# 41 - Mark Samuel, CEO of IWON Organics

- Show: [People of Packaging](https://hardwarepodcasts.com/podcast/people-of-packaging)
- Published: 2020-12-10
- Length: 37m
- Page: https://hardwarepodcasts.com/podcast/people-of-packaging/2020-12-10-41-mark-samuel-ceo-of-iwon-organics
- Listen: https://encase.substack.com/p/41-mark-samuel-ceo-of-iwon-organics-5b4

## Summary

Mark Samuel, CEO of IWON Organics, discusses his journey from creating meal management bags to launching plant-based snacks like protein puffs and protein sticks. He explains how packaging is a core cost driver for his company, involving foil bags, inner cases, and corrugated shipping materials, while emphasizing the importance of sustainable ingredient sourcing over complex packaging recyclability. Samuel also shares his philosophy on 'small wins' through his free eBook, detailing how he manages mental health and builds authentic partnerships with domestic suppliers to ensure rapid turnaround times.

## Chapters

- [0:10](https://hardwarepodcasts.com/podcast/people-of-packaging/2020-12-10-41-mark-samuel-ceo-of-iwon-organics#t=10) Introduction: Mark Samuel and IWON Organics
- [3:50](https://hardwarepodcasts.com/podcast/people-of-packaging/2020-12-10-41-mark-samuel-ceo-of-iwon-organics#t=230) IWON Organics Products: Protein Puffs and Sticks
- [4:49](https://hardwarepodcasts.com/podcast/people-of-packaging/2020-12-10-41-mark-samuel-ceo-of-iwon-organics#t=289) Background: Meal Management Bags and 6 Pack Bags
- [13:15](https://hardwarepodcasts.com/podcast/people-of-packaging/2020-12-10-41-mark-samuel-ceo-of-iwon-organics#t=795) Personal Philosophy: Small Wins and Mental Health
- [24:46](https://hardwarepodcasts.com/podcast/people-of-packaging/2020-12-10-41-mark-samuel-ceo-of-iwon-organics#t=1486) Packaging Strategy: Foil, Cases, and Cost of Goods
- [27:15](https://hardwarepodcasts.com/podcast/people-of-packaging/2020-12-10-41-mark-samuel-ceo-of-iwon-organics#t=1635) Sustainability: Ingredients vs. Packaging Recyclability
- [31:30](https://hardwarepodcasts.com/podcast/people-of-packaging/2020-12-10-41-mark-samuel-ceo-of-iwon-organics#t=1890) Supplier Partnerships and Rapid Foil Turnaround

## Topics

- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Sustainability & circular products](https://hardwarepodcasts.com/topic/sustainability-and-circularity)
- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)

## Most relevant to

early-stage companies

## Mentioned

- IWON Organics (company)
- Protein Puffs (product)
- Protein Sticks (product)
- 6 Pack Bags (product)
- Fitmark (company)
- Heart of a Hero (other)
- Thrive Market (company)
- Vitamin Shoppe (company)
- Amazon (company)

## Related episodes from other shows

- [Founder Feature: Keya Wingfield of Keya's Snacks](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-03-13-founder-feature-keya-wingfield-of-keyas-snacks) (The Startup CPG Podcast)
- [Founder Feature: Lex Evan of Lexington Bakes](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-05-01-founder-feature-lex-evan-of-lexington-bakes) (The Startup CPG Podcast)
- [Founder Feature: Sam Lejfer of Lucky Day](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-07-25-founder-feature-sam-lejfer-of-lucky-day) (The Startup CPG Podcast)
- [72: All Roads Lead to a Heat Sealed Pouch](https://hardwarepodcasts.com/podcast/thoroughly-considered/2021-09-22-72-all-roads-lead-to-a-heat-sealed-pouch) (Thoroughly Considered)
- [Happy Family Organics: Shazi Visram](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-01-20-happy-family-organics-shazi-visram) (How I Built This)

## Citing this page

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