Better ideas. A page at a time.

LEADERSfrom followers to

Private label brands are stepping up and stepping out. p. 3 V4 Issue 1 2016

THE ULTIMATE MULTITASKERSoft, soothing baby wipes provide solutions for all of life’s messes. p. 11

CLEAR AND PRESENT SAFETYThe aim is injury free work for everyone, everywhere, every day. p. 16

LAYERS OF LOVEWallpapering a nursery inspires a grandmother to pen a letter to her granddaughter. p. 14

MADE POSSIBLE B Y G L A T F E L T E R

See what’s possible. Learn about our range of capabilities at booth #828 at theIDEA16 nonwovens trade show in Boston, MA, May 2-5, 2016.

GLATFELTER.COM

Enhancing Everyday LifeAt the workplace. On the go. In the

comfort of your own home. And

everywhere in between. Glatfelter’s

advanced airlaid and composite

fiber materials are found in a

multitude of end-use applications,

delivering world-class comfort,

innovative technology and highly

customizable solutions.

ADVANCED AIRLAID MATERIALSFeminine Hygiene | Baby Wipes | Adult Incontinence

Personal Care | Home Care

COMPOSITE FIBERSFood & Beverage | Composite Laminates | Nonwoven Wallcovering Base

Metallized Products | Technical Specialties

Beyond Paper | 1

or some organizations, it’s a simple platitude that looks good on a wall.

For Glatfelter, it’s the fundamental foundation upon which our business is built. Our values—ones that include integrity,

mutual respect, and customer focus—define who we are, what we do, and how we do it.

The result is a culture built to win—and win the right way. That’s because we invest in Glatfelter PEOPLE, developing talented, loyal, and creative employees who are passionate about collaborating with our customers to deliver innovative solutions.

By listening to you, our customer, and focusing on your business, your strategies, and your needs, we’re able to align our business accordingly. Our recently announced advanced airlaids expansion plans in North America and the development of high-speed inkjet products are a direct result of customer demand.

We encourage our customers to go where the demand is as well. “From Plain Jane to Top Shelf ” (page 3) explores the rise of manufacturing and marketing of private label goods. These products are increasingly popular with consumers and make smart economic and strategic sense for many of our customers.

For us, it all boils down to Glatfelter PEOPLE each and every day—because values matter and culture wins.

William Yanavitch IISenior Vice President HR & Administration, Glatfelter William.Yanavitch@glatfelter.com

Airlaid Advances to United StatesA new airlaid facility in Fort Smith, Arkansas, will begin producing disposable wipes and other light-weight hygiene products in early 2018. The move will create up to 83 jobs and will establish Glatfelter as the largest global producer of airlaid materials.

F TakeNote

ContentsPUBLISHER: William Yanavitch II

SENIOR PUBLICATIONS ADVISOR: Karla Heberlig

EDITOR: Mimi Bell

CONTRIBUTORS: Lorrie Bryan, Laurie Hileman, Joe Jones, Wendy J. Meyeroff, Carol Quade, Ryan Richards, Jen Wainwright, Kathryn Will, and Ilene Wolff

ART DIRECTOR: Chad Hussle

PHOTOGRAPHERS: Johannes C. Hüsch, Doug Julian, and Michael Randolph

PROOFREADER: Stacey Tetloff

Publisher’s NoteVALUES MATTER. CULTURE WINS.

Beyond Paper, Volume 4, Issue 1, April 2016, is published by The F.P. Horak Company, 1311 Straits Dr, Bay City MI 48706. POSTMASTER: Send address changes to The F.P. Horak Company, 1311 Straits Dr, Bay City MI 48706. Copyright© 2016 at The F.P. Horak Company. All rights reserved. Reproduction in whole or in part without permission is prohibited.

