Fibre King launches new brand at AUSPACK 2015

Australian packaging machinery manufacturer Fibre King will introduce its global brand, Oryx Automation, at this year’s AUSPACK industry event.

The Oryx Automation brand was launched in 2010, and since then, the company’s significant export market in case packers, palletisers and crate equipment has been predominantly branded with the Oryx Automation name.

In 2013, the group opened a 3000 m² facility in Thailand and began production of machines for the international market. The establishment of Oryx Automation in Thailand doubled production capacity and created a global presence for expansion into Asian and Middle Eastern markets. It has also grown the group’s engineering resources, with Fibre King’s head office and factory in Brisbane now focused as the research and development centre for innovation and continual improvement.

Group CEO Earle Roberts said: “The transition to an international manufacturer with an Australian core has been both challenging and rewarding. Most importantly, it has paved the way for unprecedented growth. The Fibre King name is a bit of an institution in Australia, but we’ve been branding our domestic crate handling equipment as Oryx, so it’s time to bring them together.”

The Fibre King/Oryx Automation Stand #148 at AUSPACK will feature two examples of the group’s focus on innovation through partnership with clients: a Laminator Tray Former and an evolutionary step in the crate automation world, the Oryx DeErector.

AUSPACK 2015 will be held from Tuesday 24 to Friday 27 March at the Melbourne Convention & Exhibition Centre.