Jonathan Kraft–Kraft Group President–kicked off SuperCorrExpo (10/17-20/2016) in Orlando, citing 3 factors that make him optimistic about the future of the packaging industry:
He recounted the Kraft Group purchase of the New England Patriots in 1994 when the club was losing money. But, by applying the “customer first” model they had learned in the Corrugated Industry, the Patriot’s focus changed and began to engage and interact more with season ticket holders with a 365-day customer touch point program. As a result, revenue increased from less than $1 million to over $150 million and the team now has a season ticket waiting list of 60,000+.
- Consolidation,
- Benefits of fiber-based packaging versus petroleum-based packaging,
- E-commerce growth as a percentage of total retail sales.
He recounted the Kraft Group purchase of the New England Patriots in 1994 when the club was losing money. But, by applying the “customer first” model they had learned in the Corrugated Industry, the Patriot’s focus changed and began to engage and interact more with season ticket holders with a 365-day customer touch point program. As a result, revenue increased from less than $1 million to over $150 million and the team now has a season ticket waiting list of 60,000+.
