2022 Innovator: Hudson Printing is 'Fearless' About Remaining Relevant

(Editor's note: In today's printing industry, the concept of innovation is wide in definition, but rather narrow in its goal. Leading companies have grasped many tools to define themselves, increase profitability, and differentiate. They utilize new technologies, systems integration, an expanded product mix, exemplary customer service, and more.

The company profiled below — among the 2022 class of six Printing Impressions’ Innovators of the Year — was nominated by a group of printing industry experts and consultants who identified the business as notable. The summary that follows shares what makes it innovative, interesting, and exceptional.)

Paul Hudson has had a quote written on his whiteboard for the past decade: "Take the risk on connecting the dots." It's a line that, to an outsider, would indicate that Hudson is open to exploring new opportunities and innovations. To outsiders, it also might seem like a no-brainer to call a printing company innovative when it invested in not only one, but two Landa S10P Nanographic perfecting presses in the past year. And yet, Hudson, who is owner and CEO of the Salt Lake City, Utah-based and family-owned company Hudson Printing, says that's not what makes his company innovative.

Imagine a Venn diagram. It has three components: print, data, and digital. At the intersection of the three circles is what Hudson sees as the sweet spot to the company's innovation.

"It's really not about equipment," he says. "Innovation is just about doing your core business better."

Doing business better means staying focused on that Venn diagram. "In my mind, innovation is about seeing what those trends are and then focusing everything, which includes equipment purchases, around that goal point," he explains.

While Hudson does admit that having the Landa S10P Nanographic devices would be considered innovative and does have some marketing advantages (because of all the hype surrounding the product), he knows that the hype will fade. But, as of right now, the technology is bringing in new customers and applications.

"We’ve had several people, who we might have had a hard time getting through to in any other traditional selling channel, approach us," he explains. "So, there have certainly been advantages. … It sets us apart a little bit, but it's probably short-term."

The long-term benefit will depend on Hudson Printing. Hudson explains that it will likely depend on if the company can meet customer demands while providing output that is better than it can do with other tools. He says that the company is already doing that, by producing seven-color work and taking advantage of the Nano ink and dry transfer, which will ultimately lead to more exciting applications.

"It does set us apart, but the lasting impact will be when our customers come to us with problems they want to solve and we can solve them," he says.

Hudson stresses that he puts the call out to entrepreneurs, creatives, and marketers in the industry, to bring interesting and innovative ideas to the company, which the team can then bring to life.

"I’m not going to invent the next killer application for this technology — some marketer, business owner, or graphic designer is going to come up with it, bring it to us, and then we’ll look brilliant. But it won't be us, it will be them," he says humbly.

Beyond the excitement of Hudson Printing's printing capabilities, which includes a variety of web offset and digital printing technologies, such as Goss M500 and Goss M600 devices and a fleet of HP Indigo digital presses, it's the company's heavy investment in workflow during the past decade that really sets Hudson Printing up for success in the years to come.

"In the future, automation will be key to survival," he says. "Not only from an efficiency standpoint, but because speed is currency. Speed means money in the print world, and that's not going to change. So, the quicker you can react, the better."

Hudson also points out that automation helps solve waste issues, and he doesn't just mean paper. "[I’m talking] time and connection and communication waste in our industry," he explains. "Because it's really hard to communicate the nuance of every single job when there are hundreds of jobs in the shop at any time, and all of them are different."

With so many touch points and handoffs, communication is crucial. Workflow is the key to that communication waste, Hudson notes. Much of that workflow innovation is thanks to internal staff writing code and implementing automation, rather than purchasing a workflow solution off the shelf.The makeup of Hudson Printing's staff is another area of innovation, although Hudson himself wouldn't necessarily call it that.

Considering the ongoing labor shortage, he has turned to communities that might be considered "outside the box" by some: refugees and second-chance communities.

"We’ve become very good friends with the refugee coordinator in our state, so we’ve become one of the favorite places for them to place people," he says. "We’ve had some great people from Sudan, we’ve had Afghan refugees, and it's been interesting and helpful to us."

In terms of the second-chance community, Hudson says the company has seen excellent results hiring individuals with criminal records, who the company might not have hired in the past. While it might be hard to get the program integrated into a company from a cultural standpoint, it can be incredibly worthwhile. The program has been so successful that some corrections officers request their parolees be placed at Hudson Printing.

Regardless of where Hudson Printing finds talent to bring on board, one thing is key, Hudson stresses, and that is flexibility. Hiring fully qualified individuals for every role isn't always feasible, so Hudson Printing supports individuals who want to pursue educational opportunities, including technical certifications, which will allow them to grow within the company.

Hudson Printing's path to innovation hasn't gone unnoticed. Industry consultant David Zwang, principal of Zwang & Co., says that one of the things that sets the company apart is the way it understands its customers.

"While they have some amazing printing and workflow technology, they truly understand that it isn't about the technology, it is about using the best technology to serve their customers’ requirements," he says.

It's something that Hudson points out as a guiding principle to the company's decisions, as well as something that other printers should strive for if they want to remain innovative.

"Understand what your customers want and understand what they are attempting to achieve with their print purchase, and then invest in the technology, workflow, people, and resources that enhance what it is they’re trying to achieve," he advises.

The sentiments of innovation are echoed by another stalwart in the printing industry. Pat McGrew, managing director of McGrewGroup, makes a bold statement when it comes to Hudson Printing: the company is "fearless."

"They had some experience in inkjet but were looking for a cut-sheet solution that would work for the type of work they do," she explains. "They found their solution in the Landa S10 perfecting press and have been running it almost non-stop since its installation. … It works because the Hudson team is looking forward, thinking outside of the box, and because they are fearless."

Looking forward is what drives Hudson Printing to continue to innovate and search for the solutions that will best serve its clients. Hudson acknowledges that to stay top-of-mind in its customers’ eyes, it needs to continuously evolve, something the 100+-year-old company seems to be excelling at.

"Right now, my interest, my heart, and my passion is: ‘What else can we do?’" he says. "What keeps us relevant and moving forward into the future?"

Ashley Roberts is the Managing Editor of the Printing & Packaging Group.