Graphic Packaging International buys Sierra Pacific Packaging
The deal is expected to close in the second quarter of 2011.
Graphic Packaging International’s products include casing for foodstuffs, household products, sporting goods, household products, bottle and can carriers and tobacco items.
Sierra Pacific Packaging
makes folding cartons, beverage carriers and corrugated boxes for the consumer packaged goods industry.
WinmoEdge: What does the purchase of Sierra Pacific Packaging mean for Graphic Packaging International?
Spokesperson: This is an exciting opportunity for GPI, Sierra Pacific and our customers. This acquisition not only provides our customers with important enhanced operating synergies, but Sierra’s values, vision and culture of sustainability dovetail nicely with our own growth strategy for the future.
WinmoEdge: How does GPI benefit from this deal?
Spokesperson: Some of the benefits our business will see resulting from this acquisition will be:
- GPI’s extensive platform of innovative product offerings;
- Being an integrated company with our own supply of paperboard; and
- Synergies to be achieved from being a part of GPI’s West Coast operations.
WinmoEdge: Is GPI’s marketing strategy predominantly a B-to-B effort, or does it also incorporate B-to-C initiatives as well?
Spokesperson: All of GPI’s primary marketing and media channels are B-to-B, so we rely on our sales force to introduce new products to business consumers according to their needs. Not only is Graphic Packaging an integrated global supplier of beverage packaging and consumer folding cartons, we also produce bags, labels, coatings, flexible and specialty packaging, as well as offer a range of paperboard grades, high performance packaging machinery and services.
We also attend some packaging trade shows and creating innovative packaging that attracts shoppers has paid off in unexpected ways. Along with helping to win the hearts and minds of consumers, our efforts have garnered an impressive amount of industry recognition for Graphic Packaging. From the AIMCAL
(Association of International Metallizers, Coaters and Laminators), Graphic Packaging International’s successes are not only displayed on store shelves around the globe, they’re on quite a few award shelves as well.
WinmoEdge: Can we expect to see any changes to Graphic Packaging International’s marketing strategy moving forward as a result of its acquisition deal with Sierra Pacific Packaging?
Spokesperson: Our current marketing strategy has served us well thus far and we have no plans in the immediate future to change. The success of our customer focus has made us one of the world’s largest producers of folding cartons and a global leader in coated, recycled boxboard and specialty bag packaging. Our history of leadership in innovation has resulted in more than 2,000 U.S. and foreign patents.
WinmoEdge: What type of consumer does Graphic Packaging International target through advertising, and how will that change with the latest purchase deal, if at all?
Spokesperson: Graphic Packaging is a leading provider of paperboard packaging solutions for a wide variety of products to food, beverage and other consumer products companies. The company is one of the largest producers of folding cartons and holds a leading market position in coated-recycled boxboard and specialty bag packaging.
Our customers include some of the most widely recognized companies in the world. The acquisition of Sierra Pacific Packaging’s assets will not change the type of consumer that we will target. In fact, with this acquisition, GPI also gained a solid business relationship with over 400 unique customers from SPPI.
WinmoEdge: Does Graphic Packaging International currently have any external partnerships, and if so, what are they?
At this time, GPI does not have any external partnerships. However, later this week, GPI is launching a new innovation portal called Innogate
for inventors, students and vendors to share their packaging ideas and ultimately move the end product to the marketplace. This portal will serve as more than a suggestion box. GPI seeks to interact with innovators and drive real growth for the company, and the innovator’s unique packaging solution.
This portal is open to inventors and innovators from all business sectors and/or all agencies. GPI invites innovators to help develop more game-changing packaging to drive real growth, deliver convenience to consumers, reduce negative environmental impact or provide powerful brand promotion.
As a leading provider of packaging for some of the world’s most widely recognized brands, we are seeking a wide range of ideas that will improve performance for manufacturers and consumers.
Atlanta-based Bigelow Advertising
has handled GPI’s creative efforts since 2006, The List database reports.
The Nielsen Company reported that GPI spent about $10,000 on B-to-B advertising initiatives in 2010.
Graphic Packaging International Corporation
835 Franklin Court
Marietta, GA 30067
Senior Vice President & Chief Financial Officer
Vice President, Sales & Marketing
President & Chief Executive Officer
Sierra Pacific Packaging
525 Airport Parkway
Oroville, CA 95965
Chief Executive Officer