Speaking with Michael Leiberman, founder and president of Aeris Protective Packaging Inc., is akin to attending a masterclass on innovation.  His is a truly inspirational story of innovation, resilience, perseverance, creativity, to name a few.  Michael has dedicated his career to the art and science of protective packaging, which when you think about it, is a critical component for every product’s success.  After all, broken and damaged products do not promote customer experience or help a company’s brand image. 
 
Michael's journey into the world of packaging began early on. "I've been in protective packaging my entire life," he recalls.  Before founding Aeris, he worked on various specialty projects, including protective packaging for prestigious clients like the National Archives in Washington, DC, and Harvard University.  "I sold to the National Archives in Washington, and Harvard University is packaging their Van Goghs and Ansel Adams paintings and prints in my packaging," he shares proudly. 
 
After taking a sabbatical to explore his options, Michael had to choose from five different options, and was drawn back toward packaging, recognizing it was his strongest area of expertise.  "I ended up doing a bunch of different things, however, I kept on gravitating back towards the packaging," he explains.  He is glad he made the right choice and focused his energy on protective packaging. 

 
Michael Leiberman started Aeris Protective Packaging Inc. at his living room table, to the consternation of his wife because it created a huge mess.  Fourteen years later, it’s a global business serving some of the world’s most prominent companies, Tier 1 OEMs in automotive and technology industries, among others.  Indeed, the first two years of his journey were a fact-finding mission to identify the right factories to produce his innovative solutions.  And now Michael Leiberman also holds several patents on his designs.  His initial focus was on combining his corrugated materials and protective packaging expertise with inflatable materials to create better turnkey solutions.  "I came up with ingenious ways to convert and combine materials to protect things," he adds. 
 
Despite his initial goal of attracting large clients, Michael quickly learned the value of catering to small businesses.  "I ended up starting off trying to get the AT&T’s of the world, but they took two to three years of my time," he explains.  "We ended up selling to small businesses from our large inventory, allowing me to build my base."  This turned out to be a great outcome because it helped Aeris build a diversified client base.  In previous companies, Michael had been in situations where there was a huge dependence on just a few large clients.  He has learned to avoid that situation. 
 
Again, learning from previous mistakes is a huge factor in Michael's outlook, which is why he focused on diversifying his customer base.  "Our largest customer only takes up 3% of our business," he states, emphasizing the need to avoid too much reliance on any single client.  This strategy mitigates risk, comforts the banks, and allows for sustainable growth. 
 
To build a successful business, Michael knew that you have to have effective practices.  He has two partners, one is a CPA, while the other is a lawyer.  Jointly, they have endeavored to build a business that is on a sound foundation.  That is why now banks are seeking them out to extend credit on the most favorable terms.  It’s a testament of their business success. 
 
Michael Leiberman also believes in the power of obtaining certifications to ensure that the business is on a sound footing.  Aeris has become ISO certified for 9001 and 14001.  Aeris is also part of Amazon APASS program, and Michael serves on the leadership committee of e-Stewards.  They are in the process of pursuing additional certifications. 

 
Ultimately, Michael is driven by the mission to help companies improve.  He says that’s what he has in common with IBEC’s Founder and President Bardia Vahidi.  Putting the clients’ needs first and helping their businesses succeed, that shared sense of mission is very important to Michael Leiberman. 
 
Aeris Protective Packaging has gained recognition for its innovative designs and solutions.  Michael holds several patents, which speaks to his commitment to pushing the boundaries of what is possible in packaging. "We consider ourselves really an engineering company because this product that we manufacture is engineered to fit whatever we're packaging, perfectly," he notes. 
 
Over the years, Michael has expanded his business into various sectors, including music and automotive.  "In the automotive sector, we were contacted by a major auto manufacturer to develop packaging for highly breakable parts," he shares.  This diversification has been instrumental in scaling the Aeris operations globally, with approximately 80% of sales now coming from exports.  They export all over the world, to places as varied as the Czech Republic, Hungary, China and Japan, among others. 

 
As for how Aeris became a force in the sector of musical instruments, it’s a story where, as they say, preparation meets opportunity.  Michael had an idea to package guitars with his inflatable materials.  At a dinner with a music afficionado, who happened to be his Father’s friend, Michael asked if this man knew anybody in the music industry that he could introduce to Michael.  He got an affirmative response when this friend said, “I absolutely know somebody.”  So, he took Michael to meet this someone the following week.  Michael says, “It took about 5 months to get the thing finally passed and approved.  But I got an order for 100,000 pieces.”  Since then, Aeris has become a dominant force in the musical instrument packaging business. 
 
One of his proudest achievements came when he secured packaging contracts with notable technology companies. "Some have now been clients for over 10 years, and now I have the pleasure of being a Tier 1 vendor to several big tech companies that are household names," he explains. This success is a testament to the quality and reliability of the Aeris products.  And customers appreciate the quality and reliability of what Aeris does.  That is the reason why referrals are the lifeblood of the business. 
 
Michael Leiberman emphasizes that his approach has always been about quality and innovation.  "For every dollar they spend, they save four," he says, referring to the ROI calculator developed for a Tier 1 automotive OEM.  The calculator demonstrates the effectiveness of the Aeris packaging solutions.  This kind of data-driven approach has helped him build strong relationships with clients. 
 
Michael’s philosophy centers on understanding the entire lifecycle of a product.  "If you don't pack it right, you could have hundreds of steps leading to a disappointed customer," he warns.  He has made it a priority to ensure that the packaging enhances the unboxing experience for end users. 
 
As Aeris Packaging continues to grow, Michael is also focused on the future.  "We're making a large investment in our R&D department to enhance our reach and continue our global expansion and growth," he reveals.  This forward-thinking approach is crucial in an industry that is constantly evolving.

Michael's journey is not just a story of business success, it's also about resilience and learning from past experiences.  He reflects, "It's taken 66 years to get here. I've learned what I'm not good at, and I’ve surrounded myself with the right people." 
 
In a world where packaging often takes a backseat, Michael Leiberman's commitment to quality, innovation, and customer satisfaction sets Aeris Protective Packaging Inc. apart.  His story is a powerful reminder that success is built on understanding strengths, learning from failures, and continually striving for excellence.