There’s a new cost-effective way to track and trace consumer goods packaging from manufacturer to consumer. HP and Digimarc are collaborating to provide security capabilities with a new serialization packaging offering that can provide every printed piece with a unique identity to solve serious supply chain problems. HP and Digimarc now offer consumer brands and their digital print providers the ability to apply Serialized Global Trade Item Number (SGTIN) on packaging to track and protect the package as it makes its way through the supply chain down to the point-of-sale (POS) in retail environments.

This new security capability helps combat counterfeiting and piracy, which estimated by Frontier Economics and the International Chamber of Commerce will reach U.S. $4.2 trillion by 2022. Assigning SGTINs to each individual item means that identical units of the same product will be uniquely identifiable. This makes it possible to track and trace the products to protect brand and product origination. By monitoring scanning behavior and tracking, the HP Link platform will automatically identify suspicious behavior such as diverted packages. Product and tracking information in the cloud is applied throughout the supply chain all the way through to end consumers. Digimarc and HP will both be demonstrating the new ability at the NRF Conference this year.

“Traceability initiatives are being fueled by product fraud, recalls, regulatory compliance and the need for greater transparency across the supply chain,” said Heidi Dethloff, VP Marketing, Digimarc. “This new digital capability from HP allows brands to free-up their package design real estate, while also leveraging the full benefits of variable data printing for connected, customized, personalized and serialized packages.”

HP Link & Digimarc Barcode

With HP Link, Digimarc Barcode can carry an SGTIN, the combination of a GS1 GTIN and a unique serial number of up to 12 digits. This provides each package a unique identity and the ability to trace and track any package or product from the item level through the supply chain to point-of-sale. HP Link offers a complete security serialization solution. This includes Digimarc Barcode, and a toolset that integrates easily and cost-effectively with existing enterprise resource planning (ERP), manufacturing, scanning, distribution, and digital printing systems.

“With HP Link and Digimarc Barcode, consumer brands can protect their brand, track products from origin-to-destination, provide personalized content and coupons, and other benefits,” said Marvin Gross, Head of Emerging Solutions, HP Inc. Business Graphics Solutions. “Our solution can integrate with enterprise systems to manage inventory at the unique item level as well as enable faster and easier forms of checkout, including traditional, mobile and self-checkout.”

The Digimarc Barcode is an advanced visually imperceptible code serialized when the packaging is printed on HP digital presses on product packaging, retail labels, point-of-purchase (POP) displays, and other print output. Enabled consumer phones or other associated mobile devices, retail barcode scanners and computer vision systems can scan these codes.

HP 6900 Indigo Digital Press

These advances in digital printing are available now on the HP 6900 Indigo Digital Press. The new HP Indigo 6900 Digital Press, the latest version of the industry-leading narrow-web HP Indigo 6000 platform, continues to increase its reach into the digital packaging market. New specialty inks from HP Indigo are also transforming the digital market with new silver metallic inks, specialty security inks and fluorescent inks. These new capabilities can be used to fulfill the security features available through HP Link and Digimarc.

Traco Packaging, a Utah-based packaging supplier, is increasing its digital printing capacity with multiple high-performance HP Indigo 6900 Digital Presses. The presses will help supply the growing demand for custom printed shrink sleeves, labels and flexible packaging.

At the Traco facility in Orem, UT, the HP Indigo 6900 runs alongside Traco’s existing fleet of digital and flexo presses to provide unmatched quality for their end-users and distributors.

Shrink sleeves are Traco’s premier product offering, as well as pressure-sensitive labels for its customers. Industries served include food and beverage, nutraceuticals and personal care products.


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By Digimarc Corporation

Jan 14, 2019, 08:00 ET

Find out how Digimarc Barcode is applied to packaging creating an imperceptible barcode that repeats across a product’s surface and is reliably scanned by retail scanners, inspection systems and shopper phones.