The Niche Payoff

Innovation not lacking

Alternative material suppliers are spending a good deal, according to Markens, to get their message out. Markens contends that folding carton manufacturers are doing a better job of communicating why paper is a viable option as a substrate. "We are doing a better job. But the other guys spend a lot more money than us, so we have lots of work to do," he points out. But in general, Markens remains enthusiastic about the folding carton market. "We're working very hard on innovation in carton design and cost effectiveness," he says. "If you look at our carton competition, our guys are really putting out some great stuff and a lot of cool developments are happening for us. I'm happy we're in the position we're in."n