Ok, I get it, this is a weird one for the People of Packaging Podcast but it’s so worth it! Tommy is a business and leadership coach with global experience leading teams and developing talent. Why wouldn’t you want to learn from him? His website is www.tommysheppard.com and his LinkedIn is another way to connect

Here are some show notes!

In this crossover episode for the People of Packaging and Utah HS Hoops podcasts, Adam Peek sits down with veteran sports executive Tommy Sheppard to discuss servant leadership, building relational equity, and navigating a career in an NBA front office. The conversation bridges the gap between basketball operations and everyday business management by highlighting how genuine connections and treating people right remain the ultimate metrics for success.

Episode Timestamps

* 00:00 Introduction to the unique crossover format and welcoming listeners.

* 01:17 Tommy Sheppard details his background and entry into the sports industry.

* 02:00 Early career steps working in sports information at UNLV under Jerry Tarkanian.

* 02:15 Joining the Denver Nuggets in 1994 and experiencing a decade of massive organizational change.

* 03:41 The emotional rollercoaster of the NBA, from thrilling playoff runs to a historically difficult 11 win season.

* 06:16 A humorous look at the contrast between teenage sports fandom and the reality of working alongside professional athletes.

* 08:26 Honoring the life and legacy of Joe Wolf, emphasizing the profound and lasting impact of authentic friendships.

* 11:32 Tommy explains his internal transition from public relations into scouting and formal basketball operations.

* 12:24 The journey to the Washington Wizards, ultimately taking on the General Manager role after years of dedicated work.

* 15:00 Core leadership principles, the necessity of humility, and why executives should never take themselves too seriously.

* 18:00 The immense value of servant leadership and building relational equity instead of relying on purely transactional interactions.

* 20:52 Final reflections on maintaining a positive attitude, protecting your work ethic, and controlling what you can control.

Key Takeaways

* Servant Leadership Translates Everywhere: Whether managing an NBA roster or a corporate team, prioritizing people and prioritizing relational equity consistently yields the best long term results. Tommy highlights that job titles are temporary, but the way you treat people endures forever.

* Control the Controllables: Attitude, daily effort, and how you treat your colleagues are entirely within your control. Even when external circumstances fluctuate wildly, showing up with gratitude makes a tangible difference in team culture.

* Authenticity Over Ego: Moving through various roles requires checking your ego at the door. Remaining grounded, remembering your roots, and acting with kindness toward everyone in the organization builds a resilient and supportive professional environment.

This detailed exploration of the human side of sports provides practical lessons that apply directly to navigating any corporate landscape, proving that solid fundamentals win both on the court and in the boardroom.

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit encase.substack.com

Welcome to another exciting episode of the People of Packaging podcast! Host Adam Peek is back at it, coming to you live from the Label King studios.

In this episode, Adam sits down with Dustin Steerman, founder and CEO of Vert. Dustin shares his journey through the packaging world—from paper and labels to digital flex pack—and breaks down how he is building a 35,000-square-foot powerhouse facility in Longmont, Colorado.

Key Discussion Points:

* Industry Origins: Growing up around paper mills, early Philly roots, and leaving Philadelphia sports fandom on a high note after the Eagles’ Super Bowl win.

* The Digital Shift: How Dustin identified early gaps in digital flexible packaging around 2014 and launched Vert in 2023.

* Cannabis Packaging Realities: Navigating strict state-by-state regulations, multi-state operator (MSO) complexities, and how short-run digital printing solves artwork versioning headaches.

* Vert’s Scalable Model: Building out 35,000 square feet, running short to long-run pouch lines, and targeting 10–15 million pouches per month capacity.

* Expanding Verticals: Moving beyond cannabis into sports nutrition, pet treats, and the natural products epicenter in Boulder/Longmont.

* The Service Gap: Why exceptional customer service, 24-hour quote turnarounds, and direct communication are the ultimate business differentiators today.

Connect with Dustin Steerman:

* Dustin Steerman on LinkedIn

* Website: vertpack.com

Connect with Adam Peek:

* LinkedIn: www.linkedin.com/in/adampeek

* TikTok: @thelabelking

About the People of Packaging Podcast:

The People of Packaging Podcast dives deep into the stories of the human beings making the packaging world tick. Host Adam Peek interviews leaders, disruptors, and innovators across the industry to give you an insider look at what is happening today and where the market is heading next.

