The Niche Payoff
Like most industries, the folding carton industry has booming segments and struggling segments. Selling to niched customers has been one key to success.
Still, communicating these benefits is a challenge, but the PPC is working hard to change that. "We work hard every day on sustainability. That's one of the pillars of our strategy," contends Markens. "We're out there every day trying to understand what customers and retailers want and trying to provide our members with real tools to respond to things without getting in the mud with the other guys, because we just don't think it's productive to be mudslingers."
- Companies:
- Paperboard Packaging Council
- RISI
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