3 FEATUREPrivate Label Brands Are Stepping Up and Stepping Out

PAPER “U”Growing Your Business Through M&A

USE MEBaby Wipes: The Ultimate Multitasker

PAPER WORKINGImagination Comes to Life

LOOK WHO’S TALKINGSpecialty Paper and Fiber-Based Engineered Materials in the News

ALWAYS ON MY MINDLayers of Love

DID YOU KNOW? The Aim Is Injury free Work for Everyone, Everywhere, Every Day

This issue is printed on:Cover: 125# Glatfelter Tiffin Tag Text: 100# Glatfelter Tiffin Tag This cover is coated with:Wikoff Color Soft Feel Matte Aqueous

10

1112

13

1416

Doing Our Part Sustainability goes beyond protecting the environment. It’s the culmination of an ongoing commitment to our communities to be good environmental, financial, and social stewards. Visit Glatfelter.com to see how we’re doing.

Social CuesBe informed. Be educated. Be entertained. It all happens when you join us on Twitter, Facebook, YouTube, Google +, and LinkedIn for the latest professional development and industry insights.

HIGH-SPEED INKJET PAPERS

Run With The Best Increase productivity and profitability with Pixelle.

As the leading manufacturer of high-speed inkjet papers in North America, Glatfelter’s product portfolio delivers superior performance at an unmatched value.

Our Pixelle line — engineered to meet the demands of today’s production inkjet presses — offers untreated, treated, and coated product options, ensuring outstanding image fidelity and post-processing attributes.

Dial into the perfect balance between speed, quality, and ink consumption. Pixelle is your one-stop product line for any printing need.

8 8 8 74 4 4 2 4 6 p i xe l l e @ g l at fe l te r. co m w w w. p i xe l l e p a p e r. co m

96 South George Street, Suite 500 | York, PA 17401

by Lorrie Bryan | photos courtesy of CBX

The private label game has some new rules and some new players.

Beyond Paper | 3

f r o m p l a i n j a n e t o

T O P S H E L F

FEATURE

4 | Beyond Paper

W hat do you think of when you hear private label? Unspectacular, conspicuously plain-Jane products or second-rate products presented in knock-off packaging resembling a national brand? If so, think again. A wide variety of consumer-survey data indicates a large majority (70-80 percent) of U.S. shoppers believe private labels (also referred to as store brands)

are as good as national or name brands. In fact, consumers are increasingly thinking of store brands as carefully vetted, high-quality products that may even surpass name brands. “Trader Joe’s has turned the term on its head,” affirms Todd Maute, a partner at New York-based strategic branding agency CBX.

Beyond Paper | 5

At Trader Joe’s, a specialty neighborhood store that is consistently ranked among the United States’ top grocery stores, 80 percent of the merchandise offered is one of its own store brands. Its popular private labels assure consumers that the product contains the finest natural ingredients and no artificial flavors, preservatives, MSG, synthetic colors, or genetically modified ingredients. Other retailers are following that lead, and private labels are evolving beyond their original role as value-priced commodities and competing head-on with name brands as savvy retailers capture larger market shares by promoting premium store-brand products.

The private label market is morphingBesides Trader Joe’s, mega retailers Costco and ALDI carry a higher proportion of private labels than other chains (ALDI is now at 90 percent) and have created a loyal following though their approaches are different. Encompassing everything from groceries to hardware and health and beauty, Costco focuses primarily on one brand (Kirkland™), while other retailers have

FEATURE

a portfolio of store brands, ranging from a small number to more than 10 labels. ALDI, Target, and Safeway offer larger portfolios, with between 11-35 different store-brand labels ranging from commodities to luxury items. And it’s at the luxury end of the spectrum where retailers are finding the most growth opportunity.

For example, building on the success of its inexpensive Market Pantry™ store brand, Target established its Archer Farms™ brand as an affordable luxury convenience brand, offering gourmet goat cheese pizza, Key Lime Cookie Straws, and organic milk, all still in keeping with the whole “cheap chic” Target branding. Target has more than 20 exclusive private labels, but industry-wide, private label organic options and ethnic foods are among the fastest growing product categories, representing value and high quality while reinforcing the retailer’s brands. Target has the Simply Balanced™ label, Whole Foods has 365®, and Publix has Greenwise®, a private label that extends beyond food to premium paper goods and household products that have been vetted with an emphasis on quality and environmental impact. No longer tucked away on the bottom shelf, private labels are often featured prominently in store circulars and command prominent shelf placement alongside popular name brands.

