Spring 2004                    return to newsletter contents page

Customer Panel Stresses Service, Flexibility

Kevin Shelton of Frito Lay, Cindy Cole Semans from Packaging Corporation of America and Victor Corenflos of Bemis Company (left to right) shared the customer's perspective with FPPA members at this year's convention.

The customer panel at this year’s Conference in Puerto Vallarta consisted of Victor Corenflos of Bemis Company, Cindy Cole Semans from Packaging Corporation of America, and Kevin Shelton of Frito Lay.

Victor Corenflos discussed the necessity of addressing customer needs with passion and commitment. We all share the responsibility of addressing customer demands to increase the value of the products of our industry. Packaging buyers must take package graphics to the next level, to be the premier package on the shelf. “The package is the product.” He stated that quality, consistency, technology and innovation are at the heart of satisfying these needs. Customer focus is also a key to success. Our passion and commitment to making things happen is the only way we can add value and remain competitive.

Cindy Cole Semans discussed the need for suppliers to embrace PCA culture. At PCA, trust, honor and advancement are the foundation of relationships. Trust is earned and one must work hard to get it. To be honorable is to be reasonable, objective, open-minded and to act with integrity. Advancement is achieved through technology, training, cost reduction, and strategic business alliances. Suppliers to PCA are required, among other things, to create effective working environments where all people contribute ideas and share solutions, keep up with technology, eliminate recurring problems, avert potential problems and bring realistic solutions.

Kevin Shelton discussed the need for large companies like Frito Lay to stay nimble. Changing packaging graphics is one key way to do this. Frito Lay is driven by the need to be the customer’s choice. They strive to grow every customer. At Frito Lay, prepress providers act as a hub in an open environment of communication between points of sale, design agencies and printers. Prepress suppliers are represented on-site at Frito Lay and provide timeline administration, legal review, coordination with the printers, press checks and data management. They lend to efficiency and productivity through standardization, print on demand, and year to year cost reductions.

Response to these discussions was excellent. Numerous questions were answered by all three panelists at the end of the segment. A notably common key need expressed by the speakers was the need for commitment from all parties involved in package production to meet the needs of their customers and put packaging on the shelf that is premier in its category. All agree that only through teamwork and open communication can this be achieved.