How Atlantic Packaging Built an 80-Year Legacy of Innovation | Rusty Carter, Bill Balkcum, & Wes Carter

Recorded live on stage at Atlantic Packaging's National Sales Meeting, this special episode traces Atlantic Packaging's remarkable 80-year journey from a small-town North Carolina newspaper to a billion-dollar, family-owned leader in sustainable packaging. Host Cory Connors sits down with CEO Rusty Carter, VP Bill Balkcum, and President Wes Carter to unpack the company's origin story, its evolution into packaging, the sales-driven culture that has defined it for decades, and the values the family hopes will carry the business into its next generation. Key Topics Discussed: Rusty Carter's roots in the newspaper business at the Tabor City Tribune, and the "band of brothers" who shaped his early view of hard work and loyalty The company's gradual migration from newspapers and office supplies into industrial and institutional distribution Bill Balkcum's early career at Dillard Paper Company and his first encounters with Rusty as a competitor The 1980 move to Wilmington, the acquisition of Crown Box, and Atlantic's pivotal shift toward packaging The rise of stretch film, garment film, and linear low-density film in the 1980s packaging boom Competing against industry giant Dillard Paper Company and using innovation and differentiation to win business Building a value-added business through die cutting, converting, and printing capabilities The transformational 1999 Henley acquisition and its role in creating a true regional and eventually national footprint Why Atlantic has remained a sales-driven organization, with leadership staying close to customers What Rusty Carter is most proud of: the people, the culture, and passing the torch to the next generation The core values guiding Atlantic's future: integrity, honesty, gratitude, and environmental responsibility Chapters:   00:24 Introduction and Legacy of Atlantic Packaging 01:07 Introduction to the Sustainable Packaging Podcast 02:10 Early Days in the Newspaper Business 08:15 Transition to Atlantic Packaging 12:04 Competing in the Packaging Industry 18:21 The Move to Wilmington and Crown Box Acquisition 25:07 Evolution of Packaging and Automation 32:10 Differentiation in the Packaging Market 36:16 The Evolution of Leadership and Sales Culture 43:22 Transformational Acquisitions: The Henley Impact 48:23 Investing in Value-Added Services 59:50 Pride in Legacy and Culture 01:03:23 Core Values for Future Generations Resources Mentioned: Atlantic Packaging History Contact: Listeners interested in learning more about Atlantic Packaging can visit atlanticpackaging.com. Wes Carter - LinkedIn Atlantic Packaging - LinkedIn Atlantic Packaging - Linktree Closing Thoughts: Rusty and Bill reflect on eight decades of risk-taking, relationships, and reinvention, from hot-type newspaper tables to a national packaging powerhouse, and share why culture, not just growth, is the legacy they're most proud of building. Support our Sponsors  Learn more here: - 3M - Specright - FOREST-PKG Thank you for tuning in to Sustainable Packaging with Cory Connors! https://anewearthproject.com/collections/new-earth-approved Connect with Cory Connect with Cory on LinkedIn here:  https://www.linkedin.com/in/cory-connors/ I'm here to help you make your packaging more sustainable! Reach out today and I'll get back to you asap.  This podcast is an independent production and the podcast production is an original work of the author. All rights of ownership and reproduction are retained—copyright 2022.