Backed by a vision to lead rather than follow, Jordanian manufacturer New Plastic Industrial Company (NPICO) has launched its flexible packaging division with a dual investment in BOBST printing and laminating technologies.
Founded in 2005, NPICO is part of Al-Hazaa Investment Group and has grown to become one of the largest manufacturers of woven polypropylene bags in Jordan and across the Middle East, producing a minimum of 150 million bags and approximately 250 tonnes of raffia rolls annually.
Resilience, Growth, and Changing Market
Like many manufacturers in the region, NPICO has had to navigate external pressures in recent years, including supply chain disruptions and significant increases in raw material costs. In response, the company prioritised investments in internal technology and operational capabilities
Concurrently, regional market conditions were becoming increasingly demanding. Customers began to pay far greater attention to print quality, consistency, and finishing standards, and competition across the region was intensifying. The decision to enter the flexible packaging segment was a deliberate strategic move to diversify, add value, and serve both external customers and the group’s sister companies with a higher-tier offering.
Right Partner in BOBST
Driven by an expansion into flexible packaging, the leadership team prioritised cutting-edge technology, a robust industry reputation, and a preference for European manufacturing standards. Packaging giant BOBST successfully met every one of these criteria.
In 2024, NPICO invested in two machines, the BOBST VISION CI flexo printing press and the NOVA SX 550 solventless laminator. It was the company’s first investment with BOBST and marked a significant step in its evolution.
The VISION CI is a high-performance central impression (CI) flexo press designed for converters seeking to automate and optimise flexible packaging production. Capable of running solvent-based and water-based systems with consistent, repeatable quality across a wide range of substrates and thicknesses, it is engineered to deliver speed without compromising on output.
The NOVA SX 550 solventless laminator complements the press seamlessly, enabling high-speed lamination across a broad range of applications from standard food packaging structures through to more technically complex configurations.
Al-Hazaa Investment Group Production Engineer Ameen Hazaa says, “Our partnership with BOBST began as part of our expansion into the flexible packaging division. As a company, we always strive to invest in the best available technologies, and BOBST was a natural choice. We also have a preference for European manufacturing standards, which we associate with reliability and precision, and BOBST fully reflects those values.”
Results Exceed Expectations
Since installation, the results have exceeded expectations. In less than one year of operations, NPICO has acquired more than 50 new customers in the flexible packaging sector and reached approximately 1,500 tonnes of production. This growth is a strong indicator of both the capability of the new equipment and the speed at which the team has been able to scale.
Beyond the headline numbers, the machines have delivered measurable improvements in production efficiency, waste reduction, and quality consistency. This last point has been particularly important in a market where end customers are increasingly exacting, and the ability to produce print that is precise and repeatable run after run has become a clear competitive differentiator.
“The BOBST machines have fully met our expectations,” says Hazaa. “They have delivered the performance, quality, and reliability we were looking for. These machines have proven to be a very solid investment.”
The BOBST VISION CI and NOVA SX 550 also support the team’s operational ambitions through BOBST Connect, the company’s cloud-based platform that provides real-time monitoring of production data and performance. For a business that takes data seriously, the ability to track output and respond quickly to any variation in process has been a valuable addition to daily operations.
Technical Support From Day One
The transition to new technology always carries a learning curve, and NPICO is open about the initial adjustment period. Getting operators fully comfortable with the new machines required time and close collaboration. BOBST technicians worked on site to guide the team through every aspect of operation, building competence at each stage of the process.
“Initially, it was challenging for operators to adapt to new machines, but with the support of BOBST technicians, the process became much easier. They worked closely with our team, ensuring they understood each step and gained real confidence. BOBST support has been excellent. The technical team has been in continuous contact with our maintenance department whenever needed, providing timely assistance and guidance. This has helped us maintain smooth operations and resolve any technical issues quickly,” says Hazaa.
New Market Opportunities
With the flexible packaging division now established and gaining momentum, the Jordan company is looking ahead with confidence. The investment in BOBST technology has opened new market opportunities, created a stronger offering for the group’s affiliated companies, and positioned the business to scale further as demand in the region grows.
“New Plastic Industrial is exactly the kind of partner we are proud to work with; a business that sets high standards for itself and backs them up with genuine investment. Its move into flexible packaging is a bold and well-executed one, and the results they have achieved in under a year speak for themselves. The Middle East is a market of real and growing importance to BOBST, and we look forward to building on this partnership as New Plastic Industrial continues to scale,” adds Khaled Joundi, BOBST Regional Business Director Turkey, Middle East, Egypt, and Pakistan.
