Where Paper, People, and Humor Meet: The Case Story

Where Paper, People, and Humor Meet: The Case Story With two new machines from BW Papersystems, Case Paper adds sizeable sheeting capacity. Cutting-edge technology has always been vital – but Simon Schaffer, President of Case Paper, unwraps two even more important success factors.

Phillips, WI / Harrison, NY, USA — March XX, 2024  — In a world dominated by digital experiences, where the tangible is often overshadowed by the virtual, paper can have the power to create memories. Think of the printed ticket that takes you back to your very first live concert. Or the paper sleeve of your favorite vinyl record. Companies can create environments that support both success and people. Case Paper, a large privately held US distributor and converter of paper and paperboard, proves that the business of paper is not just about sheets and rolls but about the people who weave success into its fibers. The company recently celebrated its 80^th anniversary and, as a testament to their dedication to growth, invested in two new large format sheeters from BW Papersystems. 

A Symphony of Paper and Humor – For 80+ Years

Simon Schaffer, the President of Case Paper, unveils the unconventional strategy that has fueled the company's longevity — humor. "We take our customers and every single order seriously, but not ourselves," Schaffer quips. In an industry known for its serious tone, Case Paper has embraced humor as a hiring criterion, creating a unique company culture that fosters enduring relationships with both employees and clients.

Case Paper's journey began as a distributor of printing and writing papers, evolving over eight decades to encompass almost 50% paperboard, a shift driven by the booming packaging market. "We support a wide range of products, have a large inventory and variety of converting equipment, allowing us to be a robust partner for life to our customers customizing based on their needs," says Schaffer. The company's commitment to maintaining open dialogues and evolving with its clients has led to multi-generational partnerships, some of them spanning over an incredible six decades.

Navigating Trends and Challenges

"Our customers want things quicker and faster, and sustainability is no longer a trend; it's become the standard expectation," Schaffer notes. The industry is demanding faster turnaround times and a shift in focus away from single-use plastics and towards sustainability. "Case Paper has embraced these challenges. We see more opportunities for fiber-based solutions, so we are constantly exploring new product lines to find solutions that match our customers’ growth." In line with the growing need for environmentally conscious solution, the company has also taken proactively steps towards sustainability, including the installation of solar panels and plans to construct a green roof.

Investments with the Future in Mind

With the investment in two new sheeters from BW Papersystems, Case Paper is expanding its converting capacity to align with future business needs. "The increase in Chicago will be sizable, we’ll add about 40% sheeting capacity with this new machine and another 20 to 25% in Philadelphia. The SheetRunners are state of the art and so much easier to operate that all our operators will be trying to get a spot on these machines," explains Schaffer with some pride.

Technology plays a vital role for Case Paper as it enables them to operate faster, more efficiently, and achieve success in the market. The SheetRunner is a dual-rotary sheeter, designed for folding carton plants and optimized for high-volume board production with a lower power consumption. Case Paper already operates several other sheeter models from BW Papersystems, across their six converting facilities nationwide.

"We need to have a constant eye on what's going to happen in two, three, five years," underlines Schaffer. "And are we in a position to make decisions today that are going to be aligned with that vision for the future?" As a result, these new sheeters will be replacing some other machines that are aging and would have needed replacement soon.

But Schaffer also emphasizes that technology alone does not define success: "What good is a great machine if you don't have the people?" Investing in both its facilities and personnel has been pivotal for Case Paper's success. Schaffer's leadership style is influenced by continuous learning and adapting. He emphasizes the importance of having the right people in the right positions and empowering employees to innovate and contribute meaningfully to the company's growth

A Unique Guarantee and the Power of People

Instead of the typical customer satisfaction guarantee, Case Paper boldly states, "You're gonna love us." Schaffer explains, "It's about that deeper connection, knowing that even in tough times, we'll still be here." This commitment to customers has resulted in decades-long relationships, particularly in the Midwest, Northeast, Southeast, and Mid-Atlantic regions.

Schaffer continues, "Our customers’ success is our success. We take a lot of pride in that, and it pays off in the end. Because if your passion is your people, and your customers are people, how do you support them? You find the best ways to work together, which for me has been an inspiring journey."

Beyond Paper: The Science of Humor

In 2017, Case Paper underwent a transformation and rebranded with the tagline "On the Case!" The initiative sought to find opportunities to go above and beyond for suppliers, customers, employees, and communities. A unique aspect of this strategy is the infusion of humor. Schaffer believes that humor, which has been scientifically proven to increase engagement and happiness, makes messages more memorable and resonant. "Laughter releases oxytocin in the human body, and there's a lot of health benefits to laughing," he adds

Laughing Towards a Bright Future

While humor may not be the first thing that comes to mind in a paper and packaging business, Case Paper is proving that a lighthearted approach can foster a positive work environment and leave a lasting impression on clients. "We truly care about our people, and if we care about them, we should be seeking ways to improve their work experiences," Schaffer remarks.

The integration of humor is not about stand-up comedy but about creating memorable experiences. Case Paper's unique approach resonates with customers, as evidenced by positive feedback from marketing campaigns. By choosing laughter, Case Paper is not only distinguishing itself in a competitive industry but also contributing to the well-being of its employees and customers.

Here the book "Everybody Matters," written by Bob Chapman, also played a role. The CEO of Barry-Wehmiller, parent company of BW Papersystems, showed how a caring leadership concept can be applied and grown in a manufacturing environment. "I think Bob Chapman is right about making sure that your team members know that they are cared for, that they know what their purpose is, and that they go home fulfilled. I just add the layer of laughter and humor to it," concludes Schaffer.

It becomes clear that Case Paper and BW Papersystems are connected not only by sheeter orders, but also by the same people-centric leadership approach. A partnership that pays off.

As Case Paper continues its journey, the intersection of paper, people, and humor promises a future where success is not only measured in sheets and rolls but in the smiles and laughter that echo through the decades.