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growing customer base, which includes small consumers and large com-
panies that require millions of pencils,” Gomez says. “It takes flexibility
to adapt to such a variety of customer needs, so we pride ourselves on
managing that complexity in the promotional products marketplace.”
Keeping the company headquarters in Florida (and choosing Lake
Mary) was a no-brainer, according to Gomez, who raves about the
business-friendly environment, top school district and high-caliber
workforce—and sports teams. “Our employees’ quality of life is impor-
tant to us, and as Orlando Magic fans, the thought of living in another
NBA market was just not acceptable.”
As the CEO of a global company, Gomez is often on airplanes,
which gives him a lot of time to ponder the challenges Dixon
Ticonderoga faces. A self-proclaimed “systems guy,” Gomez spends
much of his time on the company’s manufacturing and delivery systems
and product and manufacturing innovations. “We are constantly chal-
lenging ourselves to build a better pencil and to expand our product
base. From a commercial perspective, we are re-inventing ourselves with
new product offerings in green technology and renewable energy.”
But the product that most people associate with the brand is the
No. 2 yellow pencil. Many people believe that Dixon Ticonderoga
pencils were originally painted yellow because it was a royal color that
indicated the highest quality graphite from China.
Not true, says Gomez. “Whoever started this rumor is probably
laughing that it actually caught on. The first graphite mines were in
Fort Ticonderoga, New York, not China. What is very real is that if
you look at all of our pencil brands, such as Ticonderoga, Oriole and
Dixon, you will find that our distinctive color is imitated by those who
hope to confuse consumers.”
Gomez believes donating school supplies through the Kids in
Need Foundation (KINF) is the company’s most important mission—
next to providing quality writing instruments. KINF is a charitable
organization that provides school supplies to children who don’t have
access to them; PPAI has also supported this organization in a variety
of ways since 2007. “Who knows what poets, writers or illustrators are
born with every pencil we donate? I think about that every time we
load a pallet of products destined for those kids,” he says.
Julie Richie is associate editor for
PPB.
DECEMBER 2015 •
PPB
• 11
12
Accessory
Appreciation
EYE ON APPAREL
19
Color Clash
QUESTION
Gomez hands out backpacks filled with school supplies to children
in need to support the Kids in Need Foundation (KINF).
23
Speak With
Confidence
SALES
Dixon Ticonderoga By The Numbers:
• Manufactures over
one billion
pencils per year
•
50 million
students use its products every day
• Donates
$1.5 million
in product and teacher grants
each year
• More than
$1 million
in artwork is displayed in the
company art gallery
• The company dates back
220 years
• The Ticonderoga pencil is more than
100 years old
• Recently added
20
new employees due to growth
and company acquisition
• Offers
four
categories of promotional products:
crayons, pencils, markers and pens
• The company
doubled
in size in less than seven
years after the last recession in 2008