It was a big year for packaging-distribution company TricorBraun, which acquired Veritiv Rigid Containers. Strope credits the smooth acquisition to collaboration between teams, saying it was “a testament to what’s possible when people unite behind a shared mission.” And though St. Louis is just the hub for a network of teams that stretches across North America, Europe, and Australia, Strope recognizes the city’s “sense of community, loyalty, and strong work ethic” as values that his company shares.
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2026 QUESTIONNAIRE
PROFESSIONAL ACCOMPLISHMENTS & OPPORTUNITIES
What has been your/your company’s most significant success over the past 12 months? We completed the acquisition of Veritiv Rigid Containers, a distributor of both custom and stock rigid packaging solutions. I’ve known the company—since its days as All American Containers—for decades. Through my 44 years in the industry and at TricorBraun, I’ve followed its evolution closely. Bringing Veritiv Rigid Containers into the TricorBraun family has been an incredible opportunity—and a significant achievement. The integration over the last six months has gone well, thanks to the tremendous collaboration between teams. It’s a testament to what’s possible when people unite behind a shared mission. There’s still work ahead, but the momentum and teamwork have been outstanding.
What has you most excited about the future of your company or industry? When I began my career, the value of a distributor was often misunderstood. Many companies preferred to work directly with manufacturers, and getting that first meeting as a young salesperson was tough. But I’ve always said—products must go into something and be closed with something—and TricorBraun is in the “something” business. What excites me today is that the value of what we do is now widely recognized. The packaging landscape continues to evolve, which brings fresh challenges—and incredible opportunities. We’ve built something unique: a business that leverages global supplier partnerships, diverse substrates, deep technical knowledge, and an unwavering focus on our customers. With a team of talented, driven people across the globe, we are more agile, more responsive, and more innovative than ever. That ability to adapt—and to do it together—is what makes the future so promising.
If you could change one thing about your industry, what would it be and why? The packaging industry thrives on change—and while that can be demanding, it also fuels innovation. If I could change anything, it might be the pace at which parts of the industry adopt new solutions. But even that creates opportunity—and that’s where TricorBraun shines. We don’t just keep up; we stay ahead. Change isn’t something we fear—it’s something we’re built to navigate.
What’s the toughest business challenge you’ve had to overcome? Early in my career, the toughest challenge was simply proving the value of a distributor—convincing potential customers to even take a meeting. That required resilience and belief in what we were building. Later, as I became CEO, the challenge shifted to leading across the entire organization. You have to balance strategy with people, performance with empathy. I’ve been fortunate to work alongside a phenomenal team—people I learned from every day. Of course, the 2008 recession and the COVID-19 pandemic tested us all. But those moments also revealed our strength. TricorBraun’s ability to stay resilient during turbulent times is a direct result of the dedication, adaptability, and character of our team.
What’s a risk you took in business that didn’t pan out—but taught you something valuable? During my time as CEO, we explored expanding into turnkey solutions, managing everything from packaging to filling. On paper, it looked promising, but in execution, it pulled us away from our core strengths. That experience reinforced a lesson I’ll never forget: Know what you do best—and double down on it. At TricorBraun, our lane in packaging is wide, and that’s where we deliver unmatched value. Chasing opportunities outside that lane may seem tempting, but if it doesn’t align with who you are, it’s rarely worth it.
What advice would you give to the next generation of St. Louis entrepreneurs or leaders? Always do the right thing in business and in life. When that’s your foundation, everything else tends to follow. Be curious. Ask questions. Embrace new challenges. Surround yourself with people who push you to grow. Lead with humility and by example. And never underestimate the power of listening. Most importantly, find something you love. Passion fuels purpose—and when you care deeply about what you do, you’ll find success and fulfillment.
MENTORS & PEERS
What is a key strength of the St. Louis metro area business environment? St. Louis is home to TricorBraun’s Global Support Center, our corporate headquarters. From here, we support our teams across North America, Europe, and Australia. This city has provided us with an exceptional talent pool—people with the heart, grit, and skill to support a global business. It’s more than just talent, though. St. Louis offers a sense of community, loyalty, and a strong work ethic—values that align deeply with who we are as a company.
Who in your company (or industry) deserves more recognition for their impact? Our customer service team. At TricorBraun, we have an incredible group of more than 300 salespeople, but behind them stands a deeply committed customer service team. They’re the ones ensuring the details are right, solving problems behind the scenes, and keeping everything moving. Their impact is significant—and often unseen. But our company doesn’t run without them. Their dedication reflects the best of who we are: people who care, collaborate, and make a difference. In truth, it’s not just customer service—it’s every single team member across every function. Success doesn’t come from one person or one team. It’s the result of all of us—working together with commitment, care, and a shared goal of delivering the best for our customers. Every role matters. Every person counts.
BACKGROUND
What educational degrees do you hold, and where were they earned? Bachelor’s degree, University of Central Missouri
HOBBIES & INTERESTS
What is one book you think everyone should read (or podcast everyone should listen to) and why? Zapp! The Lightning of Empowerment. It’s a short read, but its impact is lasting. A customer recommended it to me years ago, and I’ve passed it along to many team members. It offers practical, human-centered lessons about how to empower people and improve quality and satisfaction. In a world that’s constantly changing, creating environments where people feel valued and empowered is more important than ever.
What do you do when you’re feeling stuck or uninspired? I turn to conversations, especially with other business owners. Engaging with people who are building, leading, or navigating their own journeys always gives me energy and perspective. Lately, my time in Europe has been especially inspiring. I’ve connected with second- and third-generation family businesses that share our values and entrepreneurial spirit. Those conversations not only spark ideas but also remind me why I love this industry.
What would people be surprised to learn about you (fun fact)? I love being on the water. Boating is something that brings me real joy. I’ve captained boats at the lake and even chartered in places like the British Virgin Islands, the Caribbean and the Mediterranean. There’s something about it—being out on the open water—that allows you to both relax and reflect.
