From Wings to Webs

John Crosby, on the shop floor, is a self-described “shop rat,” who still smiles the widest when he’s among the presses. | Credit: Michelle Smigielski, photographer at Michelle Kristine Photography

In honor of his decades of service to the association and pioneering work in environmental stewardship, John Crosby, vice president of operations at Grand Rapids Label in Grand Rapids, Michigan, has been selected as TLMI’s 2025 Converter of the Year.

Packaging Impressions honored Crosby with an award at the TLMI Annual Meeting in October 2025. Ahead of the ceremony, we spoke with industry peers who were sworn to secrecy about Crosby’s nomination — though none expressed surprise at his selection.

Bill Muir, executive chairman of Grand Rapids Label and Crosby’s cousin, says Crosby epitomizes a caring attitude. Cynthia Frost White, president and CEO of Channeled Resources Group, notes that Crosby has been an active TLMI leader for years, sharing lessons from his company while tirelessly promoting collaboration and sustainable practices.

In our conversation with Crosby, he spoke of employees as partners, credited them with the company’s success, and repeatedly returned to the theme of stewardship. His humility, combined with a deep sense of responsibility to leave things better for future generations, underscores why his peers chose him for TLMI’s highest honor.

Strong Family Roots and an Engineering Mindset

Grand Rapids Label, founded in 1884, has remained in the same family since its inception. Crosby traces his connection to the company back to his teenage years, when he performed manual work around the plant, including painting poles and walls. Despite this early involvement, his career aspirations were just beginning to take flight.

After pursuing aerospace engineering at the University of Michigan, Crosby spent seven years at Boeing in Seattle. His work on the factory floor sharpened his analytical skills and deepened his love for the complexities of manufacturing. “I love being in the shops and working with engineers and the production line,” Crosby says.

When he and his wife decided to raise their family in Michigan, Crosby called his uncle, then company president, about opportunities. Rather than sliding into an executive role, he began his career in sales, managing automotive accounts in Detroit. His engineering background enabled him to navigate purchasing departments and corporate offices effectively. “Some engineering mindset in there — let’s be thorough, let’s be detailed, let’s get it right,” Crosby explains.

His time in sales taught him to bridge the gap between customer needs and production constraints. Later, as he moved into operations, he rejected rivalry between sales and the pressroom. “We’re one team,” he emphasizes.

This foundation — engineering discipline, customer empathy, and hands-on experience — informs every decision Crosby makes. It shapes his respect for data, his insistence on continuous improvement, and his ability to speak the language of buyers, press operators, and engineers alike, making him a bridge between departments that few leaders achieve.

Family Values and Succession

Central to Grand Rapids Label’s culture is a family mantra close to Crosby’s heart: Leave it better than you found it.

Crosby learned this principle from Bill Muir’s father, who would lend him tools with this reminder. Crosby would return them in excellent — often better — condition. Today, the mantra appears on magnets throughout the plant, serving as a daily reminder of this core value.

The philosophy influences both daily behaviors and long-term strategies. When Muir’s father fell ill and the younger cousins realized they would need to take over, they reflected on their responsibilities and decided to prioritize long-term vision and sustainability. Muir credits Crosby with helping keep Grand Rapids Label independent despite acquisition offers.

Crosby's son Campbell, who, like his father, joined the company after pursuing another career, is now a sales engineer at Grand Rapids Label. From his new perspective, Campbell Crosby says Grand Rapids Label’s next generation finds his father’s leadership enlightening. He shares a quote from a friend who recently became a colleague: “Your dad is truly just amazing. … He listens; he’s smart; he’s very charismatic."

Sustainability as Stewardship

John Crosby’s environmental journey began in 2008, when he and Muir joined TLMI’s environmental committee and learned about the Label Initiative for the Environment (L.I.F.E.) program, introduced in 2009. L.I.F.E., an audited certification tailored to the narrow-web printing and converting industry, helps members identify cost-effective initiatives that reduce their environmental footprint. The program addresses emissions, water, wastewater, and solid waste reduction while encouraging design for recyclability and continuous improvement.

Muir and John Crosby decided Grand Rapids Label should become a beta site for L.I.F.E. Achieving this required a detailed understanding of waste streams, so John Crosby’s team conducted “dumpster diving” exercises to catalog every piece of waste and identify new recycling streams. They reconfigured the warehouse to store recyclable waste until pickups could be coordinated.

Campbell Crosby says his father views sustainability as a duty rather than a marketing strategy, explaining why he would go to what others might consider extreme lengths. Jim Sheibley, owner of Empire Stick and an industry consultant, confirms that John Crosby “gets stuff done” with “relentless passion for sustainable development.” At one industry event, John Crosby distributed stickers celebrating zero waste to landfill and quietly urged Sheibley to join the effort.

Frost White praises John Crosby for sharing his expertise in sustainability with the entire association. Yet L.I.F.E. and landfill-free initiatives represent only one facet of Grand Rapids Label’s stewardship. The converter invests in energy-efficient equipment, collaborates with suppliers on recyclable materials, and educates customers about the environmental impact of label design.

Collaborative Leadership and Mentorship

Despite his accomplishments, John Crosby shies away from the spotlight, instead opting for servant leadership and thoughtfully provoking deeper thinking. “You walk away knowing something more … and feeling John’s hand figuratively or literally on your shoulder, urging you to move ahead,” Sheibley says.

When Sheibley succeeded John Crosby as chair of TLMI’s sustainability committee, Crosby provided transition notes and continued support. He did all this, Sheibley explains, without interfering.

Philip Coates, director of key accounts at UPM Raflatac, also commends John Crosby’s team-building abilities. “John has inspired others by sharing his passion, motivation, and commitment to sustainability,” says Coates, who explains Crosby’s collaborative approach encourages participation from peers who might otherwise avoid committee work.

This is because Crosby is “interest-ed in all opinions and finding a way to build a consensus,” Coates explains. Such consensus-building requires patience and trust — qualities that Campbell Crosby says are central to his father’s character.

John Crosby also leads by preparing meticulously. When he worked with TLMI on a short video on liner recycling, he extensively prepared to ensure viewers’ time — only a total of two minutes — would be well spent, says Linnea Keen, president of TLMI. His attention to detail signaled respect for the audience and elevated the association’s educational efforts.

Community and Industry Impact

As part of TLMI’s Board of Directors, Keen explains, John Crosby was instrumental in the association’s strategic planning sessions — specifically the renewal of TLMI’s strategic plan.

Grand Rapids Label frequently opens its doors to fellow converters, offering plant tours and candid discussions about processes and technology. “He’s willing to listen, help, and share,” Keen says. This spirit of openness not only fosters trust, but also elevates industry standards, setting a collaborative tone that resonates beyond the company’s walls. This same ethos is reflected in TLMI’s announcement of Crosby as Converter of the Year — a recognition that, as Sheibley notes, validates the impact of leaders who work quietly yet effectively behind the scenes. Coates adds: “John is proof that good guys do win.”