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Advertising is a massive industry. This year, companies are projected to spend an estimated $231.81 billion in media ads to extend the reach of their products and amplify their brand recognition, according to Statista. That number can be alarming for the millions of companies and small businesses who don’t have the means or the desire to buy ad space online or through broadcasting networks. Thankfully, there’s another, often overlooked form of advertising that won’t break the bank. Chances are you’re already utilizing it! We’re talking, of course, about using packaging as a form of advertising.

Every day, millions of consumers browse their local grocery stores, beauty supply shops, boutiques, and more to find products that best suit their lifestyles. More often than not, these same consumers come across hundreds of products lining the shelves and, while they may have an idea of what they want to buy, they may not know which brand to select. One reason for this is that, more than ever, consumers lack a sense of loyalty to one specific brand. According to Inc, 73% of Millennials surveyed said that “brands have to work harder to secure their loyalty.” One reason for this is that individual products are no longer enough to secure repeat customers. Shoppers are now looking for brands and products that align with their values, are transparent, and use sustainable materials.

All of this may seem overwhelming, but it doesn’t have to be if brands invest time and energy into their packaging strategies. Here are some of the ways you can use packaging as advertising to your brand’s advantage:

Increase brand recognition

Another reason consumer loyalty may be dwindling is that there are so many options available. Ensure your brand is memorable by spending the time to design your package thoughtfully — after all, it’s likely the first thing a consumer sees when searching through the aisles.

That doesn’t mean you have to opt for neon colors and busy fonts, though. Packaging should reflect the brand’s overall aesthetic; it should be approachable, honest, and true to the brand. If your company favors minimalism and clean lines, mention that when you consult with a packaging company. The same goes for brands with a more maximalist bent and prefer bold patterns and eye-popping colors. Authenticity is key to courting and retaining customers who want to know they can expect quality products and visually appealing packaging from reliable brands.

 Materials matter

You probably wouldn’t buy snack mix wrapped in aluminum foil. Similarly, you wouldn’t grab a single-serve granola bar that came in a clunky cardboard box. The materials used to package your brand’s products are vital to catching consumer attention and keeping them as a customer.

When it comes to packaging materials, consumers care about a few key things: Convenience, protection, and sustainability.

What’s the point in purchasing something that’s inconvenient to access? When packaging a product, think realistically. Does this packaging make sense for everyday use? Would I be able to easily transport this product from the store or when I’m on the go? These are the questions consumers ask themselves before buying.

The convenience of use is also one of the primary reasons flexible packaging has become a more popular choice amongst consumers. According to “The Future of Flexible Packaging to 2022” report from Smithers Pira, the flexible packaging industry was valued at $219.5 billion in 2016, and its overall value is expected to increase to $282.6 billion by 2022. Flexible packaging comes in a range of styles — including bar wraps, stand-up pouches, flexible rollstock, stick packs, and cosmetic sachets — and uses a combination of thin films, paper, plastics, and aluminum foils to create protective barriers that can help extend a product’s shelf life.

Protection and barriers are essential for making your product stand out amongst the competition. Consumers value freshness, and they want to know that their product hasn’t been contaminated by any outside elements that could cause mold, bump up the expiration date, or otherwise render the product unsafe for consumption or use. If your brand sells snacks such as chips or nuts, consider packaging your product in a resealable pouch, which is both easy to transport and safe to use over an extended period. Similarly, opt for a sleek bar wrap if you’re selling single-serve protein bars.

Consumers also want to know that the packaging they’re buying is sustainable as they search for ways to reduce their carbon footprints and overall impact on the environment. Flexible packaging, though often not recyclable, has proven to be one of the most sustainable forms of packaging on the market because it’s lightweight, easy to produce in one set location (eliminating the need to ship between factories and lowering the overall carbon emissions released during the process), easy to transport, and can be made using recycled materials.

Show ‘em what you’re made of

Use your packaging to advertise all of the good things in your products. Consumers care about transparency, and they want to know what they’re ingesting and using on their bodies. Make some room on your packaging to share an ingredient list. Additionally, include anything that might differentiate your brand from another. Is your product certified organic or cruelty-free? Was it made using a special Amazonian clay or is it allergy free? Let people know!

