Up to the Challenge

Take care—determining your niche takes time. Once Vista Color determines its target audience, it takes time and effort, “and an average of six months to a year to get the good ones,” says Roque. “The larger ones [take] anywhere between one and three years.”

The company’s success is also due, in part, to its internal operations. Vista Color looks within by having costs savings meetings monthly, which helps the company stay lean and in pursuit of foreign mills to stay alive. The company also diversifies its paper purchases so as not to put all its eggs in one basket. It does this by “constantly thinking of more efficient ways to run jobs; always seeking advice and being informed of the latest trends and latest technology available; and, when appropriate, making investments that make sense gives you a good ROI,” says Roque.