Consider the longbow. Developed in the Middle Ages, it was an efficient weapon because of its superior long range and high rate of fire. Its effectiveness depended on the physical power of skilled longbowmen, the relatively low cost, ease of manufacture and the development of thousands of trained archers in England.
Today, in Western Canada, B.C.’s Bullseye Packaging Services targets that same notion: using the physicality and skill of well-trained staff complemented by machinery, generating the best of both worlds to obtain speed, attention to detail and quality results.
Bullseye began in a small Kelowna warehouse before moving to a warehouse in Chilliwack to support one of their largest, multi-national clients. With over 20 years of ongoing mix pack assembly for the North American alcohol industry, and shrink and bundle wrapping for the alcohol and no-alcohol beverage industry, “Bullseye has always followed Good Manufacturing Processes as they relate to secondary packing, and maintains all necessary licensing and rigorous pest control,” said Adrian Houser, director of operations.
A couple of years after opening their B.C. facility, Bullseye again expanded to Calgary, Alta., where another large client needed support. Obtaining the necessary licensing to work with liquor packs in Alberta was no easy feat. However, Bullseye president Stephen Peters made history by obtaining the first non-manufacturer of alcoholic products in Alberta to acquire a Class E AGLC license for handling liquor products. This kind of resilience continues to forge the Bullseye “can-do” culture.
Flexible and sensible
With the proliferation of craft breweries and specialty RTDs, Bullseye has responded to the need for flexibility. They offer practical strategies for beverage brands of all sizes to improve shelf presence. “Bullseye had enjoyed the benefit of long-term partnerships with all of the major breweries since our doors first opened,” said Houser. The liquor market has witnessed the expansion of beer flavours, low or non-alcoholic offerings, RTDs and so much more in between.
An average of over one million mix packs gets assembled annually for the big players, but Bullseye knows all brands need to start somewhere. This is why we happily invite craft brewers and new-to-market beverage brands to lean on us to process the mix pack assembly of smaller orders, too.
Eira Braun-Labossiere, Bullseye Packaging Services
“It makes no difference to us,” said Eira Braun-Labossiere, customer care leader. “Give us your product, your packaging and your preferences, and we will expertly transform those components into beautiful finished goods you will be proud to sell on [the] shelf. An average of over one million mix packs gets assembled annually for the big players, but Bullseye knows all brands need to start somewhere. This is why we happily invite craft brewers and new-to-market beverage brands to lean on us to process the mix pack assembly of smaller orders, too.”
The advantages of collaboration
While a manufacturer’s instinct may be to keep their repacking in-house, a cost study will likely show that collaborating with a trusted co-packer will save the brand money. There are many reasons why manufacturers choose to collaborate with Bullseye:
- Cost and convenience – Clients reduce high upfront costs by eliminating the need to spend money on researching and purchasing equipment; buying or leasing more warehouse space; hiring, training and managing more of their own staff and the administration going into all of the above.
- Expertise – Bullseye frees its clients from having to determine how to arrange the most efficient production line, then train and manage staff accordingly. Instead, clients take advantage of Bullseye’s experienced assembly team so they may focus instead on their own core strengths like manufacturing, marketing, etc.
- Damage reduction – It’s in the best interest of a co-packer to put high-quality control practices in place. Bullseye prioritizes the detection of any incoming product damage, as well as any printing issues or inconsistencies spotted on the product or carton and flags it for customers.
Specialty packs galore
Seasonal packs or special promo packs mean flexibility and, like a longbowman, Bullseye has the muscle memory to be flexible with strength. Clients rely on Bullseye to adapt to new initiatives ranging from incorporating a gift with purchase into packing, creating a two-pack inside of a mother carton or packing cans into assigned spaces for calendar count down trial packs.
Bullseye’s Chilliwack facility installed a tray former and bundle wrapper for efficiently shrink-wrapping single SKU or mix packs. Regulatory requirements vary from province to province, so clear wrap may be mandatory or optional. Bundling with printed film that clients supply gives the option for extra brand exposure.
The “let’s do this together” approach
Growth of beverage options cultivates competition; brands must strategize their promotions to gain attention. That’s why variety packs are such a popular marketing option. However, there are ever more channels of promotional sales, including online beverage-branded merchandise sales. Bullseye widens its service menu to accommodate its partnerships further. Through the broadened service offerings of fast and accurate eCommerce order fulfillment and B2B wholesale fulfillment for low and no-alcohol clients, Bullseye continuously demonstrates its commitment to sales support.
Another example of adaptation for all client sizes is through their significantly upgraded warehouse management software. The enhanced system supports Bullseye’s order processing and helps to manage all inventory with even greater transparency. Bullseye adopts the mantra of “adaptability and flexibility.” Co-packing is a niche service meant to adjust to client needs, to facilitate an efficient path to market. Bullseye’s processes are proactive and solutions driven.
With a combination of hard work honed by decades of experience and consistently updated technological efficiencies, Bullseye is poised for another 20 years and beyond.
