Let’s Talk: A New Year’s Message for Industry Partners

As we turn the page to 2026, I reflect on the ups and downs of 2025 and what to resolve to do in 2026. After 30 years in this industry, one thing is clear: Relationships fuel success. For suppliers to boxmakers, now is the time to evaluate and recommit to the partnerships that drive mutual value. So much has happened in our industry this past year. It’s easy to get caught up in the day-to-day worries with tariffs, orders, lead times, logistics. If I’ve learned anything, it’s that relationships are the foundation of long-term success. They’re built not just on transactions, but on trust, responsiveness, and shared goals. As a longtime member of AICC, I’ve seen firsthand how strong supplier-customer relationships can elevate an independent converter’s business and how weak ones can hold it back. So, what should suppliers resolve to do in the new year?

1. Check In, Don’t Check Out

Start the year with a conversation, not a sales pitch. Ask your customers how their business is evolving, what challenges they’re facing, and where they see opportunities. Then listen and take notes. As my father always said, “You have two ears to hear and just one mouth to speak for a reason.” The insights you gain could lead to a better way to add value. If you’re an independent converter reading this, embrace your supplier’s questions. Your supplier can’t help you with what they don’t know.

2. Reaffirm Your Commitment

Independents in our industry thrive on agility, innovation, and service. Suppliers who align with those values stand out. Reaffirm your commitment to being a true partner, and not just a vendor. That means being proactive, transparent, and willing to go the extra mile when it matters most.

3. Deliver Value Beyond the Box

Price and product aren’t everything. Can you help customers improve efficiency, reduce waste, or navigate supply chain challenges? Can you offer insights into market trends, sustainability, or automation? The best suppliers are educators, problem-solvers, and collaborators.

4. Invest in the Relationship

Relationships require time and attention. Make it a priority to visit your customers, attend industry events, and stay engaged. AICC provides so many opportunities to connect in person, so be sure to use them. And no matter how long you’ve been in the industry, make a point to forge new relationships. The more you understand your customer’s business, the better you can serve them.

5. Be a Champion for Independents

The independent community is unique. Suppliers that champion their customers’ strengths and advocate for their needs become more than partners: They become part of the team. Let’s make relationship-building a strategic priority in 2026. Suppliers who invest in trust, transparency, and collaboration won’t just strengthen partnerships. They will help shape the future of our industry. Here’s to a year of deeper connections, shared success, and continued growth.

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Mike Butler is senior director, packaging sales, at Domtar and vice chairman of AICC’s Associate board.