In a world racing toward digital everything, one of the most iconic classroom tools is having its best year ever.
In this episode of Distribution Unpacked, host Charles McLaughlin sits down with Steven Boyea, CEO of Dixon Ticonderoga Co., to unpack why traditional classroom products—like the legendary No. 2 pencil—are not only surviving, but thriving.
Steve shares how shifting education trends, funding challenges, and a new generation of teachers are reshaping demand, and what it means for distributors looking to stay relevant. From improving product discovery online to educating younger educators and building smarter product bundles, this conversation highlights where real opportunity exists in today’s evolving classroom.
You’ll learn how to:

Adapt to changing school funding dynamics and buying behaviors
Reach and influence the next generation of teachers
Leverage product data and digital channels to drive demand
Build larger baskets by connecting complementary products
Navigate increasing complexity around sustainability regulations

If you think legacy products can’t grow in a modern market, think again. This episode will show you how to win by meeting customers where they are.

What does it take to stay relevant in a category everyone thinks they already understand?
In this episode, Adam sits down with Chris Usher, Director of Corporate Sales at TOPS Products, to unpack how a legacy brand is evolving beyond traditional office products and finding new ways to create value for today’s workplace.
Chris shares how TOPS is leaning into innovation, listening more closely to end-user needs, and helping partners reposition “commodity” items as purposeful solutions that drive productivity and organization.
You’ll hear how to:

Differentiate in categories that feel saturated or price-driven
Reframe everyday products as essential tools for efficiency and workflow
Identify new opportunities within existing customer bases
Stay competitive by aligning with how work is actually getting done today

The days of product-first selling are fading, and those who adapt will win.
In this episode, Adam and Bob Kellogg, Senior Sales Manager at Fellowes, break down how consultative selling is reshaping the industry. Fellowes is leaning into a more solution-based approach, helping partners move beyond individual products and instead deliver complete workplace solutions across air quality, ergonomics, and sustainability.
You’ll hear how to: • Shift conversations from features to outcomes • Identify real customer pain points across vertical markets • Use a full portfolio to create more value and bigger opportunities • Simplify the sales process while increasing relevance
If you’re still leading with products and features, this episode will challenge you to rethink your approach and show you what winning looks like moving forward.

Competing with online marketplaces on price alone? That’s a losing game.
In this episode, HP’s Channel Business Manager, Jared Lambert, shares how to shift the conversation—and win—by focusing on what actually matters: trusted brand quality, consistent performance, and long-term customer value.
We dig into the rise of imitation supplies, the risks they bring to end users, and how to use that insight to differentiate. Plus, Jared highlights why verticals like healthcare and education are prime opportunities for contract business, and how HP partners are capitalizing on them.
Key topics discussed:

The rise of online marketplaces selling copycat HP cartridges and toner supplies
HP’s approach to protecting their brand through legal measures and partner compliance
Growth trends in healthcare and education vertical markets
Indoor air quality concerns with non-original cartridges and VOC emissions
Strategies for authorized dealers to leverage HP’s brand against competitors
HP’s commitment to simplifying complexity through dedicated support resources
Partnership growth between HP and SP Richards

Resources mentioned:

EP EcoLogo certification for indoor air quality
HP’s five-pillar value proposition including air quality standards
HP authorization program requirements

We’re joined by Christie Pruett, the new Chief Operations and Technology Officer, and Heena Patel, the SVP of Human Resources at S.P. Richards, for a conversation about leadership, growth, and the people behind the business. As the company continues to grow and evolve, they share how maintaining a strong, people-first culture helps teams stay connected, collaborative, and adaptable in a fast-paced environment.

Christie’s transition from IT to Chief Operations and Technology Officer role
How IT perspective helps bridge departmental silos across the organization
SPR’s massive growth with 35% of staff being new hires in recent months
The challenge and opportunity of onboarding new talent at scale
Building and evolving company culture with fresh perspectives
The family-like atmosphere that keeps long-term employees engaged
Rapid expansion including four new distribution centers in 60-90 days
All-hands-on-deck mentality with leadership working frontlines when needed

Resources and People Mentioned: SPR (the company), GPC (former competitor/acquisition), Carol Stream (distribution center location), Philadelphia/Pennsylvania area operations

We’re talking with Chrissy Sheehan, Senior Channel Manager & Steve Wein, District Sales Manager – Wholesale from Kimberly Clark about elevating restroom experiences and innovative distribution solutions. The conversation covers KC’s smart technology initiatives, sustainability programs, and strategic focus on vertical markets like education and healthcare.

Smart Fit technology and onvation systems for data-driven restroom management
Thrive sustainability program for dispenser recycling and zero waste solutions
Vertical market strategies targeting education, healthcare, and evolving office spaces
Integration of consumer brands like Huggies and Kotex into B2B distribution
Femcare solutions and government regulation compliance
Icon dispenser collections for seamless, customizable restroom experiences
Good-better-best product portfolio simplification
Partnership strategies between KC and distribution partners

Resources mentioned: Castle (key card company), Right Cycle program (now Thrive), onvation service app, KC Pro, Scott Essential, Scott Pro, Icon dispensers