Strong private labels generate stronger store loyalty Aside from the obvious benefit of higher profit margins in a variety of categories, retailers with strong private labels are also enjoying stronger loyalty to their stores. Strategic, brand-led private label design is a way for retailers to differentiate from the competition and tell their own brand stories, according to Maute. “In today’s retail marketplace, beating the competition increasingly requires savvy approaches to building and leveraging store brands, says Maute, a private label specialist whose clients include Walgreens, General Mills, and Kimberly-Clark.

“A private label brand portfolio can be one of a retailer’s most powerful marketing tools, helping to keep its merchandise mix fresh and relevant in a rapidly changing marketplace. When the brand portfolio is properly aligned with the store experience and other marketing messages, it also helps foster a clear brand positioning in the minds of consumers. By creating a private label as a marketing tool rather than just a price alternative, retailers gain the opportunity to tell a complete brand story while simultaneously boosting customer loyalty,” Maute explains.

6 | Beyond Paper

Leverage your private label successfullyMaute offers these suggestions to retailers who want to leverage their private label successfully:

Understand your customers and innovate accordingly. Maute says retail companies need to understand who their customers are and when, why, and how they shop, and then innovate accordingly based on consumer needs. “Retailers need to study the market and the competition carefully and then develop a strategy that targets key customers while at the same time drawing in new ones. With the availability of more data, retailers are becoming more sophisticated and increasingly partnering with manufacturers to develop more targeted offerings—rather than just providing a comparable alternative to national brands at a better price.”

Customer insight was at the heart of the success of the private label brand strategy of Duane Reade, the New York City institution/drug store chain that was subsequently acquired by Walgreen Co. CBX was charged with developing the private label expression of Duane Reade’s new brand. “Duane Reade launched an extensive research effort to help it better understand its customers and market, and it used those findings to determine key areas of focus. The insight led to a strategy that focused on convenience, beauty, and health, with an overall mantra of ‘New York Living Made Easy.’ Critical components of the chain’s rebranding effort included a radical redesign of its stores and the focused development of a clear private label portfolio that addresses key findings from the consumer research initiative. Marketing efforts subsequently targeted what that research identified as being most important to New Yorkers,” Maute, who led the project, says.

Ensure that everyone in your company understands the role of your private labels and is aligned. “I think that the biggest success for retailers today is when they clearly understand where they want to be in the marketplace—their positioning and perception—and align their private label offerings, marketing, branding, packaging, and merchandising strategies to support that desired positioning. They need to align both externally with consumers and internally within the organization to implement and execute successfully,” Maute says. “Merchants, buyers, product developers, marketing teams, store managers, and operations teams all need to understand the role that the private label is supposed to play, and the entire organization needs to get behind it. Private label programs really need alignment of the entire organization from the top down to ensure success,” he emphasizes.

Duane Reade gave its private label offerings premium shelf space, displaying them prominently rather than promoting national brands. That same level of commitment and support went beyond the shelf and through the full range of available advertising, marketing, and branding channels. “Yes, the shelf is—and will continue to be—extremely important. But if merchandise amounts to, say, 80 percent of what consumers see in the store, what about the other 20 percent of that multi-sensorial customer experience? If a retailer has a clearly tepid commitment to their private label, it is hard for consumers to be passionate about the products. What has the retailer done with its signage, décor, graphics, color schemes, or even olfactory environment to reinforce its private label brands? How many touch points inside or outside the store offer cues that reinforce the carefully selected attributes of that private label line?” Maute asks.

