LAS VEGAS, Sept. 19, 2013 /PRNewswire/ -- PACK EXPO, Booth C-4938 -- Adhesives represent less than three percent of the total packaging cost, but can have a big impact on a brand's reputation when it comes to consumer experience. The effect can be so substantial that executives at H.B. Fuller Company (NYSE: FUL) have decided to invest in a Packaging Center of Excellence in North America to address customers packaging adhesives needs across a broad range of applications, substrates and environmental conditions. Upon its opening in early 2014, the Packaging Center of Excellence will be H.B. Fuller's fourth center focused specifically on customer collaboration. (Photo: http://photos.prnewswire.com/prnh/20130919/CG83029) (Logo: http://photos.prnewswire.com/prnh/20110215/CG49203LOGO) With its wide variety and industry-leading packaging adhesive offerings, H.B. Fuller provides the full breadth and depth of adhesives and engineering services for end-of-line packaging, container labeling, flexible packaging, retail-ready packaging, handle and packaging reinforcement and specialty packaging. Along with the robust offering, the new Packaging Center of Excellence will further enable collaboration efforts to help brands continue to advance their packaging designs. "Packaging heavily influences consumer buying decisions and with the rise of social media, all it takes is one negative experience to put brands on the defensive," said Peter Petrulo, business director of packaging, North America, at H.B. Fuller. "As experts in packaging adhesives, it's our role to help protect our customer's product and ensure end-users have a positive experience with our customer's brand. That means staying on top of industry trends so we can meet our customers' evolving business needs for safety, sustainability, efficiency and new packaging applications." Petrulo went on to say that H.B. Fuller is dedicated to advancing adhesive technology for the packaging industry, so the company is continually evolving and reformulating products for customers. H.B. Fuller's most recent development includes the reformulation of its adhesive coated technologies (formerly known as Adalis) Sesame® technology. The reformulated adhesives offer a much wider operating window and improved bond strength, allowing customers to continue to run efficiently, despite potential variation in their own processes.