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit encase.substack.com

Welcome to another exciting episode of the People of Packaging Podcast! Adam Peek sits down with Kevin Selvy, Founder and CEO of Bôm Dia, to unpack the wild, 3.5-year journey of bringing Brazilian sparkling wine to North America in both screen-printed bottles and portable cans.

Bom Dia’s packaging design is almost as good as the sparkling wine!

Key Takeaways & Highlights

* From Finance to Fermentation: How Kevin transitioned from stock trading in Europe to brewing, winemaking, and mastering beverage packaging.

* The “Two Hardest Things”: Why carbonation and cardboard are hands-down the toughest hurdles in the industry.

* Cracking the Brazilian Bubble: Brazil is a top 10 sparkling wine producer globally, yet Bôm Dia became the very first canned wine exported out of the country.

* Bottles vs. Cans Science: How Kevin re-engineered the fermentation process so the wine tastes identical whether popped from a glass bottle or cracked open from a slim can.

* Ditching Paper Labels: Why Bôm Dia opted for direct screen-printed glass to avoid peeling, bubbling, and label headaches during humid ocean freight transit.

* Mid-Ocean Curveballs: What it was like getting hit with a surprise 50% import tariff while shipment containers were literally floating on the water in month two of business.

* Creative Details That Pop: From jaguar wire cages on the corks to custom-shaped barcodes inspired by a cider can from an African road trip, proving even UPCs can be creative.

Connect with Bôm Dia

* Website: bomdiabubbles.com

Connect with Adam Peek

* LinkedIn: www.linkedin.com/in/adampeek

* TikTok: @thelabelking

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit encase.substack.com

In this episode of the People of Packaging Podcast, Adam Peek sits down with Olivia Abrams, CEO and Co-Founder of TickMitt, to chat about turning personal adversity into an innovative, life-saving product line! 🧤🕷️

Episode Overview

After contracting Lyme disease on her family’s hay farm in New York, Olivia teamed up with her dad, Steve, to create TickMitt—a chemical-free fabric mitten designed to swipe ticks right off skin, clothes, and pet fur before they bite. They later expanded with the Tick Sidekick, built a raving customer base, braved the waters of Shark Tank, and mastered the complex world of retail packaging.

Key Highlights & Takeaways

* The “Why” Behind the Brand: How a personal bout with Lyme disease sparked a family mission to protect pets and families naturally.

* Tasting the Waters on Shark Tank: What it was like pitching on Mark Cuban’s final episode, getting two offers, and having the courage to turn them down based on valuation.

* Packaging Built for D2C & Retail: How TickMitt balanced lightweight materials for low D2C shipping costs with clear windows, pegboard hooks, and high-visibility “warning yellow” for retail shelves.

* Retail Scaling & PDQ Magic: Transforming shipping boxes into ready-to-display counter stands (PDQs) for small local stores, and later shrinking package dimensions to maximize sales per square inch.

* Navigating 136-Page Compliance Manuals: Real talk on the hidden complexities of big-box retail packaging rules, label placement, and distribution requirements.

* The Power of Human Connection: Why asking for help from your immediate network can fast-track product development faster than any search algorithm.

Connect with Olivia & TickMitt

* Website: tickmitt.com

* Social Media: @tick.mitt

* Where to Buy: Amazon, Petco, and Bass Pro Shops

Connect with Adam Peek

* LinkedIn: www.linkedin.com/in/adampeek

* TikTok: @thelabelking

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit encase.substack.com

Beyond the Die Line: Unfiltered Founder Life, Building a Brand Empire, and No-Bread PB&Js with Jake Karls 🍫🚀

Welcome back to Beyond the Die Line, hosted by Tom Seymour from Bison Bag! In this high-energy episode, Tom sits down with the wild, authentic, and unstoppable Jake Karls, co-founder of Mid-Day Squares.

Jake gives an unfiltered look at what it really takes to build a disruptive CPG empire alongside his sister and brother-in-law. From hand-making chocolate bars in a condo kitchen from 5 AM to 5 PM, to getting rejected by 26 co-manufacturers, to building their own manufacturing facility producing 150,000 squares a day—this episode is packed with real talk on scaling, packaging, and going on offense during a crisis.

