Over the past 90 years, Avery Dennison has been a pillar of the label and package printing community. The journey began with Stan Avery in 1935, and Avery Dennison has enjoyed numerous milestones in that time frame. The company’s success has been boosted by its team members and their commitment to innovation.

To learn more about Avery Dennison’s rich past and bright future, L&NW talks to Tina Hart, vice president of sales and service.

L&NW: Welcome, Tina. It’s an honor to speak with Avery Dennison during such a historic milestone. Ninety years is an incredible legacy in any industry. What does this anniversary mean for the company and for the industry as a whole?

TH: Thank you, it’s a pleasure to be here. This 90th anniversary is a moment of immense pride for our entire organization. It’s a chance to reflect on the legacy of our founder, Stan Avery, who invented the world’s first self-adhesive label in 1935. That single invention not only created our company but fundamentally gave birth to the pressure sensitive label industry as we know it. For us, this anniversary isn’t just about celebrating our past; it’s about honoring the spirit of innovation and the values that have guided us for nine decades and will continue to propel us forward.

L&NW: That’s a powerful statement. Speaking of values, a company’s longevity often correlates with the loyalty and experience of its people. What can you tell us about the tenure of your teams and why that’s a competitive advantage?

TH: Our teams are truly the heart of our success, and their tenure is something we’re incredibly proud of. We have commercial team members who have been with us for an impressive 44 years, while the average tenure on my sales and technical team is around 20 years. I’m proud to have an exceptional number of team members, in both our technical and commercial roles, who have been with us for decades. This deep bench of experience means that when a customer or a partner calls us with a problem, they’re not just speaking to a representative—they’re connecting with a seasoned expert who has likely seen that challenge before and has the institutional knowledge to solve it. This stability and collective expertise allow us to build long-term relationships and provide a level of service that is unmatched in the industry. It’s a direct reflection of our company culture and our commitment to our people.

L&NW: That kind of expertise must be invaluable for your converters, especially label converters navigating a rapidly changing market. How does Avery Dennison’s technical support and service model translate that deep knowledge into tangible benefits for them?

TH: It’s absolutely critical, especially with the introduction of new materials and technologies like RFID. Our service model is built on partnership. We go beyond traditional service consultants and sales representatives by offering a comprehensive support system tailored to our customers’ needs.

Our dedicated Application Consultants work closely with customers to recommend the right products and address technical details. For more hands-on support, our Regional Technical Managers collaborate directly with converters on their factory floors, providing expertise in troubleshooting, press operations, material behavior, converting challenges, and assisting our customers in resolving issues within their customer’s processes.

When standard solutions fall short, our technical leaders step in to design custom-engineered solutions that meet unique requirements. This proactive, consultative approach helps our partners ramp up quickly, reduce waste, and achieve the highest quality results.

We view ourselves as an extension of our customers’ teams, working alongside them to tackle even their most complex challenges and help them deliver exceptional results for their clients.

L&NW: And are there specific programs or services that you’ve developed to make that support more accessible or tailored to a converter’s needs?

TH: Yes, absolutely. We’ve designed a range of programs and services to streamline and enhance our support. For example, our Exact and Ready Width services help converters minimize waste and optimize inventory management. Meanwhile, our Sampling program allows converters to confidently select the perfect material for their needs, offering a risk-free way to test and validate label performance before committing to full production.

On the technical front, we provide access to our world-class facilities, including the Global Client Services Laboratory and the Mentor Innovation Center. These labs offer innovation support, prototyping, as well as performance and certification testing, empowering customers to tackle complex challenges and explore new opportunities in labeling and packaging.

Each of these programs is driven by a singular goal: to equip our customers with the tools, expertise, and resources they need to succeed in an increasingly competitive market.

L&NW: As the industry continues to embrace digital transformation, how has Avery Dennison invested in digital tools to support your customers while maintaining that personal, human touch? 

TH: Great question. Digital transformation has been a key focus for us, but we’ve approached it in a way that complements, rather than replaces, the personal relationships we’ve built with our customers. For example, we’ve developed My Avery Dennison, a digital platform that gives our customers 24/7 access to tools and resources like product specifications, order tracking, and inventory management. This ensures they can get the information they need, when they need it, without delay. 

At the same time, we’ve invested in virtual consultation and training tools that allow our technical experts to connect directly with converters, no matter where they’re located. Whether it’s a video call to troubleshoot an issue in real time or an online webinar to introduce new materials, our goal is to bring the same level of personal care and expertise to the digital space. By combining cutting-edge technology with our hands-on support model, we’re able to provide faster, more efficient service without losing the human connection that sets us apart.

L&NW: That’s a powerful combination of experience and proactive support. Congratulations again on 90 years. We look forward to seeing what Avery Dennison and your partners achieve in the years to come.

TH: Thank you. We’re very excited for the next chapter. Over the past 90 years, we’ve built a strong foundation of innovation, collaboration, and commitment to excellence. As we move forward, we’re focused on driving even greater advancements in our industry, strengthening our partnerships, and continuing to deliver value to our customers and communities. The future is full of possibilities, and we’re eager to embrace new challenges and opportunities that lie ahead.