Exploring Berk International: A Legacy of Flexibility and Customer-Centric Service
In a recent edition of Talk Tissue with Brian Uzcategui, we had the pleasure of speaking with Jake Berk, President of Berk International, a company with a rich history and a strong focus on customer experience in the tissue, disposable towel and wipes market.
A Legacy Built on Hard Work and Innovation
Berk International's journey began in the 1970’s when Jake’s grandfather purchased reclaimed T-shirts and began cutting them up to create rags for auto body shops. This modest start grew organically, with Jake’s father and his brothers building the business further until its eventual sale in the late 90’s. In 2000, Jake’s father and uncle reignited the company’s vision and brought it into a new era, focusing on manufacturing disposable wiping products, paper towels, and tissue products.
Today, Berk International services over 700 distributors across 15 countries, producing the vast majority of its products in Boyertown, Pennsylvania, just outside Philadelphia. With more than 350 stock and private-label products, Berk International has evolved into a leader in the industry, but it remains committed to the values that made it successful: flexibility, customer partnerships, and a focus on providing value-driven solutions.
Differentiation Beyond the Product
In an industry where many products are similar, Jake shared that Berk International focuses on differentiating through customer experience rather than product features alone. “Everyone has the same toilet paper, the same paper towels,” he noted. “The difference is in how we serve our customers.” By understanding the specific needs of distributors, such as offering flexible order quantities and customized solutions, Berk International provides an experience that goes beyond just delivering a product.
Jake emphasized the importance of being responsive and flexible, stating that in today’s fast-paced market, speed to market and adaptability are crucial. For example, when a customer needs to adjust an order just before it ships, Berk International does everything possible to accommodate the request. This level of customer care helps build long-lasting partnerships.
Adapting to Changing Trends and Customer Needs
As consumer demands evolve, Berk International continues to adapt. Jake highlighted several trends in the tissue and towel industry, including the growing need for quick turnaround times, especially when it comes to new products. The company is also focusing on developing custom solutions that align with customer-specific challenges. For instance, instead of just competing on price for standard products, Berk International works with clients to identify more efficient and cost-effective alternatives, such as larger roll sizes for dispensers that offer higher capacity and reduce wear and tear.
The company is also tapping into non-woven markets and other specialized products, helping customers find unique solutions that larger competitors might overlook. Customization and flexibility are key factors that set Berk apart in an increasingly competitive market.
Leveraging Technology for Enhanced Customer Engagement
While in-person interaction remains essential, Jake discussed how Berk International is utilizing technology to bridge the gap and maintain personalized connections with customers. Tools like Loom are being used to send video explanations of quotes and orders, giving customers a more interactive experience even when face-to-face meetings aren’t possible. This blend of traditional and digital communication methods ensures that the company stays connected with its customers, providing timely and relevant service.
Looking Ahead: A Customer-Centric Future
As Berk International moves forward, the focus remains on strengthening customer relationships. By continuing to listen to customers and adapting to their needs, the company is positioning itself for continued growth. Jake’s commitment to providing a flexible, solutions-driven approach ensures that Berk International will remain a trusted partner for distributors in the tissue and wiping products market.
For more information about Berk International or to inquire about becoming a distributor, visit their websites at Berkwiper.com or Berkinternational.com
Jake Berk’s leadership and the company’s customer-first mentality offer a refreshing perspective on how flexibility and personalization can set a business apart in a competitive industry. With its focus on creating value-driven solutions, Berk International continues to thrive as a third-generation business committed to delivering both quality products and exceptional service.