🌟 Key Highlights From the Episode

* The Condo Kitchen Hustle: Jake recounts the early days of launching on August 4, 2018. The three co-founders spent 5 AM–5 PM making 50 bars a day by hand, packaged them from 5 PM–6 PM, and hand-delivered them to customers from 6 PM–10 PM with handwritten notes.

* Radical Social Media Transparency: Instead of just showcasing a polished product, Mid-Day Squares documented everything—the chaos, founder arguments, and even team therapy sessions. This raw storytelling created an emotional connection that turned customers into superfans.

* 26 Co-Packer Rejections & Building Their Own Plant: Every co-manufacturer told them their formula was impossible to scale without changing the ingredients. Refusing to compromise their product, they built their own custom manufacturing plant that now cranks out ~150,000 squares daily!

* Turning Crisis into Offense: When lockdown hit and sales plummeted 70% overnight, they didn’t play defense. They donated thousands of bars to hospital workers, shifted momentum, hired aggressively, and turned it into one of their biggest growth years.

* Winning the Refrigerated Aisle: Why build a refrigerated bar in a world of dry snack aisles? Jake explains the strategy behind avoiding the overcrowded “sea of sameness” in traditional snack aisles and taking over the high-growth, fresh-snacking fridge space.

* The No-Bread PB&J Innovation: Born out of a global cocoa price surge 2.5 years ago, Mid-Day Squares pivoted to create their viral “No-Bread PB&J” line (Strawberry and Grape)! At 130–170 calories, it delivers nostalgia without the sugar crash.

📌 Links & Resources Mentioned

* Explore Mid-Day Squares: Find your nearest fridge or order directly at middaysquares.com.

* Connect with Jake Karls: Follow Jake’s entrepreneurial journey on LinkedIn.

* Brought to you by: Tom Seymour and the packaging pros at Bison Bag.

📲 Connect With Us!

For daily packaging breakdowns, manufacturing insights, and founder stories:

* LinkedIn: Connect with Adam Peek at www.linkedin.com/in/adampeek

* TikTok: Follow along @thelabelking

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit encase.substack.com

Episode Summary

In this episode of the People of Packaging Podcast, host Adam Peek sits down with Adam Page, VP of Reports at Smithers, to dive deep into the world of packaging market research. With over 25 years of experience in the industry, Adam Page shares valuable insights on why true market intelligence requires human expertise, the limitations of relying solely on AI, and how rapid changes in e-commerce and sustainability regulations are reshaping the packaging landscape.

Key Takeaways & Timestamps

* 01:40 – Global Footprint: Discover where Smithers is located—spanning London, Akron (Ohio), and Suzhou (China)—and their legacy stemming from PIRA (Printing Industry Research Association).

* 02:50 – The Hogwarts Debate: A quick detour into the magical world of Harry Potter. Is it Gryffindor or Hufflepuff?

* 04:45 – The Real Value of Human Research: Why desk research and AI aren’t enough. Adam explains the art of “triangulating” data from multiple industry stakeholders to uncover the real truth.

* 06:30 – The Paradox of the Consumer: Consumers say they want sustainability, but they also want it cheap and delivered to their doorstep in 24 hours. How do brands navigate these conflicting demands?

* 10:40 – E-Commerce & Corrugated Trends: How the rise of AI-driven “right-sizing” packaging technology at companies like Amazon is actually shifting corrugated volume demand.

* 11:50 – The PCR Crunch: Major brands have massive goals for Post-Consumer Recycled (PCR) content, but the global recycling infrastructure can’t keep up with the demand. Where will the material come from?

Notable Quotes

“AI is wonderful for problems that have already been solved and already understood... But when you’re trying something that is unknown, where there are ambiguities and uncertainties, AI falls into the mistake of being too certain about its answer.”

— Adam Page, Smithers

##🔗 Connect with Us!

If you want to stay on top of the latest packaging trends, make sure to follow and connect with our host across social media:

* LinkedIn: Connect with Adam Peek on LinkedIn to see daily insights and industry commentary.

