Georgia Pacific's digital pre-print technology Hummingbird offers users a versatile range of options. ( Courtesy Georgia Pacific )

Atlanta-based Georgia-Pacific has a new digital web print capability called Hummingbird, said Clay Reis, area general manager and the company’s produce director.

Hummingbird “gives customers greater flexibility than ever to create graphics to match seasonal or regional promotions without requiring large quantities and increasing the risk of obsolete inventories,” Reis said. “The digital print process is more efficient than traditional printing, saving valuable production time.”

Hummingbird, launched in May, includes digital pre-print for a “full range of customer needs,” from specialty versions to everyday large runs and beyond, Reis said.

Hummingbird is the first packaging supplier in North America to provide 110-inch wide web capability for digital pre-print at lengths limited only by converting capability, GP said in a news release.

The company said the size, quality and speed of the press also dramatically increases the cost effectiveness of digitally printed packaging, even at high volume.

“There’s no question the future of corrugated packaging is digital,” said Sergio Morales, Hummingbird’s general manager.

“Hummingbird’s digital inkjet printing enables even the largest brands to deliver consistent and timely marketing messages across all platforms, including their physical packaging.”

Hummingbird is the next step in Georgia-Pacific’s digital pre-print service that began with the company’s 2015 investment in the HP PageWide Web Press T400S.

After experiencing strong demand and confirming the value of digital pre-print for its customers, GP expanded the offering to create Hummingbird, Reis said.