This Promo Insiders podcast explores how Utica, NY-based distributorship A&P Master Images (asi/102019) has successfully pivoted to selling – and even producing – personal protective equipment that’s badly needed amid the coronavirus pandemic. Featuring A&P CEO/co-owner Howard Potter and hosted by Counselor Executive Editor Christopher Ruvo, the podcast includes a discussion about the controversy in promo over selling PPE and risks associated with doing so (see disclaimer at the bottom of this page), as well as prudent practices to follow.

Podcast Chapters
2:33 – Orders drop off a cliff because of the coronavirus.
6:42 – The pivot into sales of personal protective equipment.
8:25 – The first big job.
9:08 – The door opens to start making face shields in-house.
13:20 – What pitfalls do you need to be aware of if you want to source and sell PPE products? What protections do you need to put in place for your business?
17:36 – How to proceed smartly when it comes to sourcing and purchasing.
22:09 – The pivot to PPE could lead to an all-new business channel long-term.
26:40 – If your business is shut down because of COVID-19, be proactive and prep for the return by doing these things.

Howard & Amanda Potter of A&P Master Images

After promo sales at A&P Master Images essentially evaporated in early March because of COVID-19, Potter and his wife/business partner Amanda were forced to layoff more than half their 20-person workforce. It was a heartbreaking decision for the small business owners, which operate their company as a family.

Even so, the Potters didn’t crumble; they took action. They began researching medical/PPE supplies and found several suppliers that could deliver goggles, face shields and more. Being able to provide such items, A&P Master Images got essential business status and was able to remain open. Then the sales started. “Within the last week we sold 20,000 goggles and 20,000 face shields to our county emergency response team, and 5,000 face shields to our local hospital,” Howard Potter told Counselor on March 25.

As sales got going, the local hospital again contacted the Potters. It needed face shields faster. The Potters, whose firm has in-house production capabilities that include apparel decoration and vinyl graphics, researched how to make them. “My wife and I led the charge with our team,” says Howard Potter, whose company produced a prototype that the hospital said would work.

We made our first prototype of a #face #shield today! @ChrisR_ASI @TheresaHegel @CJ_ASIEditor @UticaChamber @DowntownUtica @realDonaldTrump @CityofUtica @ABrindisiNY @AJPicenteJr @SheriffRob @MayorPalmieri @SenGriffo https://t.co/Or18y7HIWo pic.twitter.com/b8JcH3kSAN

— Howard Potter (@AP_MasterImages) March 25, 2020

Orders for A&P-made face shields and other sourced PPE products have soared since. As of this writing, the Potters had rehired six of the 14 employees they had let go. They plan to rehire every worker that wants to return once revenue levels allow. And now, they’re considering incorporating PPE sales and production into their permanent business model, even after promo sales resurface. “We can cross-market our services,” Howard Potter says.

DISCLAIMER: This podcast and other media content ASI/Counselor has produced about promo companies selling PPE products is not an endorsement that other companies in the industry should do the same. Rather, these are merely reports on the fact that some companies have turned to this selling practice amid the coronavirus pandemic and its economic fallout. There are risks associated with sourcing, selling and manufacturing PPE products. While these things can and are being done successfully by some promo firms, it's ultimately up to each industry company to decide if taking this approach is right for them, and to then perform all due diligence to ensure it's done prudently, safely and in accordance with regulations.