Vert scales digital flexible packaging with new Colorado facility

The flexible packaging sector is witnessing a structural shift in how emerging brands source their materials. Vert, a converter that cut its teeth in the hyper-regulated cannabis market just three years ago, has officially opened a 35,000-square-foot manufacturing facility in Longmont, Colorado. The plant, which began pouch and roll production last month according to CEO Dustin Steerman, marks a calculated expansion into the broader lifestyle consumer packaged goods (CPG) segment.

The Digital Advantage in Short-Run Packaging

At the core of this new operation is digital agility, anchored by an HP Indigo CPO 25K Digital Press. For a company founded in 2023, the operational trajectory is notable. Vert initially built its business model around the compressed timelines, strict compliance, and rapid iteration demanded by cannabis brands. Today, they are applying that exact blueprint to natural foods, sports nutrition, supplements, and pet care. In 2026, these sectors are increasingly plagued by SKU proliferation, unpredictable forecasting, and the need for rapid market testing. The installation of the HP Indigo technology is not merely a capacity play; it is a strategic alignment with current market realities. Emerging CPG brands are actively avoiding the capital trap of massive minimum order quantities (MOQs). By leveraging digital print, Vert allows these brands to launch faster, test new SKUs without heavy inventory commitments, and accelerate replenishment cycles. Bob Babich, HP's flexible packaging lead, noted that this investment empowers growing consumer brands with the flexibility and quality that digital production makes possible. It is a sentiment that resonates across the converting landscape today: speed to market and inventory flexibility are often more critical than fractional unit cost savings on massive, slow-moving conventional runs.

A Hybrid Supply Chain Approach

What makes Vert's expansion particularly interesting for the packaging industry is its hybrid supply chain model. The Longmont facility provides domestic, quick-turn production for immediate needs, limited editions, and market validation. Once a brand validates demand and requires scale, Vert transitions them to its established global manufacturing network for margin optimization. This dual-track approach solves a persistent bottleneck in the packaging procurement process. Growing brands frequently outgrow their initial digital packaging suppliers but lack the volume, capital, or expertise to navigate overseas manufacturing directly. Vert acts as a single packaging ecosystem, bridging the gap between short-run digital agility and high-volume conventional scale. The facility produces a wide range of custom formats, including stand-up pouches, mylar bags, roll stock, labels, and folding cartons. By keeping the initial stages of brand growth domestic and digital, Vert also addresses the growing demand for supply chain resilience, a key priority for CPGs in 2026. The ability to pivot quickly without writing off obsolete printed packaging is a significant competitive advantage for modern brands. Vert's transition from a niche cannabis supplier to a comprehensive CPG packaging partner proves that mastering high-complexity, short-run markets builds a resilient foundation for broader industry disruption. Will more traditional converters begin adopting this hybrid domestic-digital and global-scale model to capture emerging brands before they mature? Follow The Paper for daily news, market signals and key updates from the global paper, corrugated and packaging industry. — Sigue toda la actualidad del sector en www.thepaper.ai