Copy paper may be a familiar category, but the conversations do not always have to come down to price.

David Fusina, Channel Development Manager at Double A, joins Charles McLaughlin to discuss where premium paper can create new opportunities for distributors across legal, healthcare, education, and other vertical markets.

David shares how changes in the paper market are creating a role for premium imported paper and where quality can make a noticeable difference for customers. He also explores Double A's sustainability story, from its Paper-Tree program and partnerships with farmers in Thailand to rainwater collection and biomass energy.

The conversation also looks at how distributors can build a stronger value story around paper by connecting product quality, sustainability, and application to the needs of each customer.

For distributors looking to differentiate in a traditionally price-driven category, this episode offers a fresh look at finding more opportunity in something as familiar as copy paper.

• (00:00:00) - Introduction and Guest Background
• (00:01:25) - AA's US Team Growth and Sales Expansion
• (00:02:18) - US Paper Market Trends and Import Mills
• (00:05:41) - Where Premium Paper Wins: Law Firms and Healthcare
• (00:08:28) - Brand Extension and Vertical Market Opportunities
• (00:10:13) - Education Market and Cursive Writing Trends
• (00:13:22) - Educating Customers and Distributor Partnerships
• (00:15:01) - Sustainability Story: The Paper Tree and Mill Practices
• (00:18:31) - Unique Tree Variety as Competitive Advantage
• (00:20:04) - Simplifying Complexity: Supply Chain and SKU Strategy
• (00:22:22) - Expanding SKUs and Future Product Plans
• (00:24:36) - Closing Thoughts and Call to Action

Your next growth category may already be inside the account.

Alex Gordon of The Highlands Group joins host Adam Fox to explore how distributors can grow existing customer relationships by expanding into adjacent categories like JanSan, Food Service, MRO, and Breakroom.

As traditional category lines continue to blur, Alex discusses why distributors should take a closer look at what their customers are buyinig beyond thier core business. The same decision-makers purchasing office supplies may also influence facilities, maintenance, breakroom, and other areas, creating opportunities to capture more of the account.

But expanding into a new category does not mean becoming an expert overnight. Alex shares how distributors can lean on manufacturers and rep agencies for product knowledge, training, and ride-alongs while building the confidence to have more consultative, solution-focused conversations with customers.

The conversation also explores opportunities in food service and breakroom, the continued relevance of open-brew coffee, and how The Highlands Group is using data, analytics, and AI to identify trends and support more productive sales conversations.

For distributors looking for their next growth opportunity, this conversation offers a simple place to start: understand what else your customers are buying and who can help you win the business.

• (00:00:00) - Introduction to Highlands Group and Rep Agencies
• (00:01:13) - Blurring Channel Lines in OP Landscape
• (00:02:34) - Opportunities in Food Service and MRO
• (00:04:14) - Overcoming Obstacles in Jansan Sales
• (00:05:26) - Training and Solution Selling Approach
• (00:05:43) - Break Room Opportunities and Cross-Selling
• (00:07:04) - Coffee Trends: Single Serve vs Open Brew
• (00:09:45) - Coffee Serving Sizes and Strength
• (00:10:30) - Simplifying Complexity with Data and Analytics
• (00:12:13) - Closing Thoughts

How can distributors compete in away-from-home tissue beyond brand name and price? Zach Meyers, Senior Director of Sales, National Accounts at Solaris, explores how product quality, market-based pricing, reliable supply, and hands-on filed support can help dealers build a stronger value story.

With current supply constraints surrounding TAD technology, Zach discusses the opportunity to help customers look beyond familiar specifications and consider what actually matters for their applications. He breaks down key product characteristics, including brightness, softness, strength, and appearance, and how these attributes can help distributors offer quality alternatives at an accessible proce point.

The conversations also explores how tissue needs vary across hospitality, healthcare, multifamily, and other vertical markets, aliong with the importance of connecting product selection to the customer experience.

Zach highlights how Solaris field representatives work alongside SPR and dealer sales teams to communicate the product store, provide local support, and help dealers grow their away-from-home tissue business.

• (00:00:05) - Distribution Unpacked
• (00:00:51) - Market Trends in Tissue
• (00:02:16) - TAD Demand Soars
• (00:03:16) - Vertical markets within the distribution channel
• (00:04:28) - Solaris Fibre
• (00:05:47) - Solaris Distributor Q&A
• (00:07:01) - Zachary on Talking