From Vision to Impact: Elevate Packaging
How Rich Cohen Built a Purpose-Driven Sustainable Packaging Company
Lessons on persistence, innovation, and messaging from the founder of Elevate Packaging
There’s a lot of talk these days about sustainability. But long before compostable packaging became a category, Rich Cohen was building it.
On a recent episode of Founders in Full, I sat down with Rich to hear the full story behind Elevate Packaging — a company that’s been on a 20+ year mission to eliminate plastic waste and re-enrich the planet.
This conversation wasn’t just about eco-friendly products. It was about building something meaningful before the market is ready. It was about storytelling, innovation, and the long road of staying true to your values as a founder.
The Origin: From Grainger to Global Sustainability
Rich didn’t start in packaging. He started in software and strategy at companies like Northern Trust and Grainger. But a sabbatical and some soul-searching (plus a journal entry while hiking through remote parts of the world and seeing plastic trash in pristine landscapes) sparked a big question:
What if we could eliminate plastic at the source?
That question would eventually evolve into Elevate Packaging — a company that helps brands use fully compostable packaging that’s good for the planet and easy for customers to use.
Innovation Starts With Problem Definition
One of the most powerful takeaways from the episode was how Rich approaches innovation:
“We don’t define problems based on legacy systems. We define them based on what actually needs to be solved.”
In the early days, that meant creating the world’s first compostable adhesive label (in 2007!) when no one even knew what compostable meant. But as Elevate grew, the mission shifted from offering sustainable materials to solving the entire circular packaging challenge — from supply chain to disposal.
Messaging That Matches the Mission
Here’s where things get especially relevant for other founders:
As Rich evolved Elevate’s product offerings, he realized that how they communicated the value was just as important as what they were offering.
Instead of pushing products, Elevate focused on educating customers, simplifying their decisions, and being radically transparent about what their packaging could and couldn’t do.
“People don’t want to be sold to — they want to understand what they're supporting. That’s how we’ve built trust.”
Their marketing wasn’t full of flash or funnel hacks. It was thoughtful, mission-driven messaging aligned with the values of the brands they served — food companies, wellness brands, retailers, coffee shops, and more.
When the Market Isn’t Ready Yet
Rich shared several moments when it felt like the business might not work. No customers. No demand. People confused compostable with combustible (seriously).
But he stuck with it.
“Vision comes first. You can’t build something meaningful by just chasing TAM. You build it because it needs to exist.”
It’s a mindset that every founder with a disruptive idea can relate to. Especially when you’re trying to change how people think, not just what they buy.
What Founders Can Learn From This
If you’re a founder navigating marketing and messaging challenges — especially in a category that’s complex, technical, or misunderstood — here are a few takeaways from Rich’s journey:
Your messaging is a living, breathing system. You’re never “done” updating it.
Customers are your best R&D. Elevate’s entire strategy evolved through customer conversations.
You can’t outsource your mission. Rich never wanted to run a packaging company. He wanted to solve a problem — and that purpose guides everything they do.
Looking for sustainable packaging for your business?
Check out Elevate Packaging. Whether you're a CPG brand, a local coffee shop, or a DTC startup trying to reduce your environmental impact, they offer solutions designed to make sustainability simple — and real.
About Founders in Full
Founders in Full is a podcast where we go beyond the highlight reel and get into the real stories of building something from scratch — with a focus on branding, marketing, and the messy middle. Hosted by Dan Ritzke, Founder of Third Act Marketing.