# 229 - Craig Letton from MRM Global talks beverage packaging and marketing

- Show: [People of Packaging](https://hardwarepodcasts.com/podcast/people-of-packaging)
- Published: 2023-11-28
- Length: 29m
- Page: https://hardwarepodcasts.com/podcast/people-of-packaging/2023-11-28-229-craig-letton-from-mrm-global-talks-beverage-packaging-and-marketing
- Listen: https://encase.substack.com/p/229-craig-letton-from-mrm-global

## Summary

Craig Letton, CEO of MRM Global, explains how his family’s print business evolved into a technology platform that enables beverage brands to design and order point-of-sale materials on demand. He details the inefficiencies of traditional mass-produced marketing collateral, which often ends up in landfills, and describes how their app, Hybo, allows sales reps to create compliant, customized assets that are printed locally and shipped directly to stores. Letton discusses the company's expansion into the US market following a major distributor contract, highlighting the role of digital printing networks and API integrations in reducing waste and speeding up time-to-market for brands like Bacardi and Diageo.

## Chapters

- [0:38](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-11-28-229-craig-letton-from-mrm-global-talks-beverage-packaging-and-marketing#t=38) Introduction and Craig Letton's Background
- [6:05](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-11-28-229-craig-letton-from-mrm-global-talks-beverage-packaging-and-marketing#t=365) From Family Print Business to Tech Platform
- [13:01](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-11-28-229-craig-letton-from-mrm-global-talks-beverage-packaging-and-marketing#t=781) The Hybo App and On-Demand Printing Model
- [18:25](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-11-28-229-craig-letton-from-mrm-global-talks-beverage-packaging-and-marketing#t=1105) Brand Compliance vs. Customization
- [23:31](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-11-28-229-craig-letton-from-mrm-global-talks-beverage-packaging-and-marketing#t=1411) Sustainability and the Future of POS Materials
- [27:30](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-11-28-229-craig-letton-from-mrm-global-talks-beverage-packaging-and-marketing#t=1650) US Expansion and Recruitment

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Sustainability & circular products](https://hardwarepodcasts.com/topic/sustainability-and-circularity)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)

## Most relevant to

companies scaling up

## Mentioned

- MRM Global (company)
- Hybo (product)
- Bacardi (company)
- Diageo (company)
- Maker's Mark (product)
- Avery Dennison (company)
- HP Indigo 1000 (tool)
- D-Scoop (company)

## Related episodes from other shows

- [Guayakí Yerba Mate: David Karr and Chris Mann](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-11-28-guayaki-yerba-mate-david-karr-and-chris-mann) (How I Built This)
- [#147 - Rising Star: Simon Solis-Cohen, Huxley](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-06-18-147-rising-star-simon-solis-cohen-huxley) (The Startup CPG Podcast)
- [Founder Feature: Brian Bethke of BEAR Maple Farms](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-01-31-founder-feature-brian-bethke-of-bear-maple-farms) (The Startup CPG Podcast)
- [#246 - BevNET 101 with John Craven](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-04-28-246-bevnet-101-with-john-craven) (The Startup CPG Podcast)
- [#040 - Beer as you don’t know it - a startup bringing you the freshest craft beer possible, with Jong-Wook Shin of HOPii, USA](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2017-10-25-040-beer-as-you-dont-know-it-a-startup-bringing-you-the-freshest-craft-beer-poss) (The Hardware Entrepreneur)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/people-of-packaging/2023-11-28-229-craig-letton-from-mrm-global-talks-beverage-packaging-and-marketing. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to People of Packaging.