Use packaging to tell your brand’s story

Your brand has a unique story to tell, whether you’re selling face masks or wholesome snacks. What sets you apart from the other brands on the market? Did your founder dream up the product while traveling, or was she inspired to create the product after noticing an absence in the market? Or, was there a more personal reason — a commitment to health, a desire to find a remedy for stubborn acne, a beloved pet — that inspired the product line? Adding a short blurb about your brand can give consumers a look into what you stand for and why they should feel confident trusting you with their needs. Flexible packaging pouches are perfect for Natural Foods, allowing your brand to speak while protecting the contents.

What next?

If you’re looking to boost your brand’s name recognition, start with your packaging. Fortis Solutions Group can help you customize your packaging to best suit your product and your brand values so you can advertise your greatest attributes with ease. Contact us via phone or email to learn more

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VIRGINIA BEACH, VA, April 15, 2022 – Fortis Solutions Group LLC, a leading provider of high-impact printed packaging solutions and a portfolio company of funds managed by Harvest Partners, LP is pleased to announce the acquisition of Profecta Labels Inc. based in St-Hubert, Quebec.

Profecta Labels Inc. is a Canadian flexographic and digital manufacturer of labels and flexible packaging printing serving the industrial, pharmaceutical, cosmetics, and food and beverage end markets in North America.

Profecta owner Pierre Roberge commented, “For the past 30 years we have built an amazing company with an incredible group of people. I am thrilled and look forward to teaming up with John and the Fortis group for this new chapter and continue our growth.’’

Employing over 1,100 employees across seventeen manufacturing sites, Fortis intends to continue its pursuit of attractive acquisitions to further the breadth of product offerings and locations which can serve its customer base.

For more information, or to contact a sales representative to learn more about how Fortis can make a difference for you, please call 1-844-FSG-LBLS or visit www.FortisSolutionsGroup.com.

About Fortis Solutions Group

At Fortis Solutions Group, we provide a differentiated approach to giving our customers a powerful advantage in the marketplace through industry-leading lead times, quality control, color management, and solution-oriented approaches. We deliver a breadth of product offerings utilizing our outstanding flexographic, letterpress, offset, and digital printing capabilities. These offerings include pressure sensitive and shrink sleeve labels, multi-ply coupons, flexible packaging printing, extended booklet printing, pouches, folding cartons, label applicators, and variable data printing. Headquartered in Virginia Beach, VA, the company also has manufacturing and sales offices in Austin, TX, Catoosa, OK, Ellington, CT, Flowery Branch, GA, High Point, NC, Kansas City, MO, Lewisville, TX, Marietta, GA, Memphis, TN, Merced, CA, Montreal, Canada, Napa, CA, Orem, UT, Somersworth, NH, West Chester, OH, Whitefish, MT and Wixom, MI.

About Harvest Partners, LP

Founded in 1981, Harvest Partners, LP is an established New York-based private equity investment firm that focuses on investments in middle-market companies in the business services & industrial services, consumer, healthcare, industrials, and software industries. Harvest’s control strategy leverages the firm’s over 40 years of experience in financing organic and acquisition-oriented growth. For more information, please visit www.harvestpartners.com.

VIRGINIA BEACH, VA | Fortis Solutions Group LLC, a leading provider of high impact printed packaging solutions and a portfolio company of Harvest Partners, is pleased to announce the acquisition of Label Tech Inc. based in Somersworth, New Hampshire.

Label Tech is an award-winning, ISO-certified flexographic and digital manufacturer of pressure sensitive, (including coupon, game piece and UL labels) and non-pressure sensitive labels and flexible packaging for the consumer product, food and beverage and health and beauty end markets.

Fortis President and CEO John O. Wynne, Jr. commented, “We are elated to acquire Label Tech, one of the premier flexographic and digital converters in the Northeast. This acquisition will further our geographic footprint and enable Fortis to provide additional products and solutions to our valued customers. I thank Pat Brady for entrusting us with the future of his company. We are looking forward to working alongside the outstanding Label Tech team.”

Label Tech owner Pat Brady commented, “I’m thrilled to be teaming up with John Wynne and Fortis Solutions. Our business philosophy is very closely aligned, and they are a very high-quality operation.”

Employing over 1,100 employees across sixteen manufacturing sites, Fortis intends to continue its pursuit of attractive acquisitions to further the breadth of product offerings and locations which can serve its customer base.
For more information, or to contact a sales representative to learn more about how Fortis can make a difference for you, please call 1-844-FSG-LBLS or visit www.FortisSolutionsGroup.com.

