Podcast Summary: The Entrepreneurs by Monocle

Episode: Is packaging broken? A simple solution to reduce waste
Date: January 14, 2026
Host: Tom Edwards

Episode Overview

This episode of The Entrepreneurs explores innovative responses to the global waste crisis, shining a spotlight on Meadow—a startup reimagining consumer goods packaging through the humble but powerful drinks can. The episode’s first half features an in-depth conversation with Meadow co-founder and CEO Victor Ljungberg about designing packaging for a circular economy, the barriers to industry adoption, and why aluminum cans might just be the radical solution FMCG (fast moving consumer goods) needs.
The latter part of the show features Mark Goddard, UK CEO of Lombard Odier Group, who discusses the evolving needs of entrepreneurial clients in wealth management and how the sector is adapting to new value sets (especially among younger generations).

Main Segment 1: Reinventing Packaging – Meadow’s Circular Solution

Guest: Victor Ljungberg, Co-Founder & CEO of Meadow

The Problem: Linear Packaging & Waste (02:19–04:00)

• Linear packaging (single-use, non-recyclable) dominates FMCG shelves—90% ends up in landfill or incineration.
• Ljungberg points out, “75% of aluminum that’s ever been extracted is still in use in circulation” (02:39).
• The existing aluminum beverage can is “the most recycled container on the market... 400 billion units being produced every year and it comes with a perfect value chain from production to collection” (02:51).

The Solution: Meadow Capsule System (02:50–06:12)

• Meadow transforms the beverage can into a proprietary “capsule” that fits into reusable dispensers—a mess-free, circular alternative to traditional refills.
• “We just transformed [the can] from a beverage can into a capsule, as we call it, the Meadow capsule system.” (02:59, Ljungberg)
• The system is intuitive for consumers—just pop the capsule into the dispenser (pump for soaps, spray for cleaners, etc.).

Memorable Demonstration

• Host and Ljungberg do a live demonstration: “And in order to open it, I’m going to do the... there it goes.” (06:13)

Design and User Experience Innovations (04:41–07:07)

• Safety and user experience: crucial to ensure the capsule is distinct (not easily mistakable for a beverage can) and can’t be opened by hand.
• “If you have soap in a can and you have something that billions of people are used to consume in a certain way, someone would mistake it for beverage and... probably drink it... not a good idea.” (04:46, Ljungberg)
• Meadow’s can is tamper-proof and requires a dispenser to access the contents, creating a new ritual and avoiding mess.

Overcoming Barriers: Scaling Up & Changing Habits (06:48–10:15)

• Adoption challenge: People and industries are conservative—there’s “cynicism” and resistance to change.
• The co-founders’ “serendipitous” meeting—shared passion for sustainability and waste reduction drove rapid action.
• Waste statistics:
  • “Only in the last five years since we started this business, the amount of waste on this planet has increased with 20%.” (08:34, Ljungberg)
  • By 2050, Ljungberg warns, “we probably have extracted 60% more resources than today from this planet.” (09:27)

Strategic Partnerships & IP Focus (11:15–16:05)

• From napkin sketch to reality: Developed IP; designed for easy integration with existing infrastructure.
• Partnerships with Ball Corporation (world’s largest can maker), Novelis, DRT tooling, and major co-packers are key to scaling up.
• “Our modification to the can is so simple. So we do not disturb the existing production lines. That is key.” (13:50, Ljungberg)
• Meadow's product is already on UK shelves (e.g., Waitrose)—though specific brand names aren’t revealed.

Future Vision and Expansion (16:05–18:09)

• Success in 2026 hinges on demonstrating broad adoption and supply chain scalability.
• Focus on partnering with entrepreneurial brands, moving into hospitality (hotels, etc.), and ensuring both quality and efficiency at scale.
• “Imagine being hotel staff... you just take a can, pop it inside, twist open and leave the room—efficient and hygienic.” (17:46, Ljungberg)

Main Segment 2: Tailoring Wealth Management for Entrepreneurs

Guest: Mark Goddard, CEO UK, Lombard Odier Group

The Appeal of Entrepreneurial Clients (19:19–20:23)

• Goddard reflects on supporting founders: “It’s a real privilege... these are just really interesting people. Businesses are often started not deliberately. It can be a spark, it’s just an idea, it’s something that has triggered some inspiration.” (19:19, Goddard)
• The role is about helping clients through both business and personal financial journeys.

