Rohrer Corp. : Setting a Blistering Pace

By Erik Cagle

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One of the keys in projecting growth potential for a given client vertical base is tracking the geographical tendencies of its manufacturing platforms, according to Scot Adkins, president and CEO of Rohrer Corp. With the exception of food and other products with an extremely limited shelf life, the optimal candidates are those that maintain a significant level of production (and thus packaging) in North America.

Adkins points out that some strong, traditional manufacturing segments in North America—automotive, hardware, toys and sporting goods—have migrated to Asia and taken their packaging needs with them. An interesting exception to the rule is consumer electronics. While electronics manufacturing may originate in Asia, much of the packaging is performed in North America due to the retail demands of big-box heavyweights, including Walmart, Target and Best Buy.

“The big retailers want different things (from a packaging standpoint),” Adkins says. “There’s a demand for speed; you can’t put product on a boat and get it here fast enough. The complexity of the differences (in packaging) can also provide opportunities in America.”

Still, certain consumer electronics, along with school and office supplies, are a mixed bag, with North America and Asia sharing the packaging load. Curiously, two verticals that Rohrer does not pursue—food and medical—are firmly entrenched in North America, as is their packaging, for obvious reasons.

“We’re seeing some things come back to North America for packaging or manufacturing,” Adkins remarks. “There isn’t a one-way boat to Asia anymore—it’s give and take.”

There has always been a bit of a sibling rivalry syndrome when it comes to commercial printing and package printing. The former eyes the latter with jealous envy, as a possible ancillary target in order to scare up growth possibilities. The package printing people scoff in response, frustrated and feeling a bit disrespected at how lightly the manufacturing aspect of their trade is regarded.

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