The Wisconsin School of Business is proud to recognize the founders and leadership team of Happi Co. with the WSB Impact Award.
This award recognizes individuals who have demonstrated service to the Wisconsin School of Business, and have volunteered their time and talent to advance the school’s priorities.
Sam Rockwell (BBA ’10), Justin Samuels (BBA ’10), and Jeremy Reich (BBA ’10) are the creative force behind Happi Co. The three partners and friends—all New Jersey natives who met in the residence halls at UW–Madison and studied together at WSB—got their start in business as students slinging freshly made waffles at the Mifflin Street Block Party.
That experience led to the creation of Rockwell and Samuels’ first company, Waffle Waffle, which they strategically evolved into Happi Co., a multimillion-dollar CPG company that has rapidly disrupted the frozen foods sector through unique brands, bold flavors, and high-profile business partnerships. Recent ventures include Slapsnacks, founded with Dan Reich (BS ’08) and the UFC’s Dana White, and Dr. Bombay ice cream, founded with Snoop Dogg.
“The first time I met the Happi Co. team and heard their launch story, I actually asked them to retell it so I could record it,” says Dan Olszewski (BS ’87), Goldberg Family Director of the Weinert Center for Entrepreneurship. “It was a master class in the entrepreneurial hustle and grit required to build a startup. Today, we still use that video in our classes, and it is incredible to see how they’ve scaled from a campus waffle company into a multi-product brand partnering with some of the biggest names in the industry.”
As chief executive officer of Happi Co., Rockwell has led the company to over $40 million in annual revenue. He has built retail partnerships with some of the nation’s largest grocery and mass-market retailers, including Walmart, Kroger, Target, and Costco.
“It is incredible to see how they’ve scaled from a campus waffle company into a multi-product brand partnering with some of the biggest names in the industry.”
—Dan Olszewski (BS ’87), Goldberg Family Director, Weinert Center for Entrepreneurship
Samuels is the chief operating officer of Happi Co., where he leads all manufacturing and distribution operations. His operational focus and strategic planning capabilities have been central to the company’s ability to scale efficiently and bring new products to market quickly.
After graduating from WSB, Reich went on to earn an MBA and law degree before serving as general counsel for a security technology firm. During this time, he served Happi Co. as an external advisor, and in 2022, officially joined the company as its chief strategy officer and general counsel.
Happi Co. has also maintained a strong relationship with WSB and has consistently found ways to engage with Business Badgers. They’ve mentored students, delivered guest lectures, and in 2024, became one of WSB’s first corporate partners to participate in the school’s new undergraduate capstone course. Designed to amplify WSB’s commitment to experiential learning, the required class connects multidisciplinary student teams with businesses to solve their unique challenges.
In 2025, Happi Co. also partnered with WSB to put on the inaugural Idea to Aisle Pitch Competition, which gave budding student entrepreneurs a hands-on experience unlike any other. More than 100 students took part in the competition, where they developed new ideas for a packaged food product, assembled a business case for a company, and pitched the idea to expert judges, including Reich.
“Beyond their business success, their dedication to giving back has been phenomenal,” adds Olszewski. “They possess a true passion for the UW, and as young entrepreneurs, they are already doing so much to inspire and shape the next generation of Badger founders.”
Read about the other 2026 WSB Alumni Award recipients.
From the Dean
“Sam, Jeremy, and Justin have been critical in bringing WSB’s transformative vision for industry engagement to life. Through their steadfast partnership, they’re not just bringing business projects through Happi Co. to the table; they’re actively building new, innovative experiences that truly give our students a competitive edge while also enhancing WSB’s status as a thriving hub for entrepreneurship.”