Insight on Business

26 | I NSIGH T • A p r i l 2 0 2 1 w w w . i n s i g h t o n b u s i n e s s . c o m 26 | I NSIGH T • A p r i l 2 0 2 1 w w w . i n s i g h t o n b u s i n e s s . c o m nightly news as the ones that are having the biggest impact,' of course it was challenging," Romjue says. Still, Hoffmaster moved swily to adapt to the evolving landscape. While it was hectic to respond to customers' changing needs so quickly, it was also energizing, Romjue says. "It's all about how you figure out the needs of consumers and customers and develop solutions for them, and that's the fun part of the job." e manufacturer offers many solutions aimed at helping restaurants, bars and hotels continue to operate in a new landscape. Its biggest innovation was Bio-Shield, a first-of-its kind antimicrobial product line. It uses silver ion technology to create permanent product protection, whereby if bacteria were to land on a Bio-Shield product, its antimicrobial technology would bind to the bacteria, stopping it from growing or replicating. Hoffmaster has applied Bio-Shield to some of its best-selling disposable products, including its tissue and linen-alternative napkins, disposable hand towels, and placemats and tray mats. Romjue says the line is all about helping consumers become more comfortable resuming activities such as dining out. Cleanliness will remain a strong focus for the service industry, Romjue says, and Hoffmaster will continue to find new applications for Bio-Shield, which went from idea to launch in about nine months. e company has seen strong interest in the line from distributors and end users alike. "Especially as (restaurants) open back up and have more in-person dining, they're definitely looking hard at that as a way to showcase their dedication to cleanliness," Romjue says. Takeout had been becoming increasingly popular in recent years, and the pandemic accelerated that, Romjue says. Hoffmaster had been dabbling more in product categories such as takeout containers and increased its focus on that area accordingly. e manufacturer has seen a spike in demand for its CaterWrap line, which offers cutlery wrapped in a napkin. Restaurants also increasingly want to promote the safety and security of their takeout offerings, especially given the rise in delivery services. us, Hoffmaster's tamper- evident seals that can be placed on boxes, bags and wraps have become popular as well. "Hoffmaster is proud to have quickly pivoted our product offerings. Our consumer division has adapted to the changes in the retail industry by offering more disposable plates and napkins for everyday at-home use," Leyden says. "As the foodservice industry moved to a takeout-based business model practically overnight, our foodservice division focused on products that help give consumers more confidence in ordering out." To that end, Hoffmaster is looking at developing substrates or insulations to add to paper carryout containers to provide improved performance and consumer experience. Similarly, if a less-expensive conventionally made product is sitting alongside a pricier eco-friendly option, consumers oen will opt for the cheaper choice even if they say they prefer sustainable products, Romjue says. Hoffmaster is making strides toward improving both the quality and cost position of sustainable products. In the future, consumers will see a wider array of eco-friendly options at a more affordable price point. ey'll still cost more, but not the 30 to 40 percent premium of the past, Romjue predicts. While the pandemic has put a bit of a pause on the emphasis of eco- friendly options, Romjue says that won't last. "I think sustainability has taken a little bit of a backseat over the last nine or 10 months, but I fully expect it to be back and at the forefront." RESTAURANT RELIEF t's understandable that Hoffmaster leaders had a moment of panic at the beginning of the pandemic. Aer all, the foodservice industry represents one of the company's two divisions — its Oshkosh location is dedicated to that side of the business, while its Clintonville operations are the hub for the consumer side. "When you see your orders 80, 90 percent of what they are in a normal year, when you're sitting there looking at, 'Hey, the same industries that we support are the same ones you're seeing on the Hoffmaster offers many sustainable products, including wooden cutlery. The company plans to continue to develop more eco-friendly options. Hoffmaster Group Inc. Headquarters: Oshkosh, with additional operations in Clintonville, Oconto, Indiana, Canada and Manchester, England. Year founded: 1947 What it does: Maker of specialty disposable tabletop products, including napkins, tableware and placemats. It's also a leading producer of paper straws made under the company's Aardvark Straws line. Number of employees: 1,000-plus worldwide. Website: Hoffmaster.com E C O C H I C [ c o n t i n u e d ] P H O T O G R A P H S C O U R T E S Y H O F F M A S T E R G R O U P I N C .

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