Aim for quality in every phase of the product R&D, manufacturing, and marketing processes. Though innovation has typically been a primary strength for name brands, it can be a differentiator for private labels, too. Rather than continuing to focus on mimicking popular name brands, many retailers are stepping up, becoming brand creators, and delivering new premium products that fulfill evolving shopper needs. The premium tier allows retailers to offer items that don’t exist anywhere else, increasing their brand differentiation and appeal and driving store loyalty. “Going to

market with best-in-class private brands is really a wise long-term investment,” Maute notes. “When retailers, manufacturers, and design firms put a priority on creating best-in-class store-brand programs, all are more likely to benefit,” he explains.

Accordingly, Maute encourages retailers to evolve their store brands further by ramping up the quality and the design standards of the packaging rather than skimping. The consistently quirky packaging of Trader Joe’s is part of its upbeat funky appeal. And what Duane Reade created flaunted unique packaging that abstractly and literally reflected the character and flavor of New York. “The packaging and the brands we created were designed to tell that story,” Maute says. For example, its popular Delish™ private label included premium coffee with flavors appropriately named Morning Rush and Fire Fighter’s Joe.

“Packaging is often the primary or only marketing tool store brands have, and it is one of the most cost effective because it is both functional and emotional,” Maute explains. “Too often retailers tend to stay on the functional end of the spectrum and miss out on a great opportunity to connect with customers by leveraging packaging and package design.”

He concludes, “After all, if the retailer sees its brands through the functional lens, its customers are bound to do the same. By contrast, when retailers embrace and love their brands, consumers will as well.”

FEATURE

Do you want to seize the opportunity to market your own premium private label incontinence products? R&D is important as the first and key step in the private label product development process. Fortunately, you don’t have to commit a lot of resources to huge R&D departments the way multinational brands do. These days it is easy and affordable to consult or partner with a current manufacturer in this field to create a premium custom product that meets the changing needs of active seniors. Here are five things to look for in an R&D consultant:

Proven expertise in product development and sophisticated production processes.

Knowledge of consumer preferences in the specific market you are targeting.

Experience in designing and manufacturing incontinence products specifically.

The ability to innovate and customize to meet exacting specifications for demanding applications.

Dedicated customer service teams to provide experience, personal attention, and technical expertise to help achieve your business goals.

Henning Röttger is director of new product development for Glatfelter’s Advanced Airlaid Materials Business Unit. He works with customers to develop technical solutions for their processes and products. Contact Henning at +491607411786, or by emailing Henning.Röttger@glatfelter.com.

Five Things to Look for in an R&D Product Consultantby Lorrie Bryan

1)

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3)

4)

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Beyond Paper | 7

8 | Beyond Paper

FEATURE

Americans are getting older—about 10,000 Baby Boomers turn 65 every single day according to the Pew Research Center. And these seniors are far more physically active than their sedentary counterparts from previous generations. For retailers, this means two things: a potential increase in sales of adult incontinence products and a need for products that better meet the needs (more comfortable, less bulky, breathable, and more absorbent) of today’s on-the-go older adults. The market is growing and the need for innovation is growing as well, offering private label brands and name brands the opportunity to expand their incontinence/pad/liner/underwear product segment.

The increasing need for premium personal hygiene products is leading to innovative solutions.

When it comes to consumer choice in this segment, price is not usually the deciding factor. Nor is there huge brand recognition or loyalty driving sales. It’s all about the quality. “More often, consumers are educating themselves with the assistance of the Internet through blogs as well as websites, and consumers are readily sharing both positive and negative experiences. The consumer experience is critical to the success of a new product into the market regardless of its category,” explains Patricia Sargeant, vice president sales and marketing, Glatfelter, Advanced Airlaid Materials Business Unit.

If you Google “incontinence products reviews,” nearly 3 million

links are available. To earn top reviews and lead in this category, private labels are increasingly looking to their suppliers to help them innovate and develop customized premium products that offer a better customer experience. They are meeting—and often exceeding—the quality of name brand products in this growth market. Suppliers’ experienced, knowledgeable R&D departments tasked with innovating in this market are using their expertise to develop and deliver premium products that consumers may prefer over more established brands.

