299 | Supply Chain Issues, Paper Shortages & What to Expect Going Forward with Ronnie Williams, DeFrance Printing

Supply chain issues, paper shortages, production problems, shipping delays, and increased labor costs; these are just some of the issues that our community of product-based business owners have faced over the last few years.

The problems extend well beyond our community of makers in that they also affect our manufacturing partners, suppliers, and vendors that we work with.

Today, Ronnie Williams from DeFrance Printing is back on the podcast to share his insights. He and I chatted back in 2018 on episode 60 of Proof to Product about how to save money on printing costs and today he's back to give us an update on paper shortages, shifts in the printing industry, and what we can expect going forward.

Today's episode is brought to you by our Is Wholesale Right for You audio series! This free 12-part audio series will help you decide whether wholesale is a good next step for your specific business.

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have the confidence and action steps to get started with wholesale. Sign up for the private podcast today!

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Improving Services, Features, and Quality for Print Products

Since we last chatted with Ronnie back in 2018, some big changes have happened for DeFrance Printing. Prior to the pandemic, Ronnie’s dad, who had run the company for over 40 years decided to retire! Ronnie took over with his brother being the production manager—this meant a lot of internal changes.

Along with these changes, they also invested in new equipment: an Indigo, a Xante for full-color envelope variable data, and a Kluge for foil stamping.

These investments in new equipment created opportunities for their customers that weren’t an option in the past.

From smaller order quantities to full color, high-end, matte prints, the Indigo press has created an affordable option for any business size, creating flexibility they didn’t have before. For example, printing the minimum quantity of 250 that most printing presses require of one SKU feels really risky for a new business, yet with the Indigo, they have the flexibility to work around that.

Not only is this amazing for the greeting card world, but it’s also wonderful for marketing as a whole through boxes, marketing collateral, and packaging. You can even personalize direct mail with the Xante’s variable data.

DeFrance Printing has worked really hard to expand their product line with specialty products and expand some of the full-color printing too!

They now offer pouches, pens, battery banks, backpacks, hats, and clothing! Each product quantity minimum is varied based on the product type. DeFrance is working to create endless opportunities for its customers.

Supply Chain Issues and Paper Shortages

We were all impacted by the pandemic, so it’s no surprise that we’re still feeling the effects of what happened in the greeting card and paper industry. It’s actually across the entire manufacturing industry that we’re seeing supply chain issues.

The reality is that when the pandemic hit, paper companies felt that the paper demand would shrink, therefore, they shifted to other products during this time (like toilet paper). Then they didn’t shift back fast enough.

From 2020 to 2021, we saw paper running out everywhere. In 2022, we continued to see shortages with no information on when it would be back in stock. In his 20-plus years in the industry, Ronnie has never seen anything close to the challenges we’ve faced over the last three years.

Thankfully we’ve seen improvements in 2023, yet it’s still not back to pre-pandemic standards. Printing companies like DeFrance have to plan far in advance and order supplies to hold in stock.

Some of the challenges they’re seeing right now and anticipate in the future include:

Shortages in specialty papers: French Paper, Neenah Paper, and Keaykolour. If you work with specialty papers like these, you need to consider planning further in advance!
Quality of paper: Many mills are trying to get the paper out as fast as they can, which creates inconsistencies in color and finish.
Print quality: When paper isn’t consistent, neither is your print quality.
Shortages in recycled paper: With the shortage of paper recycled in 2020, there is not enough to be produced, so mills are no longer offering what they once did.
Price increases

Being a Sustainable Paper Brand through Paper Shortages

Many of Ronnie’s customers want to build sustainable brands, therefore with a shortage of recycled paper, they’re struggling to stay true to that concept due to lack of availability or pricing. This doesn’t mean that you can’t get these recycled products, but it does mean that you’ll hit bumps in having inventory available.

As a professional in the paper industry, Ronnie wants to highlight that if you’re buying paper that is FSC certified (which is nearly 100% of paper in the US), you’re getting paper that is planted, grown, and treated like crops. You’re not buying from trees cut down in the wild. This can give you the confidence that you’re getting something that is not bad for the environment.

quote graphic from Ronnie explaining that FSC paper is planted, grown, and treated like crops and therefore not bad for the environment.

Each of the challenges we face in supply chain issues, paper shortages, and price increases affects each of our bottom lines—from a manufacturer like DeFrance Printing to your wholesale business.

If you’ve felt the impacts of these changes on your own brand, it may be time to look at your pricing.

Collaborating with Printers and Manufacturers

Throughout my time chatting with Ronnie and seeing how he engages with his customers, I can see how much he values the brands he works with. Through solid communication, thoughtful collaboration, and the care he puts into getting the right product and price, it’s obvious that he believes in pouring into every relationship he builds.

As their business has started pivoting over the last year towards the offerings they had pre-pandemic, DeFrance Printing has started reviving their fulfillment service by printing, sleeving, stickering, and bulk boxing large orders for big brands like TJ Maxx and Barnes and Noble (typically with a 500 quantity minimum).

If you’re interested in collaborating with DeFrance Printing, make sure you check out their website or give them a call at (619) 474-8626.

quick links:

Here’s a recap of links shared in this episode:

Today's episode is brought to you by our Is Wholesale Right for You audio series! This free 12-part audio series will help you decide whether wholesale is a good next step for your specific business.

After listening to this audio series, you'll know whether you want to pursue wholesale for your product business and you'll have the confidence and action steps to get started with wholesale. Sign up for the private podcast today!

download the free audio series

Download These Quotables to Save and Share

MEET RONNIE

I am a father of 2, husband and 3rd generation printer.

Growing up in the printing industry I became fascinated with the smell, the noise and the concept of making something. My grandfather begin printing in the late 1930’s, followed by my father in the early 70’s and I was a fixture in the shop by the age of 5.

Those experiences provide me an understanding of print most people do not have. An expertise in both the process and the outcome. Print can increase sales, print can drive growth but only when used correctly. This is where I can help.

CONNECT WITH RONNIE

WEBSITE: defranceprinting.com | INSTAGRAM: @defranceprint | FACEBOOK: @DeFrancePrint

Connect with Katie Hunt

Katie Hunt is a business strategist, podcaster, mentor and mama to four. She helps product based businesses build profitable, sustainable companies through her conferences, courses and coaching programs.

Website: prooftoproduct.com | Instagram: @prooftoproduct