Distribution Unpacked by S.P. Richards

What's in your customer's supply closet that they're buying from someone else? A walk through the facility might tell you where to start. On this episode of Distribution Unpacked by SPR Studio, host Adam Fox sits down with Lauren Keating, Director of Sales at Morcon Tissue, to explore how independent distributors can grow existing accounts by spotting overlooked needs across office products, janitorial supplies, and foodservice. Lauren shares CHIPS, a framework that helps distributors ask better questions before recommending a product. It covers five priorities customers weigh when making a purchase: cost-in-use, hygiene, image, productivity, and sustainability. A healthcare facility might prioritize hygiene and controlled dispensing, while a restaurant might focus on how much product it goes through and how easily a change would fit into its daily operations. The conversation also covers how family-owned Morcon approaches its towel and tissue lineup with good, better, and best options and how it's working to expand its sustainability certifications. Lauren's advice for your next customer visit is simple. Walk the facility, see what's already in use and ask how it's working for the people who use it every day. Chapters (00:00:05) - Introducing Lauren Keating and Her SP Richards History(00:01:21) - Lauren's Current Role at Morcon(00:01:55) - Morcon's Niche vs the Big Three(00:02:29) - Market Trends and Channel Blending(00:03:32) - Vertical Markets and Single-Source Selling(00:04:30) - The CHIPS Framework for Customer Priorities(00:06:00) - Good, Better, Best Portfolio Strategy(00:06:45) - Building Personas and Vertical Expertise(00:07:27) - How Customers Win with Morcon: Sustainability and Agility(00:09:02) - Spotting Opportunities with End Users(00:10:23) - Simplifying Complexity for Customers(00:12:27) - Closing Thoughts and Resources

Workplace coffee is changing, and customer expectations are changing with it. Cam Bocchino, National Account Executive for Keurig Dr Pepper’s Keurig for Business Division, joins host Charles McLaughlin to discuss how trends like cold brew, flavored coffee, recognizable brands and seasonal varieties are shaping commercial beverage programs. Cam explores how beverage needs differ across offices, healthcare, education and other environments, and why the best sales conversations start with understanding the customer rather than simply recommending a brewer. The conversation also looks at how distributors can take a more consultative approach, uncover opportunities beyond a single breakroom and leverage supplier expertise to build beverage programs around convenience, quality and choice. For distributors looking to grow their breakroom business, this episode offers practical ideas for turning changing coffee preferences into new customer opportunities. Chapters (00:00:00) - Introduction and Cam's Role at Keurig(00:01:01) - Market Trends: Coffee as Workplace Experience(00:02:27) - Flavor, Cold Brew, and Generational Preferences(00:04:16) - Seasonal Offerings and Marketing Speed(00:05:52) - Blurred Lines Between B2C and B2B Trends(00:07:37) - Vertical Markets: Healthcare, Education, and Beyond(00:10:24) - Consultative Selling and Customer Discovery(00:12:11) - Marketing Resources and Distributor Partnership(00:13:44) - Simplifying Complexity in Coffee Choices(00:15:38) - Personal Coffee Preferences and Closing

Industry consolidation is reshaping distribution, but change can also create new opportunities. Glenn Moore, Senior Vice President of Merchandising, Marketing, and Supply Chain at S.P. Richards, joins host Adam Fox to discuss how SPR is responding to shifts across the industry and what they mean for distributors and supplier partners. Glenn shares how SPR is strengthening its assortment, improving inventory positioning and using customer demand to make smarter supply chain decisions. He also explores what makes a strong supplier partnership, from greater alignment and engagement to a shared focus on helping customers succeed. The conversation looks ahead to 2027 and how sales enablement, supplier roadshows, and vertical market strategies can help distributors uncover new opportunities and bring more value to their customers. For distributors navigating an increasingly complex marketplace, this episode offers a look at how stronger partnerships, smarter planning and greater collaboration can help turn industry change into opportunity.  Chapters (00:00:00) - Welcome and Introduction to Glenn Moore(00:00:25) - Glenn's Background and Career Path(00:01:15) - Industry Consolidation and Disruption(00:02:41) - SKU Expansion and Assortment Rationalization(00:03:32) - Supply Chain Improvements and Eric Goodwin's Impact(00:05:02) - Defining Strategic vs Transactional Suppliers(00:06:14) - Changes in Merchandising Organization(00:07:01) - Sales Enablement and Field Engagement(00:08:24) - 2027 Vision and Vertical Markets(00:09:16) - Looking Ahead to 2027 Opportunities(00:10:32) - The Value of Print Catalogs(00:12:15) - Industry Week and ISSA Expectations(00:13:07) - Closing Thoughts and Bourbon Talk

