Up to the Challenge

So how do converters survive? According to the report, and Juan Roque, VP of sales and marketing for Vista Color, defining your niche is one key to surviving as a converter of paperboard.

Vista Color—Success in a shrinking pie

Founded in 1968 as a color separation company, Vista Color has evolved into a print communications company specializing in folding cartons with clients including Motorola, Bacardi, Del Monte, General Motors, and American Express. The company’s services include engineering, graphic design, printing, diecutting, folding/gluing, and finishing. “Our success [from] being part of the 10 fastest growing printers for a couple of years kept us sharp,” says Roque. “Now we are able to fine tune here and there to make it better.” He explains that the company’s success is based on feeding presses good, clean, first-line paper, “not recycled papers that are dirty to run, but good SBS, which is recyclable; we do our part to stay green.” Today, the business employs 85 people in one facility, operating two Heidelberg Speedmaster CD presses. Roque asserts that the pie is getting smaller. “We will continue to grow, maybe not at a fast pace, but certainly doing it at a real consistent pace,” he says. He believes the best way to compete is controlling your costs and keeping up with the latest technology.