Born to be Flexo Friendly
Howard B. Vreeland, Jr. Enters FTA Hall of Fame
By Robert Moran
A flexographer... humanitarian... world traveler... community activist... church fellow... choir member; but more importantly - a husband, a father, and a pillar of the community - all of these labels apply to the 2008 and 46th inductee into the Flexographic Technical Association Hall of Fame. Everyone who knows him admires his commitment, dedication, and can-do spirit. They say that he is endowed with a great sense of humor and he's not afraid to have fun.
If he's not working, he's traveling; if he's not traveling, he's either hitting the links, hitting the slopes, firing up the Harley, wielding his hammer for Habitat for Humanity, singing or enjoying some family fun. And those simple pleasures range from hiking in the woods, to tickling and lavishing attention on his grandchildren, to enjoying conversation over Sunday dinner.
As a professional, he's held several titles; as a volunteer, he's held several more. He's been engaged in such a wide variety of activities these past 41 years that his face is familiar to many in this industry. To some he's been a mentor, to many others a friend, to still others a benefactor, a leader and a highly regarded employer with a passion for his people and their personal pursuits.
His life's journey began in Cleveland, but he has been based out of Los Angeles, Atlanta, and of course, the real place he calls home-Bryan, OH. Some will tell you that Howard B Vreeland Jr., chief operating officer of Anderson & Vreeland Inc., was born flexo friendly. He knew from a very early age that printing plants and pressrooms would become focal points in his life's work; as well as the center of his uncompromising efforts to identify, develop and introduce new products that contribute to the advancement of flexographic print quality and consistency. He embraced that vision as a teenager and he embraces it today. He'll be one of the first to tell you, his personal mission, mirrors that of FTA.
Ron Kerr, long-time colleague at Anderson & Vreeland, remembers both early and recent experiences. "Howie was hired when he was in high school and worked part time. As a young man, I sent him home twice and called his mother to reprimand the boy that would one day become the leader and driving force of our company.
"Through the years, he went from the part-time employee to local sales representative, to general manager, vice president and chief operating officer. He became very instrumental in growing the company and expanding our relationships with our suppliers and customers."
Kerr continued, "What I have admired about Howie, is his ability to work with the suppliers to bring new products to our industry. He is the driving force that keeps A&V in the forefront and is the visionary of our company.
"Something that many do not know about Howie, is how innovative he is in our local community and his church. Howie is a true humanitarian. He places a very high regard on all of the employees of A&V, as well as their families. Howie is always there to offer a helping hand or support when needed."
Tammy Heisler, who has worked with Howie for 25 years, expressed similar thoughts. "Howie is a very strong leader, who I feel very comfortable following; as do all of the employees. Professionally, he sets standards high and is there to help guide and support us in achieving the goal."
Career Snapshot A career in flexography was launched in summer 1967. Still a Bryan High School student, Howie reported for work ready to learn every facet of the business. And every summer thereafter, straight through his days at Adrian College, Adrian, MI, Howard B. Vreeland, Jr. continued his all-encompassing apprenticeship.
First assignment after graduation-sales training. Immediately thereafter, he was dispatched to Los Angeles. His territory: southern California, Utah, Colorado and Nevada. His tenure: one year-August 1972-August 1973. Territory number two: the southeast, specifically Tennessee, Georgia, North Carolina and South Carolina. Home base from August 1973 to November 1974: Atlanta.
From there, it was back to Bryan with a stint as product manager, Flex-Light® photopolymer printing plates. Two years later, he was promoted to regional sales manager, responsible for Ohio, Michigan, Indiana, Kentucky and Western Pennsylvania. Summer 1978 brought with it a promotion to vice president, Anderson & Vreeland, Midwest, as well as appointment to the firm's board of directors. In 1985, Howie was named general manager, responsible for sales, inventory and profitability of A&V's sales/warehouses in Ohio, Georgia, Texas, California and Illinois. Today, as chief operating officer, he oversees operations at a 112,000 sq. ft. design, engineering and manufacturing facility in Bryan, where he and the team offer customers a "systems approach" to flexo platemaking, with state-of-the-art plate processors, materials and electronic prepress equipment.
Volunteer Path For the past 35 years, Howie has been actively involved in FTA and other graphics arts associations. He has been a frequent speaker at FTA/FFTA Workshops, Roadshows, Conferences and Annual Forums. He professes to be a true believer in participation and a true advocate of FTA.
Once an Excellence in Flexography Awards judge, Howie later played a recurring role on the Awards Committee. At one time, he took the helm of FTA's Supplier Leadership Council, where as chairman, he was instrumental in development of a SupplyLine newsletter. Other FTA/FFTA committees that Howie was associated with included Project Evaluation and Flexo in High School. In 1992, Howie was elected to FTA's Board of Directors, where he filled a three-year term running to 1995. That year, he was elected to the Foundation's Board of Trustees and two years into his tenure he was elected chairman. He later held a seat on FlexSys Training Corp.'s Board of Governors.
Personal Statements This long-time advocate of technological advancements, once predicted, "Flexo platemaking will benefit from advancements experienced in the offset industry, the most obvious being computer-to-plate technology. Advances in the laser imaging process and plates are enabling CTP to provide consistent quality, faster turnaround and better control for flexo applications."
Just a year or two later, early in the current decade, he reported, "Digital laser-engraved flexo printing plates are on the horizon. Direct engraved flexo plates will eliminate all of the time-consuming plate processing steps required to conventionally process flexo plates."
And finally, with a great deal of pride and passion, Howie stated in 2001, "Supporting the FFTA and FTA is my way of saying thanks to the industry that has made Anderson & Vreeland what it is today."
