Garry Hume says Kernow Coating is countering falling prices and commoditisation with ‘constant innovation’
What is the history of Kernow Coatings and its growth?
Kernow Coatings started as a manufacturer of diazo/drawing office films back in 1974. We are a privately held group, with a very flat management structure, giving us great flexibility to adapt to the rapidly changing print technologies and market conditions.
James Greenwood, our rather publicity-shy group sales and marketing director, has spearheaded new product introductions over the past 15 years, with many innovative ideas crucial to the success of our business. These new products have had great commercial success, transforming our company into a market-leading manufacturer of polyester substrates for print, signage and labelling. More recently Kernow North America Inc. was set up and is a growing success story, driven by Bosy Colak, our entrepreneurial vice president.
Our business spans three factory sites in Cornwall with a state-of-the-art research laboratory. We have three pilot coaters for lab-scale development and one full size coater for pre-production trials, plus five coating lines.All our coating equipment has been designed and built in-house.
Our business demands flexibility and an ability to stay in the fast lane while remaining a friendly and stimulating place to work for, or buy from”
Kernow was an early adopter of environmental policies. All relevant coatings are water-based, not solvent. We recycle and re-use waste wherever possible. As an example, factory off-cuts of polyester are sold to a manufacturer of agricultural items including using this waste to produce ‘pig boards’—the paddle used to gently steer animals at livestock auctions. We are also an active donor to the Woodland Trust.
One of your flagship products, HydroSol 205PCR, has some very green credentials, why did you develop this product?
There is a lot of talk regarding the recyclability of materials used in our industry. While some products are recyclable, probably only a fraction actually of films sold are recycled after printing—often only the raw base is truly recyclable, for example, before it is coated/printed.
As a ‘natural’ second step, we took a different view and decided to use post-consumer waste—clear PET beverage/water bottles. With 30 percent this pre-recycled polyester used in the core of HydroSol 205PCR with virgin film extruded on both sides, we have recycled for our customers whilst giving them a perfect product, at no extra cost. This claim is backed up by authenticated certification—we not only offer a greener solution, we can prove it.
What major trends have you noticed within the sign industry from your position as a supplier?
Price remains a key driver with falling prices and a commoditisation. We counter this by constant innovation—such as our unique STL ‘eliminate the laminate’ technology, developing specialised adhesive films for display boards and such media.
The forecast move away from solvent technology has not happened and there are new printers such as the Epson SureColor, using innovative non-hazardous inks, offering high speed, quality and accuracy of output.
Price remains a key driver with falling prices and a commoditisation. We counter this by constant innovation”
UV continues to dominate many the larger customers but whist prices have dropped, most remain out of the reach of small/mid-sized sign makers.
Latex has much to offer vehicle wrap specialists, wallpaper printers, general graphics and signage but the range of compatible media remains more limited. Mimaki’s SUV technology is an interesting hybrid and seems to promise much.
Aqueous still has a lot to offer those specialising in pop-ups requiring ultra-high image quality and more accurate panel-to-panel registration.
Looking ahead across the next two years, how do you see your business and products developing?
We will continue to innovate to stay ahead of the Far Eastern copies. We are also expanding our adhesive coating capabilities with new in-house formulations, from cling through to ultra-removable, semi-permanent and marine grade.
We are keeping a close eye on Memjet but unless they can crack pigmented inks, we feel it will limit their market penetration of labelling and other industrial sectors.
What are your best selling products, and why is this the case?
Our best selling products are where we have led and innovated—for example, Kernow was first to offer high performance polyester media for solvent inkjet printers with our Hydrosol brand.
HydroSol SML, our first move into the solvent ink jet market, remains a key, high-volume product. We have since developed HydroSol STL, a textured surface that matches the finish of a typical laminate giving tough, inherently flat banners.
We will continue to innovate to stay ahead of the Far Eastern copies. Our best selling products are where we have led and innovated.”
HydroSol 215SMB, one of our backlit films, is simply stunning when printed with latex inks and it sells in volume. We are also very strong in other sectors such as the toner fusion with our HydroPrint line.
What do you enjoy most about your role at the company?
I have relatively recently joined Kernow and it has proved to be a great move. The culture is very entrepreneurial and is supported by a professional and highly commercially aware research and development department. With such an enabling culture, the only limit is one’s imagination to propose new products and how you take them to market.
We operate in many different market segments, from lighting filters for television and theatrical use, through synthetic papers for industrial labelling, repro and CAD films, to the solvent, aqueous and UVC inkjet products used in signage, giving diversity and opportunities.
My main role covers all things inkjet and more recently lighting filters. Our business demands flexibility and an ability to stay in the fast lane while remaining a friendly and stimulating place to work for, or buy from.
