Group Lead, Ved Krishna
Hello, hello! From a software engineer to the founder of a compostable packaging company, the story of Rich Cohen, our guest for this episode is the stuff of biopics! An environmentalist and problem solver at core, Rich was traveling on his sabbatical when he realised that plastic had reached even
0:00 – Elevate Packaging: More Than a Packaging Company
Richard Cohen, founder of Elevate Packaging, is clear about what the company actually does: it exists to prove that compostable packaging can work at scale. He came from the cellulose and forest products world, and that background shaped a lot of how he thinks about materials.
12:00 – Why Compostable Matters More Than Recyclable
Elevate won’t sell a product unless it’s certified compostable and has a genuine composting pathway. Richard explains why that hard position matters and makes the case for composting as a better long-term answer than recycling for flexible packaging.
25:00 – Creating Real Composting Pathways for Customers
Having a certified compostable product isn’t the whole answer. Richard explains how Elevate builds the actual end-of-life partnerships that give customers a real answer when someone asks where the packaging goes after use.
37:00 – Nobody Buys Packaging — They Buy Sustainability
Richard’s reframe: nobody actually buys packaging. They buy a sustainability claim, a brand value, a customer promise. He talks about how that perspective changes the sales conversation and which types of brands connect with it most.
50:00 – From Flexible Films to Labels: Elevate's Range of Solutions
Elevate sells mailers, flexible films, labels, and shipping materials. Richard walks through the portfolio and explains which applications have moved fastest and what the customers buying them actually have in common.
62:00 – The Market Is Growing: Demographics and Demand
The segment of consumers who specifically want compostable, not just recyclable, is growing. Richard talks about who those buyers are, where they shop, and why natural grocery and direct-to-consumer brands have been among the first to commit at scale.
75:00 – Supply Chain Reality: Manufacturing Compostable Cellophane
Elevate can deliver compostable cellophane within one to two days, which is unusual for specialty packaging. Richard explains how they built that capability and why short lead times matter more than people expect in this market.
87:00 – Collaboration Over Competition in Sustainable Packaging
Elevate can’t serve the whole market. Richard explains why he thinks about other compostable packaging companies as partners rather than competitors, and why open collaboration will do more to shift the market than any single company competing alone.
Let’s come together!
