Wayne Beckett from Inkish interviews Jordi Giralt at LabelExpo 2025 in Barcelona. Jordi recently joined Bobst, starting in February 2025 as Zone Business Director for Southern Europe and becoming Head of Global Sales in July. He explains that Bobst entered the label market through its former Gidue flexo business, then expanded into digital by establishing the company Mouvent, and later merged this expertise to develop hybrid presses that combine both flexo and digital. Bobst is now strong in flexo and a market leader in hybrid, aiming to become one of the leading companies in the label sector overall. Jordi says Bobst’s approach is rooted in precision engineering and attention to detail, and they bring this mindset to every segment they enter. He explains that Bobst no longer brings machines to trade shows, choosing instead to focus on discussing customer applications and challenges rather than hardware. Customers can visit Bobst competence centers in Firenze, Switzerland, or Atlanta to see the machines in operation, while events like LabelExpo are used for one-to-one discussions about solutions. He emphasizes that Bobst increasingly tailors solutions to customer needs rather than just selling machines. Their new team of application experts works with customers to understand the products they want to produce and then designs end-to-end workflows and configurations to match. Jordi concludes that this solutions-driven approach reflects Bobst’s long-term strategy to become a leader in the label industry.