Conquering the Divide
With a commitment to internationality and diplomacy, Jean Benoit has helped build a stronger, more unified die industry.
by Jessica Millward
Canada is a nation of distinct and defined identities. The French-speaking population living around Montreal possesses its own culture—one very different from that of English-speaking Canadians, generally associated with the city of Toronto. Jean Benoit, founder and owner of Dieco Steel Rule Die, had a wish—to bridge the gap between Canada's two cultures of diemaking/diecutting professionals.
As a long-time member of the International Association of Diecutting and Diemaking (IADD), Benoit has been dedicated to the expansion of the Can/Am chapter, and its mission of linking industry professionals throughout North America. For his ongoing commitment to an internationally minded industry, Jean Benoit has been selected as packagePRINTING's 1999 IADD Diecutter/Diemaker of the Year.
Developing dies
Benoit's diplomacy and "people skills" made their appearance early on in his career. While working in sales for both Procter & Gamble, and Cheseborough Ponds, Benoit recognized his entrepreneurial instincts. As Benoit observes, "going into business for yourself can offer a degree of satisfaction that is difficult to obtain elsewhere."
After visiting a neighboring dieboard jigger, Benoit became convinced he could create a diemaking organization with top-notch equipment and favorable working conditions for employees. Though he had never made a die himself, Benoit was certain that superior management of skilled people would prove successful.
Leaving behind a secure job and a regular salary, Benoit founded Dieco Steel Rule Die in 1969, because, as he notes, "I was sure I could make a difference." Dieco set up shop in Laval, just north of Montreal, in 1,900 sq. ft. of office space. With very little capital, Benoit's wife, Helene, did the accounting and office work—Benoit was salesman, production manager, and general manager.
The Benoits' commitment to providing value with superior service paid off. In 1974, the business moved to a larger office, and in 1978, Benoit bought the first Atlas laser available in Canada, thereby realizing his initial dream of easing the physical labor involved in die drawing and jigging. Using old Heidelberg, Miller, and Miehle presses, Dieco soon offered a diecutting service to existing customers.
By expanding and diversifying its activities, Dieco today operates a 46,000 sq. ft. facility, has more than 75 employees, and offers custom solutions for printers of various specialties. Benoit's wife, daughters, and sons-in-law are all part of the Dieco team.
Expert exchange
In 1977 Ray Miller of Atlas introduced Benoit to the then-National Association of Diecutting and Diemaking. From the beginning, Benoit was focused on encouraging discussion among competitors in the industry.
With several other national diemaker members, Benoit helped establish and nurture the Can/Am chapter, meant to link diecutters and diemakers from the Montreal, Toronto, and Buffalo areas. The first chapter meeting, held in April 1988, drew 90 attendees. Through the efforts of Benoit and others, that number increased to 160 by their second meeting of the year, in October. As the numbers grew, Benoit was named vice president for the Can/Am region in 1991—a post he held until 1996.
Benoit's role was one of true statesman, and translator, as he often spoke at the meetings first in French, then in English. As Pat Quinlan, current vice president of the Can/Am chapter, states, "Canada is a dichotomous place, and Jean's diplomacy bridged the gap between what is almost two different countries." For such service, Benoit was presented the IADD's Presidential Award in 1994.
When Montreal was selected to host the 25th Anniversary Annual Meeting in 1997, many members were skeptical about the French-speaking location. To further the strides he had made with the Can/Am chapter, Benoit, his wife, and Renaldo and Johann Gualtieri volunteered to head the Host Committee for the meeting. Asked to give the salutary address, Benoit delivered an eloquent welcome, again in both English and French. The meeting took international relations within the die industry to a higher level; as Benoit recalls, "It was fantastic to look at the 23 flags of the countries where IADD has member companies."
Benoit's commitment to the IADD and its constituents did not end with his chapter work. At the Board of Directors meeting in September 1994, the IADD created an Education Committee. Edmund Mucci, Jr., fellow founding committee member, remembers that without a clear mandate from the Board, "No one actually knew what serving really entailed." Nonetheless, Benoit was one of the first to volunteer and, through several three- or four-hour teleconferences, the Committee developed its present mission statement. As Mucci states, "It would have been easy for people who were busy with their own businesses to become discouraged that we were spending a great deal of time without tangible results."
For Benoit, the chance to work on the Education Committee yielded two great benefits. Through planning, arranging, and participating in various seminars, he enhanced both his die knowledge and his linguistic capabilities. In Benoit's words, this "exchange with the experts" facilitated a better understanding of the technical aspect of the industry, and aided him in communicating with die professionals of different geographies and nationalities.
Linking an industry
Though regional and national disparity in cultural and political matters, and language, have always existed, Jean Benoit believes IADD members operate with the same essential principle in mind: "Do everything to build and develop the trade."
In that vein, Benoit has worked diligently to broaden the communication and the perspective of the Association. Dieco has flourished as a result of Benoit's dedication to technical improvements within the business. However, as Mucci asserts, "Benoit's true strength is in how he deals with people," and that strength has bolstered the die industry in Canada, the United States, and around the world.
Benoit's true strength is in how he deals with people—and that strength has bolstered the die industry in Canada, the United States, and around the world.
Jean Benoit, founder and owner of Dieco Steel Rule Die, had a wish—to bridge the gap between Canada's two cultures of diemaking/diecutting professionals.
