s technical sales manager for Africa, Packaging World’s choice of the Alphaflex was no vanity purchase – it was a highly strategic, well-researched move aimed at eliminating bottlenecks and unlocking market potential.

‘The Alphaflex isn’t just fast,’ Sven explains. ‘It’s smart. From EASY-SETUP features that walk operators through makereadies to a 180° rotated unwind section that enhances safety and access, everything is engineered for efficiency. It’s not an “entry-level” CI press as some assume – it’s a compact powerhouse with the DNA of much larger systems.’

Alpha dog

The Alphaflex CI press is designed to meet the demands of mid-to-high volume converters who require consistent, high-quality output with operational agility. Its eight-colour configuration allows flexible job set-ups ranging from single-colour packaging to complex multilayer designs.

The press reaches a maximum speed of 400m/min, enabling Packaging World to meet tight deadlines without sacrificing print quality. Key technical benefits include a fully integrated servo drive system ensuring precise register control and reduced waste and an advanced drying tunnel that optimises ink curing with lower energy consumption.

‘One of the standout features is the switchable blower system,’ Sven adds. ‘It reduces power use during slower runs or sensitive substrates, balancing throughput with environmental responsibility.’

Packaging World’s production director, Chris Burnand, praises the Alphaflex’s robustness: ‘Our print hall was maxed out before. Now, we have additional capacity and more stable runs. We tested it with solvent-based and water-based inks, plus mono-materials and post-consumer recycled films – the results are impressive across the board.’

Chris highlights the press’s ability to handle difficult substrates: ‘With increasing demand for sustainable packaging, the Alphaflex’s compatibility with a wide range of films, including compostable and recycled materials, is crucial.’

While W&H remains a leader in the flexo press market, local suppliers like Ipex Machinery, which represents W&H in South Africa, face competition from global brands such as Mark Andy, BOBST and Nilpeter, each with their own line of CI presses and flexo solutions. Bruce Allen, managing director at Ipex Machinery, was at the Open Day and keen to dispel misconceptions about the Alphaflex.

‘There’s a misconception that the Alphaflex is an affordable and entry-level version of the Miraflex,’ Bruce says. ‘It’s anything but. Its modular design, combined with ease of use and automation, makes it a future-proof investment for serious converters. Packaging World’s choice reflects its ambition to scale efficiently and sustainably.’

Laminating with confidence

Running alongside the Alphaflex is the Nordmeccanica Super Simplex SL solventless laminator – a machine known for its compact footprint and user-friendly operation, yet packing technical sophistication in lamination versatility.

‘Installation took just one day with minimal downtime, which was a huge relief,’ says Chris. ‘It handles everything from aluminium foil and paper to PE and nylon films, which lets us meet diverse market demands without compromising speed or quality.’

Key technical advantages include quick changeover capabilities that slash downtime between jobs, an energy-efficient drive system reducing operational costs and an integrated web-cleaning unit that minimises defects and enhances overall product consistency.

‘Nordmeccanica’s patented roller technology delivers uniform adhesive application, critical for solventless lamination where precision is everything,’ adds Renato Granelli, area sales manager for Nordmeccanica.

Packaging World has a long-standing relationship with Nordmeccanica, having operated two other units for over 15 years without major issues. ‘Reliability is non-negotiable for us,’ Jill explains. ‘We stick with suppliers who understand our needs and support us in delivering flawless packaging.’

The technology dazzles, but visitors to Packaging World couldn’t help but comment on the pristine condition of the plant floor. ‘We produce food-grade packaging, so cleanliness is essential,’ Jill asserts. ‘But it’s more than that. It’s ingrained into our DNA.’

The memory of a beloved laminator operator, Segie, looms large here. ‘Segie set the gold standard for hygiene and precision. After his passing, our current operator, Wise, has carried that torch. It matters – it’s how we honour our people and our customers.’

It’s no coincidence that this cultural clarity has come into sharper focus since Jill took the reins as managing director a year ago. Her leadership has brought structure to the company’s bold vision, translating founder Dean Giani’s ambitious ideas into operational momentum.

‘Dean started this business with a single machine and a dream,’ she reflects. ‘I see my role as the translator of that dream – balancing vision with execution. We respect each other deeply and that’s the foundation of our success.’

Relationships drive results

The verdict from industry peers attending the Open Day was clear: Packaging World’s success isn’t just built on cutting-edge machinery – it’s powered by people, partnerships and purpose.

Geoff Cuttler, national sales manager of Flint Group, was among the many suppliers who applauded the success of Packaging World’s high-energy Open Day. ‘From Flint’s perspective, it was an excellent event that allowed us to reconnect with long-standing customers and engage with potential new ones,’ he notes. ‘It was particularly valuable to meet several players from East and Central Africa – a clear sign that Packaging World’s reach and reputation are growing across the continent.’

