LabelTec Becomes First U.S. Converter to Invest in ROTOCON’s Flag Ship CHROME RFP Flexo Press Platform

Structured trade-in support, introductory North American pricing, German-led quality control, and U.S.-based service helped LabelTec Inc move from legacy flexo equipment to a next-generation servo-driven platform.

Pictured (left to right): Jeff Haddad, Colin Luscombe, Jason Arruda, Cooper Ludwig

As competitive pressures continue to intensify across the narrow web label and packaging sector, small and mid-sized converters are looking for practical ways to modernize without overextending their capital budgets or compromising on long-term capability.

For LabelTec Inc, that meant finding a path from legacy flexographic equipment into a modern, fully servo-driven press platform built around automation, registration control, production efficiency, and future growth.

That path led the Colorado-based converter to ROTOCON USA.

LabelTec has become the first U.S. converter to invest in a ROTOCON CHROME RFP flexographic press, marking a major North American milestone for ROTOCON USA as the company continues expanding its presence across the region.

The project reflects a broader shift in the market: converters are no longer looking only at familiar legacy OEMs or pre-owned equipment when planning their next stage of growth. Many are now seeking new equipment options that combine advanced automation, flexible configurations, competitive investment levels, and localized support.

For LabelTec, the decision was not simply about adding press capacity. It was about securing long-term operational confidence.

The company partnered with ROTOCON USA to transition from older flexographic equipment into a fully servo-driven CHROME RFP platform featuring automatic pre-register and automatic registration controls. The investment positions LabelTec for improved efficiency, reduced setup times, stronger repeatability, and enhanced print consistency across its bank of business.

Pictured: ROTOCON CHROME RFP Flexographic Printing Press

The CHROME RFP platform is German-engineered and produced under ROTOCON’s German-led quality control standards. ROTOCON’s global manufacturing and sourcing network enables the company to source premium electronics, precision components, and machine parts from leading suppliers worldwide, while maintaining its German engineering identity through final production oversight, testing, and quality control in Germany.

According to Jeff Haddad of ROTOCON USA, the project was structured specifically to lower the financial barriers that often prevent converters from moving into new technology.

“Our goal was to remove the financial barrier to modernization,” Haddad explains. “By accepting their existing equipment as a trade-in, we were able to help them transition into a fully servo-driven flexographic press with automatic pre-register and automatic registration without disrupting cash flow.

“Through our introductory North American pricing program, they secured a next-generation press platform at a substantially lower total investment than many traditional OEM alternatives, without compromising on accessories, configuration, or technology.”

For LabelTec, the ability to customize the press configuration while maintaining budget discipline was critical. The company initially evaluated pre-owned equipment as a cost-saving option before deciding that a new, customized platform better matched its long-term production goals.

“ROTOCON USA gave us confidence from day one,” says Jason Arruda of LabelTec. “The machine design is solid, modern, and engineered for performance, but just as important was the U.S.-based support structure. Knowing that technicians and critical spare parts are stocked stateside made this decision easy.

“We initially explored pre-owned equipment as a cost-saving option, but we couldn’t check all the boxes and didn’t want to compromise on configuration or future capability. With ROTOCON USA, we were able to invest in a brand-new, fully customized solution designed exactly for our bank of business without breaking the bank compared to traditional OEM offerings.

“We achieved the technology, options, and performance we wanted without sacrificing value. The combination of German engineering, German-led production and quality control, and American support made this the right long-term investment for us.”

That combination of German-led engineering discipline and localized U.S. execution became a key factor in the decision. For LabelTec, the value was not only in the press configuration, but in the structure behind it: global component sourcing, German-led production oversight and quality control, and a North American team responsible for installation, training, support, and long-term service.

The decision also reflects a broader challenge facing many converters. Pre-owned equipment can offer a lower upfront cost, but it may limit automation, configuration flexibility, registration control, service life, and long-term growth potential. For LabelTec, the ability to move into a new, customized servo-driven platform changed the equation.

From an operational standpoint, the new press platform is expected to deliver meaningful improvements on the production floor. Colin Luscombe of LabelTec highlights the practical value of moving into servo-driven technology.

“From an operational standpoint, the move to a fully servo-driven platform with automatic pre-register and registration will be a major step forward for us,” says Luscombe. “Setup times will be shorter, adjustments more precise, and the press will give our team a higher level of confidence on press checks and repeat jobs.

“ROTOCON USA is managing the entire installation process, from trade-in removal through commissioning, allowing our team to remain focused on production throughout the transition.”

Beyond pricing and automation, execution and project management played a significant role in the investment decision. ROTOCON USA structured the transaction as a comprehensive turnkey solution, helping minimize disruption and reduce capital risk for the converter.

“For many small and mid-market converters like LabelTec, investing in a new press can feel overwhelming,” says Cooper Ludwig of ROTOCON USA. “Our role was to take the fear out of the buying process and walk alongside them every step of the way.

“We structured the project as a true turnkey solution, managing freight, coordinating removal of the trade-in assets, overseeing installation, commissioning, and operator training so the entire transaction felt seamless and controlled.

“ROTOCON USA is built for this. We are a family-run business representing a family-run global equipment manufacturer, and we believe equipment purchases should feel personal, supported, and practical. With the right support structure, domestic service presence, and aggressive market-entry strategy, we are well equipped to help reshape modernization opportunities across North America.”

For ROTOCON USA, the LabelTec project represents more than a single press sale. It reflects the company’s commitment to a more personal equipment-buying experience, one built around accessibility, practical support, direct communication, and long-term accountability from initial evaluation through installation and training.

The installation also signals continued momentum for ROTOCON USA in the North American market. With flexographic, digital finishing, slitting, and converting equipment already entering the U.S., the company is building the infrastructure needed to help converters evaluate new technology with confidence.

As automation expectations increase and labor efficiency becomes more critical, converters are reevaluating older platforms and looking for systems that deliver shorter makeready times, tighter registration, improved repeatability, and scalable configurations without creating unnecessary financial strain.

With a growing domestic service footprint, stocked critical spare parts in the U.S., and an expanding North American presence, ROTOCON USA is positioning itself as a modernization partner for converters seeking advanced engineering, responsive support, and a more practical path into new equipment.

Further reinforcing that commitment, ROTOCON USA’s dedicated North American demo center in New Jersey is scheduled for completion in August. The facility will showcase a fully operational servo-driven flexographic press along with digital finishing and converting equipment, giving converters the opportunity to experience live demonstrations, material trials, and application-specific testing in a hands-on environment.

The demo center underscores ROTOCON USA’s long-term investment in the region, combining German engineering standards, global best-in-class sourcing, final quality oversight in Germany, and localized U.S. service infrastructure.

For LabelTec, the result is a future-ready flexographic platform tailored to its production mix, supported locally, and engineered for long-term growth.

For ROTOCON USA, the project marks an important step in the company’s North American expansion.

That momentum will continue September 15-17, 2026 at LOUPE Americas (formerly LabelExpo). ROTOCON USA will be at Booth #719 showcasing the CHROME RFP live in North America and giving converters the opportunity to see the platform in operation firsthand.