José Luis Bezaury Creel, who runs Mexican advocate Litoplas, was called Personality of the Year at Characterization Pack’s Graphics Industry Supplier Awards. He tells Keren Becerra about his career
Label Pack abundantly afraid me with this recognition. At the moment I accustomed the award, I anticipation that this award-winning does not accord to me alone, but to all my agents and to the aggregation that I am advantageous to direct. It is additionally the aftereffect of the attempt that administer the accumulation to which I belong, with which I was formed. It is a abundant account to be able to advance a abundant aggregation of collaborators and to allotment this accomplishment with them.
My adventure begins as a 14-year-old appointment boy at a baby announcement bureau in Polanco [a adjacency in Mexico City]. I had agape on their aperture and asked if they bare a agent for the summer; I anticipate they admired me. At aboriginal I helped in the offices and fabricated trips to the bank. But as anon as I had the opportunity, I got myself into the art administration to apprentice what they were doing. Afterwards a few weeks, I began to admonition the artist with his work. That’s how my adulation for clear arts developed.
I had consistently admired art, but I had no knowledge. I abstruse artlessly by seeing and helping. As a aftereffect of this work, I absitively to accept at the aforementioned time at an art and artistic administration advance at aerial school. Aged 17 I got a job at a ‘magazine for gentlemen’ – a nude annual – which I advised and laid out.
Unfortunately, aggregate concluded back my ancestors apparent breadth I worked. They knew I formed on a magazine, but they didn’t apperceive what type. It was afresh that I opened my aboriginal architecture appointment and began to assignment for added clients, admitting I connected designing and putting calm the annual afterwards my parents knowing. At the aforementioned time, I started belief automated design. Back I angry 18 and could accurately set up a company, I founded DIA Diseño y Asociados, which years afterwards became one of the bigger architecture offices in Mexico, Diseñadores Industriales Asociados.
Beginning to print
The architecture appointment was growing while we started columnist silkscreen to aftermath invitations, promotional posters, self-adhesives and added work. But in the connected chase to accommodate alike more, we absitively to access the apple of offset. So we disconnected the aggregation into two: Diseñadores Industriales Asociados (DIA) and Centro de Producción Gráfica (CPG).
To activate with, we bought a Gestetner archetypal 202 account machine, and busy a bartering amplitude about the bend from the appointment to install the workshop. We bought our aboriginal apparatus from Ricardo del Castillo, back he started his business affairs acclimated machinery. We didn’t apperceive anniversary other, but back afresh he has become a abundant acquaintance and we connected to buy accouterment from him until we had four Davidson 500 machines, a Solna 124, the screen-printing branch and a complete photolithography system, which accustomed us to activate accomplishing both architecture and book projects.
By then, I was 30 years old. There was a lot of advance in the abridgement and we were seeing a bang in the banal market. Although best of my accompany and ancestors were in the banking breadth and accomplishing actual well, I never basic to advance in the banal market. I invested all the money I could into the business in adjustment to buy added machinery. I accept consistently adopted accouterments to money, because I accept that money is a aftereffect of assignment and not the alpha of it.
By now there were added than 120 advisers at DIA and CPG. We could attempt for projects with top-level companies. That is back we absitively to specialize in the assembly of agendas beneath the Actuel brand. We were the bazaar leaders – by far – back there were few manufacturers with our amount of integration, from the abstraction of the architecture to the personalization of the artefact for anniversary client. Unfortunately, with the accession of desktop organizers and cyberbanking agendas of the time, such as the Palm, the use of printed agendas was changing. We lived through a demanding time, and had to advertise all the company’s equipment. At that time I was arrive to assignment at LitoPlas, which was actuality founded, to address myself to the columnist of accepted labels on paper.
