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Where labels click
From humble beginnings supplying supermarket scale labels to leading South Africa’s premium label market, Avocet Scales & Labels has transformed precision into performance – all with ROTOCON by their side.
Avocet Scales & Labels has evolved from printing scale labels to commanding a leading position in South Africa’s premium label market, driven through strategic decisions, technical foresight and a trusted partnership with ROTOCON. Together, they have transformed precision into performance – and presses into a symphony of innovation.
Step inside Avocet today, and the production floor hums with ambition. What began as a small family operation supplying supermarket scale labels has grown into one of the country’s most dynamic label converters, underpinned by a partnership with ROTOCON that blends technical expertise, reliability and vision.
When Avocet’s operations manager Paul Bereschaut reflects on the relationship, he notes: ‘We joke that we should rename the company Avocet-slash-ROTOCON. Their technology and support have become part of our DNA.’
Founded in 2001 by Philip Mercer and Vincent Langlois, both ex-Teraoka executives, Avocet initially focused on one- and two-colour labels for fresh produce. Under Paul’s guidance – a print veteran with experience at Nampak, Multiprint Litho, Rebsons and UniPrint – the company broadened its ambition. ‘The market was ready for full-colour, high-end work – we just needed the capability. So we invested in training, developed inhouse expertise and gradually integrated the right technology to match our growth goals.’
The company has grown from a team of eight to nearly 170 staff, expanding across 11 branches nationwide. Yet the partnership with ROTOCON accelerated that growth. What started as a small anilox cleaner purchase evolved into a comprehensive technology relationship spanning finishing systems, flexo presses, consumables, tooling and technical support.
Among the key milestones was the installation of the ROTOCON RDF Chrome 530 finishing machine, featuring a single die cutting station and semi-turret system. This was followed by the SCREEN Truepress seven-colour SAI S paired with the ROTOCON RDF 340 digital finishing machine – a combination that brought award-winning quality and versatility.
The technology suite grew with the ROTOCON Chrome RFP 350 eight-colour LED press, equipped with de-lam/relam turnbar, corona unit, crossover unit and multi-lamination capabilities, and the RSI 350 Chrome dual film rewinder. The recent addition of the Turret GLC 570 – with automatic core loading, glueless roll start and closer – streamlines workflow, completing a week’s production in just two days, a first in South Africa.
Paul emphasises that the value comes from both the equipment and support services. ‘ROTOCON support is exceptional. During a critical peak season, we needed additional finishing capacity. One call, and a loan machine was delivered and operational within a week – keeping production on track and our customers supplied.’
For ROTOCON director Patrick Aengenvoort, the partnership represents more than sales. ‘Our role is to align technology and capability with the customer’s long-term vision. Each solution is designed for performance, reliability and scalability. With Avocet, we’ve grown together – from a conversation at Labelexpo to a production floor that embodies innovation and precision.
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