Feature Story ... Polypack, Expanding The Shrinking Business

The Cerf Family
The Whole Package
By Gretchen Cain

“At the end of the day, family is what matters most, and that is what is so rewarding about working together.”- Susan Cerf

“Work hard, pay your bills and taxes, and keep expenses down; but, don’t forget to dream and enjoy life.” - Alain Cerf, family patriarch and founder of Polypack


LOCATION, LOCATION, LOCATION

In Florida, nearly 12,000 manufacturers represent a powerful economic engine that employs more than 250,000 workers, according to Pinellas County Economic Development statistics. Pinellas County is ranked second in the state for manufacturing employment and third in the state for manufacturing firms. Among these “statistics” is the Cerf’s family-owned and operated business, PolyPack Inc., located in the Gateway area of Pinellas Park.

Company founder Alain Cerf and wife Elisabeth brought their packaging manufacturing business and the family to the United States in 1973. They loved the Pinellas County area and the lifestyle, which offered sunshine year ’round and beaches that were stunning and undeveloped along the Gulf of Mexico. Looking five miles east, they soon purchased 6 acres of property (inexpensive at the time) in a Pinellas Park industrial center with tree-lined boulevards, and split their time between France and Florida, until finally in the early 1980’s, they settled in Pinellas Park permanently.

It was a risk to establish new ground, but family patriarch Alain was a visionary. His disciplined engineering personality allowed him to dream and draw up plans, only after he studied the area thoroughly. Alain recognized the great potential for future regional markets and international distribution, especially for manufacturing firms. The airports and major seaports would serve shipping needs, and someday there would be convenient access to interstate highways.

THE FRENCH CONNECTION

PolyPack Inc. was founded in Chateau du Loir, Franc (a small town in the Loire Valley – the Region is called La Sarthe) in 1962. Amid rolling hills and fairytale castles (now great tourist attractions), Alain Cerf designed his first machine, an automatic dual roll shrink-wrap machine to use polyethylene film for packaging. Immediately there was a demand for packaging, as the area is known for dairy farms and vineyards, with products to be supplied and exported, and success was imminent.

Susan Cerf, daughter-in-law, said another reason for success stems from avoiding complications, such as taking on partners, who might choose directions not in keeping with the family’s best interests. “It is important to note that Polypack was built solely by Alain Cerf; there were no partners or investors. It is still a privately held corporation,” she said. “Alain didn’t believe in financing his business or involving investors – in France or in the United States – he and the family have done it all by hard work. Even today, everything is owned free and clear with no debt, no finance or no partners or investors.”

As for having a detailed written business plan and marketing plan, Alain leaves that to the second generation of Cerfs. His European roots are still deep and he believes in the simplicity of the old school of thought. “Work hard, pay your bills and taxes, and keep expenses down; but, don’t forget to dream and enjoy life,” he said. The family has adhered to Alain’s example. Each member has a strong character, work ethic and strong emotions about what they are doing. A real benefit of this family-run business is there are no hidden agendas. “The family is dedicated to developing new ideas, new machines and forging ahead in the packaging industry,” said Alain.

FAMILY ALWAYS COMES FIRST

Another benefit of the family-run business is more opportunity to communicate and clarify who will do what, and by when. Private family meetings are preferable to seek the wisdom of each other and quickly resolve problems, but problems in the workplace do not arise on anyone’s schedule and have to be discussed and settled as they occur. “Everyone in the family speaks French, so at times, when discussions become heated in the workplace, employees do not know what is going on, and that can be a bit daunting,” said Susan. Time must be taken then to review with employees, what their involvement will be. No matter what happens in the workplace, the family continues as a cohesive unit. “At the end of the day, family is what matters most, and that is what is so rewarding. The French are very passionate people who have a strong family bond,” she added.

With the help of family members, Alain is leaving a legacy to his children and grandchildren, and is still very much involved. “Alain is curious about many things, and engineering is definitely his forte. Designing packaging machinery and setting the standards in a competitive industry keeps him very busy, even today, 45 years after his first machine,” said Susan.

Sharing family responsibilities and interests
Alain and Elisabeth have identical twin sons, Olivier and Emmanuel. Both graduated from Seminole High School in 1979, and then from the University of Florida. Olivier received a degree in Industrial Engineering, and Emmanuel in Architecture. It can be a challenge to have an individual voice in a family, especially when two members are twins. From birth, the boys were a formidable team, yet Alain recognized they were as different as they were alike and encouraged their individual strengths. Olivier grew to become Vice President of Operations, and Emmanuel, Vice President of Sales.

“It’s very healthy to have outside interests, so you can step away from the business, as needed,” said Susan (married to Olivier). She said in addition to the manufacturing business, Alain and Olivier are very interested in vintage cars. Not just any cars, but those cars that were ahead of their time in engineering and design. “I bought my first vintage car out of necessity; it was all I could afford,” said Alain. His first vintage car was a 1937 Peugeot Darl’Mat that he bought at a police auction in Paris.

Alain’s Peugeot was a rare car, one of only 103 ever built. The Peugeot had been abandoned and then subsequently impounded and sold at auction. This vehicle reflected his tastes for the older hand built European cars from the 1920’s and 30’s. Nearly 50 years after he purchased this vehicle at auction it is still one of his favorites to drive. He is constantly looking for new vehicles to add to the collection, but they must fit the specific engineering theme.

Being an engineer by trade fueled his interest in other automobiles such as those from Central Europe like the rear engine Tatras built in Czechoslovakia, the front wheel drive Tractas from France or a three-wheeled British built BSA. The collection steadily grew over the years and they now have acquired 43 rare and unusual vehicles. As word of mouth spread throughout the community about this remarkable collection, Alain decided to open it to the public in March 2005. Susan is the events coordinator. The museum hosts many functions and receptions in its 12,000-square-foot gallery space.

The next generation?

Olivier and Susan have been married almost 21 years and have two sons, Stefan, age 18, and Yann, age 14. To date, neither son has expressed an interest in joining the family dynasty, although the younger son has an intense interest in automotive engineering. “They will choose their own career paths when the time is right,” said Susan. She acknowledges the family business has helped everyone to draw closer, and even if the boys go their separate ways, that intimacy will be retained.
Emmanuel Cerf is Vice President of Sales and oversees the entire sales force at PolyPack, Inc. Machines are custom designed and built for each customer and are built in the Pinellas Park company headquarters. Customers come from all over the world to purchase PolyPack machines. Emmanuel’s wife, Montserrat Cerf (originally from Barcelona Spain) oversees the Central and Latin America sales department. She is a strong proponent of global economy and believes there are numerous advantages, including the possibility for smaller companies to quickly expand and target a larger customer base, utilizing workforce overseas. However, the Cerf family appreciates the availability of the workforce and technology offered locally.
Emmanuel has two children from a previous marriage – daughter Celina, 16, and son Nicolas, 15. Neither child has expressed an interest in joining the company either, yet.

Art for Art’s Sake

An interest which all family members seem to enjoy is art. PolyPack has acquired a substantial collection of art specifically supporting local Florida artists. Some of the various artists represented in the Company’s collection are:

Duncan McClellan, blown glass;
Susan Gott, blown glass;
Paul Eppling metal sculptures;
Glass mosaics by Carole Haberkorn; and
Paintings by James Michaels, Jack Barrett, and the late Italo Gazzoli.

The perfect showplace for the art is the manufacturing plant itself. The plant and museum addition were designed by prominent local architect Albert Alphonso of Tampa.

As for the future of PolyPack, the Cerfs will keep working, the oldest to the youngest, balancing their business and family life, which often is one and the same.

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