Celebrating 140 years: The rich history of Grand Rapids Label

Founded in 1884, Grand Rapids Label has navigated the challenges of more than a century by evolving from a small print shop to a cutting-edge leader in the label industry.

Initially, the company produced products as varied as Scottish poetry books and Pennsylvania Railroad schedules. Over time, it diversified and specialized in heat-sealed and pressure‑sensitive labels.

The company’s long-term vision, driven by its family ownership, has allowed it to embrace change while maintaining a focus on quality. 

Bill Muir, executive chairman of Grand Rapids Label and a fourth-generation family member, encapsulates this sentiment: ‘People often talk about the current technology revolution, but the interesting part is—we survived the first industrial revolution.’

Today, Grand Rapids Label holds steadfast to its simple yet powerful promise: ‘Make it right, guaranteed.’ But this promise now extends beyond the customer — it encompasses employees, the environment and the broader industry.

The roots of innovation and quality

Grand Rapids Label’s commitment to innovation is deeply embedded in its DNA. Over its history, the company has consistently pushed boundaries, adopting new printing techniques, materials and processes that set it apart from competitors. 

According to Muir, one of the key advantages of being a family business is the ability to make long-term decisions. With a 10-year planning horizon, the company focuses less on short-term profit and more on building a lasting legacy rooted in innovation and quality.

“We’re building a long-lasting business, not through ruthlessness or unbridled competition, but through an underlying value system that makes it endure”

John Crosby, vice president of operations and another fourth-generation family member, expands on this philosophy: ‘We’re building a long-lasting business, not through ruthlessness or unbridled competition, but through an underlying value system that makes it endure.’

At the heart of this value system is the belief that quality isn’t just a department — it’s a mindset that permeates the entire company. Every employee is instilled with the idea that their work is not just about creating a product but about contributing to the family’s reputation for excellence. 

‘Every label we produce carries our family name and reputation,’ says Crosby.

The power of people

Grand Rapids Label’s second pillar, a people-centric business approach, is as crucial as its focus on innovation. The company views its employees not merely as workers but as family members. This family culture fosters a strong sense of pride, loyalty, and commitment to excellence, both personally and professionally.

‘We were focusing on culture before we even knew what we were focusing on,’ notes Muir, explaining that the company has long valued creating a positive, supportive environment. 
This has translated into high employee retention, with an average tenure of between 10 to 15 years. Some employees have been with the company for more than 40 years, reflecting the strong bonds between the company and its workforce.

Crosby adds: ‘If people don’t feel like they’re appreciated and part of the family, why would they care? Why would they take care of the customers? Why would they stay?’ 

This commitment to fostering long-term relationships isn’t just about retention, though — it’s also about creating an environment where employees feel empowered to contribute to the company’s ongoing success.

Part of the reason Grand Rapids Label has been so successful in retaining talent is its investment in people. Employees at all levels have opportunities for growth, continuous learning and access to the tools needed for success. 

According to Muir, this is a key differentiator: ‘At Grand Rapids Label, employees aren’t just a number; they are integral to our success and treated with respect, appreciation and care.’

This long-term focus on people has paid off not only in employee satisfaction but also in the quality of their work.  

The company believes that when employees feel supported, they are more likely to go the extra mile for customers, ensuring that the labels they create meet the highest standards of quality.

Pioneering sustainability

Grand Rapids Label has always believed in doing the right thing, and in recent decades, this has increasingly meant embracing sustainability. As a longtime member of the Tag and Label Manufacturers Institute (TLMI), the company has played a critical role in driving environmental initiatives across the industry.

In 2020, Grand Rapids Label received TLMI’s Journey Award for its exceptional achievements in sustainability, including maintaining an 80 percent landfill-free operation. 

But the company didn’t stop there. Crosby, who co-chaired TLMI’s environmental committee, proudly reports that by the end of 2022, Grand Rapids Label had achieved its ambitious goal of becoming fully landfill-free.

‘The family put a line in the sand in 2012 that we would be landfill-free. Over 10 years, we overcame many roadblocks — from finding recycling outlets to managing waste streams,’ explains Crosby. 

Achieving landfill-free operation did not cost the company additional cash, demonstrating that sustainability and profitability can go hand in hand.

One of the most significant accomplishments on this journey was getting employees on board with the program. Far from being resistant to change, Grand Rapids Label’s employees were eager to participate in the company’s environmental initiatives. 

‘This was one of the most successful areas — the employees were anxious to be a part of the program,’ says Crosby.

Environmental leadership

The company measures its environmental impact rigorously through ISO 14001 certification, aligning its efforts with TLMI’s sustainability goals. 

By 2022, the company had reduced its waste to zero by ensuring all byproducts were repurposed or recycled. In doing so, Grand Rapids Label not only eliminated its contribution to landfills but also played a part in reducing methane emissions—one of the most harmful greenhouse gases contributing to climate change.

According to the EPA, landfills account for 16 percent of the methane emissions in the US. 

Crosby notes: ‘By being landfill-free, we’ve eliminated our contribution to methane releases from landfills, which is highly consequential in improving our current climate warming predicament.’

The company’s environmental leadership extends beyond its operations. Through its involvement with TLMI, Grand Rapids Label has worked on initiatives to reduce matrix waste across the industry. 

Crosby and TLMI’s environmental committee have set ambitious goals to reduce matrix waste by 30 percent, further reflecting the company’s commitment to sustainability.
For Grand Rapids Label, sustainability isn’t just about compliance or profitability — it’s about doing what’s right. 

‘The shortest answer to why we pursue eco-conscious business operations is because it’s the right thing to do,’ says Crosby. ‘But the deeper answer lies in the company’s DNA. The family has always believed in making decisions with future generations in mind, and this ethos has been passed down from one generation to the next.’

‘There were two keys to the start of our process that we recommend emulating,’ he continues. ‘Firstly, make a declaration from the top of the organization what our goal is and explain why to everyone. Secondly, reach out to peers who have been on this journey and ask how they accomplished what they did and what challenges they had. We met with a converter in Rochester, NY, that we met through TLMI. Their advice shortened our journey by years and provided a picture of how our goal could be accomplished. We didn’t end up deploying the same solutions that they had, but they gave us great inspiration and wisdom. We’re forever grateful.’

Crosby recently spoke at Labelexpo Americas 2024 at TLMI’s EcoStage, sharing the company’s sustainability journey and offering advice to others in the industry who may be a few steps behind. 

His message was simple: ‘Make a declaration from the top of the organization about your goal and reach out to peers who have been on this journey. Their advice can shorten your journey by years.’

Environmental partnerships 

As Grand Rapids Label continues to lead the way in sustainability, it is actively seeking partnerships with like-minded companies. 

Crosby extends an open invitation to collaborate on environmental initiatives: ‘If you want to drive solvents out of your adhesives, use materials with recycled content, or talk waste to energy, we’re all in. Let’s see how we can merge our efforts and your environmental goals into success.’

“The shortest answer to why we pursue eco-conscious business operations is that it’s the right thing to do”

Grand Rapids Label is a company that stands out not only for its long and storied history but also for its commitment to innovation, people and sustainability. From surviving the industrial revolution to leading the charge in the current environmental revolution, the company has consistently adapted while staying true to its core values.

By investing in its people, pushing the boundaries of what’s possible in label manufacturing, and leading the way in environmental stewardship, Grand Rapids Label has cemented its place in the industry. 

And with its sights set on the future, the company shows no signs of slowing down. There is no doubt that the three pillars of innovation, people-centric operations and sustainability will continue to guide its path for the next 140 years and beyond.