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"Our market is providing retail-ready packaging with graphics on it that help our customers sell their products," says Waite. But, people didn't know that Menasha Packaging has an entire component of its business dedicated to understanding what goes on in retail. "We have an organization of more than 30 people that's dedicated to figuring out what works in retail—what do customers want, and how do we bring that information back to our design departments to help execute that with our customers," claims Waite.