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