People of Packaging Podcast

Ree Dolnick did not set out to leave science. She was a cancer researcher who got handed lab bars she would not eat: chalky, too sweet, and a label she could actually read. She had worked her way through school as a sous chef, so she treated the kitchen like a lab and started writing recipes in a notebook. The company name came from her daughter. Kids at daycare could not say Jessica. They called her Jekka. Ree trademarked JECA, registered the company, and then did nothing with it for six or seven months. Someone finally asked if she was going to use the trademark she had paid for. What followed is the part founders usually skip. A bad pitch at Ignite Buffalo that still won, because the judges liked the bar. A website with zero hits. A winter farmer’s market where the limit on sales was how many bars she could make after a full-time job. Customer discovery at UB Cultivator that proved the buyer was not the person she had pictured. And a co-man search that died because they could not make the recipe, wanted it changed, and needed huge runs to make the math work. She kept the recipe. With an engineer out of medical-device manufacturing and the team at RIT, JECA built its own equipment, owns the IP, and controls quality and minimums. Buyers like the short turns. She works more. The packaging lesson is the one this show is for. The first design could not run on the machine. Plain film, then a digital printer, then ePac, then a color change after John Lawson said he could not read yellow on white and the message was not clear. A wrapper is a billboard with nanoseconds of attention. The window on the pouch does some of the talking the words cannot. JECA bars are at Whole Foods, Wegmans, Big Y, and Tops, plus Amazon and jecabar.com. If you can buy direct, that is the margin that keeps a self-manufacturer alive. Then put one in the cart at the store so the retailer keeps the shelf. * 00:02 Open, Tom Seymour and Ree Dolnick * 02:19 Before CPG: cancer research, not a planned career * 05:00 Lab bars she would not eat, sous-chef pantry, kitchen as a lab * 08:28 The name JECA, from Jessica * 09:32 Trademark sat unused, then Share Workspace * 13:01 Ignite Buffalo: awful pitch, they liked the bar * 15:14 Website crickets, winter farmer’s market * 21:50 Lifestyle, boutique, or scale, and defending margin * 26:01 Friends will not tell you the truth * 26:44 UB Cultivator and six months of customer discovery * 38:21 Six a.m. to eleven p.m., seven days * 39:32 Why co-man failed, and building the line with RIT * 45:08 “There shouldn’t be any aftertaste” * 53:29 Packaging: film, digital print, ePac, John Lawson * 1:02:08 Where to buy, and why direct matters Guest: Ree Dolnick, JECA Energy Bars, jecabar.com. Host: Tom Seymour, Beyond the Die Line. Thanks for reading People of Packaging Podcast with Adam Peek! This post is public so feel free to share it. 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

So normally, I would have AI create some show notes for me and just copy and paste, however this particular episode needs a special human touch. Which is ironic because myself and Andy Kurtts talk a lot about AI on this episode Spoiler alert to the episode, the most interesting component today is around the topic of agentic shoppers and designing the product packaging graphics to catch the eyes of the agents to recommend products I, personally, had never though about this idea before and was stoked when Andy brought it to my attention! Roughly 18 minutes into the episode we do a live demo using Gemini If you work for a brand and aren’t really thinking about his, I highly recommend hitting up Andy at Buttermilk Creative on LinkedIn. He’s all over this topic and can help guide you through the madness and stay up to date. Between these agentic shoppers and the new GS1 Sunrise 2027 barcode change, packaging design is undergoing a massive shift. Don’t get left behind like Kirk Cameron (that’s a deep cut of a joke). Check out what he’s built at www.readmypack.ai or send him a DM on LinkedIn to get going! Thanks for reading People of Packaging Podcast with Adam Peek! This post is public so feel free to share it. 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

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