Why Packerland Never Stops Looking for a Better Way:

Legacy Doesn’t Mean Standing Still

We’ve been in business since 1969. That kind of longevity doesn’t happen by accident — and it doesn’t happen by doing things the same way decade after decade.

As a third-generation, family-run company, we take pride in our history. But we also believe that legacy should never mean complacency. Staying independent, reliable, and relevant requires constant evaluation, learning, and improvement — especially behind the scenes, where customers may never see the work, but will absolutely feel the results.

One recent operational change, recently featured on Clean and Simple News, is a perfect example of that mindset in action.


Two Trucks, One Street: The Moment That Sparked a Bigger Question

One of our biggest clues pointing to a need for change didn’t come from a report or a spreadsheet.

It came from a morning coffee run.

While stopping for coffee about 30 minutes north of our plant in Butler, Wisconsin, our General Manager, Katelyn Schultz, noticed two Packerland trucks delivering directly across the street from one another. Two trucks. Same area. Same time.

At that moment, Katelyn recognized that something wasn’t adding up.

The issue wasn’t a single inefficient stop; It was a sign of a larger routing problem. And more importantly, it raised a question we ask often at Packerland:

Is there a better way to do this?



Choosing Progress Over Convenience

Small adjustments weren’t going to solve what Katelyn had witnessed. After all, if it was happening in one spot, chances were it was happening in others. Moving a stop or two just wouldn’t cut it; we needed to conduct a full evaluation of how routes were built and maintained.

Rather than ignore or work around the issue, Katelyn led a full-blown reroute initiative. It was a significant undertaking, but she knew that by prioritizing long-term efficiency over short-term effort, Packerland would be able to be more sustainable over time.

Of course, making a change of this scale isn’t always convenient — but avoiding it would have meant turning a blind eye to inefficiency and doing a disservice to her family business, staff, and customers alike.


“Sometimes the bigger changes feel like the hardest to take on—but they’re usually the ones that make everything work better long-term.”
— Katelyn Schultz, General Manager

This willingness to step back, assess honestly, and make meaningful change is what separates proactive organizations from reactive ones — and it’s a mindset that continues to guide how we move forward.

Combining Smart Technology with Real-World Experience

To guide the reroute, we used StreetSync route optimization software. First, we exported data directly from our data system, Alliant, to visualize patterns, identify inefficiencies, and model improved routing scenarios.

But technology alone wasn’t the solution.

We also conducted a detailed manual review — printing invoices, checking stop flow, and validating routes against real-world conditions. Then, we made sure that the route representatives who knew the customers best stayed on the route, ensuring changes made sense not just on paper, but in practice.

The result was a smarter, more balanced approach that combined modern tools with the experience of the people who do the work every day, and that ended up being the secret sauce to making this a true success.

What Changed — and Why It Matters to Our Customers

The reroute led to some amazing changes, including:

  • Eliminating several seasonal routes
  • Reducing overlapping deliveries
  • Creating smoother, more logical route flows
  • Improving consistency in delivery days
  • Allowing customers to keep the same route representative year-round

By early winter, operations were running seamlessly, which was better for both our internal teams and the customers who rely on us for consistent, dependable service.

The Bigger Picture: Why We’ll Never Stop Improving

Being in business for over 50 years doesn’t mean we’ve figured everything out — it means we’ve learned how important it is to keep learning.

Large national providers often struggle to adapt quickly because decisions are layered, slow, and disconnected from the day-to-day realities of customers and route teams.

As an independent, local company, we have the ability — and the responsibility — to notice when something isn’t working and act on it.

That’s what keeps us moving forward and sets us apart.

Moving Forward, On Purpose

The reroute was more than operational in practice — it was a reflection of how we operate in theory.

We believe meaningful change shouldn’t be postponed simply because it feels inconvenient or complex. When we find a better way, we commit to it — for our customers, our team, and the long-term strength of our company.

After 50+ years, that mindset is exactly why Packerland is still here — and why we’re still improving for you.