Copy paper may be a familiar category, but the conversations do not always have to come down to price. David Fusina, Channel Development Manager at Double A, joins Charles McLaughlin to discuss where premium paper can create new opportunities for distributors across legal, healthcare, education, and other vertical markets. David shares how changes in the paper market are creating a role for premium imported paper and where quality can make a noticeable difference for customers. He also explores Double A's sustainability story, from its Paper-Tree program and partnerships with farmers in Thailand to rainwater collection and biomass energy. The conversation also looks at how distributors can build a stronger value story around paper by connecting product quality, sustainability, and application to the needs of each customer. For distributors looking to differentiate in a traditionally price-driven category, this episode offers a fresh look at finding more opportunity in something as familiar as copy paper. Chapters (00:00:00) - Introduction and Guest Background(00:01:25) - AA's US Team Growth and Sales Expansion(00:02:18) - US Paper Market Trends and Import Mills(00:05:41) - Where Premium Paper Wins: Law Firms and Healthcare(00:08:28) - Brand Extension and Vertical Market Opportunities(00:10:13) - Education Market and Cursive Writing Trends(00:13:22) - Educating Customers and Distributor Partnerships(00:15:01) - Sustainability Story: The Paper Tree and Mill Practices(00:18:31) - Unique Tree Variety as Competitive Advantage(00:20:04) - Simplifying Complexity: Supply Chain and SKU Strategy(00:22:22) - Expanding SKUs and Future Product Plans(00:24:36) - Closing Thoughts and Call to Action

Your next growth category may already be inside the account. Alex Gordon of The Highlands Group joins host Adam Fox to explore how distributors can grow existing customer relationships by expanding into adjacent categories like JanSan, Food Service, MRO, and Breakroom. As traditional category lines continue to blur, Alex discusses why distributors should take a closer look at what their customers are buyinig beyond thier core business. The same decision-makers purchasing office supplies may also influence facilities, maintenance, breakroom, and other areas, creating opportunities to capture more of the account.  But expanding into a new category does not mean becoming an expert overnight. Alex shares how distributors can lean on manufacturers and rep agencies for product knowledge, training, and ride-alongs while building the confidence to have more consultative, solution-focused conversations with customers. The conversation also explores opportunities in food service and breakroom, the continued relevance of open-brew coffee, and how The Highlands Group is using data, analytics, and AI to identify trends and support more productive sales conversations.  For distributors looking for their next growth opportunity, this conversation offers a simple place to start: understand what else your customers are buying and who can help you win the business. Chapters (00:00:00) - Introduction to Highlands Group and Rep Agencies(00:01:13) - Blurring Channel Lines in OP Landscape(00:02:34) - Opportunities in Food Service and MRO(00:04:14) - Overcoming Obstacles in Jansan Sales(00:05:26) - Training and Solution Selling Approach(00:05:43) - Break Room Opportunities and Cross-Selling(00:07:04) - Coffee Trends: Single Serve vs Open Brew(00:09:45) - Coffee Serving Sizes and Strength(00:10:30) - Simplifying Complexity with Data and Analytics(00:12:13) - Closing Thoughts