Phoenix Challenge Foundation: Leading the evolution of flexo education

For nearly three decades, the Phoenix Challenge Foundation has stood at the forefront of flexographic printing education and workforce development, cultivating the next generation of industry professionals through a bold, continuously evolving approach to learning.

It all began in late 1998, when Diann Teague created the vision of what became the first High School Skills Competition – a hands-on showcase where young students discover flexography’s technical artistry and real-world relevance. That foundation proved transformative for decades, inspiring thousands of students to pursue careers in printing and packaging. Today, nearly 30 years later, the Phoenix Challenge High School Skills Competition continues to bring flexographic principles and skills to students across North America.

Building on that success, the Foundation would expand into higher education with the Phoenix Challenge College Competition. This semester-long challenge immerses university students in the full lifecycle of solving a real business problem through flexographic production – from small business or non-profit client acquisition and in-depth business analysis to developing package and marketing designs that address the challenge. Each team presents to clients, then carries the client’s recommendations through final design, prepress, proofing, press production, and finishing. At semester’s end, teams present their projects to a panel of industry judges for top honors. The extended format mirrors the demands of professional practice, producing graduates who enter the workforce with genuine and applied industry expertise.

Building a Flexo Education Toolbox

The Foundation’s commitment to innovation has accelerated sharply over the past five years, beginning with the launch of the Howard B. Vreeland Sr. Virtual Campus. It offers a robust curriculum covering the core principles of flexographic printing, including an introduction to flexography, prepress and platemaking, and working in color, among other topics. Courses are designed to give students a strong foundation in flexography, introducing key industry concepts and terminology. 

Produced and hosted by the Phoenix Challenge Foundation, the Virtual Campus is a state-of-the-art learning management system built specifically for students exploring careers in graphic communications, manufacturing, packaging, and print production. It was made possible by the generosity of Howard B. Vreeland, Jr., son of its namesake and chairman of Anderson & Vreeland, Inc.

Classroom Textbook Supports In-Class Student Learning

Most recently, the Foundation achieved another milestone: its Flexography in the Classroom textbook has been formally classified and copyrighted as a Technical Publication by the United States Copyright Office – a designation that recognizes its value as a rigorous, standards-aligned instructional work. The classification places the textbook among the nation’s most credentialed technical learning resources while underscoring the quality and depth of content it delivers. 

This past school year, the textbook was used across every participating high school and career center associated with the Phoenix Challenge Foundation – an achievement made possible by the dedication, time, and passion of more than a dozen high school and career tech educators, industry experts, and the Foundation itself.

The Future of Flexography Education

From competitive events to virtual platforms to formally recognized instructional literature, the Phoenix Challenge Foundation isn’t simply keeping pace with flexography education – it is defining it. As the industry continues to evolve, the Phoenix Challenge Foundation remains committed to equipping the next generation with the skills, knowledge, and hands-on experience needed to carry flexography forward for decades to come.

To learn more about the Foundation and its impact on the industry, I caught up with the chair of the organization, Bettylyn Krafft.

How would you describe what the Phoenix Challenge Foundation does for students pursuing careers?  
Bettylyn: Our programs not only expose, but give students a head start for a career in the flexographic industry.  “Learn the process. Dream the Job,” is my motto, and you can do whatever you want in the industry. For nearly 30 years, I have been privileged to see thousands of students experience flexography.  And with almost 800 people from the Foundation working in the industry, we know it’s working!   

When it comes to workforce development, describe how you and the Foundation work with schools and universities to drive flexo education? 
Bettylyn: Well, that is something that never stops, and it’s always changing.  A few things are: 1) We build and develop school programs – defining curriculum, organizing and installing presses when available, and ensuring school boards/administrations understand the career value; 2) Teacher Resources – from teacher workshops to supporting college program educators and building rubrics for student programs, I spend every single day refining programs; 3) Coordinating with industry associations and supporters to ensure the Phoenix Challenge mission is understood and stays top of mind. I love working with associations like TLMI, ICPF, FGCE, and FTA. And finally, 4) My direct involvement with students in networking with employers, finding and placing individuals for internships, discussing apprenticeships, and finding full-time employment. 

What impact has the Foundation had on the flexographic industry, in label printing and beyond?
Bettylyn: I can’t tell you how proud I am that we have helped place nearly 800 full-time print professionals across the industry at both suppliers and converters. Not to mention the thousands of students and educators that we have pursued and exposed to flexography. Without this exposure and networking opportunities, these young professionals may be working in completely different industries altogether. 

How has the Foundation’s role changed in the recent years?
Bettylyn: We have evolved by leaps and bounds. Our role has changed in the classroom, building and expanding educational resources and curriculum. One primary aspect of this is within the Career Technology Education landscape, where we have directly impacted several programs through focused development of student enrollment pipelines and direct employment prospects and career paths. 

What are some of the new educational tools that have been introduced to the Phoenix Challenge recently?
Bettylyn:  It has been an incredible year! For starters, there’s the new Howard B. Vreeland Sr. Virtual Campus that is now being used throughout the schools that participate in the Phoenix Challenge competitions. Then we received full copyright of our educator-developed Flexography in the Classroom textbook, also used in PCF-participating schools. It has been amazing to steward the progress with these new, improved tools. And finally, we have added all this information, resources and more support for students and educators on our brand-new website, which just launched this spring. I encourage everyone to check it out. 

Is there support for apprenticeships and/or internships?   
Bettylyn: This is where some of the unseen work really happens. I work with several companies, associations, and individuals to help discover or create internships and fill openings. And more specific to internships, I work with several colleges and sit on a variety of advisory boards throughout the country to support internship and apprenticeship development.  

How does a converter or supplier get involved or find talent?  
Bettylyn: We are a 100% volunteer organization, so anyone who wants to help is welcome, from events and financial donations to rolling your sleeves up and working directly with workforce development. Get in touch with me and the Phoenix Challenge Foundation. Together we can work in helping with your local efforts, planning and designing educational, intern, or apprenticeship programs, as well as drive and develop regional employment opportunities and career paths. But, at the very least, just participate in one of our events or simply donate – 100% of our proceeds go directly to our programs and educational toolbox.

What’s next?  
Bettylyn: A robust and formal scholarship program! Stay tuned as we are working on a powerful, expanded student-funding tool designed to keep flexography alive across high school, career technology, and university programs. If anyone is interested in supporting this powerful initiative, I encourage converters and suppliers to get in touch with me. We look forward to unveiling this bigger, better Phoenix Challenge program soon. 

How Can The Industry Help?

The Phoenix Challenge Foundation offers several ways for individuals and companies within the industry to support the next generation of flexographic talent. As a 100% volunteer organization, every financial contribution goes directly toward workforce development initiatives, including the Phoenix Challenge Educational Tool Box, the Virtual Campus, the Flexography in the Classroom textbook, and the Phoenix Flexo Competency Certification program. The Foundation also continues to grow its scholarship fund, helping more students pursue careers in flexography and the printing industry.

Industry members can also participate in the Phoenix Challenge Foundation’s Annual Golf Tournament & Fundraiser, scheduled for September 23, 2026, at Stonebridge Golf Club in Monroe, NC, USA. To learn more, make a donation, or stay up to date on the Foundation’s programs and events, visit phoenixchallenge.org.

Steve Katz is the former editor of Label & Narrow Web and is now a regular contributor. He is focused on helping companies in the label industry share their news and tell their stories. Follow him on X @LabelSteve.