August 29, 2025
While it has been written in previous articles about the AICC Associate member network and the value it presents to the general membership, the impactful nature of those partnerships should never be minimized. For all its material strength, the corrugated industry relies heavily on something less tangible but just as critical: support. And in moments when our customers need us the most, the difference between a supplier and strategic partner becomes crystal clear.
Years ago, it wasn’t uncommon for suppliers to be viewed simply as vendors, as people who sold something that was needed—very transactional in nature. But the reality is, good suppliers don’t deliver just products—they deliver insight. They stay for the questions after the install. They return your call at 10 p.m. when a job is stalled. They understand your challenges, and they know how to solve them.
When any new technology is introduced, there’s always a learning curve. This is where your suppliers become important partners. They don’t just ship the product and move on. They bring someone in who will stand next to your operators and explain, in real-world terms, how the product could perform best in your conditions—a conversation that should contribute to improved performance and translate across the full manufacturing platform.
Over the years, these experiences add up. Whether it’s a technical seminar hosted by your ink or anilox supplier, best practices training from your stacker supplier, or troubleshooting a die cutter over FaceTime with the manufacturer halfway across the United States, our best suppliers have become extensions of our teams.
It’s especially vital today, with workforce turnover and labor shortages affecting nearly every plant. Institutional knowledge isn’t guaranteed anymore. New hires come in green, and they need training that’s fast, clear, and rooted in real application. That’s where supplier-led support becomes a competitive advantage. The best reps know how to speak to press operators. They know the value of listening first. And they’re willing to invest their time on-site.
There was a time when a supplier dropped off a catalog and moved on. Today, they bring data, training materials, and hands-on know-how. They don’t just ask what you need; they help you understand what’s possible.
And that shift matters because, in corrugated, downtime is expensive. Waste is expensive. But the cost of not training your team, of not leaning on expert insight when it’s available, that’s far worse.
I’ve come to believe that some of the most important conversations in our business happen on the production floor next to a piece of machinery. When a supplier rep walks the floor with you, listens to the crew, and helps you elevate performance, that’s where value is created—not just in dollars but in confidence, culture, and capability.
If you’re treating your suppliers like order-takers, you’re missing out. Ask for their experience, training resources, time. Chances are, they want to help more than you realize.
Jeff Dietz is senior vice president of sales at Koenig & Bauer (US) and vice chairman of AICC’s Associate board.
