Two years ago when Callard was asked to join Premier Group, the industry’s largest exclusive buying network, it was an easy decision for owner Michelle Guetle.

Premier Group offers us stronger buying power and priority rush service with our suppliers”, Michelle says. Callard experienced this first-hand when KraftHeinz needed 2,000 bags produced and shipped the same day for a shareholders event. West coast supplier, Logomark, successfully made this happen, primarily because we are a Premier Group member. This is a great example where membership has its benefits.


On May 2-9,  Michelle attended the Premier Group annual meeting at PGA National Resort & Spa in Palm Beach, Florida.

“Over 100 members of national suppliers and distributors came together to share best business practices, showcase top product trends and discuss leading marketing and business trends within the industry,” Michelle explains. “It was great to have President and CEO of ASI, Tim Andrews, present his insight on the promotional product industry’s future and top trends.”





A few of Michelle’s favorite top product trends and ideas include:


A new technology portal was also launched which allows the Callard account team to more efficiently search product and creative concepts for clients.




“One of the top benefits of the Premier Group for me as an owner is the sharing of best business practices with other national distributors located throughout the US,” Michelle adds. “It’s full transparency on what works and how can we all improve our business strategy.”

Michelle serves on the Board of Directors for the Premier Group, serving as chair of membership and marketing.

“It is a great honor serving with the key principles of the leading ASI suppliers – Admints/Hit, Prime Line and Fields Manufacturing,” Michelle says. “I learn so much from their leadership styles and successes.”

Of course, it’s not all work. The Board had a cooking competition in the resorts’  kitchen and with Michelle’s competitive nature and her addiction to the Food Network’s show “Chopped”, she was on a mission to win the cooking challenge.

Winners of the gold medal, she stands with her team in the moment of victory!



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