Labels are what we make -- we've been doing it for well over 100 years -- but that doesn't define who or what we are. That's left to our customers.

If we print primary labels for GlaxoSmithKline, we think of ourselves as being in the personal care business. If we run labels for Blue Coral Inc.'s new PowerWorks cleaning products, we feel that we're a small part of the home care industry. And if it's a print-and-apply bar-code system for Visteon's parts inventory operation, we're proud to consider ourselves part of the automotive business.

Grand Rapids Label's approach to conducting business - from account executives to plant engineers, service representatives, or any member of our staff involved with a customer - always has been guided by two fundamental questions:

• What is the customer trying to accomplish?
• How can GRL help that customer succeed?

If price is a potential customer's sole concern, chances are we won't be first choice. Although we always strive to be competitive, pricing is not what drives us or, for that matter, our existing customers.

If, however, of utmost importance to you is a desire to realize a vision, to work together on a project until it's just right, and experience enthusiasm matched only by your own - GRL can help.

When you invite us to call, our account executive can offer ideas and solutions that are price or innovation driven, and often both. Our many patents on label construction and labeling systems constitute a major advantage over our competitors.

These significant capabilities have enabled Grand Rapids Label Company to earn and keep the trust of our customers - a value that is priceless.