WPA Annual Meeting Delivers Value for Attendees
Rancho Mirage, CA – The Western Pallet Association (WPA) 2025 Annual Meeting, held January 25-27 in Rancho Mirage, California featured industry insights, business opportunities and sunshine. Despite economic challenges, participation remained robust, underscoring the value of WPA’s educational programs and business development initiatives. A total of 320 attendees converged for a weekend (Saturday through Monday) of networking, industry updates, and discussions on the future of the pallet sector.
New leadership was announced, with Tyrone Konecny stepping into the role of president. Justin Hegsted was named vice president, and Nic Wilson took on the role of treasurer, while Jorge Eroza moved into the position of immediate past president. The board of directors also welcomed Jobhan Randhawa and Moses Macias, with Julie DeRoush and Ben Rist joining as associate board members.
Konecny spoke about the importance of member engagement and getting involved beyond simply attending meetings. “Being a member definitely has its benefits from a distance, but being here at this annual meeting is where the real value is,” he said. “You have to be willing to put yourself out there—network, join a committee, get involved. That’s where you truly see the impact of being part of WPA.”
Keynote speaker encourages resilience, innovation drives industry change
Former NFL player and ESPN analyst Merril Hoge delivered an energetic keynote address, sharing how the mindset that helped him achieve success on the football field also carried him through life’s toughest challenges. He spoke about overcoming obstacles, including his battle with non-Hodgkin’s lymphoma, and how taking action in the face of adversity is what defines success. “Find a way. Those three words changed my life,” Hoge said. “Fear is temporary, but regret is forever.”
The meeting’s other speakers focused on industry trends, technology, and business development.
Steven Bartalini of PalletTrader urged the industry to embrace technology as a driver of business growth and stronger customer relationships. He warned against complacency, citing companies like Sears and Blockbuster that failed to innovate and ultimately collapsed.
Digital platforms, artificial intelligence, and CRM systems are changing how businesses interact with customers and manage operations, he said, adding that companies still relying on outdated methods risk falling behind. “If you’re still guessing, you’re already behind. Stop guessing and start winning.”
Heidi Lindemann of CEVA Logistics examined the geopolitical, economic, and environmental pressures affecting global supply chains. She pointed to labor strikes, conflicts in the Red Sea and Taiwan Strait, and ongoing freight volatility as major risks, cautioning that even a one-day port shutdown can cause up to five days of disruption. AI-driven forecasting and supplier diversification, she said, are critical tools for companies looking to build resilience.
“The global supply chain has proven incredibly resilient,” Lindemann said. “The key to success is agility—being flexible and prepared for change.”
Keta Kosman, publisher of Madison’s Lumber Reporter, provided an update on the lumber market, noting a return to seasonal price stability after years of COVID-driven volatility. She said U.S. housing starts, up 15% this year, remain the best indicator of lumber demand.
“You’re not going to see $250 per thousand board feet anymore,” Kosman said. “Mills are smarter about production curtailments, preventing oversupply and extreme price drops.”
She also highlighted potential risks, including tariffs on Canadian lumber and shifting buying patterns that favor U.S.-produced Southern Yellow Pine over Canadian SPF.
Chaille Brindley, publisher of Pallet Enterprise, discussed how automation and artificial intelligence are reshaping the pallet industry. He noted that demand for higher-quality pallets is increasing as automation becomes more prevalent in warehouses and distribution centers. Vision inspection technology, widely used in Europe, is beginning to take hold in the United States, and large customers will soon expect greater consistency in pallet quality.
“These inspection systems aren’t coming from the pallet industry first; they’re coming from your customers,” Brindley said. “They’re going to expect better-quality pallets, and you have a choice: meet those standards or let your competitor do it.”
Brindley also encouraged companies to consider artificial intelligence for operational efficiency. AI-driven systems can improve pallet design, predictive analytics, and quality control. “If you don’t have someone in your company looking at AI, you need to go out and find that person fast,” he said.
He urged companies to engage with customers about their automation needs, evaluate AI-driven quality control, and assess the role of automation in pallet repair and production. “You don’t have to do everything at once,” he said, “but you need to figure out what works for you. The key is to take that first step.”
WPA Annual Meeting Featured Business Development Panel
A panel discussion on sales and business development brought together Doug Gaier of Millwood, JR Vernon of 48forty, Nic Wilson of Big Sky Lumber Sales, and Kevan Grinwis of PalMate Group, with Glenn Meeks, WPA EVP, moderating. The discussion covered sales strategy, customer relationships, and differentiation in the market.
Vernon emphasized the need to compete on value rather than price. “It’s critical for us to figure out a way to create value for our customer,” he said. “Whether that be another recycler, a manufacturer, or on the ERP system side, we need to be creating value—not just rationalizing a lower price.”
Grinwis said companies must work to stand out from the competition. “The biggest danger in sales is homogeny,” he said. “It’s about making sure you don’t get lost in the crowd. What is the one thing you do better than anyone else? Really lean into that.”
The panelists also discussed how training and mentorship play a role in building strong sales teams. Gaier shared that Millwood uses an 18-month training program with regular benchmarks and goal-setting. Wilson highlighted the importance of repetition in developing skills. “Sales is an art form. The guy with two years of experience is better than the guy with one, and the guy with four years is better than the guy with two. It takes hours of work,” he said.
The conversation also covered how to strengthen customer relationships, with Vernon advising businesses to think ahead. “You can’t just focus on your main point of contact,” he said. “Think about who the next decision-maker will be and invest in those people. That way, when they take over, you’ve already built trust.”
Grinwis added that sales success is built on emotional connections. “If you walk into a sales call only focused on closing the deal, people will see right through you. But if you see the people first, everything changes,” he said.
The panelists encouraged companies to take a structured approach to sales by using CRM tools, tracking performance metrics, and conducting regular evaluations of their business development strategies. Wilson stressed the importance of discipline in the sales process. “The best book I ever read was ‘The Checklist Manifesto,’” he said. “Everything is based on systems. Sales isn’t just about talent—it’s about tracking how many calls you make, how many emails you send, and how many follow-ups you do. If you’re not measuring, you’re guessing.”
The 2025 WPA Annual Meeting featured a strong lineup of expert speakers, engaging discussions, and valuable networking opportunities. Attendees left with new insights, strategies for business growth, and a clear view of where the industry is heading. The positive atmosphere and forward-looking discussions reinforced WPA’s role as a key resource for members navigating an evolving market.
Rick LeBlanc, EMBA, is the founder and editor of Reusable Packaging News (subscribe to the free newsletter) and editor of Western Pallet Magazine. A supply chain journalist with more than 30 years of experience, he specializes in pallets, reusable packaging, material handling and related operations. Rick is co-author of Pallets: A North American Perspective and Pallets & Progress: A Collected History of Pallets and Palletized Handling 1922–1945. He is also an advisory board member of the Virginia Tech Center for Packaging and Unit Load Design. Read Rick’s full bio.
