Made in Michigan: Grand Rapids Label

GRAND RAPIDS, Mich. (WZZM) -- It's one of the most recognizable ice cream designs out there. But Nestle's Drumstick is just a blur of blue and white until it runs through a Grand Rapids Label press.

Drumstick is among 30 GR Label customers. Among the company's other work are automotive labels. The automotive industry represents the largest portion of GR Label's business.

"We had to print four different languages, so you needed a magnify glass to be able to read the copy," said company president Bill Muir and his cousin John Crosby, who together run this fourth-generation family business which is now 130 years old.

Among the other 5,000 U.S. label companies, GR Label is in a class almost entirely its own, in part since it does its own in-house coding.

The company's durable labels set it apart, too. When you open the hood of a Ford truck, you'll find your warning sign and diagram. These labels need to make it through the heat, grime, and salt of Michigan's long winters.

GM, Nissan, and even BMW stamp these made in Grand Rapids labels in their vehicles.

GR Label also does business internationally. Lulliac in Greenland wanted GR Label to help sell their $50 water bottles.

Seventy employees, printing and sticking one billion labels a year.


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