* TikTok: Follow the “Label King” himself on TikTok @thelabelking for behind-the-scenes content and quick packaging breakdowns.

To learn more about the market reports discussed in this episode or to connect with the team at Smithers, visit Smithers.com.

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit encase.substack.com

Welcome to another episode of the People of Packaging Podcast, recorded live right here at the Label King Studios in Salt Lake City. I am your host, Adam Peek, and today we are diving deep into the future of packaging design, consumer psychology, and artificial intelligence.

Our guest today is Ankit Dhawan, the founder of Bluepill.ai. Ankit has an incredible background, moving from India to the United States to complete his masters at Cornell before leading product for the global marketing team at Amazon. With over seven years of deep experience in AI, Ankit is solving one of the most frustrating, expensive, and analog processes in our industry: consumer insights and package testing.

In this episode, we run a live demo of the Bluepill.ai software using a real-world test case: Miss Essie’s BBQ Sauce, a fantastic local brand here in Utah.

Here is what we cover:

* The Matrix Motivation: The story behind the name Blue-pill.ai and why taking the blue pill means choosing to stay in a perfectly simulated consumer environment.

* The $140 Billion Problem: Package testing and market research traditionally cost fifteen thousand to twenty-five thousand dollars per study, taking anywhere from four to eight weeks. Bluepill.ai drops that down to under ten minutes.

* Digital Twins and Micro-Personas: How the software uses real human behavioral data, qualitative interviews, and purchase signals to predict exactly how specific demographics will react to your package on the shelf.

* The Miss Essie’s Shelf Test: We look at the actual heatmap data comparing Miss Essie’s to heavy hitters like Sweet Baby Ray’s and Stubbs, highlighting packaging strengths like practical dispensers and areas to improve like pale illustrations.

* Ironclad Data Security: Why testing your proprietary designs with AI is actually much safer than human panels, ensuring your upcoming product launches never leak to your competitors.

We also have some fun debating geography, including my infamous shouting match at the Delhi airport over whether a city of five hundred thousand people actually exists.

Ankit’s tool changes the game from subjective guessing to objective, data-driven decision-making, allowing brands to iteratively test text orientation, visual clutter, and ingredient transparency for a fraction of traditional costs.

Check out the full episode to see the future of package testing in action.

Connect with Adam:

* LinkedIn: www.linkedin.com/in/adampeek

* TikTok: @thelabelking

Connect with Ankit Dhawan:

* LinkedIn: https://www.linkedin.com/in/dhawanankit/

* Website: https://blue-pill.ai/

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit encase.substack.com

Hey packaging people!

I don’t think I’ve ever been more excited to just completely packaging-nerd out on an episode! Today, I am honored and blessed to be joined by Tatiana Chamorro, the CMO and founding team member of Toucan Cocktails. Not only is she a seasoned marketing pro and entrepreneur, but she’s also a fellow podcast host!

In this episode, we dive deep into some of the most innovative packaging I have ever seen in my life. The ready-to-drink (RTD) cocktail industry has been exploding, but Toucan Cocktails realized a huge problem: pre-mixed drinks sitting on a shelf lose their magic and sometimes start to taste a little funky without heavy preservatives.

Their solution? Keep the spirit and the mixer completely separate until the exact moment you are ready to drink it!

Tatiana takes us on the wild design and engineering journey of bringing this product to life. We talk about:

* The transition from early leaky 3D-printed prototypes to their incredibly sleek final product.

* Why they chose a 360-degree pop-top tin can (it opens like a tennis ball can!) for the spirit.

* The genius of using a universal black top can across all flavors to simplify supply chain and demand planning.

* Moving away from annoying shrink sleeves (specifically those pesky zipper perfs!) and opting for direct digital UV inkjet printing for a premium, tactile feel.

* A live, on-screen demo of how to properly snap, shake, and pour a Toucan Margarita and Espresso Martini—complete with real cocktail foam!

If you love packaging design, structural engineering, and a genuinely good cocktail, you cannot miss this episode!

