Storey, I. (October 20, 2003). Shared vision ; CEO wants diverse work force to prosper with the company. Grand Rapids Press. p.A.8

As he entered the last month of classes at Holland High School, Noel Cuellar wasn't so sure that he would graduate. His mother even lighted candles and prayed that her son would make it. It worked. Cuellar, 41, is president and chief executive officer of Primera Plastics Inc., a Zeeland company that three months ago moved into its new, 70,000-square-foot digs where it manufactures 2,000 precision plastic pieces for the automotive and furniture industries. Already, it's getting ready in the next three years to expand the operation by an additional 200,000 square feet. He projects that, in seven to 10 years, Primera will be doing nearly $60 million in business. He believes the company's success is based on sharing a vision of the company's possibilities with workers -- 80 percent of whom are minorities.

"We want our employees to be successful and grow with the company," he said, noting the company encourages its workers to continue their education. "We try to instill a common vision," he said. "We walk the floor every day. We know how many kids they have. They know things about us. It is a collaborative effort, and it has really paid off." The son of migrant workers who moved to Holland in 1968, Cuellar began working at the Heinz factory. It was nearly a decade ago when he left the former Prince Corp., where he had worked in plastics manufacturing, and decided to strike out on his own. He teamed up with Ethan Barde, now vice president of Primera's sales and manufacturing.

The two started with two presses, working 18 to 20 hours a day manufacturing products, picking up materials and making deliveries. "We gradually grew the company, and, in seven months, we had four presses," he said. "But the missing piece of growth was Pete Wagenmaker, our chief financial officer. He understood the money operation. From there, our growth has been phenomenal." When he and his family first moved to Holland, he spoke no English. After graduation, he wanted to go to college, but his parents had no money to send him. After working for 23 years, he enrolled at Grand Rapids Community College, studying plastics manufacturing. He made the dean's list each year. But 13 credits shy of a degree, he had to give up college once his company started to take off. He still regrets having to leave the classroom."Our success has exceeded my expectations, but it is a hollow victory for me. I would love to go back, but there is no time," he said. "

Cuellar is active in the Holland community where he lives with his wife, Janet, and 4-year-old son, Mitchell. Now, the company offers two, $1,500 scholarships for low-income students in Holland Public Schools, a district from which Janet also graduated. The company also supports Maple Avenue Ministries, which offers inner-city programs for kids. Knowledge is the most important thing, no matter where you come from, he said. "Nobody is going to give you anything," he said. "The thing is, don't ever give up." "I found something I really wanted, and no one was going to stop me."

Primera also was one of the first financial backers of the now annual Tulipanes Arts Festival to celebrate Hispanic culture and earned a Community Partner Award this year from the Junior Achievement of West Michigan Lakeshore. Even Primera's new building was designed and built entirely by local contractors, a move Cuellar said he hoped would be a shot in the arm of the local economy. "Our roots are really in Holland," he said. "We have an excellent work force in this area. That is why we chose to stay here."