Geoff was equally impressed with the capabilities of the W&H Alphaflex press. ‘It’s a helluva impressive press,’ he remarks. ‘W&H took a design that’s notoriously prone to plate bounce and ran it beautifully smooth – even at 400m/min. The coin demo really showed off its precision and stability and it ran surprisingly quietly. The ease of cylinder, sleeve and anilox changeovers stood out too – it’s built for efficiency.’ Reflecting on Flint Group’s long-standing partnership with Packaging World, Geoff adds: ‘This installation didn’t just strengthen the relationship – it showcased the synergy. Our inks ran flawlessly at high speeds with no issues. It was a proud moment to see that in action.’ He also praised the company’s open and confident approach, noting that ‘inviting competitors to your launch shows strength, transparency and confidence in your operation.’

‘What stands out is not just the kit – it’s the team,’ enthuses Reuben Glenny, director of REM Speciality Papers. ‘You can buy a press anywhere. But this level of commitment, responsiveness and openness? That’s rare in today’s market.’

Suppliers echoed the sentiment, praising not only the equipment but also the alignment between Packaging World’s technical ambitions and its collaborative ethos. ‘They’re not just upgrading – they’re evolving,’ says Craig Lloyd, sales director at Bordic. ‘And they’ve brought their team along for the journey. The Alphaflex’s EASY-SETUP feature lets operators focus on quality and consistency, not problem-solving. That’s a real shift forward.’

Ipex Machinery’s Bruce Allen emphasises that Packaging World’s investment wasn’t a defensive move, but a statement of intent. ‘This isn’t about keeping up. This is about leading. With these high-performance machines and a people-first culture, Packaging World is elevating the standard for flexible packaging in South Africa.’

Guests were equally impressed by the live demonstration of the Alphaflex’s stability – particularly a moment that involved balancing a coin on the machine running at full speed. ‘That simple act really drove home the precision of the press,’ comments Dhiren Patel, managing director at Nurscon Flexibles.

Rohin Chandaria, CEO of Dune Packaging in Kenya, was equally struck by the Alphaflex’s engineering. ‘The centre-force space frame and fully enclosed bearings aren’t just nice-to-haves – they’re core features that ensure vibration resistance and long-term mechanical integrity, even at high speeds.’

The machine’s advanced usability also resonated with Neil Greenaway, business development manager at Constantia Afripack. ‘The Alphaflex’s technology makes high-quality flexible printing virtually foolproof. From register control to print repeatability, it’s built to deliver excellence with every run.’

Substrate versatility stood out for Jamie O’Neill, owner of Reproflex. ‘The Alphaflex is a real all-rounder. It handles mono-materials, PCR content, papers, aluminium foil – you name it – and it works with both water- and solvent-based inks. That opens up huge opportunities for sustainable packaging.’

The verdict from industry peers attending the Open Day was clear: Packaging World’s success isn’t just built on cutting-edge machinery – it’s powered by people, partnerships and purpose.”

Durban-based converter PacRite’s managing director, Brian McCleary, agrees. ‘What stood out to me was the machine’s operator-centric design. The EASY-SETUP system makes makeready intuitive and fast, allowing teams to get up and running with minimal training or delays.’

Glen Robbins, key account manager at Tesa, was impressed by both the launch event and the capabilities of the W&H Alphaflex press. ‘The event was first class – incredibly well managed and thoughtfully presented. It brought a level of finesse and professionalism that elevated the entire experience,’ he remarks. ‘The Alphaflex itself turned a lot of heads. Its changeover demonstration was particularly impressive – running two complex jobs back-to-back at 400m/min with barely a hiccup. That kind of speed and precision speaks volumes.’

He also praises Packaging World’s strategic decision to open the event to industry peers: ‘Inviting competitors might seem bold, but it sends a clear message – this is the benchmark now. When your rivals see your operation running a top-tier machine at full tilt, delivering superior quality at high speed, it gets attention. The Alphaflex isn’t just another flexo press – it’s a game changer. And yes, it’s German-engineered – the quality speaks for itself.’

More firepower on the horizon

The timing of the Open Day wasn’t coincidental. As Packaging World celebrates its 30th anniversary, the new installations signal more than just expansion – they mark what Jill calls ‘the next chapter.’

‘Last year was about regrouping – what I called our “settling down phase”,’ she explains. ‘This year, it’s all about momentum. We’re upskilling, fine-tuning our systems and investing in more than just machines – we’re investing in people. This isn’t just growth, it’s a full-scale evolution.’

That sense of forward motion is palpable. When asked what’s next, Jill offered a knowing smile: ‘Let’s just say another W&H installation might be closer than you think.’

By the end of the event, the message was clear: Packaging World hasn’t just earned its place among South Africa’s top-tier flexible packaging players – it’s ready to redefine the playing field. With cutting-edge machinery, a future-focused team and a culture anchored in excellence and transparency, the company is transforming its 30-year legacy into a springboard for the future.

As one guest put it on the way out: ‘They’ve always punched above their weight. Now, they’ve got the gloves – and the ring – to match.’