Connect with Adam! LinkedIn: www.linkedin.com/in/adampeek TikTok: @thelabelking

Check out Toucan Cocktails & follow their journey: Website:

https://toucancocktails.com/

Facebook: https://www.facebook.com/toucancocktails

Instagram: https://www.instagram.com/toucancocktails

TikTok: https://www.tiktok.com/@toucancocktails

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit encase.substack.com

Welcome to another episode of Beyond the Dieine, hosted by Tom Seymour from Bison Bag! In this episode, Tom sits down with his close friend Dr. Juan Salinas, a doctor of food science, master of sports nutrition, competitive bodybuilder, and the brilliant founder of Pnuff Crunch.

Juan shares his incredible journey from engineering to formulating iconic snacks for global CPG giants, before taking a leap of faith into entrepreneurship. He drops absolute gold on the realities of scaling a food brand, navigating the treacherous waters of packaging inventory, and what really happens when you rip off a lab coat on national television.

Key Highlights From the Episode

* The Corporate Launchpad: Juan talks about his years doing serious time at massive CPG companies like Nabisco, Kraft, and Nestle. He shares how working on legacy brands like Oreos and Ritz—and watching the birth of the OG Power Bar—fueled his passion for functional nutrition.

* The Shark Tank Savior: Juan recounts his viral appearance on Shark Tank. After stunning the Sharks by ripping off his doctor’s lab coat to reveal his bodybuilding physique, the laughter caused him to completely forget his lines. Mark Cuban stepped in to save the pitch and ultimately became an investor in the company.

* Dumbbells and Discipline: Tom and Juan break down a powerful analogy comparing gym culture to business growth. You cannot just start lifting the 75-pound weights on day one without hurting yourself; business, just like muscle growth, requires trusting a disciplined progression.

* Packaging Pitfalls: Juan candidly admits his early founder mistake of tying up massive amounts of cash in cheap, long-run packaging film rolls, only to be stuck with obsolete inventory when branding and market trends changed. Tom drops expert advice on using digital printing early on and designing smart with common plates to keep costs low.

* Sustainable Solutions: What do you do with 50,000 dollars worth of unused packaging rolls sitting in a warehouse? Tom explains how brands can leverage TerraCycle’s advanced recycling methods to separate complex film layers, keeping commercial waste out of landfills while protecting their brand’s reputation.

* Clean Snacking Without Sacrifice: Pnuff puffs are scientifically formulated to deliver 20 grams of protein, 3 grams of fiber, and a low glycemic response per bag to keep you full longer without the sugar crash.

Links and Resources Mentioned

* Get Shredded: Download Dr. Juan’s 34-Day Fitness and Diet Program and unlock the exact science-backed methods he uses for bodybuilding.

* Try Pnuff: Grab a bag of original, barbecue, cheddar jalapeno, cinnamon, or cocoa puffs at pnuff.com or find them on Amazon.

* Brought to you by: Tom Seymour and the flexible packaging experts at Bison Bag.

Connect With Us!

For more behind-the-scenes packaging breakdowns, industry insights, and entrepreneurial truth-bombs, make sure to follow along:

* LinkedIn: Connect with Adam Peek at www.linkedin.com/in/adampeek

* TikTok: Follow the journey and catch daily videos with @thelabelking

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit encase.substack.com

DO NOT MISS OUT ON THE GS1 CONFERENCE IN LAS VEGAS, JUNE 9-11. Register by clicking the link!

Get out your glasses, packaging nerds! 🤓 In this episode of the People of Packaging Podcast, host Adam Peek sits down with Ned Mears, Senior Director of Global Standards at GS1 US. They dive deep into the massive industry shift from traditional 1D barcodes to multi-dimensional 2D barcodes—coined “Sunrise 2027.”

Ned shares his incredible journey from an RFID subject matter expert to leading the charge on modern product identification. Learn how adding dynamic data elements, like expiration dates, can help retailers dramatically reduce food waste by up to 40%! Whether you are a brand owner wondering how to adapt or a self-proclaimed tech geek, this conversation maps out how a simple upgrade in barcoding unlocks infinite digital experiences between brands and consumers. 📦✨

Connect with us!

* Follow Adam on LinkedIn: www.linkedin.com/in/adampeek

* Check out Adam’s TikTok: @thelabelking

* Learn more about global barcoding standards at GS1 US or search “Sunrise 2027.”

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit encase.substack.com