About Fortis Solutions Group
At Fortis Solutions Group, we provide a differentiated approach giving our customers a powerful advantage in the marketplace through industry leading lead times, quality control, color management and solutions-oriented approaches. We deliver a breadth of product offerings utilizing our outstanding flexographic, letterpress, offset and digital printing capabilities. These offerings include pressure sensitive and shrink sleeve labels, multi-ply coupon and flexible packaging printing, extended booklet printing, pouches, folding cartons, label applicators and variable data printing. Headquartered in Virginia Beach, VA, the company also has manufacturing and sales offices in Austin, TX, Catoosa, OK, Ellington, CT, Flowery Branch, GA, High Point, NC, Kansas City, MO, Lewisville, TX, Marietta, GA, Memphis, TN, Merced, CA, Napa, CA, Orem, UT, Somersworth, NH, West Chester, OH, Whitefish, MT and Wixom, MI.

About Harvest Partners, LP
Founded in 1981, Harvest Partners, LP is an established New York-based private equity investment firm that focuses on investments in middle-market companies in the business services & industrial services, consumer, healthcare, industrials and software industries. Harvest’s control strategy leverages the firm’s 40 years of experience in financing organic and acquisition-oriented growth. For more information, please visit
www.harvestpartners.com.

NEW YORK, NY | October 15, 2021 – Harvest Partners, LP (“Harvest”) announced today that funds managed by Harvest, along with management, have acquired Fortis Solutions Group (“Fortis” or “the Company”), a best-in-class provider of specialty packaging solutions, from Main Post Partners, LP (“Main Post”). The Company’s management team, led by founder and CEO John Wynne, will continue to lead Fortis and remain significant owners of the business alongside Harvest. Additional terms of the transaction were not disclosed.

Headquartered in Virginia Beach, VA, Fortis is a leading converter of pressure sensitive labels including multi-ply coupon and booklets, flexible packaging printing, shrink sleeves, folding cartons, and label applicators. The Company serves a blue-chip customer base across the food and beverage, health and beauty, retail, agricultural chemical, and nutraceutical end markets. Fortis has a full range of flexographic and digital printing capabilities across 15 manufacturing and sales offices across the United States. 

John Wynne said, “It’s been an incredible journey with Main Post Partners and I’m very appreciative and thankful to them for their outstanding contributions. Together with our great team at Fortis, we built the ‘One Fortis’ culture and growth vision which have allowed us to differentiate ourselves in the marketplace. I’m very much looking forward to working alongside Harvest Partners as we further develop and accelerate the value-added offerings that we deliver to our customers.”

“We thank John, his outstanding management team, and all Fortis employees for helping to build an industry leader while generating substantial shareholder value, and we wish the Company continued success with Harvest Partners,” said Scott Bell, Partner at Main Post Partners. 

Michael DeFlorio, CEO and Partner at Harvest, and James Mitchel, Partner at Harvest, said, “We have admired Fortis’s tremendous success over the years and recognize their leadership position in the specialty packaging and labels markets. We are excited to partner with John and the Fortis management team to support the Company’s organic and acquisition growth initiatives in the coming years.”

Fortis has completed 13 acquisitions since 2014 and is actively seeking both tuck-in and transformational acquisitions in the pressure sensitive labels, shrink sleeve, and flexible packaging markets.

BMO Capital Markets served as financial advisor and Morrison & Foerster served as legal advisor to Fortis and Main Post. Ropes & Gray LLP served as legal advisor to Harvest Partners. As part of the transaction, Michael DeFlorio, James Mitchel, and Andrew Hudelson from Harvest Partners will join John Wynne on the Board of Directors of Fortis.

About Fortis Solutions Group

At Fortis Solutions Group, we provide a differentiated approach giving our customers a powerful advantage in the marketplace through industry leading lead times, quality control, color management and solutions-oriented approaches. We deliver a breadth of product offerings utilizing our outstanding flexographic, letterpress, offset and digital printing capabilities. These offerings include pressure sensitive and shrink sleeve labels, multi-ply coupon and flexible packaging printing, extended booklet printing, pouches, folding cartons, label applicators and variable data printing. Headquartered in Virginia Beach, VA, the company also has manufacturing and sales offices in Austin, TX; Catoosa, OK; Ellington, CT; Flowery Branch, GA; High Point, NC; Kansas City, MO; Lewisville, TX; Marietta, GA; Memphis, TN; Merced, CA; Napa, CA; Orem, UT; West Chester, OH; Whitefish, MT; and Wixom, MI. Employing over 950 employees across 15 sites, Fortis intends to continue its pursuit of attractive acquisitions to further the breadth of product offerings and locations which can serve its customer base. Learn more about Fortis Solutions Group: https://fortissolutionsgroup.com/.

