In this exclusive Commercial Integrator interview, Midwich US CEO Bobby Swartz discusses InfoComm 2025 and the company’s name change. Midwich US made news earlier this year, of course, as the new unified organization that brings together the former Starin, The Farm and Toolfarm.
Swartz emphasizes that Midwich US’ vendor partners do an amazing job investing in their InfoComm 2025 booths. Accordingly, he says, “We do not have any technology in our booth. But what you have is all the people [and] the relationships, who know all of the products and all of the vendor booths.” Thus, Swartz says, the Midwich US booth is really a place to network with colleagues, while also grabbing some coffee, charging your phone, etc.
Midwich US ‘Recombines Identities,’ Offers Unified InfoComm 2025 Presence
As regards the name change to Midwich US, Swartz says he welcomes the new moniker as a chance to “recombine our identities.” As Swartz reflects, “Acquisitions with Toolfarm…acquisitions with The Farm…it was really about bringing everyone together and finally saying, ‘We’re not a bunch of independent companies.'” That unified identity, he thinks, positions Midwich US well to execute on his overarching goal of continuous improvement. “We’re committed to always being better than the day we were before,” Swartz declares.
Swartz elaborates on how the name change underscores the unified Midwich US team. “We are one company,” he stresses, “and everyone’s connected.” He continues, “We are doubling, tripling, quadrupling down on the expertise of all these individual areas of our business.” In that sense, Midwich US aims to deliver one combined set of resources with the goal of moving AV forward.
Later in the interview, Swartz reflects on his mindful strategy in curating Midwich US’ family of partners. Moreover, he touches on the boldness required to focus on strengths and jettison ancillary categories that might serve as distractors.
To see the full interview with Midwich US CEO Bobby Swartz ahead of InfoComm 2025 next month, watch the embedded video Q&A below.
