activity. This is our ability to invest in healthy companies.” PPAI 100 also favors happy employees. “If there’s something that needs to be shared up the line, our employees will do so, especially if they’ve been here a long time,” says Amanda Clay, president of Walker-Clay, on the Employee Happiness high mark. “We’re lucky that the majority of our staff has been here for a long time.” These are all steps toward a healthy company, and healthy companies grow. Jeremy Lott, CEO of SanMar, which was named PPAI 100’s No. 1 supplier in the ranking’s first two years, knows something about Growth. When asked how SanMar got so large, Lott often responds that it took 55 years. No corners were cut since his father, Marty, founded it in 1971. “He wanted to be a growth business, so we as a family made the decision that we would reinvest the vast majority of what the company made into growing the business every year,” Lott says. ‘A Rigorous, Multi-Step Evaluation Process’ All of these things and more go into becoming a PPAI 100 company. “We use a rigorous, multi-step evaluation process,” says Alok Bhat, market economist, research and public affairs lead at PPAI. “The companies on this list are not chosen randomly. We focus on data accuracy. We collect and verify information from multiple sources, including self-reported data, third-party certification and independent research.” Make no mistake, revenue is still the most important factor, weighed more heavily in the process than the other categories. But to make the list, a company has to have made strides that PPAI hopes will encourage them to grow in a balanced way. From its first year to its second, the size of the list doubled – from 50 distributors and 50 suppliers to 100 of each. Of course, there are far more than 100 distributors and 100 suppliers in promo. PPAI 100’s evaluation process collects information on more companies than make the final list. Throughout the year, that data is used to recognize non-PPAI 100 firms for the high marks they deserve in certain categories. “One of my favorite parts of PPAI 100 is the benchmarking studies that come out afterward on key categories of Growth, Responsibility and Innovation,” says Ellis. “You can see what your competitors in the same size or segment are doing in terms of these key areas and see how you stack up.” That is to say that PPAI 100 does more than celebrate the industry’s heights. It aims to raise its floor – and the list and its criteria will continue to evolve. “PPAI 100 is definitely a member benefit,” says Olds. “It’s a benefit whether you’re on the list or not.” Auping is the senior news editor at PPAI. Voice & Force, PPAI’s podcast feed, debuted a limited series titled “Leading PPAI 100” that spotlights companies setting the standard in business excellence, sustainability, innovation and more. Through compelling interviews, expert insights and behind-the-scenes stories, “Leading PPAI 100” explores the trends, innovations and leadership strategies shaping the future of the branded merch industry. Visit PPAI.org/podcasts or find Voice & Force via Apple, Spotify or wherever you listen. shiji1 / Shutterstock.com Must Read | Road To PPAI 100 60 • MAY 2025 • PPAI
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