About Main Post Partners, LP

Main Post Partners is a private equity investment firm focused on investing in proven growth companies across the consumer value chain. Main Post Partners invests in both majority and minority positions primarily in first institutional capital situations where founders, entrepreneurs and management teams are looking for an experienced partner to help build their companies to full potential. With a “Partnership, not Ownership” approach, Main Post Partners works closely with a network of successful executives to provide operational and strategic support to its management partners. Main Post Partners was named to Inc.’s list of The 50 Best Private Equity Firms for Entrepreneurs. Learn more about Main Post Partners: https://mainpostpartners.com/.

About Harvest Partners, LP

Founded in 1981, Harvest Partners, LP is an established New York-based private equity investment firm that focuses on investments in middle-market companies in the business services & industrial services, consumer, healthcare, industrials and software industries. Harvest’s control strategy leverages the firm’s 40 years of experience in financing organic and acquisition-oriented growth. For more information, please visit www.harvestpartners.com.  

 VIRGINIA BEACH, VA, October 11, 2021 – Fortis Solutions Group LLC, a leading provider of high impact printed packaging solutions and a portfolio company of Main Post Partners, is pleased to announce the acquisition of Quality Tape and Label. 

Founded in 1979 by Cecil & Myrl Daniels and run today by Rick and Rob Daniels, Quality Tape and Label specializes in providing digital shrink sleeves, flexible packaging and pressure sensitive labels to the craft beer, nutraceutical, food and health and beauty end-markets. Rob Daniels will remain in a leadership role with the company based in Marietta, GA. 

Fortis President and CEO John O. Wynne, Jr. commented, “Quality Tape and Label is a premier provider of digital printing solutions. I’m excited to bolster our offerings in the shrink sleeve, flexible packaging and pressure sensitive labels markets and am looking forward to working alongside Rob Daniels and the entire QTL team as we further enhance our digital strategies across the country.” 

Rick Daniels, CEO of Quality Tape and Label commented, “After 40 years of being a close-knit family operation, it’s hard to let go. But moving the reins to Fortis was a decision I’m very comfortable with. I’m sure the marriage of QTL and Fortis will be very beneficial for all involved.” 

Rob Daniels, Quality Tape and Label President added, “We are very excited for QTL to join the Fortis family! Partnering with the Fortis team will give us the resources and capabilities to service our customers ever growing needs.” 

Employing over 950 employees across fifteen sites, Fortis intends to continue its pursuit of attractive acquisitions to further the breadth of product offerings and locations which can serve its customer base. 

For more information, or to contact a sales representative to learn more about how Fortis can make a difference for you, please call 1-844-FSG-LBLS or visit www.FortisSolutionsGroup.com. 

About Fortis Solutions Group 

At Fortis Solutions Group, we provide a differentiated approach giving our customers a powerful advantage in the marketplace through industry leading lead times, quality control, color management and solutions-oriented approaches. We deliver a breadth of product offerings utilizing our outstanding flexographic, letterpress, offset and digital printing capabilities. These offerings include pressure sensitive and shrink sleeve labels, multi-ply coupon and flexible packaging printing, extended booklet printing, pouches, folding cartons, label applicators and variable data printing. Headquartered in Virginia Beach, VA, the company also has manufacturing and sales offices in Austin, TX, Catoosa, OK, Ellington, CT, Flowery Branch, GA, High Point, NC, Kansas City, MO, Lewisville, TX, Marietta, GA, Memphis, TN, Merced, CA, Orem, UT, West Chester, OH, Whitefish, MT and Wixom, MI. 

About Main Post Partners 

Main Post Partners is a private equity investment firm focused on investing in proven growth companies across the consumer value chain. Main Post Partners invests in both majority and minority positions primarily in first institutional capital 

John Wynne, Fortis CEO and President, discusses acquisition strategy with Label and Labeling Editor, Chelsea McDougall. Read the article in Issue 1, 2021 of Labels & Labeling.

John Wynne hates the word ‘corporate’ as it doesn’t speak to Fortis Solution Group’s entrepreneurial, growth-oriented spirit. It’s still surprising to the Fortis Solutions Group president and CEO that the company grew from a single manufacturing plant just a decade ago, to a nationally focused company with 14 facilities across the US today. 

