About Dana Ritchie, PaladinID CEO

President, Dana RitchieFrom humble beginnings to becoming a thought leader in the barcode space, this is the story of Dana Ritchie, PaladinID CEO.

In 1989, after attending college and living in Boston for a few years, I moved back to my hometown of Syracuse, NY and began my foray in the label printing industry.  I answered an ad in the paper from Diagraph Corporation.  They offered me a position in Central NY.  I was the fifth sales person in the territory in four years.  Although it was very challenging, it was a great experience that I would never forget.  After my first year, the territory was on quota for the first time in 8 years.

Fourteen months later, I was hired by Weber Marking Systems.  This company was also in the label printing business but offered a wider variety of products.  I learned from some of the best in the industry and worked extremely hard to develop a rundown territory.  I have learned over the years when a new sales person is hired for a territory, it means only one thing.  It is time to roll up your sleeves because the new sales person is never given a top-running patch.  I worked for Weber for four years and made Honor Council two of the three years I was eligible.  Honor Council represented the top 12 sales people out of Weber’s 70 person sales force.

In 1994, it was time to return to New England.  I loved the label industry and knew it was the best place to use my experience.  Within days of my arrival, I was hired by Integrated Labeling Systems of Nashua, NH and offered the Boston territory.  I had landed my dream job.  It was a great time to be in the barcode labeling business.  I was Integrated Labeling’s top producer for four years and loved my position.  At the end of the fourth year, I realized it was time to set out on my own.  I had been very successful in my sales career and had made a great deal of money for my employers.

In 1998, the opportunity presented itself and I started Northeast Business Systems, LLC which later became PaladinID, LLC.  My first week was filled with, “What have I done?”  By the end of the second week, I knew I had found my calling.  I started the business with $1,000 and determined to work seven days a week.  The rest is history.

I can honestly say I have the greatest career.  I love what I do and consider my customers to be my business partners.  It has been exciting to watch my customers’ businesses grow along with mine.  I am driven every day by helping people and solving problems.  This is a great industry because labels are so diverse and complex.  Another motivating factor came when I parted company with Diagraph Corporation.  My sales manager  said, in a parting shot, “You can’t sell, you are not a sales person and you need to find another career.”  Looking back, if I have made it this far and can’t sell, I can only imagine where I will be when I figure it out!

Thank you for reading!


Need help with your barcode/RFID needs? Contact Dana Ritchie, PaladinID CEO

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"Production labeling and identification is a critical step in our manufacturing process to ensure products are manufactured according to spec and reach customers on time. Dana Ritchie and PaladinID continues to provide Madico with scanning and labeling solutions that integrates with our back-end legacy ERP system. PaladinID delivers on simplified solutions and support that enables us to be competitive and cost effective."

~ Daron Whitehouse, Madico Inc.

"Thank you so very much for the work you do. You are my life saver. It is so nice to know that there are people out there like you that are willing to go the extra mile for their customers."

~ Megan Dawes, Amerimax Building Products

"PaladinID has been a great vendor for us here at Eastern University over the last 7 years. We have appreciated your delivery of bar code labels, ID card and ID card ribbons that have met the needs of our over 3700 students. We are fortunate to have a partnership between you and Eastern University. Keep up the great work."

~ David Urban, Eastern University

"I can't think of an easier person to work with than Dana. He seems to be familiar with every kind of printer hardware and software, and drops everything to come help us, even with equipment we bought elsewhere."

~ Amy Richardson, Alpco.com

"We are very pleased with the quality and professionalism of PaladinID, LLC. They provide prompt and courteous service and they have been an invaluable and dependable resource and partner for many years.  They are a very caring group of people and I recommend them highly!"

~ Beth S., KAF

"Dana has always been very responsive. Any time we have any issue, no matter how small, he'll come right in and help out. He's very consistent on deliveries, I really don't know what else I could ask for."

~ Donna Ferrante, LaunchWorks Manufacturing Lab

"Dana's a very dedicated vendor. If I have an issue and send an email, he's very quick to respond, every time. He's been very very supportive of anything we needed to do."

~ Keith M., Engineering Technician

"Dana's great to work with because the relationship is so important to him. When I call he's always quick to respond, he's very thorough about getting me what I need promptly, and then he always follows up to make sure it was right. Honestly I don't think there's enough good I could say about working with Dana."

~ Michelle Williams, Rogers Manufacturing Corporation

"Dana's talent is based on staying current with today's technology.  Providing a cost effective solution based on the needs of the application.  He cares deeply about his customers and works closely with them when it comes to planning and bringing in inventory just in time.  His commitment to the industry is second to none. His main goal is to make sure his customers meet and exceed their goals. He is a problem solver and a solutions provider."

~ Rosemarie Hill, Datamax-O'Neil

"Because of his experience in the industry, Dana made it easy to design and implement a label system for a machine he'd never seen or worked with before."

~ Pat Roofe, Cambridge Isotope Laboratories, Inc.