Film Journal July 2018

CONCESSIONS
PEOPLE
A GREAT DANE
Martin Olesen Brings Expertise
to Sales at Packaging Concepts
Whether selling popcorn kettles, popcorn kernels,
promotional toppers or popcorn bags, Martin
Olesen is highly regarded by his peers. The
director of international sales at Packaging Concepts, Inc.,
where his product line includes paper vessels and microwave
popcorn bags, he is known as “the Dean of Sales” in Europe.
Martin was born in Copenhagen, Denmark. His father
was a diplomat for the European Union, which provided opportunities
for Martin to experience a wide range of influences.
He believes that his father’s diplomatic abilities taught
him how to deal with people. “My father was very good at
communicating with people and he taught me to always tell
the truth. Therefore, honesty has been a cornerstone in our
household.”
Because of his father’s position, Martin was required to
move from country to country in his youth. Thus, he received
a comprehensive education and speaks six languages
fluently (but not Spanish). “My parents opened my eyes to
the world and gave me the opportunity to experience various
cultures and all that comes with it.”
Olesen received his undergraduate degree from the University
of Ottawa in Canada and his MBA from Copenhagen
Business School. He was awarded the International Baccalaureate
in 1992.
Kompan Company, a children’s playground equipment
design company, gave Martin his entree into the world of
sales. Yes, Martin Olesen once sold swing sets to kids in
Denmark. (As a teen, he enjoyed a more rugged kind of play:
boxing, rugby, hockey and American football.) Martin says
his work at Kompan “taught me a method of sales, how to
develop relationships with the buyer. Imagine me playing on
horses and swings.”
When Martin graduated from Copenhagen Business
School, a friend told him about a sales opportunity at C.
Cretors & Company. A fellow Dane had just resigned from
Cretors and the company needed a salesperson. Martin was
soon hired by the U.S. company, renowned for its exports of
popcorn equipment, kettles and the like.
“I will never forget. I left with two suitcases and when I
arrived at the Chicago airport, they lost my luggage. I literally
landed in the United States with only the shirt on my
back. I was robbed at gunpoint two days later—welcome to
America!” he chuckles.
Martin designed the international distribution plan for
C. Cretors, which was recognized as Exporter of the Year in
1998 by the State of Illinois. He credits Charles Cretors as
his mentor: “I always stay in touch with Charlie, He always
told me the truth! I believe one of my strengths is I am honest
and forthright with my customers. I tell the truth.”
As Martin Olesen has grown in his capabilities as a
salesperson, he has observed that “the industry is still very
relationship and network-driven. Strong relationships are
crucial to the day-to-day execution. [People want to know]
that I stand behind my word as I stand behind the products
I market.” He believes that everyone tries to do their best
with what they have, yet he makes every attempt to sculpt
new opportunities, realizing that the overall goal is to operate
in a profitable manner.
Martin is also more than willing to mentor colleagues and
peers. He does not like the pronoun “I”—he prefers “we,”
since he believes everyone in the cinema channel has a part
to play in the growth of cinema concessions. “I truly believe it
is about staying ahead of the game, generating new concepts
and meeting the revolutionary ideas from our clients. We
need to create attractive, functional packaging that makes it
hard [for the customer] to resist.”
In 1997, Martin found a life partner in Shelly Gerts. “I
wanted a person who would make me laugh and who would
challenge me intellectually. Martin was the man!” Shelly attests.
Since Shelly was also an employee at Cretors, Martin
changed employment and moved to international sales with
ConAgra Foods, selling Vogel Popcorn and the Orville Redenbacher
brand. Soon after, he received Vogel’s Outstanding
Sales Award. While at Vogel, he was appointed regional VP for
NAC Europe. Martin served NAC and the European contingent
for over 10 years.
Olesen left his position with Vogel in 2005 to join Packaging
Concepts. He notes that his largest volume of sales today
comes from microwave popcorn bags, but he still demonstrates
expertise in the overall cinema marketplace. He is a senior
advisor to many of his allies in multiple arenas. He can tell
you what concession products to buy and how to buy them.
One of the crowning achievements of Martin Olesen’s life
came in 2017 when he earned U.S. citizenship. He now holds
dual citizenship from Denmark and the United States.
Martin has spent time on six of the seven continents and
hopes to reach Antarctica in the near future. His favorite
movie is Casablanca, while enjoying popcorn in a leak-proof
bag with a cold soda. One final bit of trivia: Martin loves
growing and cultivating roses. Another surprising aspect of
this great Dane.
—Larry Etter
20 FILMJOURNAL.COM / JULY 2018
010-022.indd 20
5/23/18 4:14 PM