Botani Insider
Have you ever wondered who’s behind the innovative products shaping the premium botanical and rolling paper industry? At Botani, we believe that understanding the people who contribute to our success gives a glimpse into our company culture and values.
That’s why we’re excited to introduce our new column “Botani Insider,” where we’ll be profiling Botani team members who make our company thrive. This series will give you a behind-the-scenes look at the people driving innovation in the alternative markets sector.
Meet Tom Kraker
For our inaugural feature, we’re proud to introduce Tom Kraker, our fearless Product Manager who has been an integral part of our parent company, SWM International, for more than two decades. Tom’s journey with us began right after he completed his graduate studies in paper science and engineering. His career has evolved alongside the company, starting in product development and now serving as Product Manager for Botani.
Tell us about your role at Botani. What does your position entail?
I work with our team to define the proper products to develop, introduce, and ultimately sell to the industry to meet its needs. My role involves a lot of communication with various teams at Botani to execute our vision. Essentially, I’m responsible for ensuring that we provide our customers with the products they need to grow their businesses.
Can you describe a typical day or week at Botani?
My typical workdays revolve around developing plans based on customer and market needs and communicating with our teams to drive these plans forward. It’s a dynamic role that requires staying attuned to industry trends and customer requirements while coordinating with our internal teams to bring innovative products to market.
What were you doing before joining SWM International (then Schweitzer-Mauduit International)? How did your previous experience lead you to your current role?
Interestingly, joining SWM International was my first job after graduating college shortly after spinning off from Kimberly Clark. I’ve spent over 20 years working in product development at SWM, covering various product lines. This extensive experience in product development laid a strong foundation for my current role in product management at Botani.
What attracted you to work in the alternative markets sector?
After working for so many years developing products for a mature industry like tobacco, I was intrigued by the opportunity to work in a new, exciting, and growing industry. The alternative markets sector offers a chance to be more creative and innovative, which is incredibly appealing to me.
Can you share a bit about the types of projects or products you’re currently working on?
We initially developed natural hemp leaf and flower-based products for the industry, namely wraps and filler materials for various end-use applications including blunts, cones, and hemp cigarettes. We’re still doing this and have recently expanded our product line to include other botanicals.
One of our first product launches after introducing the Botani brand was a gummed wrapper. This was an innovative step for us – it was the first time a botanical wrapper was offered with a gum line. We took our experience from making thin rolling papers with gum lines for tobacco products in Europe and applied it to create a gummed blunt wrapper that can be used in booklet form for the cannabis industry. We’ve also introduced printed versions of our wrappers, allowing us to add custom artwork, which has been well-received.
What do you like most about the culture at Botani?
The opportunity to be creative and try new things. The cannabis industry is more accepting of new products compared to more mature industries, and it moves at a faster pace. This allows us to display our knowledge and expertise in new ways, which is really exciting. The culture at Botani embraces innovation and encourages us to move quickly and keep the momentum going, which aligns perfectly with my work style.
Looking ahead, what are you excited about for Botani’s future?
Extending our product line to include other botanicals. The cannabis industry is always looking for new things, and we have the capability to meet those demands. I’m also looking forward to increasing the acceptance and recognition of our products in the market. As we continue to grow and innovate, I’m eager to see how our products will be perceived by consumers and how this feedback will drive our future developments.
Stay tuned for more ” Botani Insider” features, where we’ll continue to introduce you to the talented individuals who make Botani a leader in the paper making sector.