One of the reasons is better materials. The materials cost per unit for new innovative products may exceed the materials cost of traditional brands, but the costs in other areas such as advertising are not significant when compared to major brands, Sargeant explains. “This gives private labels an edge.”

Private Labels are Gaining Ground

by Lorrie Bryan

SPECIAL ADVERTISEMENT

F or over 150 years, Glatfelter has provided customers with products made from paper and composite fibers for all occasions. Now the company has joined in an alliance of more than 60 businesses for an industry

marketing campaign, How Life Unfolds™, showcasing the many ways paper and paper-based packaging products continue to enhance everyday life.

Glatfelter’s Tim Hess, VP, sales and marketing, Specialty Papers Business Unit, compares the campaign to such marketing initiatives as Got Milk™, Beef: It’s What’s for Dinner™, and The Incredible Edible Egg™. “The broad campaign is intended to encourage positive paper use,” he says.

Like those other industry campaigns, How Life Unfolds is a Check-off program designed to maintain and expand markets for an industry’s products. Under this federal initiative, participating manufacturers agree to a self-imposed tax on their products to fund the campaign, collectively contributing $25 million annually for product promotion. These same manufacturers also worked to establish the Paper + Packaging Board, which administers all aspects of the campaign on behalf of the industry.

Although everyone uses paper, the How Life Unfolds campaign is designed to appeal to what Hess calls “Expressives.” “These people are typically 25 to 50 years old, they live actively, take pride in gifting, and, therefore, engage in the positive use of paper,” he says. In line with this focus, the campaign has already undertaken some unique marketing initiatives. Couples who had been married for a year (recognized as the “paper anniversary”) submitted photos to the How Life Unfolds website for a chance to win a second honeymoon. The campaign also includes television and print advertisements, billboards, and social media engagement. Yet it may be the TV commercials, widely viewed on YouTube and during primetime network programming, that were talked about most. Collectively, the TV advertisements were viewed more than 3 million times. And the sentimental favorite, “Letters to Dad,” has received just shy of 1 million views.

How Life Unfolds will run for at least five years (the time remaining in the Check-off program). The goal now is to keep the campaign fresh and compelling as it continues to extol the virtues of paper products in contemporary life. For more information, visit www.howlifeunfolds.com.

How Life Unfolds™A unique marketing campaign highlights paper’s important role in everyday life.

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On the road or in the offi ce, paper and paper-based packaging help us get the job

done. And that’s just one way they’re important to us. Discover how paper and

packaging are instrumental to how we work and how we live. HowLifeUnfolds.com

© 2015 Paper and Packaging Board. All Rights Reserved.

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very start. And that’s just one way they’re important to us. Discover how paper and

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PPB_150788_KINDER_AD_8X10.indd 1 8/25/15 2:46 PM

10 | Beyond Paper

by Ilene Wolff

Paper U

Growth in many sectors of the manufacturing industry happens increasingly through mergers and acquisitions.

If you want to add M&A to your growth strategy, Chris Astley, senior vice president and president, Advanced Airlaid Materials Business Unit at Glatfelter, a global supplier and leading manufacturer of specialty papers and fiber-based engineered materials headquartered in York, Pennsylvania, draws on his experience to offer advice. Astley played a key role in Glatfelter’s 2013 acquisition of Dresden Papier, in the buy of electrical papers maker SPO in 2014, and in investment in Dreamweaver, a company developing groundbreaking technology to support the fast-growing electrical papers market.

The first step is to decide on your goal. Is it to buy or merge with another company that’s synergistic with your business, one with similar customers,

markets, and manufacturing technology, or do you want to grow into a new market?

Then, make an X-Y graph and brainstorm. Plot potential targets in attractive markets that may be available on one axis and those that would fit your goals on the other. Your tier 1 targets are in the upper right, those that are both a good fit and in the most attractive markets.

Ask whether any of those targets are available and would be interested. Would a direct approach be best, and what form should the contact take? Phone call? Formal letter? Are there relationships between executives at the two companies? Leverage your network of investment bankers, lawyers, accountants, market experts, and other advisers who may have insight to share.