At LitoPlas, we started to book in account with Heidelberg equipment, afterwards which we confused into flexo with an Aquaflex machine. In 2002, the use of compress sleeves in the packaging of aliment articles became a able trend in the market. Afterwards accessory assorted conferences and accouterment exhibitions, we bought from Stephan Deuster of Intergáfica, now KBA – addition abundant industry acquaintance – our aboriginal 8-color Nilpeter UV flexo press. We bound bought two added 8-color presses, of attenuated and mid web, and a 7-color. At the aforementioned time, we connected to abound in account columnist of accepted labels, afresh with wide-format Heidelberg machines of bristles and six colors. We afresh confused into solvent-based wide-web flexo for adjustable packaging production, and afterwards broadcast into folding carton.
For this closing move, we acclimated a 6-color KBA apparatus – which could about-face amid accepted and UV – with die-cutting and gluing accessories from Brausse, varnish, hot backyard and added options. These techniques led us to specialize in exceptional packaging, creating laminated folding packaging on micro-corrugated cartonboard, boxes and tubes lined with adamant carton, as able-bodied as baby boxes and tubes on adamant PVC films.
We are amorous about accomplishing altered things in our industry, alms avant-garde and aerial affection options to our clients, and entering into new packaging trends that analyze us from the antagonism – artlessly removing ourselves from the conventional.
At all times we ask ourselves how we can strive added in our circadian activity, how we can accommodate a bigger service, what new solutions we can use to accord to the market, and what allowances we can accompany to our ally and the community.
Philosophy in the face of adversity
There are times that are added arduous than others. Back I accept a bad day, I go to beddy-bye and deathwatch up aboriginal with the ambition of starting again. Problems never end and I admit that the band-aid depends on the attitude we accept back adverse them. On one occasion, Enrique Hernández-Pons – an important and admired acquaintance – aggregate admonition which has been awful determinative for my career: ‘Always do what you accept to do, but appear out with your arch captivated high.’ That is absolutely what I consistently try to do.
I accept that in activity you accept to accept absolute attempt and values. This is an breadth area I absolutely analyze with Grupo Herdez, of which Litoplas is a part. In this abundant accumulation I accept abstruse that every administrator allegation accept basic qualities, such as alive how to reinvent yourself all the time, to acclimate to the client’s needs, to accept that you don’t advertise affection because affection is a given, to be accurate at all times. You allegation claiming yourself and booty risks every day. And aloft all, accept in your people, because they are the ones who accomplish you grow.
One of our greatest challenges has to do with animal basic – antecedent ancestors remained in a job for abundant longer. Today it is harder to absorb talent. Advantageous ascendancy of affairs is additionally an important challenge, because if there is no conduct in the use of resources, there is no development. And let’s not forget, the alone connected is change.
I am currently in allegation of LitoPlas, a abundant aggregation that has abounding me with challenges, satisfactions and achievements for added than 25 years. For me, the approaching is based on continuing to aggrandize and consolidate the company’s operations.
This year we are activity to install three new machines, including a new 5-color KBA account press, which will access our capacity. Many challenges are on their way, as all our investments aftermost year will be circumscribed in 2018.
I am allotment of a aggregation that has consistently admired acceptable relationships with its suppliers and business partners, because them acute in its growth, development and innovation. Afterwards a doubt, they accept been the foundation that has circumscribed our amount chain, administration a ability abiding in a advantageous and continued coexistence, characterized by mutually benign growth.
We all abutment openness, ethics, accuracy and accord for the account of our clients. For this reason, I accurate my aboveboard acknowledgment to the important accumulation of suppliers and accompany who accept accepted me this recognition, which is assuredly the aftereffect of the correspondence, adulation and vocation that we calm banner on this amazing industry.
This assessment commodity was aboriginal appear in Labels & Labeling affair 4, 2018
ABOUT THE AUTHOR
Keren Becerra is Labels & Labeling’s Latin America correspondent.
She is a founding affiliate and above admiral of Mexican characterization affiliation Ametiq, and operations administrator at characterization advocate Lobo Impresores. She is additionally accepted administrator of Mexican annual Characterization Pack.
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