Shifting Expectations: Personalization & Demographic Change (20:56–22:30)

• Demand for “deeply understand[ing] what it is that drives and motivates people, their families, the interaction between their business life and their personal life” (20:56, Goddard).
• Younger entrepreneurial clients expect more personalization and connection to networks—banking is now about advisory services and ecosystem support, not just financial management.
• Wealth journey is often “a lonely journey... you’re not necessarily surrounded by lots of other business owners who are your friends.” (21:40, Goddard)

Industry Evolution: Tech, Social Value, and Sustainability (23:15–24:58)

• Technology is now central to wealth management; clients want both personal service and digital access.
• Social impact and sustainability “is becoming more and more of a conversation” (24:14, Goddard).
• Lombard Odier is “addressing the importance of having a strong social and sustainable approach to its investments and supporting clients that really value that.” (24:45)

Building Entrepreneurial Networks (25:26–27:11)

• Lombard Odier is developing a formal entrepreneurial network to help clients connect and support each other through all business stages, including exits and post-sale life.
• “That was the inspiration... to create a support network for business owners in the UK that don’t have that opportunity to sit around a table together, kick the tires on important topics.” (26:14, Goddard)

Looking Ahead: Optimism for UK Entrepreneurship (27:44–29:16)

• Goddard’s optimism rooted in the UK’s adaptive, creative economic environment and strong institutions.
• Calls for “more to do around capital markets,” but reaffirms the UK is a great place to start and grow businesses.
• “Education... is an area that I feel incredibly passionate about. I think there’s more that we need to do there to actually support the entrepreneurs of tomorrow.” (28:30, Goddard)

Notable Quotes

• “We just transformed [the aluminum can] from a beverage can into a capsule, as we call it, the Meadow capsule system.” – Victor Ljungberg (02:59)
• “If you have soap in a can... someone would mistake it from beverage and someone will probably drink it... not a good idea.” – Victor Ljungberg (04:46)
• “Only in the last five years... the amount of waste on this planet has increased with 20%. 20%.” – Victor Ljungberg (08:34)
• “The way in which [clients] want to communicate... clients of scale do require personal service, but... technology is playing an increasingly important role.” – Mark Goddard (23:15)
• “The thing that gets me out of bed is coming in and being able to be around those types of people and perhaps... add a little bit of value.” – Mark Goddard (27:44)

Key Timestamps

• [02:19]: Victor Ljungberg introduces the waste crisis and linear packaging problem
• [04:46]: Design innovations: tamper-proof capsule
• [08:34]: Stark waste statistics, urgency for change
• [11:16]: The origin of Meadow: from napkin sketch to company
• [13:50]: Importance of simple design and existing infrastructure compatibility
• [16:05]: Meadow’s expansion priorities for 2026
• [19:19]: Mark Goddard on working with entrepreneurs
• [20:56]: Changing expectations, personalization in wealth management
• [23:15]: Technology and social value in wealth management
• [25:26]: Building a formal entrepreneurial network
• [27:44]: Optimism for the UK entrepreneurial ecosystem

Tone & Takeaways

The episode strikes a tone balancing urgency (regarding the global waste crisis) with real optimism—thanks to scalable design thinking, strong partnerships, and adaptable entrepreneurial mindsets. Both featured guests exemplify a forward-thinking approach to solving big systemic problems, whether in packaging or wealth management, by listening closely to consumer needs, partnering wisely, and driving change at scale.

This is a must-listen for anyone interested in the intersection of sustainability, design, business innovation, and the evolving landscape of entrepreneurship support.