Carl Roeder has joined packaging equipment leader SOMIC Packaging, Inc. as the new Northwest regional sales manager. Roeder has more than 20 years of packaging automation experience in a variety of technical, operational and sales roles, and reports to CEO Peter Fox.

Based in Mead, Wash., near Spokane, Roeder is responsible for a territory that includes seven states stretching from the west coast to the Dakotas, and three Canadian provinces: Alberta, British Columbia and Saskatchewan. He most recently held the same title for over three years while working at JLS Automation, a robotic case packing system manufacturer.

“Throughout my career, working and mastering each of these roles have given me a comprehensive understanding about the world of packaging automation and manufacturing process improvement. More importantly, it gave me the ability to relate to my customers’ point-of-view and creatively solve issues,” Roeder said.

“This approach has helped me earn their trust, build strong relationships, and work with them as a true partner rather than just another salesperson. Many of those relationships have grown into long-term friendships.”

Roeder mentioned he was impressed with SOMIC equipment from an industrial design perspective for many years.

“Having seen Europe’s widespread adoption of retail ready formats across nearly every product category, I’m convinced the United States market will continue moving in the same direction. SOMIC’s technology stands out as some of the best suited for that shift,” remarked Roeder, who indicated other factors led to his decision to join the company.

“I appreciate the German pride in engineering, and the commitment to delivering best-in-class solutions that address and surpass every aspect customers care about. Peter Fox is a major reason why I joined SOMIC. We share a similar philosophy that a salesperson should be a customer’s partner and strongest advocate.

“This requires a deep technical understanding and continuous involvement well beyond the sale. Peter’s energy, clarity of vision, and determination to grow the North American organization is inspiring. It made the opportunity to come aboard even more compelling."