You actually don't have to bother with contents. All you need to do is cropping the page.
Another possibility would be creating a custom paper format corresponding to A5 landscape (probably what the packaging label is about).
You do that in the printer driver dialog, just ignoring the Acrobat complaint that you will leave now the Acrobat print dialog and end up at the printer's dialog. There you create the new format, and save it; or if you already have it, select it. Confirm, and you get back to the Acrobat Print dialog. There deactivate automatic rotating and centering, and this new page size will be active. Verify that it is correct in the little preview thumbnail. If OK, you can print.
The settings in the Acrobat print dialog are persistent, which mean that they will be remembered the next time you use the dialog.
You can now, of course assemble an Action using the Action wizard.
You might also look at the printParams (Acrobat) JavaScript object, whether it is sufficient for your needs; if so, you could create an app-level JavaScript with a menu item, and run it whenever it is needed.
Finally, you could also use AppleScript with System Events to fully control the Acrobat Print dialog AND the printer's print dialog. This Applescript can then be made into a Droplet.
So, there are many options, all available with on-board means.
But the problem is really that I need the top half only, printed on the top half of the paper. Cutting only will not achieve that. – slhck – 2015-01-05T22:29:21.500