John Borrelli: Innovator, Leader, and 2024 TLMI Converter of the Year

John Borrelli, COO of Luminer, has earned the title 2024 TLMI Converter of the Year, a recognition that underscores his significant contributions to the label manufacturing industry. As a co-founder and senior executive of Luminer, now a Premium Label & Packaging Solutions company, Borrelli has played a pivotal role in driving innovation and fostering growth within the industry for decades. His journey from a newcomer at TLMI to an industry leader offers valuable insights for owners and managers of label and package printing operations.

A Journey of Leadership and Innovation
Borrelli had been a longtime member of TLMI when he attended his first TLMI Annual Meeting in 2011. Yet, it was a transformational moment. “I was surprised at how open and receptive a group of people TLMI really is,” Borrelli reflects.

This initial experience sparked a deep commitment to TLMI and the industry at large. Over time, Borrelli’s role within the organization expanded significantly. He served on multiple committees — each offering unique opportunities to shape industry practices and standards.

Eventually, Borrelli joined TLMI’s board of directors, bringing his extensive industry knowledge and hands-on approach to this leadership position. Borrelli has also served as a TLMI ambassador, helping newer TLMI members navigate the complexities of a close-knit industry at events that sometimes felt more like family reunions than conferences.

Pioneering Innovation at Luminer
With an eye on solving customer problems, Borrelli consistently and objectively evaluates Luminer’s operating capabilities and procedures. More than a decade ago, Borrelli explored digital printing technology to solve some of the pain points many converters face when printing short runs of labels, such as the time-consuming processes of plate mounting, inking up presses, and color matching, which at that time could feel more like an art versus a science.

This was back in 2013, when flexographic technologies still ruled most label printing expo show floors. While Borrelli notes that digital printing technologies of that time do not compare to the conventional and digital technologies of today, he also doesn’t express regret investing in digital printing as an early adopter because the decision was rooted in Luminer’s commitment to be at the forefront of solutions that solve customers’ problems.

Converter, Partner, Business Leader, Maker
As large of a role printing plays in the success of Luminer, Borrelli considers himself — and Luminer — converters at heart. “Our forte is an emphasis on the word ‘converting.’ That is what Tom and I have done from day one,” Borrelli explains, referring to his business partner and Luminer co-founder, Tom Spina.

Borrelli credits Spina for igniting his passion for converting with hot-melt adhesives and their partnership with cultivating what was already a shared enthusiasm for rising to challenges. “We’ve always been the guys who sit down in a conference room and [enthusiastically] listen to someone pitch an idea to us,” Borrelli says. Instead of projecting negativity, Borrelli and Spina would eagerly accept challenges presented. “We’d say, ‘Yes!,’ shake your hand, and then we’d look at each other and go, ‘OK, how are we going to do it?’” Borrelli explains.

This can-do attitude has earned Luminer a reputation for ingenuity. So much so that Mark Turk, president and CEO of Intl. Label & Printing in Elk Grove Village, Illinois, entrusts the Luminer team with some of the company’s most complex label jobs.

“John’s become a resource for us,” says Turk, whose commitment to product quality prevents Turk from outsourcing to just any other label manufacturer. Turk especially appreciates Borrelli’s strategic approach to problem solving. Instead of simply stating Luminer has the equipment to print and convert the labels, Borrelli would workshop potential solutions with Turk — generously sharing his knowledge with Turk and showcasing Borrelli’s respect for him as a peer.

Luminer’s business relationship is also reciprocal, with Intl. Label & Printing also pinch-hitting for Luminer. “We would outsource work to him,” Turk explains, “and he would do the same for me. If one of us couldn’t do the work, we would figure out a way to help each other.”

Borrelli’s business approach has paid off. Luminer has won TLMI’s Eugene Singer Award for Management Excellence twice. This is no small feat — the Eugene Singer Award for Management Excellence honors tag and label manufacturing companies demonstrating outstanding business management. The recognition is rooted in hard data, as judging is based on growth and profitability ratios determined through the TLMI Management Ratio Study.

Prioritizing Employee Welfare and Community Engagement
A further contributor to Luminer’s success is Borrelli’s approach to employee welfare. He believes addressing employees’ personal needs helps them bring 100% of themselves to be able to meet customers' needs and “get those brown boxes out the door.” This philosophy is reflected in Luminer’s comprehensive benefits package, which includes 100% coverage of health care premiums for both employees and their families.

This generous policy not only helps alleviate Luminer’s employees’ financial stress, it also boosts morale as the policy demonstrates the executive management team’s commitment to the well-being of its entire workforce.

Borrelli’s hands-on leadership style also reinforces his respect for all team members whether they work on carpet or cement. Known for getting “ink and oil under his fingernails,” Borrelli is proud of the fact that he can and has run Luminer’s presses.

To further support Luminer’s workforce, Borrelli has prioritized training and development. For example, Luminer used All Printing Resources’ FlexoAcademy educational program to provide specialized training for new press operators.

Describing his commitment to education, Borrelli says, “The label and packaging industry is constantly evolving. To stay competitive, we must invest in our people and ensure they have the skills and knowledge to adapt to these changes.”

This commitment to Luminer team members is evident to his peers. Turk explains, “You can tell he cares about his people. He cares about his business. He’s done a remarkable job.”

Borrelli’s impact on the future of the label and package manufacturing industry extends beyond Luminer. When Stephen Fishbein, a third-generation printer and fellow TLMI member, went to his first association meeting, Borrelli ensured Fishbein had a superior experience not unlike Borrelli’s own first TLMI meeting. “When I attended my first event, he went out of his way to find me,” Fishbein recalls. “He made me feel very welcome, introduced me to a lot of people, and put me at ease. … He has a way of making you feel comfortable and appreciated.”

Protecting a Legacy of Leadership and Excellence
As Borrelli plans for Luminer’s future, he is far from myopic. Borrelli realistically states that someday he will need to step down to a smaller role in the business. One comfort: Luminer is now part of Premium Label & Packaging Solutions, which will help ensure its continued success when that day comes.

But don’t expect Borrelli to drive off into the sunset; he plans to continue to innovate — especially with hot-melt adhesives — and be part of the community that he holds so dear and reveres him.

Remarking on Borrelli’s achievement as the 2024 TLMI Converter of the Year, Turk says, “I’m very excited for him and his family on his well-deserved honor — as a colleague and as a friend.”