What do you think is holding it back from being fully digital?

I think technology has got a lot to play.

And I've also got a thing that says there's a lot of There's a lot of business change that needs to be available to deliver in that digital space.

We've got technology as one component, but we've also got the need to think differently.

If you think about the print supply chain for however many years, you know, we print a design and it's a certain volume.

um it may be that you print 10 20 designs a day maximum right um in today's world in in a design that could be printed digitally and where brands want to customize or personalize packaging you know you could effectively have a design run length of number one right so rather than just printing 10 jobs a day you're now having to print 2,000 jobs a day.

And so that then means that you need to have business systems in place that can not only change the artwork that many times in a day, but you also need to have traceability, the business processes, your MIS, all of the back office almost actions and functions that need to be aligned with all of that.

How is your role specifically and Sun Chemical's role in the packaging value chain evolving? And what does it mean in practice to offer a complete packaging solution?