Little did Sam Rockwell (BBA ’10) know that standing in line for a waffle at the base of a busy ski slope would not only change his life, but also the lives of his two closest friends: Justin Samuels (BBA ’10) and Jeremy Reich (BBA ’10).
These days, the trio—all New Jersey natives who met in the residence halls at UW–Madison and studied together at the Wisconsin School of Business—are the creative force behind Happi Co. The multimillion-dollar CPG company is rapidly disrupting the frozen foods aisle through diverse brands, exciting flavors, and big-name partnerships with icons such as Snoop Dogg.
It’s the realization of a dream that began 15 years ago, when the three students first put their entrepreneurial skills to the test, slinging freshly made waffles at Madison’s Mifflin Street Block Party.
“We share similar work ethics and values, but also a desire to build,” says Reich, who’s served as the company’s chief strategy officer since 2022. “I think that’s why we work so well together and why we became such close friends.”
Seeking to create something with “a floor and not a ceiling,” Rockwell first approached his friends with the idea for a business inspired by busy, seasonal waffle stands. With few resources but plenty of energy, the three got to work, with Samuels developing recipes and making waffles, Rockwell selling them, and Reich serving as an external advisor.
“The reason we’re still here today after 15 years is because we have complementary skills,” says Rockwell, the company’s chief executive officer. “We’re also committed to a shared goal, which has sustained us through the tough times.”
After graduating from WSB, Rockwell and Samuels continued to build up the business—then called Waffle Waffle—while Reich went on to earn an MBA and law degree at Rutgers University. After their initial idea for a brick-and-mortar store proved too costly, Rockwell and Samuels began exploring other ways to get their products in front of hungry customers, including supplying them to restaurants.
Through some dogged persistence, the team soon landed deals to get frozen versions of their waffles in stores, including Whole Foods and eventually Walmart. That reach, plus rising consumer demand for novel food items, gradually allowed the company to morph into Happi Co. and expand their scope of products.
“We started making these breakfast sandwiches and figuring out how to source materials and build full-solution meals,” says Rockwell. “Once we were successful in the execution of that, we realized we didn’t need to limit ourselves to just waffles.”
Through partnerships with other producers, products like frozen entrees, bagged meals, and pizzas soon followed. Brands like Happi Foodi and Laughing Tiger were developed, and in 2023, the company created and launched Dr. Bombay ice cream, in partnership with Snoop Dogg.
“Partnering with manufacturers who have specialized abilities allows us to be nimble and move quickly,” says Samuels, Happi Co.’s chief operating officer. “We let people who are experts do what they do and that’s what has allowed us to adapt.”
“We wanted to help develop something … that shows students how those lessons in the textbook are actually put into practice.”
—Sam Rockwell (BBA ’10)
Now, the trio has signed on to another important partnership: one with WSB. In 2024, Happi Co. became one of WSB’s first corporate partners to participate in the school’s new capstone course, General Business 400. Designed to amplify WSB’s commitment to experiential learning, the class—which is required for all undergrads—connects multidisciplinary student teams with businesses to solve real-world challenges.
“We wanted to help develop something that’s enriching, that’s practical, that shows students how those lessons in the textbook are actually put into practice,” says Rockwell. “But the goal wasn’t just to give back. The goal was also to get by having students create a scope of work that is helpful to us. That really makes it mutually rewarding.”
The three are also partnering with WSB’s Weinert Center for Entrepreneurship on a reverse pitch competition to engage students in entrepreneurial thinking and problem-solving. In addition to lending their expertise and perspective, they’re eager to validate aspiring entrepreneurs and encourage their creativity.
“As students, anyone in the business school who discovered what we were doing responded with 100% positivity and encouragement,” says Samuels. “If we can do something similar for someone sitting in those same seats we once sat in, we’re going to do that.”
Rockwell, Samuels, and Reich agree their emerging partnership with WSB is a natural one. After all, the values that Happi Co. looks for in the business partners that have helped them grow—like trust, integrity, and grit—are also key values of WSB.
“We all find this partnership to be incredibly valuable and a total win-win,” says Reich. “Plus, any excuse to get back to Madison works for us.”