There's an old saying in Green Bay: the Packers don't rebuild, they reload. But what makes that reload possible year after year isn't just draft capital or salary cap wizardry. It's something far less tangible--and far more vital.
In a candid one-on-one with team insider Larry McCarren on Friday, Packers General Manager Brian Gutekunst doubled down on that foundational truth. While the conversation touched on a handful of roster-specific topics--most notably the arrival of rookie kicker Trey Smack and the continued maturation of quarterback Jordan Love--the through line was unmistakable. For Gutekunst, everything starts with culture.
"It starts with culture," Gutekunst told McCarren. "And I think that's something that Matt [LaFleur] and I have really tried to establish from the beginning. It's about the right kind of people, the right kind of competitors, and making sure that every guy in that locker room understands what it means to be a Packer."
That may sound like a boilerplate general manager talking point, but coming from Gutekunst--a man who has reshaped this roster with equal parts boldness and patience--it carries weight. In an era where roster fluidity is the norm, the Packers' front office has deliberately prioritized continuity of character alongside talent acquisition.
The Kicker and Punter Competition Heats Up
One of the more intriguing storylines heading into the 2026 offseason was the team's kicking situation. After parting ways with veteran Brandon McManus earlier in the spring--the 17-year journeyman remains on the roster as of this writing, but his grip on the job appears tenuous--Green Bay invited competition to both the placekicker and punter roles.
Enter rookie kicker Trey Smack, an undrafted free agent out of Florida whom Gutekunst and the scouting department identified as a potential long-term answer. Alongside Smack is Lucas Havrisik, a familiar face from last year's training camp who serves primarily as a punter but may also contribute on kickoff duties. The competition this summer will likely come down to consistency and composure across special teams.
"Trey's got a lot of talent," Gutekunst said. "He's got a big leg, he's very accurate. But more than that, he's got the right mentality. When you bring in a young kicker in this market, you need someone who can handle the noise. We think he can."
Smack was signed as an undrafted free agent following the 2026 draft, and while undrafted kickers are often viewed as long shots, Gutekunst's confidence suggests the team sees real potential. Meanwhile, McManus provides veteran stability, Havrisik offers experience within Green Bay's system as a punter, and Smack represents the future--if he can earn it.
The special teams coordinator Cam Achord will have a significant say in who wins the respective jobs, but Gutekunst's public vote of confidence in Smack's makeup is notable. It signals that the front office isn't just looking for a leg; they're looking for a culture fit, even at positions as specialized as kicker and punter.
Jordan Love: The Franchise Quarterback, Evolved
Perhaps the most revealing portion of the conversation came when Gutekunst discussed Jordan Love. Now firmly entrenched as the face of the franchise, Love has entered his fourth season as the starter and is coming off a campaign that solidified his status among the NFL's upper echelon of quarterbacks.
"Jordan's growth has been incredible to watch," Gutekunst said. "Not just physically, but mentally. He commands the room now. He's got that presence that you need from your quarterback. He understands the offense inside and out, and the guys trust him completely."
That trust, according to Gutekunst, is the direct result of the culture the organization has cultivated. Love--who famously sat for three seasons behind Aaron Rodgers--learned from one of the most demanding competitors in league history. But he also learned how to lead on his own terms.
"He's not trying to be Aaron," Gutekunst noted. "He's trying to be the best version of Jordan Love. And that's what we want. We want guys who are authentic, who bring their own energy and their own style. That's how you build a real team."
With a revamped receiving corps that now includes second-year standout Matthew Golden, speedster Christian Watson, and the versatile Jayden Reed, Love has no shortage of weapons. Gutekunst pointed to the depth of the roster around Love as a testament to the organizational philosophy.
"It all ties back together," he explained. "You build a culture where everyone is accountable, where there's competition at every position, and then you let the players do the rest. Jordan's job is to elevate everybody around him. And he's doing that."
Culture as Competitive Advantage
The Packers have long prided themselves on being a team that wins the right way. But in a league where financial flexibility and scheme innovation often dominate the conversation, Gutekunst's emphasis on culture is a reminder that the human element still matters.
"Look, we're in the business of winning football games," he said. "That's the bottom line. But the way you get there matters. If you don't have the right culture, you're just a collection of talented individuals. And that doesn't win in January."
It's a philosophy that has guided Gutekunst since he took over as general manager. From trading up for Love in the 2020 draft to aggressive free-agent signings like Micah Parsons--who joined the Packers in a blockbuster trade this offseason--the GM has consistently prioritized players who fit the locker room as much as they fit the playbook.
Parsons' arrival sent shockwaves through the league, but Gutekunst framed it in familiar terms: "Micah is a phenomenal player, but he's also a phenomenal teammate. He wants to be part of something special. Guys like that, they don't just help you win games--they help you build a standard."
A Roster Built on Belief
With training camp just weeks away, the Packers' roster is as deep as it's been in years. Love sits atop a quarterback room that includes Kyle McCord and Tyrod Taylor, offering both insurance and mentorship. The running back trio of Josh Jacobs, MarShawn Lloyd, and Chris Brooks provides a physical, downhill attack. On defense, Parsons joins a front that includes veteran Javon Hargrave and emerging star Lukas Van Ness. The secondary, led by Xavier McKinney and Javon Bullard, is young but hungry.
But for Gutekunst, the numbers are secondary.
"We have a lot of talented guys. That's no secret," he said. "But what excites me most is the group. The way they work. The way they hold each other accountable. That's where success starts."
And success, in Green Bay, is never in short supply of expectations. The Packers haven't missed the playoffs in consecutive seasons since 2017-18, and with a roster this talented, the bar is set at a Super Bowl or bust. Gutekunst knows that. He welcomes it.
"That's why we do what we do," he said. "The pressure is part of it. But if you have the right culture, that pressure becomes fuel. And I believe we have that."
The interview with McCarren was just over ten minutes, but it offered a window into how one of the NFL's most respected front offices thinks about team building. In a league obsessed with analytics and schemes, Brian Gutekunst's message is refreshingly simple: get the right people in the room, and let them go to work.
It starts with culture. And in Green Bay, that culture is alive and well.