From concept to completion: live label production at Labelexpo Europe 2025

Four of the world’s leading label and package printing industry companies are uniting at Labelexpo Europe 2025 to showcase a full label production, from inception to finish. ETI Converting, Martin Automatic, Lundberg Tech and LemuGroup first joined forces at Labelexpo Americas showcasing the fully operational integrated production line running live, producing real labels, and proving what’s possible when coating, converting, and automation come together seamlessly. The team is now collaborating again at the Barcelona edition, taking place from the 16th – 19th September at Fira Gran Via.

Visitors to Labelexpo Europe 2025 are welcome to participate in the live experience and view every stage of label production, witnessing how the machinery will converge and work seamlessly. Far from a staged demo, ETI Converting (stand 4D35), Martin Automatic (stand 4D37), Lundberg Tech (4D27), and LemuGroup (stand4D29) will run a live job for Mirmar, a European label converter, offering a full view of inline production in real-world conditions. 

Connecting the technology, two webs will be fed into ETI Converting’s Cohesio via Martin Automatic’s dual MBS butt splicers, enabling adhesive coating, laminating, and die cutting. Matrix waste will be handled by Lundberg Tech’s MatrixCompactor 200, while finished rolls will be rewound and palletized using LemuGroup’s GTU turret rewinder and UltraCompact robotic system.

Commenting on the partnership, Maxime Bayzelon, president of ETI Converting, said: “This collaboration is about giving converters real freedom. The freedom to build the production line they need, with the technologies they trust, and without compromising on performance. By joining forces with Martin Automatic, LemuGroup, and Lundberg Tech, we’re showing how non-stop unwinding, coating and laminating, finishing, and end-of-line automation can work as one seamless process. It reflects what converters need most today: the ability to adapt quickly, run efficiently, and grow with confidence. We’re proud of what we’ve built together—and we believe converters will walk away inspired by what they’ll see.”

Iñaki Larrea, CEO of LemuGroup, commented: “LemuGroup has always had a clear vision, to offer customers the best technology on the market. We understand the need for companies to achieve fully integrated and automated processes and that is where we focus our efforts. With this collaboration, we are showcasing more than just technology, we are proving that it’s possible to deliver solutions built with the best modules on the market. We want to pass on to the customer the same confidence we have in this project. Running a real production line in such a demanding environment as a trade show is a challenge, but also an opportunity to demonstrate the level of integration, automation and reliability we can deliver.”

Gavin Rittmeyer, vice president of sales and marketing for Martin Automatic. “Our strategy has always been to lead with original designs and provocative, but well-managed goals, to deliver results that surpass expectations or even the imagination of the industry. Together, Martin, ETI, LemuGroup and Lundberg Tech are demonstrating, in real time and in the most difficult of circumstances, what no one else has dared, or dreamed of doing – creating labelestock and converting it live, at a European trade show.”

Karsten Kejlhof, chief commercial officer for Lundberg Tech, concluded: “At Lundberg Tech, we believe innovation isn’t just about new technology, it’s about creating solutions that solve real-world challenges. At Labelexpo Europe 2025, we’re proud to demonstrate how automated matrix waste handling can ease operators’ daily work and boost overall equipment effectiveness (OEE) in non-stop production environments. Together with ETI Converting, Martin Automatic, and LemuGroup, we’re not just running a line, we’re showcasing what’s possible when expertise, integration, and a shared commitment to performance come together. It’s the same value we deliver to our customers and partners around the world every day."

Welcoming the initiative, Andrew Galloway, Group Director EMEA, Labelexpo Global Series, commented: "We’re delighted to welcome ETI Converting, Martin Automatic, Lundberg Tech and LemuGroup’s integrated live production. Initiatives such as this bring the future of label manufacturing to life on the show floor, demonstrating the benefits linked to efficiency and cost-saving of an integrated production line.”

Labelexpo Europe 2025 debuts in Barcelona at the Fira Gran Via between 16 - 19 September.