30 - Bettylyn Krafft - Executive Director at The Phoenix Challenge Foundation

In this episode, Steve Davis sits down with Bettylyn Krafft, Executive Director of the Phoenix Challenge Foundation, for a deep dive into workforce development in the printing and graphics industry. Bettylyn shares the origins and mission of the Phoenix Challenge, outlining how its high school and college competitions prepare students for real‑world careers in flexography and print. She highlights the hands‑on nature of the high school contest (covering math, prepress, plate making, press operation, and troubleshooting), and explains how the college competition expands into full brand development projects where students rebrand real small businesses and produce flexographic print pieces supported by a comprehensive technical book.

Bettylyn and Steve also discuss the broader workforce landscape, including the industry’s population cliff, the critical need for talent pipelines, and the importance of engaging young people early through curriculum support, teacher training, and industry‑connected programs. She shares examples of student projects that have made real commercial impact, such as packaging concepts now used by major brands, and emphasizes the importance of purpose, mentorship, and meaningful work for the incoming generation. The episode wraps with guidance for HR and operations leaders on attracting and retaining young talent, as well as a call to industry professionals to mentor, volunteer, and help build the next generation of print professionals.