Who We Are

Putting our customers’ needs first since 1932

For over 80 years, we’ve been helping our customers succeed – by truly understanding their needs, then creating and delivering innovative solutions.



To be the supplier of choice for customers who want to maximize their efficiency and the profitability of their operation.


The Great Depression of the 1930’s demanded resourcefulness, creativity, and a work ethic that has become legendary. As a young man with a wife and family to provide for, Murray Florence Sr. sought an opportunity that could meet their needs during that difficult time. He created a business soliciting the market vendors at the Georgia Farmer’s Market, filling orders for the bags, wrapping paper, and twine needed to convey their goods to customers at the market. His efforts provided the beginnings of General Paper Goods Company in Atlanta, Georgia, in 1932. Murray Florence’s son, Murray Jr., joined the business and together they expanded both products and customers, building strong relationships with their willingness to help their customers grow. It was one of these customers, in need of a local label supplier, who in 1963 persuaded Murray Jr. to expand the business into the printing industry.

In 1971 General Paper Goods Company built its first building on Browns Mill Road in Atlanta, and over the next 20 years expanded the business throughout the Southeast. During this time period, the company experienced an incredible growth rate, which demanded new equipment, expanded product lines and new sales representatives. It was in this same period that the founder’s grandsons, Kevin and Jeff, came into the business in sales roles, supporting the continued growth of the company.



Today, the company operates from its Southside Industrial Parkway location in Atlanta. As President and Executive Vice President of the company, Kevin and Jeff Florence lead the ongoing development of Genflex, a full-service prime label converter that is committed to providing solutions that meet the needs of a dynamic market. We continue to invest in leading-edge technology in pre-press systems, digital plate making, and print technologies that include UV and water ink flexography, rotary screen, and Digital printing, positioning Genflex as a converter of choice in the Southeast. Additionally, General Paper Goods has expanded its position as a Packaging and Paper provider, allowing us to deliver to customers the ability to optimize the cost associated with supply chain management.

Now operating in its ninth decade under continuous family ownership, General Paper Goods Company has the distinction of being the oldest privately held paper distribution company in the state of Georgia.


The history and heritage of General Paper Goods Company is the foundation for our future. We have made significant investments in our people and technology to ensure we are able to deliver the value you expect when working with a company you call a partner.

Meet the team

Our people are our strength, so we choose them carefully and train them extensively. Meet the people whose mission it is to help your business grow.

Meet the team


As you can see from our history and culture, we are driven by your goals. Consider us to be an extension of your company, always looking out for your best interests and working hard to deliver your greatest value.