After much conversation, you may find the right fit, bringing two companies

into one. Assuming a deal is struck, now it’s time to smoothly combine the two corporate cultures. Astley says it’s important to know what the differences are between the companies, from dress code to how companywide decisions are made. Recognizing differences and similarities will help as you move toward blending two cultures and two ways of doing business. From there, determine which core values, policies, and procedures are non-negotiable. And, conversely, decide the issues where concessions can be made.

The insight and steps for strategizing that Astley shares—identifying your goals, brainstorming, using finesse, leveraging relationships, and knowing when to be flexible and when to hold the line—can be used by manufacturers in any sector to grow confidently through M&A and thrive once the deal is done.

PA ERP

LOOKING TO GROW YOUR COMPANY THROUGH M&A?Getting to a deal takes planning and finesse.

Show us your very own masterpiece! Do you have a paper or fiber-based engineered material project you are particularly proud of? An example of ingenuity, creativity, or great craftsmanship you’d like to see featured in an upcoming issue of Beyond Paper? If so, send a copy, including your name and contact information, to us at: Glatfelter’s “Use Me” | C/o The F.P. Horak Company | PO Box 925 | Bay City MI 48707-0925 | Or by email: paperinfo@glatfelter.com

Use Me

From a diaper change to a quick home cleanup, baby wipes provide many splendid conveniences and lots of unspoken comforts. Extra soft and extraordinarily gentle, airlaid baby wipes are crafted by fibers carried and formed to the structure of a nonwoven paper by air.

Raw, top-quality materials also play a big role in the supreme softness of these pre-moistened packaged pick-me-ups that remain strong and flexible, even when met with ice cream-covered faces or dried spaghetti sauce. The type of bonding agent used and its properties can similarly influence the surface feel of a wipe. From the materials to the manufacturing, every effort is made to ensure a delicate strength. Engineered with superior liquid distribution properties, baby wipes allow for tremendous cleansing performance and absorbency that can’t be recreated with lesser stand-ins.

Even the unique pattern on baby wipes can add to the overall softness and gentle touch. From the time our little ones are born, we rely on the wipes’ ability to clean, soothe, and refresh. Convenient and discreet, small, easy-to-carry containers of baby wipes go with us wherever we need them—from the car to the carry-on bag, the baby’s room to the daycare. And, because they’re made with ultra-thin materials, they are ultra-lightweight and highly flexible, allowing for thorough cleaning of even the trickiest nooks and crannies.

It’s easy to take for granted something as simple as a baby wipe, but from cleaning up the chocolate frosting after baby’s first birthday cake or coming to the rescue when a major spill happens in the backseat of the car on the way to the recital, these little comforts are there for us at some pretty pivotal life moments—whether or not we realize it at the time.

Beyond convenient, they have become a creature comfort for every situation.by Kathryn Will

Beyond Paper | 11

BABY WIPES: HOW DID WE EVER LIVE WITHOUT THEM?

Well Made!

12 | Beyond Paper

IMAGINATION COMES TO LIFE

“If you give a box of LEGOS® to a child, every day he will build something new,” says Aline Havard.

And so it is with composite fibers. “Like a toy, you can assemble the pieces that you want. At the end, you get something very interesting,” she says.

Whether it’s insulation to keep cryogenic vessels cool, packaging for optical lenses that will not scratch glass, face masks worn in hospital operating rooms, nicotine patches to help smokers quit smoking, or double-sided tape and dispersible wipes, Glatfelter’s composite fiber grades are everywhere.

“Just by changing a binder or some fibers, you have a completely new product,” says Havard. By listening to the needs of her customers and working with Glatfelter’s New Product Development Team, she helps identify completely new applications and business opportunities in addition to selling existing products.

“The only limit you have is your own imagination,” says Havard, and that is what makes her job so exciting.

