In 2015, we went digital! We launched the magazine, first as Pallets West, and then as Western Pallet Magazine. It was still very much focused on gathering pallet-related news. Over the past few years, the magazine has undergone considerable transformation. We still aggregate the news headlines at the back of the magazine, but now we focus on crucial business issues. And we have five amazing columnists who provide a range of industry perspectives.
4. What are the emerging opportunities or challenges for the pallet industry?
The biggest opportunity for smaller operations, in my opinion, is to focus on taking managment practices to the next level. And for resource-strapped entre- peneurs and growing businesses, that 's not necessasrily easy to do. That's why it is so important that we cover themes such as prospecting, strategy and this month's topic, forecasting.
With the sluggish economy, the spotlight is now on increasing efficiency. That’s why Chaille’s presentation was so valuable at the Annual Meeting. But beyond that, we need to be designing for cost reduction, but with a nimble mindset that is ready to respond as the market improves. That includes a smart approach to investment, having a solid strategy, and building a resilient culture.
5. What advice would you give to new members of the WPA ?
My advice isn’t that different than what we’ve heard before from other members. It might feel a little uncomfortable jumping into the water, but once you find out you are in a group with similar challenges and aspirations, you'll never look back.
Come to the Annual Meeting and attend with goals in mind. Schedule meetings with vendors and with like-minded operators from other areas. Meet people, network, and crucially, follow up after the meeting. Attend WPA webinars when they are offered.
Finally, volunteer for one of the WPA committees. You’ll be glad you did.
WPM
Rafael Guerrero
3. What are some of the key challenges you have faced in the pallet industry? How has the WPA helped you navigate them?
4. What are the main opportunities or trends you see shaping the pallet industry right now?
5. What advice would you give to new members of the WPA to help them maximize the benefits of their membership.
WPM
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February 2026