Customer service has always been paramount for Crane Consumables. In fact, the company was built on the mantra of always saying “yes” to the customer. Rod Crane, who had worked for NCR for more than 20 years and later the Honeywell-acquired Intermec, realized he could do more for the customer in his own business than working for others.

In 2007, Rod established Crane Consumables without a single machine or customer. Having run label divisions at large corporations, Rod identified opportunities for improvement and relied on his vast array of relationships to start the business.

“I always wanted to open up my own company, because big companies often lose sight of the customer,” explains Rod. “When the phone rings here, we’ll always answer it. And we know our customers so well that we’ll generally know why they’re calling. We’re that close with them.

“At other companies, I functioned in more of an executive role and dealt with executive issues,” he adds. “As a business owner, you’re dealing with a whole different set of challenges, and it took a while to get accustomed to that. At a big corporation you’re a cog in a wheel. Here, if you don’t show up for work and don’t do your job, the company is not going to be here.” 

Crane Consumables originated with three employees and a motto of being honest and taking care of people. Their dedication to customer service served the company well, as many of the early customers are still with Crane.

“Most of the customers that we had starting out in 2007 are customers we still have today, and they’re pillars of our business,” states Rod. “Many of the people that we’ve hired along the way are still here, too. If you have a culture of taking care of your people and the customers you have, generally you can be successful.

“We don’t ever take anything for granted here,” adds Rod. “You start every day with nothing, and you have to start every day with a certain attitude. There’s no guarantee in anything you do.”

Referrals played a big part in Crane Consumables’ growth trajectory, as the business experienced a mushroom effect. One customer would tell another, who would tell several more. With one Rotoflex machine and 2,500 square feet of space, the company soon started adding equipment and growing out of buildings. Rod also received good fortune when his son, Robert, decided to join the business after graduating from the University of Dayton. 

Robert’s work with the business stemmed from summers during college, when he functioned in various roles such as rewinding or fanfolding. “After college, I came in for the summer while I was looking for a job, and at that point I decided that this was the job I wanted,” recalls Robert. “In the back I had done a lot of jobs. I could run presses, fork lift, wrap. I did everything except invoice. After college I came on full time and started working in sales.”

Robert has been instrumental in the company’s growth. “To me,  this path made sense, and we were much smaller than we are today,” comments Robert. “I don’t think either of us thought the business would be as big as it is, and it has been exciting to see the impact that you make every day. The decisions you make have a ripple effect two years from now. Because we are a smaller company, we are instrumental in people’s lives. You can actually make a difference in someone’s life.”

Today, Crane Consumables boasts a roster of nearly 70 employees and occupies two buildings in Middletown, OH. The second location, near the Middletown headquarters, became operational in July 2024. The company, which only works with resellers through distribution, services a wide range of markets, including logistics, warehousing, e-commerce, medical, and food. Its main space is variable information (VI). The leadership team consists of Rod, owner, and Robert, vice president. Plus, Andrew Gerber serves as director of operations, and Sharon Drewry is the human resources manager.

Culture has been a key pillar of Crane Consumables’ success. Rod instilled that vision early in 2007 upon starting the business. For example, the leadership team provides lunch for everyone on Fridays, which is a tradition that has taken place since week one. “Once a quarter, we do a company event, whether it’s going to a baseball game, bowling or golf outings, and company picnics,” states Robert. “We want to build that camaraderie amongst everyone.” 

The leadership team has also fostered a transparent atmosphere. “We’re very open with our team, and we don’t hide information,” adds Robert. “We want people to be informed as to who our customers are, who’s coming into the building, and why they’re coming in. We let them know about everything going on with the company and with the economy, as well as the industry as a whole. We make our team feel like they’re part of the process because they are part of the process. The closer knit we are and the better relationships we have, the more efficient the operation runs and the more we trust each other.”

The Cranes are also willing to help on the shop floor when the need arises. “We’re very focused and connected to our employees,” says Robert. “Everyone that works out there knows us personally and sees us on the forklifts and packing boxes, so they know we have a vested interest in their success.”

Part of Crane Consumables’ journey has been partnerships with multiple industry suppliers. UPM Raflatac played a large role in Rod’s early success. Currently, Crane works with a wide range of partners, from UPM Raflatac to Avery Dennison and Green Bay Packaging. Wilson Manufacturing has also been a reliable tooling supplier.

Crane Consumables has served as a strong proponent of the label and package printing industry. The company has been actively involved in TLMI, with Robert serving on the association’s
Workforce Committee.

“It makes sense to get involved because we’re all in this industry together,” remarks Robert. “The industry is big enough where there’s a piece of the pie for everyone. I also think there are some practices we do here that others could benefit from. We can create a better opportunity for other workers, companies, and we want to make a difference.”

Innovators in Automation

Crane Consumables has never shied away from investing in new technology. Nearly all of Crane’s production lines are equipped with an advanced level of automation. Crane has teamed with several key equipment partners, including ABG, Aztech Converting Systems, Martin Automatic, and Mark Andy’s Rotoflex. The equipment setup has been pivotal in driving efficiency of the company.

“This equipment have been instrumental in our efficiency growth,” says Robert. “There’s no way we could do the volume we do today with nearly 70 people if we didn’t have that automation in our shop.”

