Welcome back to the Tater Talk Podcast! In this episode, Mike DeLong sits down with a true force in the CPG and fitness worlds: Mark Samuel. With over two decades of experience building and exiting businesses, hosting the “Let’s Eat” podcast, and boasting a massive LinkedIn following, Mark is now making waves with his seed oil-free kettle chip brand, Mark Snacks. What makes his journey particularly intriguing? Mark, a self-proclaimed fitness enthusiast and non-snacker, decided to launch a potato chip company. We dive deep into his entrepreneurial spirit, his bold venture into a highly competitive market, and his refreshingly authentic approach to business and health.

From Early Hustle to CPG Pioneer

Mark Samuel’s entrepreneurial drive isn’t a recent development; it’s a lifelong trait. “I’ve been doing my own thing since the first company when I was twenty-three,” Mark shares, highlighting over two decades of diverse ventures, from service-related businesses to consumer products. His journey into CPG, particularly in health and wellness, began long before Mark Snacks. He’s always been driven by a desire to create, innovate, and build, a mindset that started with childhood hustles like selling baseball cards.

When asked about his confidence in the CPG space, Mark offers a dose of refreshing humility. “Nobody’s good at it,” he quips, suggesting that even wildly successful entrepreneurs often attribute their wins to luck, timing, a good product, and significant investment. Mark’s own path in food CPG spans over a decade, including a previous snack company that, while not a runaway success, provided invaluable lessons. This experience, coupled with a willingness to take “one more round,” led him to the genesis of Mark Snacks in mid-last year.

Why Potato Chips? Navigating a Giant Category with Purpose

The decision to enter the fiercely competitive potato chip market might seem counterintuitive for a health-focused entrepreneur, but Mark Samuel’s reasoning is strategic and deeply personal. He outlined several non-negotiable criteria for his next venture:

• Gigantic Category: Mark wanted a product that didn’t require educating the consumer. Chips are a household staple, immediately recognizable and understood. While acknowledging the intense competition dominated by giants, he saw the sheer size of the market as an opportunity.
• Clear Differentiation: The key differentiator for Mark Snacks is being seed oil-free. Mark had been aware of the issues with seed oils long before they became a mainstream topic, and he recognized the growing consumer demand for healthier alternatives. This position allowed him to “latch onto that knowing I could feel good about what the position was.”
• Wildly Personal: What started as an idea for a brand with his name evolved into putting his actual face on the bag. This personal touch, Mark explains, creates a “massive moat.” It’s about owning the narrative and telling his story without reservation. “I really wanted to be able to tell a story that was my own. And have no fucks given as far as what was said, when was said, and how it was said.”

This authentic storytelling, combined with a fantastic product (which Mark calls “table stakes”), is what he believes creates a unique connection with consumers in today’s market. He emphasizes that while the product must be top-tier, the narrative and personal brand are equally crucial.

Thinking Bigger: Challenging the Status Quo

Mike pressed Mark on the fear associated with entering such a competitive market. Mark admits that many initially thought he was “crazy.” However, a conversation with a respected mentor shifted his perspective. Instead of thinking small—aiming for just a sliver of the market—he was encouraged to “think bigger.”

Mark’s ambition isn’t about directly competing with every major player on their terms. He clarifies, “I’m not even going after the consumer who eats Doritos… They could go eat that.” His focus is on providing a better alternative for those who seek it, and his larger mission extends beyond just selling chips.

The North Star: Health, Wellness, and Radical Transparency

Is Mark Samuel on a mission to evangelize seed oil-free snacking, or is it purely a business opportunity? Mark clarifies that it’s both, but with a profound underlying purpose. “My North star here is to build a platform big enough that allows me to continue to talk about health and wellness in the way that I see it. And that is wildly transparent.”

This transparency is what makes Mark’s approach so unique, and, as Mike points out, seemingly contradictory. Mark, a snack company founder, openly advocates for eating fewer snacks. He calls out the “fucked up conundrum” in the industry, where many companies promote ultra-processed foods while encouraging maximum consumption. Mark Snacks, for him, is a vehicle to challenge this narrative. It’s about offering a better choice while promoting overall health and mindful eating, rather than just pushing product.

Conclusion: A Snack Brand with a Mission

Mark Samuel’s journey with Mark Snacks is a testament to the power of authenticity, strategic differentiation, and a compelling personal mission. He’s not just building a snack brand; he’s building a platform to advocate for healthier choices and transparent conversations in the food industry. His story is a powerful reminder that even in the most saturated markets, a clear purpose and a strong voice can carve out a meaningful space.

Want to hear more about Mark Samuel’s incredible journey, his insights into the CPG world, and his unique approach to business? Tune into the full episode of the Tater Talk Podcast, “S1:E19 | Building a Better Snack Brand: Mark Samuel on Entrepreneurship & Staying Authentic,” wherever you get your podcasts!

About Our Guest

Mark A. Samuel is a serial entrepreneur, health and fitness enthusiast, and proud father who has spent the last 23 years building, scaling, and exiting startups, heavily focused within the Consumer-Packaged Goods (CPG) and fitness industries. He has a highly decorated background in product innovation, brand development, and strategic planning. Mark is a hands-on leader who has repeatedly proven he can take an idea from initial design and prototyping all the way to global distribution, equity buyouts, and national brand licensing.

Connect with Mark on LinkedIn.

Check out Mark’s Snacks official website.