NAME: Aline HavardJOB TITLE: Sales Manager, Industrial ProductsMILL LOCATION: Gernsbach, GermanyCOMPOSITE FIBERS ARE...all around you, even if you don’t see them.

Paper Working

by Laurie Hileman

“Paper [coffee and tea] filters do the most thorough job in removing particulates.…”~ Entrepreneur, Forbes, http://www.forbes.com/sites/thesba/2012/06/28/print-is-dead-not-so-fast/#247dfca65d32

“A print piece is a physical thing. Magazines and newspapers can stay in houses or offices for months or years, while Internet ads can disappear into cyber space instantaneously.”~ Entrepreneur, Forbes, http://www.forbes.com/sites/thesba/2012/06/28/print-is-dead-not-so-fast/#247dfca65d32

“…the best reading device is paper.”~ Michael S. Rosenwald, The Washington Post https://www.washingtonpost.com/local/in-the-age-of-amazon-used-bookstores-are-making-an-unlikely-comeback/2015

Look Who’s Talking

“From traditional and classic to bold and graphic, wallpaper is back in a big way.” ~ Melissa Macron, Contemporary Wallpaper Design Trends, HGTV

Beyond Paper | 13

“…wet tissues and wipes are considered to be one of the essential components of personal hygiene and care….” ~ “Global Wet Tissues and Wipes Market 2015-2019 - Price Wars & Growing Number of Private-label Brands,” PR Newswire

LAYERS OF LOVE

Mackenzie,Decorating the nursery together today was a joy, one that you cannot yet know. But you will, all in good time. As you prepare to become a mother, Mackenzie, I’m preparing to become a great-grandmother—an adventure you simply cannot understand yet in your youth.

In this precious time in your life, imagining what it will be like to hold your new little bundle, you couldn’t know that as I stood next to you today, sharing in the excitement with you and Tom as we carefully applied your hand-chosen wallpaper and began delicately transforming that plain old room into a nursery, I found myself remembering, too—back many moons ago, as your grandfather and I did the very same thing, preparing for the arrival of your father.

Your grandfather laughed at me. He thought putting wallpaper up was a waste of time, but he helped me anyway because that’s who he was. Oh, Mackenzie, I can still see the tiny, floppy-eared bunnies on the wallpaper that I picked out for your father’s nursery, over 40 years ago now! Where does time go?

Wallpapering a nursery inspires a grandmother to pen a reflective letter to her granddaughter.

by Jen Wainwright

14 | Beyond Paper

First-time mom to-be Mackenzie O’Deay applies wallpaper to her nursery with assistance from her grandma, Suzanne Roe, who will become a great-grandmother upon arrival of the new baby.

You couldn’t quite know today how I used to sit in that nursery for hours, staring at those little bunnies and the small tufts of grass sprinkled about, daydreaming of what it would be like to be someone’s mom. What a magical time you are experiencing right now! Hold tight to every hope and every dream you have for your new little one and your growing family. I can assure you that one day, you will remember this time fondly, just as I do now, looking back.

Mackenzie, do you know that Nana stopped by on the day your grandfather and I put up that little bunny wallpaper? Ever the feisty one, Nana was! (Surely, the stubborn streak that courses through our veins began with your great-great-grandmother herself, Mrs. Rose Lucille Ball!) I’m smiling as I write this, just thinking of her. You’ve got to remember that Nana wallpapered her first nursery in 1934 during the Great Depression—the nursery that would belong to your great- grandmother Sally Ann—and she didn’t take kindly to your grandfather’s jokes, especially about wallpaper.

“We had to save and scrimp,” she told your grandpa that day, her gnarled finger poking at his chest. “The last thing we

Always On My Mind

could afford at that time was wallpaper. But I told him that our firstborn deserved the best, and that’s what we provided! You ought to feel lucky that you can offer your firstborn the same!”

Oh, Nana, how I miss her. She and I were close the way you and I are, Mackenzie. In her age, she’d already experienced what was still ahead of me in my youth, and she was always willing to lend a wise word. Looking back now on what you are just beginning, I realize that what you simply cannot yet know is what I know now and what Nana knew before me.

