Q&A with CCT: Building Successful Brand Partnerships

Jim and Brandon Bach of CCT

Since its inception in 2019, CCT has brought the revolutionary EEASY Lid to 600+ stores and counting. The company’s growth can be attributed to its successful partnerships with brands and manufacturers across the globe.

In this interview, we sit down with CCT President Brandon Bach and CCT Managing Partner Jim Bach as they discuss how the company builds strong relationships, navigates potential challenges, and helps brands bring accessible packaging solutions to consumers.

Q: CCT has made significant strides in securing partnerships for the EEASY Lid. When it comes to building successful partnerships, do brands typically seek you out, or is CCT more proactive in initiating conversations?

A: It’s a combination of both, and it’s evolved over time. While we’re still actively pursuing potential customers, our public relations efforts have led to more inbound interest, especially at trade shows. For example, a big-name grocer approached us at the Fancy Food Show after seeing a blog post about the EEASY Lid. So while we still reach out, we’re seeing more engagement organically as awareness grows.

Q: What are the key factors you look for when forming partnerships with other brands or manufacturers? How do you determine if a potential partner is the right fit?

A: Building a successful partnership starts with understanding a brand’s “why.” Are they simply looking for the cheapest lid, or do their values align with ours? We prioritize shared goals and trust. Some partners want to differentiate themselves or raise brand awareness. The most effective partnerships are those that showcase our capabilities and help us grow our network among other brands and fillers.

Q: With the EEASY Lid now adopted by six brands and more partnerships on the horizon, what do you find are the most attractive attributes of the lid for both manufacturers and brands?

A: It’s really a mix of things – sustainability, accessibility, and production efficiency all play a role. Brands can tailor the value of the EEASY Lid to their own customer pain points. For instance, Michael Anderson, owner of Chilau Foods, saw that many of his customers were older and appreciated easier-to-open packaging.

To ensure the filler’s confidence, the lid has been rigorously tested at over one million proof points. A six-month study conducted by Cornell University resulted in a peer-reviewed white paper, affirming the lid’s durability. The lid has proven its strength throughout the entire supply chain – from the closure manufacturer to the filler, through the product distributor’s warehouse, to the grocery store shelf, into the consumer’s cart, during the bagging process, and finally, in the consumer’s cabinet. CCT’s consistency and supporting data give partners confidence when choosing the EEASY Lid.

Q: What are the biggest concerns companies have when considering the EEASY Lid?

A: The top concerns typically revolve around manufacturing adjustments and cost. We reassure partners that we work closely with them to mitigate costs. Some worry consumers won’t notice the push-button functionality, especially with tight shelves or stacked products. Others have branding concerns around logo placement on the lid.

Production schedules can also be a barrier, as line testing must be scheduled around existing production timelines and lid contracts. For example, one of our international partners had their line test initially delayed because they were in full production at the time. Additionally, we’ve conducted extensive testing on the EEASY Lid, but some companies may desire to complete their own testing, including 30-, 60-, or 90-day test packs.

Q: CCT provides a full-service program to help companies adopt the EEASY Lid. Is that a major selling point?

A: For many, yes. Some partners value this support, while others already have in-house capabilities. Being new to the industry, we’ve found that offering hands-on support builds trust. It gives companies the confidence that we’ll be there throughout the process. It’s all about creating a comfort level that encourages long-term collaboration.

Q: The EEASY Lid has gained traction both in the U.S. and overseas. What are the main challenges when expanding to international markets, and how does CCT navigate those hurdles?

A: One of the biggest challenges is meeting region-specific regulatory requirements. These compliance steps can be rigorous, but interestingly, some international markets move more quickly through the adoption process once those boxes are checked. Our team is proactive in navigating these hurdles by staying ahead of global regulatory trends and adapting our product and processes accordingly.

Q: What advice would you give to other companies looking to innovate in the packaging industry? How can they foster partnerships that lead to long-term success, like the one CCT has experienced with the EEASY Lid?

A: The packaging industry has changed significantly. There was a time when packaging was an afterthought, but now manufacturers are held accountable for how their products are presented and accessed. To build meaningful, lasting partnerships, companies need to align on shared goals that ultimately serve the consumer.

Transparency and open, effective communication are crucial. While virtual meeting tools like Zoom are helpful, we’ve found that in-person meetings are often more impactful, especially when demonstrating how the EEASY Lid works. Innovation requires persistence, and instead of walking away when things get tough, successful partners work through the problems together. Building two-way trust and maintaining a constant feedback loop is essential.

It’s also important to acknowledge that no one company knows everything. We may be the closure manufacturer, but we rely heavily on outside experts. For example, we work with Cornell University for independent testing and Uproar by Moburst for marketing strategy.

Lastly, we recommend actively networking through industry associations – but choose wisely, as membership costs can add up.

Q: How should companies get in touch with you if they are interested in learning more about the EEASY Lid?

If you have a product that would be a good fit for the EEASY Lid or want to ask about CCT’s technical capabilities, reach out to me, CCT president Brandon Bach, at 937-387-9244 or via email at Brandon.Bach@cctclosures.com. You can also visit the contact page on our website.