Last week, I had the opportunity to participate in the Ask the Experts program at the Specialty Food Association’s Winter FancyFaire* here in San Diego. I hosted a series of one-on-one, 30-minute conversations focused on paper-based secondary packaging—folding cartons, boxes, printed components, and the realities of producing them well. Well, that was my plan at least!

Going into the event, I’ll admit I had a few nerves. Thirty minutes isn’t a lot of time. For me, there is an unspoken pressure that comes with being labeled “the expert,” especially when people are trusting you with real business challenges. But once the sessions began, something became very clear very quickly. I got this and . . .

No one was looking for a magic answer.

What people really wanted was a conversation.

What the Sessions Were Really About

Each session started the same way: getting to know the person, the brand, and what they were trying to accomplish. From there, we talked through what was working, what wasn’t, and where things felt unclear or frustrating.

The range of conversations was wide. Some brands were looking to update the look and feel of existing packaging so it better reflected where their business is today. Others were managing a large number of SKUs and trying to bring more consistency and sanity to how things are printed and produced. There were newer brands asking smart questions about packaging references and early planning, and established brands thinking carefully about how to introduce new product lines—or how to improve after a previous packaging experience didn’t go as planned.

Every session was different. That was one of the best parts!

Slowing Down Helps Everyone Think More Clearly

Rather than offering quick fixes, the conversations focused on listening, asking better questions, and clarifying next steps. Packaging decisions rarely benefit from rushing, and these sessions created space to slow things down just enough to see the bigger picture.

In most cases, nothing needed to be “solved” on the spot. Instead, the conversations naturally led to, “Let’s reconnect and take a closer look at this.” Not as a sales pitch, but as a logical continuation of a thoughtful discussion.

That’s how good advisory work usually begins.

A Good Reminder

Participating in Ask the Experts was a good reminder of something I’ve seen throughout my career: progress often starts with a conversation. Not a presentation. Not a checklist. Just two people sitting down and talking things through.

I’m grateful to the Specialty Food Association for creating space for these kinds of discussions at Winter FancyFaire*.

And I’m grateful to everyone who sat down at my table and shared what they’re working on. The conversations were energizing, thoughtful, and a great reflection of how much care brand owners put into their products—and their packaging.

Those kinds of conversations are often where the most useful packaging decisions begin.