At the end of September, Craig is leading a team to PACK EXPO Las Vegas. We wanted to make sure you all had a chance to get to know him before he sets off!
Craig Hatfield joined Bryce Corporation in 1993, and in October of 2014, we were excited to welcome him to the Cyber Graphics team as our Director of Sales. His experience ranges all the way from working on-site with customers to managing the Customer Service department, and now, he is heading all of our sales efforts nationwide. In a few weeks, Craig will be heading to Las Vegas to attend the PACK EXPO tradeshow, and we wanted to make sure that you all have a chance to meet him before he hits the road.
I actually have two: first, I am an Eagle Scout and have been since 1979. Second, I love to cook! Especially grilling. It's something I truly enjoy.
Tell us about yourself.
I like to play golf, watch college football, and spend time with my family. I have a son that’s a senior in college and a daughter that’s a senior in high school. I’m a pretty laid back guy- I try to not get uptight about too much.
Tell us about your role at Cyber.
I’ve been in the packaging industry since 1986, so it’s been a long time. When I was asked to come join Cyber, I was excited to help the company change how we look at things. We want to become a sales-driven company and we’d like to double the size of Cyber. I’m focusing on expanding the Cyber sales force by some hiring new folks and managing and leading our existing sales team.
What is your favorite part of your job?
The people. Not just here at Cyber, but in the industry. I have a lot of experience in other fields, but the people I’ve met and deal with in packaging create a fun environment. The people are definitely what make it so great.
What sets Cyber apart from the competition?
Cyber is very unique because we have a plethora of printer knowledge. We approach things not only from the design or graphic perspective, but from the printing perspective. We help our customers mold their files so that they can be optimally replicated on a press. We have over forty years of experience with printers just in this building, and that’s a value that I think sets us apart from the competition. We also have great equipment- we’re the beta sight for lots of equipment, and we’re on the cutting edge of technology. When you marry the print advantage with the expansive knowledge that’s here and having the best equipment at your fingertips, you get something you can’t find anywhere else. And it’s all topped off with the commitment of all of the people and employees here.
Tell us about your plans for PACK EXPO.
This is our first time to exhibit there, so we’re really aiming to connect with the market there and show them where we excel. Our strategy is to show that we have access to every plate type for flexible packaging that exists. To me, that’s a great advantage needs to be shared. Our In-The-Round media is as good as it gets- we can now offer a lot more value than we’ve ever had in the past, and we’re proud of that. Especially because our pre-press team continues to raise the bar when it comes to quality and productivity. Last year, we had the highest quality year we’ve ever had, and this year is only getting better. That’s not something everyone can offer. I’m also eager to showcase the prototypes that our Creative Services team can create. If a converter has a big customer and they want to make a presentation, we can make an exact color and material match to show their customers, which really helps them to go above and beyond with presentations. We’ll have samples of all of these things at the expo. We’re excited about being there for the first time!
Anything else you would like to share?
I’m excited to see how we as a company start evolving into a sales-focused organization. That’s why I’m here, and that’s what I’m excited about. I think that the best way to push this evolution is by attending trade shows, so I am really looking forward to PACK EXPO.
How do you take your coffee?
[laughs] Black. I drink three to four cups in the morning.
PACK EXPO Las Vegas is a tradeshow that brings processing and packaging users and suppliers from across the globe together to experience “innovations for every vertical market.” It’s starting on September 28th and wrapping up on the 30th. This year, Craig and other members of the sales force (Jim Koppes, Tim Cooper, and Burt Tabora) will be attending to showcase Cyber’s experience with pre-press, prototypes, and plates and sleeves. Stop by to visit them at booth #8256, and make sure to check out PACK EXPO Las Vegas here!