The machine was installed at the lifting company’s premises in Haddenham, Buckinghamshire in mid-October and supplied by Adapt. It expands GGR’s in-house capabilities, which have grown to include graphic design, web design, and print in recent years.

The HP Latex was purchased so that GGR could print materials such as end users’ logos, loading charts, and instructional labels for use on its cranes, lifters, robots, and other equipment.

Previously, this work was outsourced to digital print service providers, but GGR frequently found third-party turnaround times too slow to meet customer demand.

The ROI is expected in two years.

The HP Latex is compact but offers up to 1.37m roll width, up to 1,200x1,200 dpi colour quality, and print speeds of up to 16sqm/hr for outdoor quality printing.

The machine also uses safe water-based inks and produces completely dry prints, making it a natural fit for a business only just beginning to produce signage and decals in-house.

GGR marketing manager Daniel Ezzatvar said: “The procurement team worked out the spend of outsourcing print against bringing it in-house and then looked at a number of machines in terms of cost, ease of use, quality and support. The HP Latex 315 won out.

“Moreover, taking control of our display print production allows us to respond to customer demand at the drop of a hat.

“We’re looking forward to using the new system.”

GGR is a specialist supplier of lifting equipment for loads under ten tonnes, with depots in Manchester, Glasgow, and Haddenham, and a network of dealers across Europe and the UAE.

Its machinery has been used for numerous major infrastructure projects including HS2 and the 2012 London Olympics.