President's Column - June 2026
Hello Members and Industry Friends,
A few months ago, I wrote about the questions we should be asking ourselves as an association: how do we continue to bring value in today’s world? The answer we kept coming back to was education. But that answer naturally leads to another important question, what form should that education take, and how is it best delivered and consumed today?
For many years, the IADD relied on chapter meetings to bring education to local audiences. These gatherings were an opportunity to share best practices, introduce new products and exchange ideas. They served an important purpose and helped build a strong sense of community. But there is no denying that the landscape has changed. Today, much of that same information is readily available online. Whether it’s a quick “how-to” video or a direct question answered in seconds, people have access to knowledge in ways that simply didn’t exist before.
At the same time, participation in traditional in-person events has declined. There are many valid reasons for this. Resources are stretched thin, and many professionals are wearing multiple hats within their organizations. Time away from the business is harder to justify. Shop floors are facing staffing challenges, and high turnover makes it more difficult for employers to invest in sending employees to training or conferences. These are not excuses, they are real-world constraints that we all recognize.
And yet, despite these challenges, we are beginning to see a shift back in a different direction.
In my previous column, I mentioned that the IADD has started hosting what we call “101 workshops.” These are hands-on, entry-level sessions designed to introduce participants to the fundamentals of our industry. They are not intended to replace formal training, nor are they meant to produce experts. Instead, they offer something equally valuable: exposure.
Participants have the opportunity to get their hands on the tools, see processes up close and gain a basic understanding of diemaking or machine setup. The time is limited, and the expectations are realistic. But what these workshops provide is a feel for the work and, perhaps most importantly, the opening of a door.
Since writing that last column, I’ve had the chance to participate in several of these foundational events, both through the IADD and through my day-to-day role with an OEM equipment manufacturer. Training is a key part of what we offer: machine training, mechanical instruction, electrical courses, operator development. But even with a robust training portfolio, we identified a gap. Where do people go to learn the basics? Not the specifics of a machine or a process, but the broader picture of converting as an industry?
That gap is exactly what 101-level training helps to fill.
On the association side, we recently partnered with a leading packaging university to host a group of 40 students at a converting facility. These students are studying to enter our industry, but many of them have never actually seen what that looks like in practice. We began the visit by asking what each of them were studying and what their plan was after school. It was not asked using these words but the question was, what do you want to be when you grow up?
Which by the way made me feel quite old, as I was the one asking as someone with almost 30 years at my company. It made me realize I’m closer to retirement than to entering the working world. Unfortunately, it’s not close enough though!
Many were studying graphic arts, but even within that discipline, the possibilities are many: creative design, marketing, manufacturing, operations, management and more. Spending a day inside a working facility allowed them to connect those possibilities to something tangible. It wasn’t an internship or a long-term commitment. It was simply a glimpse, but sometimes that’s all it takes to confirm a path or spark new interest.
We’ve seen a similar response within our own organization. We recently launched a three-part foundational training series focused on the basics of converting. This is not machine-specific training, nor is it aimed solely at new hires. In fact, many participants are experienced professionals who have moved into new roles and want to broaden their understanding.
Consider someone who has spent 20 years in printing and is now stepping into a position that overlaps with converting. They don’t necessarily need to relearn their core expertise, but they do need context. They need to understand how the pieces fit together. That kind of knowledge builds confidence, improves communication and ultimately strengthens the organization as a whole.
Whether we are talking about 101 workshops for newcomers, facility visits for students or foundational programs for experienced professionals, the message is clear: the need for education is not going away. But it is evolving.
As an industry and as an association, we have an opportunity, and even a responsibility, to meet that need. Entry-level and foundational training are not just nice-to-have offerings. They are essential to building our future workforce, supporting our current teams and ensuring the continued growth of our companies.
Education has always been at the core of what we do. Today, it’s not just about delivering information, it’s about creating meaningful experiences that inform, inspire and connect.
It’s what our workforce needs, what our companies benefit from and our association was built upon.
And sometimes, the best place to start is at the beginning.
Thank you and all the best,
Rob has 27 years of experience at Bobst, one of the world’s leading suppliers of substrate processing, printing and converting equipment and services for the label, flexible packaging, folding carton and corrugated board industries. He currently serves as Tooling Director.
Rob is based in Switzerland, with his wife Monica and their children, Leo and Manuela. His older son, Khai is engaged and remains living in New Jersey. Rob enjoys camping and cooking as well as being a full time chauffer to hockey and swimming practices.
He is proof that being one of those “take it apart and see how it works” kind of guys can lead you to a wonderful career, meeting new people and experiencing the world.
The President's Column appears in The Cutting Edge, the IADD's monthly magazine.
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