Widera Entrepreneurs (CONT’D FROM PAGE 40)
Because WTC is a sheet plant, it does not have a cor- rugator and buys 100 percent of its recycled sheets from suppliers in the El Paso market. It has a loyal, long and mutually rewarding relationship with Georgia Pacific Corp. in Santa Teresa, NM. Most WTC customers are within a 150-mile radius of El Paso, which extends west into New Mexico and Mexico. Small Versus Big Businesses The Wideras have identified several benefits of work- ing with WTC, a diverse small entrepreneurial enterprise: • Strong personal customer relationship focus on the freedom of initiative. • Passion to take risks and challenges. • Create changes by interacting to develop solutions with fast decisions and quick actions. • Driven by “Fear of Failure.” It provides extra energy. • Agility with responsiveness because of personal com- mitment. • Obsession for independence. • Wearing a lot of hats (responsibilities) allows more yen for interdependent assessments. • Less restraints from controlled formal structure. Profitability Trends Upward • Speed to market (JIT) due to flexibility. • Lower operating costs in market niches. Not surprisingly, with its core values, WTC has seen an increase in both production and profitability in each of the last three years. Price increases, inflation, E-commerce, talent and numerous other factors affected its indepen- dent producer’s paper-based packaging performance. Part of WTC’s growth has come from the fact it has al- ways been a one-shift shop. “Our executive team didn’t have quite the capacity to support two full shifts like in our other facilities,” says Nick. “The company has added a
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swing shift on a few very busy machines. The swing shifts have allowed us to improve lead times while maintaining the high quality our customers have come to expect from us.” To that end WTC is the only independent converter that is ISO-9001 quality certified. In the last four to five years,
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September 19, 2022
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