Avery Dennison executive points out opportunities in Brazil

Francisco Melo, VP and General Manager of Avery Dennison Smartrac, talks about the new RFID factory in Brazil, giving his vision on the importance of this initiative for local customers

Edson Perin

Avery Dennison last week inaugurated a new radio frequency identification (RFID) tag factory in Brazil to serve the South American market (read more at Avery Dennison opens RFID factory in Brazil, with an exclusive interview to the IoP Journal of the global president and COO from Avery Dennison, Deon Stander). The site is located at the company’s headquarters, intended for Labels & Graphic Materials (LGM), in the city of Vinhedo (SP). The Brazil plant is Avery Dennison’s eighth RFID manufacturing site, joining facilities in the United States, Mexico, Europe and China.

This week, Francisco Melo, vice president and general manager of Avery Dennison Smartrac, talks about the new factory, giving his view on the importance of this initiative for customers in Brazil (click here to watch). Melo directs and guides the strategy for digital ID solutions globally, working with brands and corporate customers to enable them to capture the benefits of enabling each item with a unique digital identity and life.

The executive states that there are a number of opportunities for RFID technology in the Brazilian market, which were mapped by Avery Dennison, and which showed the need to have a local service from the company to satisfy the needs of its customers. In addition, manufacturing in Brazil will serve as a fulcrum for other Avery Dennison operations in Latin America.

Click on the image to watch the video on Youtube; in the spotlight, Francisco Melo

Avery Dennison has been producing labels and stickers for industries such as manufacturing, food, home and personal care in Vinhedo since the 1970s. “Expanding our capabilities in Brazil to include RFID tag production makes a lot of business sense for us,” said Ronaldo Mello, vice president and general manager, Avery Dennison Label and Graphic Materials, Latin America. “The growing Latin American market, particularly in Brazil, presented an opportunity for us to better serve our South American customers.”

Deon Stander was in Vinhedo to affirm Avery Dennison’s core beliefs about the implications of digital technology for its business and its customers. “We believe in a future where every physical item will have a unique digital identity and digital life, enabling opportunities across the supply chain and between brands and consumers. As the world’s largest UHF RFID player, our role is to make this vision a real possibility for all industries.”

Stander added that Avery Dennis’ investment opens in Brazil and said the initiative follows another set of investments the company has made in North America, Europe and Asia. “One of the best ways to add value to our customers is to establish manufacturing sites close to their production facilities. Given the significant growth of RFID in Brazil, establishing a manufacturing presence here makes sense. This is just one of a series of investments we plan to make as we grow our RFID business over the next few years.”