Gerardo Alvarado, national sales manager for Logic Group (asi/255850), likes the challenge of sustainability. As more and more customers and end-buyers want greener products and print, distributors and suppliers need to take extra steps to deliver what they want.

He finds that process rewarding.

“I think if you’re in this field, you’re a creative person,” he says. “So when somebody comes to you with a challenge like this, you’re typically excited to try and figure out what the product’s going to be and what the solution’s going to be.”

When taking on an environmentally focused campaign, it’s natural to want to go all in and be as green as possible. But Alvarado, having spent decades in the industry on both the print and promotional side of things, says that simply demonstrating to your customers that your intentions are in the right place and you are making progress for good can often be enough.

“Not all environmental initiatives can be fulfilled, at the very least not on the first try,” he says. “So, what you can do is reduce the environmental impact. One of the ways we can do that, for example in our shop, is that we print and package all in the same place, so we save on trucking. There are ways that you can make meaningful impact without, say, getting rid of all plastic completely. Sometimes that’s just not possible.”