In this episode of the People of Packaging podcast, host Adam Peek sits down with Michael Houston, President & CEO of Future Blue Group and Co-founder of Shower Pouch, for an insightful conversation that delves into his extensive career in packaging and his passion for innovative, sustainable solutions.

Michael's Journey: From Corporate Giants to Entrepreneurial Ventures

Michael shares his impressive career trajectory, starting with his time at major CPG companies like Procter & Gamble and Johnson & Johnson, where he gained invaluable experience in packaging R&D and operations. He later transitioned to companies like Beachbody, where he began to focus on helping smaller businesses navigate the complexities of product development and market entry. His experience also includes roles at Unilever, working with beauty brands like Murad, Dermalogica, and Kate Somerville, and contributing to the Honest Company's IPO. This rich background has fueled his current entrepreneurial pursuits.

Introducing Shower Pouch: The On-the-Go Hygiene Solution

A significant portion of the discussion revolves around Shower Pouch, a product born from a personal problem statement. Michael recounts how his father, serving in Afghanistan, highlighted the need for a better hygiene solution than just baby wipes. Collaborating with his business partner, Omar Jimenez (a talented chemist), they developed Shower Pouch – a high-quality, durable, and highly absorbent non-woven wipe designed to clean an entire body with just one product. The conversation touches on:

* The Problem: Addressing the need for convenient and effective hygiene solutions for military personnel, hospital patients, and even active individuals on the go.

* The Innovation: The use of a specialized non-woven material that is highly absorbent and durable, allowing for efficient cleaning.

* Sustainability Focus: Shower Pouch is designed as a durable good, emphasizing reusability and minimizing waste. The packaging even suggests washing and repurposing the wipes.

* Convenience: The product can be used on its own or heated for a more comfortable experience.

* Availability: Shower Pouch is available on Amazon Prime and through their website, theshowerpouch.com.

Future Blue Group: Driving Sustainable Packaging for CPG Brands

Michael's consultancy, Future Blue Group, leverages his deep industry knowledge to assist CPG brands in various aspects of packaging. The discussion highlights:

* Key Areas of Focus: Future Blue Group helps brands with cutting-edge technical packaging solutions, cost reduction, enhancing packaging aesthetics, improving customer experience, integrating sustainability principles, optimizing supply chain operations, and accelerating market entry.

* Industry Successes: Michael notes significant success working with brands in the supplement space, where he helps optimize packaging for shelf stability and manufacturability, moving beyond generic stock options. He also finds considerable success in the personal care, masstige, and prestige categories, where he navigates complex material and formulation challenges to ensure both aesthetics and functionality.

* The Importance of Data: Michael emphasizes the critical role of data in making informed packaging decisions. He advocates for a scientific, objective approach to sustainability, starting with verifiable data rather than relying on "greenwashing" or gut feelings. This is where tools like Specright.com and Trayak become invaluable.

Sustainability in Packaging: A Call for Clarity

Michael offers crucial advice for brands tackling sustainability:

* Define Your Sustainability: He stresses the importance of clearly defining what sustainability means for your specific brand – whether it's compostability, recyclability, durability, or a combination. A clear definition allows for quantifiable goals and avoids being "all over the place."

* Embrace Material Science: Understanding the materials you're working with, their manufacturing processes, and their environmental impact is key to making truly sustainable choices.

* Beyond Greenwashing: Move past superficial claims and commit to science-based decisions that genuinely reduce environmental impact, particularly focusing on reducing CO2 emissions.

Connect with Michael Houston:

* LinkedIn: Michael Houston

* Future Blue Group: Find them on LinkedIn

* Shower Pouch: theshowerpouch.com

* Email: michael.houston@futurebluegroup.com

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

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