One day, Mackenzie, the wallpaper we hung so carefully together today will come down. In its place will come new wallpaper, the fairy wishes or racecar dreams of your little 6-year-old, and then followed by the popstar décor that your 13-year-old must

have. And one day, you’ll find yourself putting up wallpaper in your guest bedroom, as your children are out of the house living the lives you prepared them to have. You cannot yet know these experiences, but you will, all in good time. And you cannot yet know how, with every change, you will both celebrate and welcome the new stage just as you grieve and say goodbye to the previous.

I’m writing you this letter now, Mackenzie, because as I watch you grow from the little girl with wide-eyed wonder and pigtails into the amazing woman I stood next to today in your nursery, I’m both struggling to let go and to let my heart soar over what will be.

And I want to share with you something that Nana told me on the day she helped me take down the little bunny wallpaper. “Loving a child will prove to be both the most beautiful experience of your life and the most bittersweet. You can’t have one without the other, but you’d never choose any other way.”I love you, Grandma Suzanne

Beyond Paper | 15

Grandmother and granddaughter hold a newspaper clipping from 1993 that depicts five generations of family members present at the time of Mackenzie O’Deay’s birth. Clockwise, from upper left, are Suzanne Roe; Sally Ann Stratz; Rose (Nana) Ball; Mackenzie O’Deay, and Mackenzie O’Deay’s father, James O’Deay II.

16 | Beyond Paper

Did You Know...?

According to the U.S. Bureau of Labor Statistics, between 1984 and 2012, manufacturing-related injuries decreased from 12 out of 100 workers to 4 out of 100 workers. Across many industries within the manufacturing sector, proactive safety awareness initiatives and training may be key to the decline.

A commitment to safety is certainly at the forefront for Glatfelter and its comprehensive worldwide vision. Jerry Burch, PhD, global environmental health and safety lead and Composite Fibers Business Unit product compliance manager at Glatfelter since 2006, with over a quarter-century of experience overseeing specialty papers safety issues, says the company’s objective is “Injury Free Every Day.”

Training is crucial, says Burch. “You give people the right understanding of what your expectations are, what they should do, and how they should behave,” he says.

Burch says safety-prompting posters and handouts and Internet classes are great tools to promote awareness of issues, but he emphasizes that Glatfelter’s training goes further. “During face-to-face meetings, you can recognize if the safety information is being taken in [by training participants]; you can ask questions and see if colleagues understand.” With this approach, on-site evaluation leads to collaboration.

One example of safety instruction is teaching managers to implement positive on-site discussions with employees who may

have creative ideas about production change. “I’ll say, ‘okay, explain what’s happening so that I can understand if that’s safe,’” Burch adds. And every day (9 a.m. local time, no matter the mill location) “Managing for Daily Improvement” meetings let line operators and managers discuss the previous day’s workplace situations, allowing employees to suggest ways to improve or to continue with already safe practices.

A specific safety concern in any manufacturing environment is related to the operation of forklifts: According to the Health and Safety Executive, a U.K. overseer of on-the-job safety matters, forklifts instigate the greatest number of work-related issues.

Glatfelter’s worldwide safety initiative for its forklifts is to buy new or update equipment to include back-end blue lights. “Now in addition to audible warning as the trucks back up, people can see this blue light coming toward them,” says Burch.

“Safety often comes across negatively,” Burch admits, but highlighting positives and enhancing full-company participation and engagement, no matter the facility or the manufacturing environment, advances everyone to better meet safety goals.

Jerry Burch is Glatfelter’s global environmental health and safety lead and Composite Fibers Business Unit (CFBU) product compliance manager. He works with safety and environment teams worldwide, helping to drive initiatives and improvement in performance. For CFBU, he ensures that all products meet compliance and legal requirements. Contact Jerry at +441594846418 or by emailing Jerry.burch@glatfelter.com  

The aim is injury free work for everyone, everywhere, every day. by Wendy J. Meyeroff

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