For more than a century, Millcraft has been more than a paper and packaging distributor—it’s been a family story built on honesty, loyalty, and integrity. From its humble beginnings in 1920 to its position today as a dynamic, innovation-driven company, Millcraft has never wavered from its founding philosophy: honor the customer relationship. Under the leadership of President and CEO Travis Mlakar, the company continues to evolve while staying true to its roots. In this conversation, Travis shares his perspective on the forces reshaping the paper industry, Millcraft’s role in driving innovation, and why family values remain at the heart of everything the company does.
What are the current major trends reshaping the paper industry and how is Millcraft positioning itself to lead?
The paper industry is in flux, with sustainability, digital transformation, and evolving customer expectations at the forefront. Sustainability is increasingly a driving factor for print buyers when choosing a supplier. This aligns with increased regulatory pressure—such as the European Union Deforestation Regulation (EUDR)—which requires origin traceability for all wood fiber, and industry certifications like EcoVadis, now held by over 100,000 companies worldwide.
“Our business has always been focused not on the products we sell but on the customers we serve. We set our company strategy based on the direction our customers are headed. Supporting their growth ensures ours.”
Trade dynamics further impact the market. With this year’s imposed tariffs of 50% on Brazilian paper imports and 15% on European products, the competitive landscape has dramatically changed. When we add the new tariffs into the dynamics of a rapidly consolidating North American paper manufacturing base, you feel the shifting supply base. Given that the United States must import paper to meet current demands, we anticipate rising prices in both coated and uncoated paper over the next 12 months.
Through the diversification of our supplier base and the pursuit of advanced sustainability certifications, Millcraft ensures that our customers receive access to rigorously evaluated products and the assurances necessary to remain competitive and successful as industry trends continue to evolve.
How are substrate innovations for inkjet printing reshaping how your customers work?
While the market for digital print is expanding, evolving technology is reshaping the landscape for printers—particularly those using older inkjet presses that rely on pre-treated or specially treated substrates. As manufacturers increasingly focus on substrates compatible with the latest inkjet equipment, the range of options for legacy presses is narrowing. This leaves some printers confined to just one or two substrate choices, often at significantly higher prices than the broader selection—at lower cost—available to competitors with newer technology. As a result, printers operating older equipment may find themselves at a disadvantage, both in terms of cost and flexibility, compared to those who have upgraded to more versatile inkjet solutions.
The rise of production inkjet presses is fundamentally transforming substrate usage driven by applications in retail, events, fashion and décor. Many of these applications, however, require a broader set of substrates to print on. That is why Millcraft has had to triple the number of digital sheets and rolls we inventory in the last five years. It has also driven us to acquire an inkjet equipment dealership, giving clients access to certified technical support and the latest substrate advancements. Whether fulfilling orders of a few cartons or full truckloads, we are structured to support customers of all sizes as they adapt to these new market realities.
How do you foresee the paper and substrate market evolving in the next 5 to 10 years?
The supply landscape is set to change dramatically. With ongoing domestic mill closures and international trade issues pushing up the cost of imports, printers and their distribution partners will increasingly need to strike a careful balance among cost, availability (especially U.S.-based inventory), and quality—including not only production standards but also environmental certifications. As the global manufacturing base contracts, printers may find themselves with fewer options for compatible substrates. Compounding this, only a few mills are currently investing in new digital sheeting or smaller roll conversion capabilities, which could result in supply chain bottlenecks. Navigating these shifts will require deeper more aligned partnerships, improved forecasting and a willingness from some supply chain partners to carry higher inventory levels, ensuring the flexibility needed to weather production volatility.
Yet, despite these challenges, digital print and specialty substrates are on a rapid ascent with the projections that specialty digital substrates—such as synthetics, pressure-sensitives, and wide-format media—will see annual growth rates of 6-8%, outpacing traditional coated and uncoated stocks. This growth opportunity will get the attention of merchants like Millcraft as well as manufacturers looking for markets to expand into. That should result in the willingness to invest in new products and inventory for the right partners.
“Over the past five years, this platform has facilitated a tenfold increase in our wide-format substrates and equipment sales.”
What makes Millcraft not just a supplier, but a strategic partner?
Millcraft’s approach is data-driven and customer-centric. We represent mills across four continents and maintain multiple suppliers for every product line we carry. That gives our customers resilience in a volatile market. Our strategic acquisition of an inkjet equipment dealer ensures that customers benefit from certified expertise on the latest OEM hardware and best-in-class technical support. Over the past five years, this platform has facilitated a tenfold increase in our wide-format substrates and equipment sales.
Our service model scales to any customer—from those ordering a few cartons to large-scale roll deliveries. In the past five years, we have increased digital inventory by more than 300% to keep pace with market demand. Additionally, we use technology, now augmented by AI helping to predict demand and inventory requirements, to ensure we have the right products on the floor. We continue to work with partners to provide customer-specific supply agreements that come with guaranteed inventory, pricing and service level commitments.
How does your community-centric approach inform the way Millcraft connects with customers and plans for future innovation in the industry?
Since our founding in 1920, Millcraft has continuously adapted to technological shifts, from letterpress to offset, digital, and now inkjet. Today, we offer not only commercial printing paper but also synthetics, plastics, vinyl, wide-format media, and direct-to-garment and direct-to-film printers—reflecting our commitment to innovation and the evolving needs of the print community.
Our business has always been focused not on the products we sell but on the customers we serve. We set our company strategy based on the direction our customers are headed. Supporting their growth ensures ours.