Wynne first entered label manufacturing in 2010 with the acquisition of Labels Unlimited after a career in finance. The company made its first acquisition, A&M Label in Wixom, Michigan and Memphis, Tennessee, in 2014. In 2015, the company rebranded as Fortis Solutions Group and, with the backing of private equity firm Main Post Partners since 2017, has since pursued a high growth and an active acquisition strategy. Today, Fortis has an annual revenue in excess of 200m USD and employs 850 people.

From its headquarters in Virginia Beach, Virginia, Wynne is running a multi-facility company with multi-million-dollar resources but with the same competitive, customerfocused mentality he had when he entered the printing industry ten years ago. 

‘I don’t see Fortis as this big company, or dots on a map with 14 facilities,’ Wynne says. ‘It’s how those dots are connected that is important. At the end of the day, we want empowered people in each of those facilities leading the charge. I still want us to have that entrepreneurial spirit at our core.’

He continues: ‘I don’t feel like we’re one of the bigger companies. I feel like we’re out there scratching and clawing and fighting every day. I never want to be considered a slow and stodgy big company.’ 

Acquisition strategy 
Fortis frequently grabs headlines for its high-profile acquisitions. Since 2014, the company has acquired 11 companies, often taking over family-owned companies while keeping the same teams in place and focusing on being excellent stewards of the acquired businesses. Fortis focuses on acquisitions that can further expand the company in three core areas: geography, product and end-market diversification.

‘We still believe that this business is a local and regional one, and we need to be in our client’s backyard to best support their needs,’ Wynne says. ‘When you look at the benefits that a multi-site platform can bring to bear for our customers with redundancy and the ability to scale their brands, it’s compelling to look at acquisitions to accelerate their opportunity set.’

The company’s most recent acquisition came with Orem, Utah-based Kala Packaging, an early adopter of HP Indigo 20000 and 6000 series digital presses and a dominant player in the short-run flexible packaging and label market. Kala not only adds to Fortis’ portfolio of pressuresensitive labels and flexible packaging products, but it’s just the type of acquisition Wynne finds attractive: one in which Fortis can grow and scale with its customers.

We love the approach of being able to scale with these brands and businesses over time with from digital to our wider flexographic assets,’ Wynne says.

On finding synergy between the 14 facilities Wynne, simply put, doesn’t reinvent the wheel. Local talent is maintained, and oftentimes the former owners of the companies stay on.

‘With any acquisition, you need time to understand who does what, the culture, and the systems and processes that are in place. As our head of sales always likes to say: “No one has a monopoly on good ideas.”

Greenfield operations
Not all growth at Fortis is happening through acquisition, however.

‘People see the headlines about our acquisitions, but the reality is, we’ve got 30-plus business development people that are working their tails off every day to stimulate organic growth,’ says Wynne.

In 2019, the company started a greenfield operation in Napa Valley that caters to the wine and spirits industries. Fortis brought on label industry veterans Brendan Kinzie as president for wine and spirits and James Stone as a director. Both have a long history in both printing and wine.

The company also invested in top-ofthe-line printing equipment with an HP Indigo digital press and a Gallus RCS 430 to further expand its ability to execute intricate wine and spirits label designs.

‘If we’re going to be in it, we were going to be in it in earnest,’ Wynne says. ‘We’ve certainly invested in that business and feel great about the momentum that exists.’

Fortis hit pause on its acquisition pursuits as the pandemic took hold in early 2020, taking time instead to focus on its current business offerings that center on five core products: pressure-sensitive labels, flexible packaging, shrink sleeves, folding cartons and label applicators. 

‘We’re not all things to all people. Frankly, if we’re in it, we’re going to be really good at, we going to excel at it,’ Wynne says. ’We’re not going to be able to do everything that’s out there, nor do we want to. We’re going to stay focused, stay in our lane, and not stray from that. We’ll continue to invest in those five areas and stay true to that. I don’t see us expanding past our core offerings.’

Fortis primarily serves the food, nutraceutical, health and beauty, household chemical, automotive, retail and e-commerce industries.

‘There’s nothing like a pandemic to focus you on where you’re playing to win,’ he says. ‘It made us think about the future of our economy and what markets are going to increase, what markets are going down, and where we need to position ourselves. In our case, it’s nice to be diversified in that regard.’

‘Food is our foundation and when times are tough, people really hunker down and they go to the grocery store, and that’s where you can find our labels,’ he continues. ‘You have to have that foundation, but also other growth markets that allow you to outperform over time. 

‘Going into 2021, we remain focused on keeping our employees safe and our One Fortis culture strong while continuing to outperform the needs of our customers. We have tremendous momentum in the business and are excited to see how the year unfolds.’