ViCAP Systems offers a range of cap dispenser solutions to clients in the drinks and pharmaceutical markets. The company's CEO, Roger Wilfinger, sits down with Beverage Packaging Innovation to talk about the ViCAP dispenser, integral business models and transnational understanding.
Roger Wilfinger: If you share our mindset and come up with a good idea for a new beverage, you can draw upon our expertise in brand design, food chemical expertise, manufacturing, logistics and marketing. You'll also be getting a share in a strong brand headquartered at the very heart of Europe.
The idea of a dispenser cap has been around for a while, although in practice they always tended to be altogether less functional and convenient. What we did at ViCAP Systems was take that existing idea and build a structure around it that we could continuously improve upon. The end result represents a paradigm shift from a hierarchical business logic to an integral, systemic one. Our partners must not only be ready to work with us but with one another as well.
Well, it requires a mindset that is still rare but is becoming increasingly common all over the world. This business logic is heavily indebted to the oriental and Asian philosophies that have fertilised our European minds. It draws on the best of both worlds.
I'd say the biggest challenge was overcoming my own preconceptions of what it would be like. However, once I met partners that shared our mindset, doing business there was surprisingly straightforward.
We've been expanding into the pharmaceutical and nutraceutical markets with Orthomol, the German market leader in these sectors. Orthomol recently launched a product line of nutraceutical caps wherein the customer only needs to purchase the cap dispensers and not any water. We're also busy negotiating a similar partnership with a prominent company in the cosmetics segment.
However, one market segment we're not interested in expanding into is that of alcoholic beverages, specifically alcopops. They have no room in the brand vision we have for ViCAP, since we're very much interested in producing substantively healthy products for our customers. As such, we've declined several lucrative offers already to use our company's technology for alcopops.
I don't have a favourite drink per se, but let me say that I am especially proud of the drinks we sell as 'cap only' - that is, as a powder or concentrate without water. Through our sale of these products, we ultimately save a great deal of waste and, in so doing, make our own small contribution towards environmental protection.