Crane Consumables boasts a very small employee turnover. However, automation allows the workforce in place to do more with less. 

“Because of the workforce challenges and forces of the economy, you’re required to be automated,” notes Robert. “The Martin Automatic butt splicers, ABG turrets, and the trim waste systems we have in place have increased our efficiency by nearly double, in terms of what we’re able to produce. We have turrets on all but two machines, and then those two machines feed another turret. There’s a lot of automation here, and we’re continuing to look at additional automation when it comes to the back of the line – palletizing and boxing the product. We have to continue to innovate because if you’re not growing, you’re getting smaller.

“ABG and Martin Automatic have been great partners for us,” continues Robert. “I like Aztech, too, because they’re very easy to work with. Aztech will ensure you get the right equipment to match
your needs.”

“We still have the original Rotoflex machine from when we started the company, and we still run it,” adds Rod. “If you take care of the machines, they’ll last forever. Rotoflex makes great machines, and we’ve done a lot to them as our world has changed.”

Even though the equipment comes at a large expense, the Cranes note an undeniable ROI. The company tracks its efficiency on a daily basis, and automation has generated a very favorable productivity per person metric. 

Investing in Sustainability

As part of Crane Consumables’ dedication to culture, sustainability has always been at the forefront of the company’s operations. Crane has emphasized the importance of sustainability early on in its journey.

“Sustainability makes sense,” states Robert. “The first thing we did when we bought this building was add 2,500 square feet to build our bale room to recycle our waste because we didn’t want to throw it away in the dumpster. We try to do what makes sense and what’s right. It’s not always the fastest, easiest, or cheapest way, but there is a lot of buy-in from the people who work here.”

The leadership team has undertaken numerous initiatives to ensure that the company is a responsible steward of the environment. The converter also proudly recycles over 95% of its paper waste, while all cardboard is reused or recycled. Additionally, Crane Consumables has converted to all LED lights, which are 90% more efficient, in
its warehouse. 

Managing water waste has been another area of focus. The company added a dedicated anilox cleaner that features a filtered water recycling system. Crane Consumables estimates water savings of 8,625
gallons annually.

There have been multiple other efforts, as well. Crane Consumables has installed a new air compressor that brings about a 90% improvement in efficiency compared to the old compressor. In 2024, Crane implemented the FlowLogic Water Management System, which is designed to detect water flow of more than 28 fluid ounces for more than two continuous hours.

For its emphasis on sustainability, Crane Consumables won the 2024 Calvin Frost Sustainability Leadership Award in the Trailhead category. The “Frosties” recognize the accomplishments of TLMI member companies in building a more sustainable future.

“This has been a career-long effort and has been part of everything we do,” explains Rod. “It’s part of our culture. We don’t want to make a negative impact on the environment. We want to do it the right way.”

“This award is so important to us because everyone here puts a lot of effort into our sustainability initiatives, and we wanted their efforts to be recognized,” adds Robert.

Embracing the future

Part of Crane Consumables’ continued success has been the company’s willingness to adapt to new technologies and trends. Just like the converter was quick to invest in automation, Crane Consumables is already charting a course for the future. Among the key focus areas will be artificial intelligence, software, and data, to name a few. 

The use of new technologies will help Crane Consumables better service its customers in the future while allowing the company to remain efficient.

“We want to give our customers the ability to do more with our systems,” explains Rod. “The more information we can use will help us get closer to our customers. The goal is to know what they’re going to do before they do. I think we have a lot of opportunities – with better inventory planning, easing the customer ordering process, and overall making it easier to do business with us.”

Robert continually challenges his sales team to make use of the newest technologies available. That familiarity will make it easier to adapt when these processes become commonplace in the future.

“I challenge our sales people to use AI, and I always ask them about how they used it this week,” says Robert. “We want our company to be on the cutting edge of emerging technologies.”

According to the Cranes, AI has the potential to provide more information and resources without a large company roster. This technology can help “level the playing field” when compared to large, multinational corporations. 

“Our team talks about some of these giant companies that are getting bigger and bigger, where they might have 50 graphic designers versus one or two,” explains Robert. “All of the sudden, one graphic designer can do everything those 50 designers can do without the overhead and added cost. I think it’s going to produce a leveling effect in our industry. Whoever is best able to use the technology will get ahead, and that’s not necessarily the biggest company.

“I want our team to get comfortable with AI, because if you’re not embracing new technology, you’ll get left behind,” adds Robert. “A lot of our team is young, and that’s an advantage we have. No one is stuck in their ways. They’re willing to adapt and try something new, and they’re willing to suggest it, too. And we try to foster that culture.”

Identifying new technologies and the growth of this dynamic industry has generated a lot of excitement for Rod, especially as he and his management team keep Crane Consumables on the leading edge of the label and package printing industry.

“That’s the fun part of owning a company and starting it from nothing – you see it start to grow and create new opportunities, and you see people grow and develop,” says Rod. “Big companies can be stuck in their ways and structure – you’re a cog in the wheel. That’s not the case here. You see people progress and change, and that’s the fun part about this job every day. And we have a long way to go, but we have so many opportunities ahead of us.”